Marketing Practices in the late Nineteenth Century

The development of marketing thought as a theory began early in the twentieth century (Bartels, 1976, p. 9). Before that, market and trade behaviors were explained from a macroeconomic viewpoint (Bartels, 1970, p. 32) that characterized man as a social individual and an economic entity (Bartels, 1976, p. 13). Although such theories did discuss buyer behavior in the market, they did not offer a theory from the standpoint of the market or consumer until the contention that consumption is the end and object of production became the basis for marketing writers' taking a more "consumer" viewpoint (Bartels, 1976, p. 13).

Advertising Practices Leading up to the Late Nineteenth Century

The seventeenth century marked the development of the newspaper (Kaufman, 1987, p. 10). Kaufman notes that, from the first, the newspapers were simply filled with advertisements. However, when the government of King George levied a tax on newspapers, the publishers further emphasized the sale of advertising to increase their revenues (Kaufman, 1987, p. 11). Thus, in the New England colonies, the growth of the newspaper industry followed a pattern similar to that England's (Kaufman, 1987, p. 12).

The Boston Weekly News-Letter was the first American newspaper and it carried advertisements of sailings from Boston, imported goods, runaway slaves, and sales of slaves. By 1765, there were 25 newspapers in existence. However, othe

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s such as Gillette, Kellogg, Baker's chocolate, Old Dutch Cleanser, Ingersoll watches, Bissell carpet sweepers, Calumet baking powder, and Van Camp's pork and beans were heavily advertised in such magazines (Porter & Livesay, 1971, p. 224). The early use of national advertising was concentrated in the trades that dealt with smaller-scale goods, such as the pharmaceutical industry as discussed above and the grocery business. An early commentator stated: "In time it grew clear that iteration coupled with a memorable slogan or image was vastly more effective than just announcement alone. But difficulties were still encountered. The approach seemed to be suited only for widely distributed and broadly consumed commodities such as soap, tobacco, and the new packaged foodstuffs" (Porter & Livesay, 1971, p. 224). By 1920, advertising constituted the largest share of print media revenues and accounted for about two-thirds of all newspaper and magazine income. More important than the volume of advertising, however, was the fact that "the lead in advertising had passed to manufacturers of nationally distributed, brand-named goods" (Leiss et. al., 1986, p. 534). It was through the creation of a national consumer market that the adve

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