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A Case Study of an Advertising Agency and Some Observations on Advertising in General - The History of an Advertising Agency: N. W. Ayer & Son at Work, by Ralph M. Hower, published by the Harvard University Press, Cambridge, 1939.

Published online by Cambridge University Press:  24 July 2012

Joseph H. Appel
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Extract

Written from the outside with access to inside information and records, Professor Hower's History of an Advertising Agency: N. W. Ayer & Son at Work avoids the over-praise of a memorial volume written solely from within an organization, and at the same time has more reality than the cold clinical history of an individual or institution written solely from public records.

Type
Book Review
Information
Business History Review , Volume 13 , Issue 4 , October 1939 , pp. 49 - 57
Copyright
Copyright © The President and Fellows of Harvard College 1939

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References

page 54 note 1 On $10,000 of space, most agencies would charge the advertiser this sum, taking as their own remuneration the publisher's 15 per cent discount, $1,500; Ayer would subtract the 15 per cent discount from the $10,000, thus making $8,500 on which he would add his own 16% per cent commission, $1,416.67, making the total of only $9,916.67 to be paid by the advertiser.