ABSTRACT
Understanding the development of the modern advertising industry means showing how advertising today links to all sorts marketing services. In fact, the history of the advertising industry is also the history of bringing all these activities increasingly under the umbrella of a persuasion industry. This chapter discusses advertising before and after the creation of the modern advertising in the early twentieth century. The post-war boom for American advertising agencies and the global growth of marketing conglomerates is followed by discussion of advertising agencies and networks in the digital era, and how a panoply of media and ratings technologies are transforming the ad industry while also bringing new controversies and challenges.
