SECRETS OF MODERN ADVERTISING

REVEALED

Book 1

A DEFINITION OF ADVERTISING

By Donald Hammond

Copyright 2010 by Donald Hammond

For further information on the secrets of advertising, check the other books by this author or go to : http://www.donomite.info/ThePsychologyOfAdvertising.cfm

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This series of books look at advertising in its modern sense. By advertising is meant that commercial force, which has become a most powerful factor in the development of many of the largest and most profitable industries.

No definition of advertising is here possible except as this entire book may be accepted as a definition. So rapidly has advertising advanced through its various changes that even the latest dictionaries and encyclopedias are out of date in their attempts to define it. The advertising of yesterday is not the advertising of today. Men not very old have witnessed the entire development of modern advertising from being an untrustworthy instrument of quacks and charlatans to its place as an engine in the conduct and expansion of business. According to various estimates the amount of money spent today in America for advertising ranges from $150 billion to $1 trillion USD per year.

Advertising in the dictionary sense of the word has a history as old as that of the human race. Just as soon as there were more than two people in the world some sort of formal announcement had to be made by one to the other. The early history of such announcements,—from the first use of the human voice to the beginning of pictorial and lettered inscriptions, from posters to the discovery of printing, and from the advent of printing to the beginning of real advertising,—is of interest only to the archeologist. It is of no value to the business man. It would be of less assistance to the understanding and appreciation of modern advertising than the legal tender used by the ancient Phoenicians would be to comprehending the principles of modern finance. Real advertising began when methods of printing had been so perfected as to make it possible to multiply almost indefinitely the number of copies of a periodical which might be circulated.