Albert Lasker

These ads served as announcements for products without making much of an effort to actually sell those products.

That changed in the early 1900s when Albert Lasker introduced keyed advertising through the use of coupons at the agency, Lord and Thomas.

Now in modern terms, keyed means tracked.

Okay.

And that's the ad they're going to keep using because it pays.

Of course, there's always been a debate between the big box Madison Avenue type agencies, which believe that awareness is something you can spend at the grocery store and take to the bank.

And the scruffy, scrappy direct marketers who, starting with Albert Lasker, have found ways to measure responsiveness and are willing to be held accountable through tracked sales.

Here's the funny thing about how this works that nobody talks about very much.

One thing that we are studying a lot more of right now is some really high level like copy and marketing books.

Like there is, it is, it is like, man, it's like the psychology, the Albert Laskers, man.

they're the psychology behind really good marketing is phenomenal yeah it is phenomenal

any any good examples that come to mind that you've read or seen recently yes

Okay, go ahead.

um okay so let's talk about what we didn't really get into too much we haven't we skirted around a bunch is the news and the way that the uh the the press really took this into account okay and with that in mind did they come into it right away no it took a little bit of time for some of these um northern jewish uh families and stuff to really push into this it started with albert lasker Okay, Albert Lasker, actually it's his father who I did find this out yesterday.

He was a Confederate himself, you know, slave owning family that they had down there.

And I think he was from Texas originally.

So this Albert Lasker is the head of Lord and Thomas, He's kind of like the, what they call them, the unchallenged monarch of American consumer advertising, the founder of modern advertising.

You think of all these things that happened.

He was the man that really pushed this, you know, kind of a change in 1913 with some of that.

They had strong, strong feelings about slavery, the black man, they weren't any better.

Schlitz advertising steam sterilized beer bottles.

From Albert Lasker's personal reminiscences.

Quote, Hopkins told me this story.

The Uihleins, who were the owners of the Schlitz Brewery, wanted him to write their advertising, and they took him through their plant.

And so, like I said, mainly his rabbi went up there.

And then Adolf Ochs went to Chicago to the philanthropist Albert Lasker, And they decided to have a campaign, which is still going on to this

day, 113 years later, to exonerate Leo

Frank for the murder of