内容简介
We're living in the Age of Persuasion. Leaders andorganizations of all kinds--public and private, large andsmall--fulfill their missions only by competing in the marketplaceof images and messages. To win in that marketplace, they needadvertising. This has been true since the advent of mass media,from mass-circulation magazines and radio through the age oftelevision and the Internet.
Yet even as they use advertising to capture consumers'imaginations and build their brands, few people know of theingenious and tormented man who built the modern advertisingindustry and shaped a new consumer sensibility as the twentiethcentury unfolded: Albert D. Lasker.
Drawing on a recently uncovered trove of Lasker's papers, JeffreyCruikshank and Arthur Schultz have written a fascinating biographyof one of the past century's most influential, intriguing,troubled, and instructive figures. Lasker's creative and powerfuluse of "reason-why" advertising to inject ideas and arguments intoad campaigns had a profound impact on modern advertising,foreshadowing the consumer-centered "unique selling proposition"approach that dominates the industry today. His tactics helpedlaunch or revitalize companies and brands that remain householdnames--including Palmolive, Goodyear, and Quaker Oats.
Yet even as they use advertising to capture consumers'imaginations and build their brands, few people know of theingenious and tormented man who built the modern advertisingindustry and shaped a new consumer sensibility as the twentiethcentury unfolded: Albert D. Lasker.
Drawing on a recently uncovered trove of Lasker's papers, JeffreyCruikshank and Arthur Schultz have written a fascinating biographyof one of the past century's most influential, intriguing,troubled, and instructive figures. Lasker's creative and powerfuluse of "reason-why" advertising to inject ideas and arguments intoad campaigns had a profound impact on modern advertising,foreshadowing the consumer-centered "unique selling proposition"approach that dominates the industry today. His tactics helpedlaunch or revitalize companies and brands that remain householdnames--including Palmolive, Goodyear, and Quaker Oats.