Daniel Starch, born in La Crosse, Wisconsin in the United States in 1883, is considered to be one of the first people to rationalize the way to reach out to people through advertising.
Before the effectiveness of his work was recognized, journalists simply wrote articles and hoped that they would be read.
The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print. ~ Daniel Starch
Starch, who studied both psychology and mathematics, conducted interviews and collected data to reveal the actual reach of an advertisement and this is considered to be one of the first efforts to use market research.
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. ~ Daniel Starch
In 1906, he published “Advertising: Its Principles, Practices & Techniques” and in 1923 “Principles of Advertising”.
By that time, Starch was the first head of the American Association of Advertising Agencies’ research department.
Lying and cheating in advertising, in the long run, are commercial suicide. Dishonesty in advertising destroys not only confidence in advertising, but also in the medium which carries the dishonest advertisement… No one can be ill in a community without endangering others; no advertiser can be dishonest without casting suspicion upon others. ~ Daniel Starch
Starch founded Daniel Starch & Staff and ran this company until he retired at the age of 90.
Daniel Starch died in 1979 in White Plains, New York, United States.
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 to social progress. ~ Daniel Starch