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Journalism history - Essay Example

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Advertisement Agency Course Number Instructor Name THE ADVERTISING AGENCY Advertising is a practice common among organizations aimed at informing, educating, convincing and swaying consumers into having favorable tastes and preference for the products or services that they offer…
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Journalism history essay
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Download file to see previous pages It is aimed at enlightening a large population at once within a stipulated amount of time and have positive impacts as the end results on the objective for which the advertisement was made in the first place, hence supplementing the role of sales representatives. An advertising organization as defined by the American association on the other hand is an independent organization that specializes in developing people or business people who specialize in developing advertisement plans, advertisements, and other promotional tools (Johnson & Lee, 2005). In America the advertisement agencies field have developed gradually since its inception in the 1800s when advertising became a tool for organizations in the USA. Most effectively though in the 1860s with independent advertising agents present in the 1840s and 1850s. This paper therefore studies advertising agency as an American journalistic outcome and its history. DISCUSSION Development of Advertisement Agencies Free agents conducted advertisements in the 1840s who acted to advantage merchants, wholesalers and even manufacturers in their quest to reach larger consumer market both geographically and even nationwide. These agents were categorized as free agents who did more of freelancing advertisements the merchants or authorized agent who were acting on behalf of companies or organization with their full authority and support (Presbrey, 1968). They could not be relied upon though to relay the correct message as was required by the organizations they represented. Improvements were therefore necessary with the growth of the American economy and at a very fast rate. Advertisement developed from the 1840s agents to a situation whereby newspaper publishers then began to sell space for advertisement purposes to different advertiser for their advertisements, this being referred to as space jobbing (Presbrey, 1968). All these however would come to change with the ingenious ideas and mind of one Volney B. Palmer, revolutionize business in the United States when he founded the nation’s first advertising agency in Philadelphia in 1841 (Crouse, 2010). He pioneered the formation of advertisement agencies and went on to engineer changes through the advertisement industry with actions like providing a level business field for every participant within the industry. After leaving the family business that nurtured his skills and knowledge in newspapers, he diverted into the advertisement business that grew gradually finally leading him into representing 1300(one thousand three hundred papers) (Crouse, 2010). These advertisement agencies in effect enabled businesses, merchants, wholesalers and producers reach a larger geographical area and access more people nationally. He did wonders in convincing business people that buying advertisements and going all out to convince consumers was in the long run beneficial to their businesses. Telling then that risking more money to advertise more often than not had positive end results in the profits they realized through the sale of such advertised products. This proved successful and by 1865 well after his death, there was an increase in the number of advertisement agencies to 30(thirty), all that could be traced to him thereby reducing the overeliance on salesmen who always met resistance and had difficult times in convincing people on a product. This being as it may since some were unskilled and had little knowledge of the very same products they were ...Download file to see next pagesRead More
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