(Excerpt from What Are We to Do With Our Government Owned ...)
Excerpt from What Are We to Do With Our Government Owned Ships: Do We Need a Merchant Marine for Peace and War Thus, we find ourselves to-day with the Government owning steel ships aggregating gross tons, operating 421 of these ships at an estimated cost to the Treasury the coming year of with ships tied up; we find private operations as well being conducted at startling losses, due not only to depressed world conditions, but to the impossibility of the private owner main taining himself in the face of continued Government competition. About the Publisher Forgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.com This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.
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(Albert Davis Lasker (1880-1952) inicio su carrera como re...)
Albert Davis Lasker (1880-1952) inicio su carrera como reportero de presa cuando era apenas un joven adolescente, pero pronto empezo a interesarse por la publicidad A los 20 años ya habia adquirido la agencia publicitaria Lord & thomas y fue presidente de ella durante mas de cuarenta años antes de venderla a tres miembros de su personal consultivo: foote cone y Belding. este libro es lo mas cercano a una biografia que puede obtenerse de uno de los pioneros de la publicidad, pues Lasker practicamente no escribio nada y tan solo dicto un discurso grabado que estaba destinado al mundo de la publicidad, este libro se basa en la transcripcion de una reunion de seis horas con los directivos de Lord & thomas celebrada en 1925 si bien ha sido corregida y adaptada para hacerla mas amena e interesante no se ha modificado ninguno de sus aspectos, esenciales. segun palabras del propio Lasker, en este libro se narra la historia de como fue estructurado la agencia que llego a ser el lider indiscutible de su epoca, de las personas con quienes trabajo y de su filosofia empresarial basica.
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( Discover the Mysteries of Advertising - from its beginn...)
Discover the Mysteries of Advertising - from its beginning... Albert Davis Lasker began as a newspaper reporter when still a teenager but soon got interested in advertising. He started first as an office clerk and later became a salesman. He then asked to be given responsibility for a money-losing account so that he could try his hand at copywriting. By the age of 20, he had bought Lord & Thomas advertising agency and remained its chief executive for more than four decades. This book is as close as readers can come to an autobiography. This book tells the story of how he shaped the agency which ranked number one in its day. Originally published in 26 installments of Advertising Age, this book takes into the boardroom of Lord & Thomas and reveals the business philosophy and hard-won knowledge of the man who was its leader for 40 years. Learn how the earliest and most successful marketer in the first half of this century created that success. Get Your Copy Today!
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(The life story of Advertising Agency pioneer Albert Laske...)
The life story of Advertising Agency pioneer Albert Lasker who bought the Lord & Thomas Agency prior to age 20. Originating as a speech at a 1925 L&T Staff Meeting. Edited to be more readable, nothing was deleted from its rare transcript.
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Businessman philanthropist sportsman collector
Albert Davis Lasker was born in Freiburg, Germany, to American parents and grew up in Galveston, Texas. His father, Morris Lasker, a prosperous self-made businessman and banker, and his mother, Nettie Heidenheimer Davis Lasker, were both Jews of German background.
In 1898 he graduated from high school.
Lasker early showed a remarkable talent for journalism, and would have made it his profession had his father not objected. In 1898 he moved to Chicago where his father had arranged a $10-a-week job for him with the advertising agency of Lord and Thomas. By 1905 he was in charge of the agency's copywriting and in 1912 he became sole owner of the agency itself. In 1898, Lord and Thomas had $800, 000 in billings. By 1942, the figure had jumped to $50 million. Under Lasker's direction, it placed a total of $750 million worth of advertising.
Writing little copy himself, Lasker had an infallible eye for superior copywriters whom he attracted to his employ through high salaries and great charisma. He was an irresistible salesman to prospective clients as well as to the public and one of the finest copy editors of all time. He accumulated a personal fortune of between $40 and $60 million directing campaigns for such products as Palmolive soap, Quaker Oats, and Pepsodent toothpaste. He was instrumental in gaining public acceptance for Kotex, in popularizing for Sunkist the idea of drinking orange juice, and in bringing the hard sell to radio advertising.
He acquired his biggest account, the American Tobacco Company, in 1923, and within three years sales rose 600 percent as Lucky Strike became the nation's best-selling cigarette. Lasker used testimonials from glamorous European-born opera stars to under-mine the prejudice against women smoking in public and also promoted cigarette smoking as a method of weight control, using the slogan "Reach for a Lucky Instead of a Sweet. "
During World War I, Lasker began to play an active role in politics. He was an effective publicist for and financial supporter of the isolationist Republicans and was assistant to the chairman of the party's national committee from 1918 to 1920. From 1921 to 1923, he served as chairman of the United States Shipping Board, which supervised the liquidation of the government's $3. 5 billion war-time investment in merchant vessels. His views became more liberal as he grew older, and he supported in turn Willkie, Roosevelt, and Truman, and became an avowed internationalist.
Lasker was also an avid sportsman, at one time owning a substantial interest in his favorite team, the Chicago Cubs. Through the Lasker plan, which introduced the independent commissioner to the sport, he helped to restore the integrity of baseball after the Black Sox scandal of 1919.
With the help of psychoanalysis, Lasker, who had suffered three nervous breakdowns, underwent a dramatic change of personality. He relaxed. Complaining that advertising had "gotten lost in the advertising business, " he dissolved his agency (which was reborn as Foote, Cone, and Belding) in 1942.
In his final years, he established major awards for medical research, assembled an impressive collection of modern art, and became an ardent advocate of the State of Israel. When Albert Lasker first stumbled into advertising, the field was in the midst of an important transformation. Formerly, copy consisted merely of the announcement of the client's product, with a disconnected claim to excellence sometimes appended. At the turn of the century the idea was developing that the agent should actively sell merchandise through carefully fashioned appeals based upon the product's distinctive qualities and consumer desires. Lasker fully comprehended the difference between these two approaches. His advertising aimed to change attitudes rather than passively to inform. He seized upon the definition of advertising as "salesmanship in print" and insisted upon giving the consumer a specific "reason why" he should purchase the product.
All good advertising, he believed, was news, and he had a superb ability to dramatize his message. Lasker wanted his copy to "sing" and paid bonuses of up to $10, 000 for slogans that caught his fancy. He avoided humor, subtlety, and indirection. Although these were among his basic guidelines for copy, Lasker, like all great entrepreneurs, succeeded because he was more a rule breaker than a rule maker. He paid stupendous salaries to copywriters when few perceived their importance; he dared to attack entrenched customs; he spent lavishly and gambled willingly. Lasker believed that advertising performed valuable services both for the client and for society. In the end, however, the vocation proved too small to hold him. He regretted the rise of expensive research and the decline of inspired intuition. He even rebelled against the manic combativeness that was such an integral part of the business, and in which he had earlier participated. He once explained that he was in psychoanalysis "to get rid of all the hate the advertising business put into me. " He died in New York City.
Lasker played a major role in shaping modern advertising. He purchased and led many successful ad campaigns. He made new use of radio, changing popular culture and appealing to consumers' psychology. He designed new ways to advertise election campaigns, especially the Warren Harding campaign of 1920. He used his great wealth to create and fund the Lasker Foundation to support philanthropic causes, particularly in the area of medical research. Albert Lasker was voted to the American National Business Hall of Fame. The Lasker Awards are named for him; eighty Lasker laureates have received a Nobel Prize.
(Excerpt from What Are We to Do With Our Government Owned ...)
(Albert Davis Lasker (1880-1952) inicio su carrera como re...)
(The life story of Advertising Agency pioneer Albert Laske...)
( Discover the Mysteries of Advertising - from its beginn...)
book
Lasker was married to Flora Warner from 1902 until her death in 1936. They had three children. His 1938 marriage to the actress Doris Kenyon ended in divorce the following year, and in 1940 he married Mary Woodard Reinhardt, a businesswoman.
