The Volney B. Palmer is an advertising agency in the United States.
In the USA. UU. the advertising profession began in Philadelphia, Pennsylvania, in 1841, when Volney B. Palmer set up as an advertising agent, widely considered to represent the birth of modern advertising, marks the beginning of a creative industry that has transformed many commercial works into cultural icons. He was the forerunner of the advertising agency, settled in business, as an intermediary between the media and advertisers. Unlike Charles Barker and other "space agents," he requested publicity orders from advertisers who would otherwise have placed them directly, apparently by giving free advice on options among rival newspapers and offering to write ads for free To pay for these services and to meet their overhead, the commission demanded from the publisher, on the grounds that it represented a source of large regular orders from space and from a single source to deal, instead of hundreds. invented the commission system of remuneration for the advertising agency, which remains the norm today in the US and UK In 1850, Palmer had opened offices in Boston and New York and was publishing His success drew others to follow his example, and at the time of his death a few years later, Francis Ayer bought Palmer and founded NW Ayer & Son, an age which still exists today. Yesterday transformed the standard practice of billing agent by advertisers exactly what paid publishers plus an agreed commission. Soon Yesterday was not only the sales space, but also conducting market research and writing copy advertising.
The normal commission rate of up to 15 percent - which is the standard rate for most media, but not all, today. Agents hired newspapers with large amounts of advertising space at discount rates and then resell the space to advertisers at a greater rate.
At the beginning of the twentieth century, the agencies professionalize and select more rigorously the means to place advertising. This is how creativity begins to be an important factor when it comes to creating an ad. In the 1930s a famous creative technique was born: brainstorming, although it was not until the 1960s that it was used on a regular basis.
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