Introduction -- The development of modern advertising -- From traditional to industrial society -- Advertising in the … transition from industrial to consumer society -- Advertising and the development of twentieth-century communications media … -- The development of agencies in the bonding of advertising and media -- The structure of advertisements -- Goods as …

internalizing advertising services was framed as a binary choice of build or buy, today's advertisers frequently pursue hybrid … promotional campaigns. Increasing numbers of advertisers are discovering that the demand for advertising and marketing services is … assuming that these options are mutually exclusive. A review of advertising industry history reveals why internal agencies have …