The opening decades of the twentieth century saw various advertisers embark on a concerted effort to create professional instruction at American universities. They had two objectives. They thought that such instruction might help individual firms determine precisely how advertising worked in the marketplace — and thereby create a science of advertising — and they hoped that university education would transform their business into a full-fledged profession. Yet these efforts brought mixed results. As such instruction came into being, advertisers found that they had little influence over the education they had sought to promote, and they found that such training had chosen to follow one of two divergent paths, neither of which the industry thought wholly acceptable. Even more to their dismay, advertisers found that this education did not in fact convert their business into a profession.

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