Chapters in this book

1. Frontmatter i
2. CONTENTS xi
3. ILLUSTRATIONS xvii
4. TABLES xxiii
5. CHRONOLOGY xxv
6. EDITOR ' S INTRODUCTION xxix
7. EDITOR ' SINTRODUCTION TO THE FIRST EDITION xxxi
8. AUTHOR'S PREFACE xxxvii
9. AUTHOR'S PREFACE TO THE FIRST EDITION xli
10. GENERAL HISTORY OF N. W. AYER & SON, INC.
11. ORIGIN OF THE ADVERTISING AGENCY AND DEVELOPMENT T O 1869 3
12. FOUNDING OF Ν. W. AYER & SON, 1869-1876 20
13. BEGINNING OF THE OPEN CONTRACT, 1875-1880 50
14. GROWTH OF AYER SERVICE, 1879-1920 72
15. F. W. AYER: THE LAST PHASE, 1906-1923 103
16. YEARS OF GREAT PLENTY, 1923-1930 123
17. THE LEAN YEARS, 1931-1936 147
18. KEEPING EVERLASTINGLY AT IT . . . 168
19. ANALYSIS OF PARTICULAR ASPECTS OF AYER DEVELOPMENT
20. THE AGENCY'S CLIENTS 205
21. BASIS OF AYER RELATIONS WITH CLIENTS 231
22. THE PLANNING OF ADVERTISING CAMPAIGNS 248
23. CAMPAIGN EXECUTION AND GENERAL SERVICE 271
24. SOME DEVELOPMENTS IN AYER COPY 295
25. PROBLEMS AND POLICIES IN DEALING WITH ADVERTISERS 322
26. THE AGENCY AND ADVERTISING MEDIA 371
27. RELATIONS BETWEEN N. W. AYER & SON AND OTHER AGENCIES 426
28. DEVELOPMENT OF ORGANIZATION AND MANAGEMENT 444
29. WITHIN THE RANKS OF N. W. AYER & SON, 1870-1939 481
30. FINANCIAL AND ACCOUNTING HISTORY OF N. W. AYER & S ON 517
31. CONCLUSION 556
32. APPENDIX: DISTRIBUTION OF AYER ADVERTISING BY COMMODITIES 568
33. NOTES AND REFERENCES 576
34. INDEX 614