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The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century
Jeffrey L. Cruikshank and Arthur W. Schultz


9781591393085
Retail Price: $27.95
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Format: Hardcover, 480pp.
ISBN: 9781591393085
Publisher: Harvard Business Press
Pub. Date: August 12, 2010

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Description and Reviews
From The Publisher:

We're living in the Age of Persuasion. Leaders and organizations of all kinds--public and private, large and small--fulfill their missions only by competing in the marketplace of images and messages. To win in that marketplace, they need advertising. This has been true since the advent of mass media, from mass-circulation magazines and radio through the age of television and the Internet.

Yet even as they use advertising to capture consumers' imaginations and build their brands, few people know of the ingenious and tormented man who built the modern advertising industry and shaped a new consumer sensibility as the twentieth century unfolded: Albert D. Lasker.

Drawing on a recently uncovered trove of Lasker's papers, Jeffrey Cruikshank and Arthur Schultz have written a fascinating biography of one of the past century's most influential, intriguing, troubled, and instructive figures. Lasker's creative and powerful use of "reason-why" advertising to inject ideas and arguments into ad campaigns had a profound impact on modern advertising, foreshadowing the consumer-centered "unique selling proposition" approach that dominates the industry today. His tactics helped launch or revitalize companies and brands that remain household names--including Palmolive, Goodyear, and Quaker Oats.

As Lasker rose in prominence, he went beyond consumer products to apply his brilliance to presidential politics, government service, and professional sports, changing the game wherever he went, and building a vast fortune along the way. But his intensity had a price--he was felled by mental breakdowns throughout his life. This book also tells the story of how he fought back with determination and with support from family and friends in an age when lack of effective treatment doomed most mentally ill people.

The Man Who Sold America is a riveting account of a man larger than life, who shaped not only an industry but also a century.


 
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About the Author

Jeffrey L. Cruikshank is an author or coauthor of many books, including Shaping the Waves: A History of Entrepreneurship at Harvard Business School. Arthur W. Schultz is a veteran ad agency executive who once headed Foote Cone & Belding, the successor agency to Albert Lasker's Lord & Thomas.



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Table of Contents

 
Introduction1
 
1The Orator and the Entrepreneur9
2The Galveston Hothouse21
3Success in Chicago35
4Salesmanship in Print53
5Growing Up, Breaking Down67
6The Greatest Copywriter89
7Orange Juice and Raisin Bread113
8Fighting for Leo Frank125
9Into the Tomato Business143
10Saving Baseball from Itself155
11Venturing into Politics169
12Electing a President179
13The Damnedest Job in the World197
14A Family Interlude215
15A Defeat and Two Victories223
16Selling the Unmentionable, and More239
17Retrenching and Reshaping263
18Selling and Unselling California289
19The Downward Spiral315
20Changing a Life335
21Finding Peace351
22The Lasker Legacy 367
 
A Note on Primary Sources381
Notes383
About the Authors435



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