mass media (i.e. telegraph) in a promotional campaign William Bernbach (1911 – 1982) - promoted the idea that the creative execution is just as important as the creative content Ernest Dichter - developed the field of motivational research, used extensively in advertising E. St. Elmo Lewis – developed the first hierarchy of effects model (AIDA) used in sales and advertising Arthur Nielsen - founded one of the earliest international advertising agencies and developed ratings for radio & TV David Ogilvy (businessman) - pioneered the positioning concept and advocate of the use of brand image in advertising Charles Coolidge Parlin (1872-1942) - regarded as the pioneer of the use of marketing research in advertising Rosser Reeves (1910-1984) - developed the concept of the unique selling proposition (USP) and advocated the use of repetition in advertising Al Ries – advertising executive, author and credited with coining the term, 'positioning' in the late 1960s Daniel Starch – developed the Starch score method of measuring print media effectiveness (still in use) J Walter Thompson - one of the earliest advertising agencies References Further reading Bennett, Shea, "From Print to Social Media: The History of Marketing," AdWeek'' [Trade Magazine], 10 August 2012, <Online: http://www.adweek.com/digital/history-marketing> Article with useful infographic of the milestones in the evolution of media Advertising campaigns Advertising techniques Audience measurement Communication design