5 of 6 people found the following review helpful
The father of modern advertising,
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This review is from: The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century (Hardcover)
Albert Lasker is frequently called the father of modern advertising. Heading up the advertising agency of Lord and Thomas, Lasker relied on the power of ideas. He defined advertising as "salesmanship in print."
He was at his peak from 1908 to the 1930s. Some of his achievements included sparking a thirtyfold increase in the sales of Puffed Wheat and Puffed Rice, inventing the "Sunkist" and "Sun Maid" brands while dramatically increasing the consumption of oranges and raisins, quadrupling the sales of Goodyear tires in four years, increasing the sales of Lucky Strike cigarettes from 25 million a day to a 150 million a day in less than three years and marketing the first sanitary napkin (Kotex) and the first disposable handkerchief (Kleenex).
Lasker pioneered the use of research to test and validate advertising approaches. He was one of the first men to analyze and plan advertising campaigns for clients. He helped define advertising so that it became a force of social good to introduce people to new and better ways of life.
Lasker, who likely was manic depressive, was not a particularly effective manager. He experienced mood swings, battling ups and downs. Although he attracted talented individuals, he deliberately fostered insecurities and anxieties among his top lieutenants. Lord and Taylor dissolved in December 1942.
While Lasker's advertising success is interesting, it unfortunately is only half of the book. The other half of the book was extremely boring to me. From pages 125 through 237, the authors cover Lasker's involvement in the Leo Frank murder case, his stint as part owner of the Chicago Cubs, his involvement in political campaigns, including the presidential campaign of Warren G. Harding and his position as chairman of the United States Shipping Board. I found very little of it interesting. I think most readers also will be challenged by the authors' rather dry and textbookish writing style.
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Showing 1-2 of 2 posts in this discussion
Initial post: Sep 4, 2013 9:39:41 AM PDT
Mark Souder says:
It was especially helpful because I am also interested in the areas this reviewer was not. But because he took the time to spell out what he didn't like, it helped potential book buyers make an informed decision.
In reply to an earlier post on Sep 4, 2013 10:37:51 AM PDT
Barry Sparks says:
Glad I could be helpful to you.
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