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The Encyclopedia of Advertising, an illustrated reference work under
preparation by the Chicago-London based academic reference publisher Fitzroy
Dearborn, is seeking contributors to write brief essays ranging from 1000 to
5000 words.
The Encyclopedia of Advertising is to be published in late 2000 by Fitzroy
Dearborn Publishers in cooperation with the Museum of Broadcast
Communications in Chicago and the John W. Hartman Center for Sales,
Advertising, and Marketing History at Duke University. It will appear in
three volumes totaling some 2,500 pages, composed of 600 essays. The list of
entries was created in consultation with an international advisory board.
The project is being edited by John McDonough, whose credentials include
creative positions at Young & Rubicam, Foote Cone & Belding, Ogilvy &
Mather, and Campbell-Muthun-Esty; he has been a regular contributor to The
Wall Street Journal of 13 years standing, as well as to National Public
Radio and Advertising Age, where he has written about advertising history.
The encyclopedia will be international in scope and will be composed of
several kinds of entries. These include (1) the history of important
advertising agencies, past and present; (2) biographies of the most
influential men and women in advertising, including agency people,
advertisers, and others from related fields such as market research and
media; (3) the history of important marketers and the major campaigns they
developed with their agencies; and (4) important issues affecting
advertising, such as the history of the consumer movement, self-regulation,
the cultural influence of advertising, mass communications theory, and many
more. There will also be essays on various aspects of advertising
methodology and strategy: brand building, direct marketing, positioning, the
commission system, research, and more.
If you would like to consider contributing one or more articles to the
encyclopedia, please visit the project's website. The website contains a
detailed description of the encyclopedia's aims, a list of advisory board
members, a complete list of entries to be included in the encyclopedia, a list
of unassigned essays, and sample articles. The website also contains a
Contributor Information and Essay Request Form, which you may fill out and
submit on-line.
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