ABSTRACT
According to Kjaer-Hansen, the period from around 1880 to approximately 1945 saw a three-phase change and development in advertising intermediaries in Denmark: from being advertisement offices, 1880–1920, they became creative advertising bureaus in 1920–1945, and, from 1945 on, developed into ‘the modern, fully developed advertising agency’. In Denmark, the original form of retailing was the merchant’s house, where trade in all kinds of goods took place and where customers were served from a relatively large area. It also included crafts-related retailing, where selling was strongly linked to production because the craftsmen marketed the goods they themselves produced, but from around the late nineteenth century these craftsmen increasingly became small shopkeepers. The period from 1920 to 1960 was characterized by profound changes in the Danish marketing system. The second industrial revolution was followed by major changes in the distribution, advertising and market intelligence institutions in Denmark–a development process which Kjaer-Hansen labelled ‘the industrialization of selling’.
