About Daniel Starch: Daniel Starch is considered one of the pioneers of marketing and consumer research in the early 20th century.
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print.
Advertising as the printed form of selling would seem... ultimately to be justified in so far as it serves as a means of increasing legitimate human wants, as an agency of fair and economic competition in the distribution of goods, and as a stimulant...
Two common conceptions with regard to advertising which are held by a considerable number of people are that enormously large sums of money are expended for it, and that much of this expenditure is an economic waste.
