Includes bibliographical references (p. 409-416) and index.

Preface -- Part 1: Historical Overview: -- 1: Beginnings: 1492 to 1880 -- Impact of the printing press -- New world -- Colonial enterprise -- Effect of paper shortages -- Impact of the Industrial Revolution -- Mass production spurs economic growth -- Network of railroads -- Communications revolution -- Evolution of modern marketing -- Urbanization changes the face of retailing -- Civil War fuels a consumer economy -- General merchandisers pass on economies of scale -- Mass media and mass markets -- Modern magazine debuts -- Advertising agent: a new occupation -- Puffery and patent medicines -- Part 2: Early American Advertising: -- 2: Selling the goods: 1880 to 1900 -- New culture of consumption -- New role for advertising -- Packaging revolution -- Brand-name advantages -- From hard sell to soft sell -- Honesty takes its turn -- Slogans and jingles catch on -- Trademarks come to life -- New wave of design and new media -- New art and magazines -- Pictures show the way -- Agencies widen their services -- First national advertisers -- Trio of household staples -- Try it! You'll like it! -- Selling entirely new products -- 3: Rise of a consumer economy: 1900 to World War I -- Big business gets bigger -- Emerging consumer economy -- Packaging revolutionizes mass retailing -- Chains link store after store -- Advertising and progress -- America cleans up its act -- Advertising revolutionaries the breakfast menu -- Getting "wired" catches on -- America hits the road -- New ways of selling -- Golden age of trademark advertising -- Agencies widen their services -- Four creative philosophies -- Claude Hopkins-the preemptive claim -- Helen Landsdowne Resor -editorial style -- Earnest Elmo Calkins-the look of the ad -- Theodore MacManus-impressionistic copy -- Advertising and World War I -- Part 3: Modern American Advertising -- 4: Roaring twenties: 1920 to 1929 -- Prosperous new era -- Business of America is business -- Retailing hits its stride -- Roaring twenties -- Fashion, color, and style -- American home goes modern -- Automobile advertising shifts gears -- Advertising hits the road -- Mass media and mass markets -- New media defines new markets -- Modernist influence in print media and advertising design -- Voice of radio -- Two creative philosophies -- Albert Lasker-selling the cigarette habit -- Personality advertising and emotional writing / J Walter Thompson Co --

5: Depression and war years: 1930 to 1945 -- Brother, can you spare a dime? -- Effects of the depression -- New Deal for the forgotten man -- Hard sell for hard times -- Advertising goes for the hard sell again -- Ruthrauff & Ryan-mail-order style -- Consumers organize -- Another wave of new design -- Consumer engineering -- Printed page -- Maturing voice of radio -- Three creative philosophies -- J Stirling Getchell-photojournalism -- Raymond Rubicam-scientific advertising -- Bernice Fitz-Gibbon: be specific-it pays -- 1940s and World War II -- Television enters the picture -- War years -- 6: Postwar boom: 1945 to 1960 -- Fabulous fifties -- Realizing the American dream -- Keeping up with the Joneses -- Dressing up the automobile -- Atomic age -- Don't rock the boat -- Generation gap opens up -- Civil Rights become an issue -- New ways of selling -- Elaboration of market segmentation -- Tapping into consumers' hidden desires -- Explosive growth of television -- Four creative philosophies -- Rosser Reeves-unique selling proposition -- Leo Burnett-inherent drama -- David Ogilvy-image and science -- Bill Bernbach-the "new" advertising -- Part 7: Contemporary American Advertising -- 7: Creative revolution: 1960-1975 -- Times they are a-changin' -- Power to the people -- Nation divided -- Counterculture -- Wave of new design -- Creative revolution in advertising -- New advertising -- Creative boutiques -- Reform sweeps Madison Avenue -- Minority groups demand a piece of the pie -- You've come a long way, baby! -- Regulation concerns -- 8: From positioning to image building: 1975-1990 -- Management, mergers, and mega-agencies -- Emerging new technologies -- Subcultures, market niches, and specialized media -- Subculture influences -- Market niches and new media -- Corporate sponsorship -- Product differentiation and market segmentation -- Al Ries and Jack Trout-positioning -- Comparative advertising -- New creative revolution -- Ultra consumer -- Breaking the mold -- Sex and symbolism -- Three west coast agencies -- 9: Information revolution: 1990 to 1999 -- Advertising in transition -- Challenge in media planning -- Internet, the fastest growing medium for advertising -- Printed page goes digital -- Digital advertising and interactivity -- Elaboration of segmentation -- New women and the new man -- X marks the new target -- Aging population -- Subcultures and niche markets -- Minority marketplace -- Valued interests and causes -- Account planning and creativity -- Part 5: Advertising In The New Millennium --

10: Digital age: since 2000 -- Lost decade -- From boom to bust -- Shrinking American dream -- Elaboration of segmentation -- Women's market and a new focus on men -- New affluent -- Generation Y -- Multicultural marketing -- Media over saturation and branded entertainment -- Consumer empowerment and digital interactive media -- Internet advertising -- Consumer generated content -- Interactive television -- Moblie apps revolutionize advertising -- Three agencies in the multimedia age -- Epilogue -- Notes -- References and further reading -- Index.