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 Page i

advertising
AN INTEGRATED MARKETING COMMUNICATION PERSPECTIVE
 Page ii

Dedication
From Gayle:

To my family—Peter, Rhys and Georgia Amery—whose words of love and support, whose kindness and
thoughtful actions, fill every chapter of my life.

From Irene:

With love and thanks to my family, Tony, Alex and Helena Wolkow, for your constant encouragement and
support.

To the advertising, marketing and IMC students at QUT and the many other universities where these subjects
are taught. This book is for you, for your love of learning and for the inspiration you provide that encourages
us to share our knowledge and ideas with you each semester.

From David:

A huge thank you to my family—Judy, Helen, Susie and Kathryn—for their continuous love and support. Also,
thanks go to my colleagues and students, both past and present, who have assisted and inspired me along the
way.
 Page iii

advertising
BELCH • BELCH • KERR • POWELL • WALLER
 Page iv

Copyright © 2020 McGraw-Hill Education (Australia) Pty Ltd

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Every effort has been made to trace and acknowledge copyrighted material. The authors and publishers tender their apologies
should any infringement have occurred.

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    Enquiries should be made to the publisher via www.mheducation.com.au or marked for the attention of the permissions editor
at the address below.

Author: George E. Belch, Michael A. Belch, Gayle Kerr, Irene Powell, David Waller

Title: Advertising: An Integrated Marketing Communication Perspective 4e

Print ISBN: 9781760422400

Published in Australia by
McGraw-Hill Education (Australia) Pty Ltd
Level 33, 680 George Street, Sydney NSW 2000
Publishers: Jillian Gibbs and Matthew Coxhill
Content developer: Anne Harmer and Alex Payne
Production editor: Genevieve MacDermott
Copyeditor: Alison Moore
Proofreader: Natalie Crouch
Cover design: Christa at Christabella Designs
Internal design: Seymour Design
Typeset in That Light 10/13 by SPi Global
 Page v

CONTENTS IN BRIEF

WHAT IS INTEGRATED MARKETING COMMUNICATION?

CHAPTER 1 Everything is digital: changes and challenges for consumers, marketers and society
CHAPTER 2 Integrated marketing communication: history and current state 3
25

HOW MARKETING COMMUNICATION WORKS

CHAPTER 3 Integration: the I in IMC 55
CHAPTER 4 Consumer empowerment and behaviour 75
CHAPTER 5 Communication and engagement with the brand 109
CHAPTER 6 Social, ethical and regulatory aspects 155

PLANNING AND DECISION MAKING

CHAPTER 7 Consumer insight and strategy 193
CHAPTER 8 Analytics 231
CHAPTER 9 Search 251
CHAPTER 10 Creative strategy 275
CHAPTER 11 Media strategy 311
CHAPTER 12 Measurement: output and process measures 373

MARKETING COMMUNICATION DISCIPLINES

CHAPTER 13 Advertising 421
CHAPTER 14 Public relations and publicity 443
CHAPTER 15 Sales promotion, direct marketing and personal selling 471
 Page vi

CONTENTS

Preface xiii
About the Australian authors xiv
About the contributing authors xvi
About the feature authors xviii
About the original authors xxi
Acknowledgments xxii
Case study matrix xxiv
Highlights of this edition xxv
Text at a glance xxix
Digital resources xxxi

PART 1 WHAT IS INTEGRATED MARKETING COMMUNICATION?

CHAPTER 1 Everything is digital: changes and challenges for consumers, marketers and s
ociety 3
» What is a brand? 4
» Data has always shaped society 5
» Four industrial revolutions 7
» Disrupted marketers 9
Opportunities for marketers 9
Challenges for marketers 12
» Empowered consumers 14
Consumer empowerment theory 14
Opportunities versus risks 15
We are no longer ‘ordinary Australians’ 15
Second digital generation 16
» Changed society 17
AI and automation 18
Privacy and data management 19
Privacy as a trade-off 20

Summary 21
Key terms 22
Discussion questions 22
Endnotes 23
CHAPTER 2 Integrated marketing communication: history and current state 25
» Marketing gold in the Commonwealth Games 2018 26
» Marketing: where IMC begins 27
Marketing focuses on relationships and value 28
Customer relationship marketing 29
The marketing mix 30
» IMC: where marketing communication comes together 32
Stages and sages of IMC 32
Stage 1: One look, one voice, circa 1980s 33
Stage 2: Strategic integration, circa 1990s 33
Stage 3: Integrating the whole organisation, circa 2000s 34
Stage 4: Connected inside and out, circa 2010s 34
» Definitions of IMC 36
» Implementation of IMC 37
Barriers to implementation 39
» Tools for IMC 39
Advertising 40
Direct marketing 40
Sales promotion 40
Public relations 41
Sponsorship 42
Personal selling 42

Summary 43
Key terms 43
Discussion questions 43
Endnotes 44
Page vii

PART 2 How marketing communication works

CHAPTER 3 Integration: the I in IMC 55

» The right person, the right message and the right time 56
» Integration 57
» Types of integration 58
Message integration 58
Strategic integration 59
Organisational integration 59
Customer-integrated marketing communication 60
Process of integration 60
» Synergy 62
Congruence, or fit 62
 IMC theory: congruity theory 63
Synergy across disciplines 64
Cross-media and cross-platform synergy 64
Multi-tasking and synergy 65
» Strategic consistency 65

IMC Perspective

3.1 Too much integration—The risk of native advertising 66

Strategic consistency triangle 67

» Paid, owned and earned media 68

Paid media 69
Owned media 69
Earned media 70

Summary 70
Key terms 71
Discussion questions 71
Endnotes 72

CHAPTER 4 Consumer empowerment and behaviour 75

» Do consumers use social media differently from day to evening? 76

» Consumer empowerment and the push–pull marketplace 77
» An overview of consumer behaviour 79
» The consumer decision-making process 80
Problem recognition 80
Information search 82
Alternative evaluation 82
Purchase decision 84
Postpurchase evaluation 85
» Influences at each stage of the decision-making process 86
Motivation 86
Perception 90
Attitudes 92
Integration processes and decision rules 94
» Micro influences on consumer behaviour 96
Behavioural learning theory 96

IMC Perspective
4.1 Subliminal advertising—maybe it does work after all! 97

Cognitive learning theory 100

» Macro influences on consumer behaviour 101
Culture 101
Subcultures and social class 102
Reference groups 102
Situational determinants 104
» New approaches to understanding consumer behaviour 104
New methodologies 104
New insights 105

Summary 105
Key terms 105
Discussion questions 106
Endnotes 106
Page viii

CHAPTER 5 Communication and engagement with the brand 109

» Word of mouth today ... likes, ratings, reviews, hashtags and shares 110

IMC Perspective

5.1 Show and tell online: how to engage your audience 112

» The nature of communication 113

» A basic model of communication 113
Source encoding 114
Message 115
Channel 116
Receiver/decoding 116
Noise 117
Response/feedback 117
» Analysing the receiver 118
Identifying the target audience 118
Active listening begins before responding 120
» Response models 121
Traditional linear learning response hierarchy models 121
Evolving response hierarchies 124
Evolving response models: networks not hierarchies 127
So how does communication influence the receiver? 129
» Cognitive processing of communication and persuasion 129
Theory of cognition: the cognitive response approach 130
 Cialdini’s principles of persuasion 132
Paths to persuasion: the elaboration likelihood model 133
» Brands, branding and engagement 136
What is a brand? 136
Brand identity 137
Measuring the brand 138
How consumers engage with brands 140
IMC turns consumer data into brand relationships 148

Summary 150
Key terms 150
Discussion questions 151
Endnotes 151

CHAPTER 6 Social, ethical and regulatory aspects 155

» Do young people support advertising regulations? 156

» IMC ethics 159
» Social and ethical criticisms of advertising 160
Advertising as untruthful or deceptive 160
Advertising as offensive or in bad taste 163
Advertising and children 165
Social and cultural consequences 169
» Regulation 173
Government regulation of advertising 173
Self-regulation 175

Summary 181
Key terms 181
Discussion questions 181
Endnotes 182

PART 3 Planning and decision making

CHAPTER 7 Consumer insight and strategy 193

» Looking beyond the data to understand people 194

» The planning process 196
Review of the marketing plan 197
IMC situation analysis 197
IMC audit 200
Strategic integration tool 202
» IMC strategic decisions 203
Identifying markets 204
Market segmentation 205
 » Positioning 209
» Planning for IMC 213
Outside-in planning 213
Zero-based planning 214
» Account planning in the digital era 217
Role of the account planner 218
Data for planning 219
Developing consumer insight 221
Future of planning 221

Page ix

IMC PERSPECTIVE

7.1 Insight: the ins and outs 222

» Determining objectives 225

Objectives should come from the IMC problem 225
Characteristics of objectives 225
Setting good objectives 227

Summary 227
Key terms 228
Discussion questions 228
Endnotes 228

CHAPTER 8 Analytics 231

» Analytics for marketing, the most important chapter in the book—period 232
» Data-enabled decision making 234
Data paralysis 234
Attention 234
Bias 235

IMC PERSPECTIVE

8.1 Your day in data 236

» Data sources 237

First-party data 237
Second-party data 237
Third-party data 238
Issues in data management 239
Structured and unstructured data 239
 » The technology driving analytics 241
Marketing stacks 241
Tactification 243
Normalisation 243
Parity 243
Time to parity 244
Artificial intelligence (AI) 244
» Data-empowered creativity 245
Dynamic communications 245
AutoAds case 247
Creative multiplier 248

Summary 248
Key terms 248
Discussion questions 249
Endnotes 249

CHAPTER 9 Search 251

» Searching for understanding 252

» Historical search tactics 253
Paid search 254
Organic search 254
» The search ecosystem 256
How search engines function 256
Search engine results page (SERP) 257
» Paid search 258
How Google Ads works 258
Keyword match types and triggers 260
Managing costs 261
Writing effective paid ads 261
» SEO and organic search 262
A working SEO model 262

IMC PERSPECTIVE

9.1 Good content starts with a few key words 264

» The blended search approach 267

Defensive bidding 268
Targeted high-value keywords 268
Metrics and data for your search channels 268
» Moving forward in search 271
How relevant is SEO today? 271
 Artificial intelligence (AI) and voice search 271

Summary 273
Key terms 273
Discussion questions 273
Endnotes 274
Page x

CHAPTER 10 Creative strategy 275

» Burn this textbook 276

» What is creativity? 277
Academics define creativity 278
Industry visionaries on creativity 279
» How creativity works 282
Creative advertising facilitates memory 282
Creative ads make other ads less memorable 282
Creative ads make creative consumers 282
» The creative process 283
Creativity and technology 285
» Message strategy: what to say 286
Strategic triad 287
Message strategy statement 288
Types of message strategies 289
» The big idea: how to say it 292
Creative thinking 294
» How to execute it: appeals and execution styles 295
Advertising appeals 296
‘Execution can become content’ 299
Creative tactics 302
» Behind every good campaign is a great client 305
Guidelines for evaluating creative output 306

Summary 308
Key terms 308
Discussion questions 308
Endnotes 309

CHAPTER 11 Media strategy 311

» The rise and implications of programmatic buying in advertising 312

» An overview of media planning 315
» Some basic terms and concepts 316
The media plan 317
Challenges in media planning 317
 » Developing the media plan 319
Market analysis and target market identification 319
Establishing media objectives 321
Scheduling 326
» Developing and implementing media strategies 328
Media mix 328
Target market coverage, including geographical coverage 328
Creative aspects and mood 329
Flexibility 330
Budget considerations 331
Evaluation and follow-up 332

IMC PERSPECTIVE

11.1 What comes first, chicken or egg? Creative or media? Or just great integrated comm
unication strategy? 333

» Characteristics of media 335

» Digital advertising 336
Introduction to digital advertising 336
Advantages of digital media 336
Challenges of digital media 338
Targeting options of digital media 339
Social media advertising 340
Buying digital media 340
Measuring effectiveness 342
Future of digital 342
» Television 344
Advantages of television 344
Limitations of television 345
Buying television time 347
Regional advertising 347
Methods of buying time on television 347
Subscription television 348
Measuring the TV audience 349
» Radio 350
Advantages of radio 351
Limitations of radio 353
Buying radio time 353
Audience information 354
» Print 354
The role of magazines and newspapers 354
 Magazines 355
Classifications of magazines 355
Advantages of magazines 357
Limitations of magazines 359
Circulation and readership 360
Audience information and research for magazines 360
Purchasing magazine advertising space 361
Newspapers 361
Audience information and research for newspapers 365
Purchasing newspaper space 365
Page xi
» Out-of-home media 366
Mobile billboards 366
Point-of-purchase media 367
Advantages of out-of-home advertising 367
Limitations of out-of-home advertising 367
Measurement in out-of-home media 368
» Cinema 368
Advantages of cinema advertising 368
Limitations of cinema advertising 368

Summary 369
Key terms 369
Discussion questions 369
Endnotes 370

CHAPTER 12 Measurement: output and process measures 373

» You can use data to prove anything 374

» The importance of measurement 375
Arguments for and against 376
» The measurement process 377
What to test 378

IMC PERSPECTIVE

12.1 Neuromarketing 379

When to test 381

Where to test 383
How to test 384

» Testing for campaign development 385

Concept generation and testing 385
 Rough art, copy and commercial testing 386
Pretesting of finished ads 388
Testing in the marketplace 394
» Evaluating the effectiveness of IMC programs 401
Process measures 402
Evidence of synergy 402
Return on investment 404
» New initiatives in measurement 404

IMC PERSPECTIVE

12.2 Marketing metrics and effectiveness 405

Isolating the effect of media 407

Cross-media measurement 407
Digital platforms 408
Social media 409

Summary 410
Key terms 410
Discussion questions 410
Endnotes 411

PART 4 Marketing communication disciplines

CHAPTER 13 Advertising 421

» Ad agencies campaign for social good 422

» Advertising defined: you’ve been watching it all your life, but exactly how do you define it?
The importance of advertising 423
Functions and structure of ad agencies 424
427
IMC PERSPECTIVE

13.1 Australian advertising today: digital is changing everything 431

» History of advertising: where marketing communication began in Australia and New Zealand
» The changing advertising landscape 432
Changing structure and ownership 433
433
» The future of advertising
434
The death of advertising
434
Digital media and interactive advertising
435
Getting to grips with interactive advertising 436

IMC PERSPECTIVE
13.2 The future of advertising agencies: how best to serve clients 438

Summary 439
Key terms 440
Discussion questions 440
Endnotes 440
Online Resources 441
Page xii

CHAPTER 14 Public relations and publicity 443

» Hey tosser! When public relations adds a creative edge to increase engagement 444
The value of publicity, public relations and corporate advertising 445
» Public relations 446
The definition of public relations 446
Integrating public relations into the IMC mix 447
» Practising public relations 449
Behind perception, attitude and behaviour measures 449
Establishing a public relations plan 451
Developing and executing the public relations program 452
Advantages and disadvantages of public relations 457
» Measuring the effectiveness of public relations 458
» Publicity as a strategy 460
The power of publicity 460

IMC PERSPECTIVE

14.1 Negative publicity: companies and industries have to deal with crisis management
461
Gaining publicity 462
The control and dissemination of publicity 462
Advantages and disadvantages of publicity 464

» Corporate advertising 464

Objectives of corporate advertising 464
Types of corporate advertising 465
Advantages and disadvantages of corporate advertising 468

Summary 469
Key terms 470
Discussion questions 470
Endnotes 470

CHAPTER 15 Sales promotion, direct marketing and personal selling 471

 » Communicating with difficult-to-reach people: landholders 472
» The scope and role of sales promotion 474
Limited quantity versus limited time messages 476
» The growth of sales promotion 476
Reasons for the increase in sales promotion 477
Concerns about the increased role of sales promotion 481
» Consumer-orientated sales promotion 481
Objectives of consumer-orientated sales promotion 481
Consumer-orientated sales promotion techniques 483
» Trade-orientated sales promotion 492
Objectives of trade-orientated sales promotion 492
Types of trade-orientated promotions 493
Sales promotion trap 498
» Direct marketing and personal selling 499
Defining direct marketing 499
The growth of direct marketing 500
Direct marketing objectives 501
Developing a database 502
Direct marketing strategies and media 502
Internet 505
Direct selling 505
Evaluating the effectiveness of direct marketing 506
» Advantages and limitations of direct marketing 506
» The scope of personal selling in the IMC process 508

IMC PERSPECTIVE

15.1 The nature of personal selling 509

Relationship marketing 510

Personal selling responsibilities 510

» Advantages and limitations of personal selling 511

» Evaluating the personal selling effort 513
Criteria for evaluating personal selling 513

Summary 513
Key terms 514
Discussion questions 514
Endnotes 514

Appendix: From ‘Coming Soon’ to ‘Come Soon’ 523

Glossary 529
Index 541
 Page xiii

PREFACE

INTEGRATION IS BIGGER THAN THE SUM OF THE CHAPTERS

I would not be very good at the popular KonMari Method™ of putting things into boxes. (Just have a
look at my office!) Some textbooks do it very well. There is a box about advertising. A section on
communication theory. A separate chapter on digital marketing. All neat and ordered. And while
this might be a good way of clearing up the required content, it focuses on the parts instead of the
bigger picture.

With disciplinary boundaries blurring and technology uniting organisational systems and data, it is
important to recognise the value of integration. How can the marketing and the customer service
centre, the advertising and the organisational systems, the publicity and the website activity all be
brought together with a single strategic focus? Integration is bigger than the boxes alone, greater
than the sum of the chapters. And integration is driven by strategy, creativity and digital platforms.

This integrated approach is evident in every page of this textbook—from our starting premise in
Chapter 1 that ‘everything is digital’ to showing how good content can improve search rankings
and how analytics can measure our communication efforts so that we can optimise them.

We have also integrated our author team. Instead of a couple of lead Australian authors, we have a
team of them—academics who are specialist teachers and researchers in their areas of strategy,
measurement, media and public relations; industry practitioners who have produced new chapters
on analytics and search; plus the brains trust of industry providing personal perspectives and
integrating new ideas throughout the book.

So don’t just think the chapters are the sum of IMC. Add your thinking, your critical reasoning, your
creativity and break out of those prepackaged ideas to think better and bolder than ever before.

Part 1 —What is IMC?—begins with the premise that everything is digital. It demonstrates how
data has always shaped society, through its four industrial revolutions, to deliver digital disruption
and new opportunities for customers, marketers and society. Chapter 2 examines the impact of
this on marketing and its new focus on value, relationships and customer experience. Plus, how this
environment has empowered IMC through the integration of organisations, platforms and data.

Part 2 —How does IMC work?—looks at integrating paid, owned and earned media, organisational
systems and consumer data to produce synergy, which has demonstrated economic value for the
brand and the customer. Chapter 3 explores this from the perspective of synergy. Chapter 4
examines it through consumer empowerment theory and frameworks of consumer behaviour and
decision making. Chapter 5 looks at communication theory and consumer engagement with the
brand, while Chapter 6 provides the ethical, legal and regulatory frameworks.

Part 3 —Planning and decision making—takes us through the campaign process. It takes us from
consumer insights and strategy in Chapter 7 to measuring consumer behaviour through analytics
in Chapter 8 . Chapter 9 is all about search—paid, SEO and a blended approach. Then we
make some creative decisions in Chapter 10 , followed by media decisions in Chapter 11 ,
before looking at how to measure the outcomes in Chapter 12 .

Part 4 —Marketing communication disciplines—examines the evolution, current practice and

challenges for the future of advertising, public relations, sales promotion, direct marketing and
personal selling.

Gayle Kerr
 Page xiv

ABOUT THE AUSTRALIAN AUTHORS

GAYLE KERR

Gayle’s passion for advertising began as a copywriter working in the advertising industry for more
than a decade. She shifted from writing advertising to teaching and researching it. And Gayle now
shares her love of advertising as a Professor in Advertising and IMC at the Queensland University of
Technology.

As a teacher, Gayle has introduced many innovations, including the first postgraduate Advertising
and IMC courses in Australia and the first advertising digital units at both undergraduate and
postgraduate level; she was also the first to implement a customer experience (CX) framework for
online teaching.

In recognition of both her passion and her innovation, Gayle won Australia’s highest university
teaching award, the AAUT Teaching Excellence Award in 2017. She is also the first and only non-US
academic to be honoured with the American Academy of Advertising Billy I. Ross Award for
Education in 2012. She won an Australian Government Citation for Outstanding Contributions to
Student Learning in 2013 and the QUT Vice-Chancellor’s Award for Excellence in Leadership in
2012. Her philanthropic work for AMPhilanthropy earned her a Vice-Chancellor’s Team Award in
2017.

Gayle’s PhD was the first in Australia in the area of IMC and was acknowledged in the US industry
magazine Marketing News. Since then, she has published over 80 peer-reviewed articles and
conference papers in the area of advertising regulation, advertising avoidance, digital platforms and
IMC, and in educational issues relating to advertising and IMC.

Gayle was the founding president of the Australia and New Zealand Academy of Advertising
(ANZAA) and served on the Executive of the American Academy of Advertising from 2014–2016.
She is also Deputy Editor of a leading international journal, the Journal of Marketing
Communications. With all of these innovations, across many years, her passion for advertising
continues to grow.

DAVID WALLER

David Waller is a Senior Lecturer in the School of Marketing, University of Technology Sydney
(UTS). David received a Bachelor of Arts from the University of Sydney, a Master of Commerce
from the University of New South Wales and a PhD from the University of Newcastle. He has over
20 years’ experience teaching marketing and advertising subjects at several universities in
Australia, including the University of Newcastle, University of New South Wales and Charles Sturt
University.

Prior to his academic career, David worked in the film and banking industries. His research has
included projects on: marketing communications; advertising agency–client relationships;
controversial advertising; international advertising; marketing ethics; and marketing education. He
has published over 60 refereed articles in academic journals, including the Journal of Advertising,
Journal of Advertising Research, European Journal of Marketing, International Journal of
Advertising, Journal of Business Ethics and Journal of Marketing Communications. David has also
authored/co-authored several textbooks and workbooks that have been used in several countries in
the Asia–Pacific region, and is a regular presenter at local and international conferences.

Page xv

IRENE H POWELL
Irene was Senior Lecturer and former Deputy Head and Director of Teaching in the Department of
Marketing at Melbourne’s Monash University. She received her honours degree in Marketing from
Strathclyde University in Scotland and her master’s degree in Communications from Monash
University.

Irene’s teaching interests are in integrated marketing communication, advertising and the media
industry. She began her academic career at Manchester Metropolitan University in the UK. Prior to
this, Irene gained marketing management experience in the dairy industry in the UK, with
responsibility for communication strategy, advertising and promotion. She has also managed an
advertising agency.

Irene’s research interests are in the fields of marketing communication, advertising, integration and
marketing skills development, with publications in the Journal of Advertising, Journal of Marketing
Management, Journal of Business Research and Journal of Marketing Education, and in the series
‘Research in Management Education and Development’.

While at Monash University, Irene has been awarded the Vice-Chancellor’s Award for Excellence in
Team-based Educational Development and the Business/Higher Education Round Table Award for
Outstanding Achievement in Collaboration with Industry.
 Page xvi

ABOUT THE CONTRIBUTING AUTHORS

SONIA DICKINSON-DELAPORTE

Sonia Dickinson-Delaporte is an Associate Professor in the School of Marketing, and Dean of

Learning and Teaching in the Faculty of Business and Law at Curtin University, Western Australia.
She lectures in undergraduate and executive education courses with a focus on marketing
communications. She is a Curtin Academy Fellow, and her contribution to student learning is
recognised by the Australian Learning and Teaching Council (ALTC), where she was awarded a
Citation for Outstanding Contributions to Student Learning. Her contribution to the global
reputation of Curtin University is underpinned by her leading role in the creation of the world-class
teaching space, The Agency, together with her highly successful edX Digital Branding and
Engagement MOOC. Sonia is a member of the Journal of Marketing Communication editorial board
and her discipline research has been published in various Tier 1 ERA-ranked journals. Her areas of
research interest include communication and society, participatory communication and technology-
facilitated student engagement.

LOUISE KELLY
Louise Kelly is a Senior Lecturer at the Queensland University of Technology Business School. She
has combined a love of advertising and media, and pursues studies in marketing and advertising to
further her teaching in all areas of advertising, media and digital marketing.

Louise’s research focuses on online privacy, social media, digital disruption and innovation and
consumer behaviour, with the aim of providing students with both an academic and ‘real world’
industry perspective. She has presented her research findings at a number of national and
international conferences and is a member of the Australian and New Zealand Academy of
Advertising and the American Academy of Advertising. She has received several university awards
for her teaching and has been recognised as a Senior Fellow of the Higher Education Academy.

AMISHA MEHTA

Associate Professor Amisha Mehta specialises in public relations and risk and crisis communication
at the Queensland University of Technology Business School. Amisha currently co-leads a risk and
warning communication research program for the Bushfire and Natural Hazards Cooperative
Research Centre to examine how to build trust and enhance community actions during the
response phase of natural hazards. She teaches crisis communication at postgraduate and
executive levels and public relations planning at the Queensland University of Technology Business
School. Amisha has a research track record in both public relations and risk and crisis
communication, comprising industry reports and peer-reviewed publications. She is a member of
the Advisory Panel for the Office of the Inspector General for Emergency Management. Amisha has
received a number of individual and team awards for teaching and research engagement from
university, industry and national organisations, including an Australian Award for University
Teaching Citation.
 Page xvii

ROB HUDSON

Rob Hudson brings 25 years of experience in business transformation through creativity and
technology. He worked in digital in the UK before moving to Australia in 2006 to be Digital Director
of George Patterson Y&R. He worked as Chief Digital Officer of VMLY&R for five years, before taking
the reigns as Managing Director. He then joined Clemenger BBDO as Managing Director in 2016.
During that time, he has won awards for both creativity and effectiveness at Cannes, DA&D,
AWARD, Effies and Spikes. Rob continues to provide inspiration for students at QUT with his
engaging presentations and unique way of looking at, and solving, advertising challenges.

RHYS AMERY

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Another random document with
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The Project Gutenberg eBook of Books and
bidders
 This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
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eBook.

Title: Books and bidders

The adventures of a bibliophile

Author: A. S. W. Rosenbach

Release date: March 27, 2024 [eBook #73272]

Language: English

Original publication: Boston: Little, Brown & Co, 1927

Credits: Alan, Tim Lindell and the Online Distributed

Proofreading Team at https://www.pgdp.net (This file
was produced from images generously made available
by The Internet Archive/American Libraries.)

*** START OF THE PROJECT GUTENBERG EBOOK BOOKS AND

BIDDERS ***
BOOKS AND BIDDERS
PAGE OF THE GUTENBERG BIBLE, SHOWING THE TEN
COMMANDMENTS
 BOOKS AND BIDDERS
THE ADVENTURES OF A BIBLIOPHILE

BY

A. S. W. ROSENBACH

WITH ILLUSTRATIONS

BOSTON
LITTLE, BROWN, AND COMPANY
1927
 Copyright, 1927,
By A. S. W. Rosenbach

All rights reserved

Published November, 1927
Reprinted November, 1927

THE ATLANTIC MONTHLY PRESS

PUBLICATIONS
ARE PUBLISHED BY
LITTLE, BROWN, AND COMPANY
IN ASSOCIATION WITH
THE ATLANTIC MONTHLY COMPANY

PRINTED IN THE UNITED STATES OF AMERICA

 TO
PHILIP H. ROSENBACH
 FOREWORD
It is a pleasant duty to record my appreciation of the assistance
rendered me in the writing of these articles by Miss Avery Strakosch
(Mrs. W. K. Denham). It was she who, at the suggestion of the
editors of the Saturday Evening Post, persuaded me to dictate the
series of eight articles that appeared in the Post in the first part of
1927. The ninth was published in the Atlantic Monthly in October
1927.
I cannot tell how much I am indebted to her, not only for the form of
the articles, but for a friendship that began with the first article and
will continue, I trust, long after the last ceases to be read.
A. S. W. R.
 CONTENTS
PAGE

I Talking of Old Books 3

II A Million Dollar Bookshelf 35
III Sold to Dr. R! 68
IV Some Literary Forgeries 98
V Among Old Manuscripts 134
VI American Children’s Books 179
VII Old Bibles 210
VIIIWhy America Buys England’s Books 243
IX The Collector’s Best Bet 264
Index 301
 ILLUSTRATIONS
Page of the Gutenberg Bible, Showing the Ten
Commandments Frontispiece
Moses Polock in His Bookshop 6
The Infant Bibliophile 10
Stan V. Henkels 12
Moses Polock 18
Grolier Binding 22
Original Manuscript of Keats’s Famous Sonnet
to
Haydon 41
From a Letter by Shelley Speaking of Keats 42
Bookroom at 1320 Walnut Street, Philadelphia 44
A. Edward Newton 46
Letter of Dr. Samuel Johnson to David Garrick 48
Bookroom at 273 Madison Avenue, New York 56
Page from Original Manuscript of Charles
Lamb’s
“The Triumph of the Whale” 62
Page from Original Manuscript of Handel’s
“Messiah” 69
Page from Original Manuscript of Wagner’s “Die
Meistersinger” 73
Book Auction at the Anderson Galleries, New
76
York
Thomas E. Kirby on the Rostrum 80
“The Biblio-fiends”: Drawing by Oliver Herford
for Dr. Rosenbach’s “Unpublishable Memoirs” 82
Sotheby’s Auction Room in London 84
Shakespeare Window at 1320 Walnut Street,
Philadelphia 86
Original Manuscript of Oscar Wilde’s Sonnet 94
“On
the Sale by Auction of Keats’ Love Letters”
Christopher Morley 94
Letter of Keats to Fanny Brawne 96
Last Page of Letter Written by Cervantes 101
Original Drawing by Daumier of Don Quixote 102
From a Letter in the Autograph of George
Washington 106
Page from a Letter of Thackeray to Mrs.
110
Brookfield
Page from Original Manuscript of Oscar Wilde’s
“Salomé” 113
Dedication of Oscar Wilde’s “The Sphinx” to Mrs.
Patrick Campbell 115
Forgery of Shakespeare Manuscript by William
Henry Ireland 123
Book Belonging to the Lord Chamberlain, of
Whose
Company Shakespeare Was a Member 126
Letter of Franklin from Philadelphia, 1775 135
Page of Franklin’s Work Book 138
Page from Original Manuscript of Conrad’s
“Victory” 144
Page from Original Manuscript of Conrad’s
“Lord Jim” 145
Only Uncut Shakespeare Quarto Known 147
Presentation Inscription to Elizabeth Boyle in
“The Faerie Queene,” in the Autograph of
Edmund Spenser 150
Original Manuscript of Walt Whitman’s “By
Emerson’s Grave” 152
Page from Manuscript of Dickens’s “Pickwick
Papers” 156
Owen D. Young 158
Dickens’s Rhyme to Mr. Hicks, Prefixed to the
Manuscript of “Pickwick Papers” 159
Last Letter Written by Charles Dickens 160
“The Dying Clown”: Original Drawing by Robert
Seymour for Dickens’s “Pickwick Papers” 160
Original Manuscript of Robert Burns’s Poem
“Bannockburn” 162
Vault at 273 Madison Avenue, New York 164
Page from Original Manuscript of Mark Twain’s
“Tom Sawyer Abroad” 165
Letter of Poe Submitting “Epimanes” to the “New
England Magazine,” with Part of Manuscript 169
Page from Original Manuscript of Joyce’s
171
“Ulysses”
Stanzas from Original Manuscript of “The
Rubáiyát
of Omar Khayyám,” by Edward Fitzgerald 175
Manuscript Title Page of Hawthorne’s “Wonder
Book” 180
Title Page of “Spiritual Milk for Boston Babes” 188
Wilberforce Eames 192
Title of “The Glass of Whiskey” 193
Two Pages from “The Infant’s Grammar” 200
Title Page of “The Uncle’s Present” 204
Page from “Peter Piper’s Practical Principles of
Plain and Perfect Pronunciation” 208
First Page of Cicero, “De Officiis,” Printed on
Vellum, Mainz, 1465 216
Belle da Costa Greene 218
Leaf from an English Biblical Manuscript of the
Ninth Century 222
Carved and Polychromed Wooden Binding of the
Liesborn Gospels 224
Leaf from Block Book, Fifteenth Century 227
Special Dedication Page to Sixtus IV, of Jenson’s
Bible 232
Woodcut, “Judith and Holofernes,” from
Caxton’s
“Golden Legend” 233
“Jack Juggler,” 1555—the Only Copy Known 247
Page of the Original Manuscript of White’s
“Natural History of Selborne” 251
Page from a Fourteenth-Century Manuscript of
Thomas Occleve’s “Poems,” Showing a Portrait
of Chaucer 252
Henry E. Huntington 254
A Chaucer Manuscript in Original Binding 256
Letter Signed with Initials of George (Beau)
Brummell 258
The English Library in Dr. Rosenbach’s Home 260
Manuscript of Arnold Bennett’s Unpublished
Play 262
Tea-Ship Broadside 266
Tankard Presented to George Washington by
the
Reverend Dr. Green 268
Engraved Title of Captain John Smith’s “History
of Virginia” 278
First Map of New York City Engraved in America 282
George Washington’s Copy of “Proceedings of
the
Convention” 285
Letter Signed by Button Gwinnett, Bought for
$51,000 286
Grant’s Telegram to Stanton Announcing the
Surrender of Lee 298
BOOKS AND BIDDERS
 I

TALKING OF OLD BOOKS

“Genius?” The tall old man with the fan-shaped beard looked
eagerly at his companion, then settled back more heavily against the
rows and rows of old books lining the walls to the ceiling on all sides
of the room. “Of course Edgar was a genius, but in spite of being a
gambler and a drunkard—in spite of it, I tell you!”
The other, a thin man of lesser years, his long, inquiring face
meditative in the twilight, nodded.
“You are right,” he agreed. “But what difference did it make? The
only question is, would ‘The Raven’ have been any greater without
his gambling and drinking? I doubt it.”
The argument was on, and my uncle, Moses Polock, would lean
forward now and again, waving his coatless arms—he handled
books easier in shirt sleeves—in an effort to gain a point. His
peculiarly young and penetrating blue eyes glistened. Opposite,
George P. Philes, a noted editor and book collector, twirled a gray
moustache and goatee while balancing in a tilted chair, listening
calmly, and patiently relighting a half-smoked cigar which went out
often as the verbal heat increased.
I would watch these two, dazed with their heated words concerning
authors and their works; hear them make bookish prophecies, most
of which came true. A favorite subject was their neurotic friend,
Edgar Allan Poe. Both had befriended this singularly unfortunate and
great writer, and each had certain contentions to make which led
through the fire of argument to the cooler and more even discussion
of reminiscences. But they did agree that it would take less than fifty
years after Poe’s death to make first editions of his works the most
valuable of all American authors.
It was in 1885, when I was nine years old, that I first felt the haunting
atmosphere of Uncle Moses’ bookshop on the second floor of the
bulging, red-brick building on Commerce Street in old Philadelphia.
At that age I could hardly realize, spellbound as I was, the full quality
of mystery and intangible beauty which becomes a part of the
atmosphere wherever fine books are brought together; for here was
something which called to me each afternoon, just as the wharves,
the water, and the ships drew other boys who were delighted to get
away from books the moment school was out. Whatever it was,—
some glibly speak of it as bibliomania,—it entered my bones then,
and has grown out of all proportion ever since. The long walk from
the bookshop to my home in the twilight, the moon, just coming up,
throwing long shadows across the white slab of Franklin’s grave
which I had to pass, was sometimes difficult; but as I grew older I
learned to shut my eyes against imaginary fears and, in a valiant
effort to be brave, hurried past darkened corners and abysmal
alleyways, inventing a game by which I tried to visualize the only
touches of color in Uncle Moses’ musty, dusty shop—occasional
brilliantly bound volumes. Running along, I also cross-examined
myself on quotations and dates from books and manuscripts through
which I had prowled earlier in the day, unwittingly developing a
memory which was often to stand me in good stead.
My uncle’s appreciation of books showed itself long before he took
over the publishing and bookselling business established in
Philadelphia in 1780, just before the close of the Revolution.
Throughout his youth books had been dear to him, and his father,
noting this, encouraged him to keep together the volumes he prized
most. Yet he gained local attention, not as a book collector but as a
publisher, when with a certain amount of initiative he brought out the
works of the first American novelist, Charles Brockden Brown. But I
early had my suspicions of him as a publisher. It seemed to me that
he used the publishing business as a literary cat’s-paw by which he
might conceal his real interest and love—searching for, finding, and
treasuring rare books.
After all, if one is in a trade, certain expectations are held by the
public; and the older Uncle Moses grew the less willing he became
to meet these expectations. To publish books and sell them was one
phase; but to collect, and then to sell, he considered a different and
entirely personal affair. A poor young man, Uncle Moses had
acquired the business in an almost magical manner. Jacob Johnson,
the original founder, began by publishing children’s books only. But
in 1800 he decided to branch out, and took a partner, Benjamin
Warner. Fifteen years later the firm was sold out to McCarty and
Davis. After several successful years McCarty retired, and it was
then that Moses Polock was employed as a clerk. They had spread
out and were now publishing all sorts of books. Davis became very
fond of his clerk, and when he died, in 1851, left him sufficient
money in his will to purchase the business for himself. Luck was
evidently with my uncle, for he made a great deal of money in
publishing Lindley Murray’s Grammar and other schoolbooks of the
time.
First as a publishing house and bookstore combined, Uncle Moses’
shop became a meeting place for publishers and writers. Here it was
that the ill-fed Poe came in 1835 to talk modestly of his writings and
hopes.
Such men as James Fenimore Cooper, William Cullen Bryant, Noah
Webster, and Herman Melville might be seen going up or coming
down the narrow staircase leading to the second floor. George
Bancroft, the historian, came, too, and Eaton, who wrote the Life of
Jackson; George H. Boker, a distinguished Philadelphia poet,
Charles Godfrey Leland, of Hans Breitmann Ballads note, and
Donald G. Mitchell, who wrote as Ik. Marvel, and many others—they
found their way along the uneven brick sidewalks of Commerce
Street. Gradually, however, it developed into a rendezvous for the
more leisured group of collectors.
 MOSES POLOCK IN HIS BOOKSHOP
Men—and occasionally a woman—who owned many an interesting
and valuable volume came to browse and talk. Silent or voluble,
enthusiastic or suspiciously conservative, each had in mind some
book, of Uncle Moses’ he hoped one day to possess. For it took
something more than money and coercion to make this old man give
up his treasures. Even when he occasionally fell to this temptation
and sold the precious volume, in place of the original he would make
a pen-and-ink copy of the book, word for word, so that it was
typographically perfect. This would take weeks to do, and only when
he needed money badly did he consent to part with the original. I
have some of these copies and treasure them as curiosities. Not
only months but very often years of tireless perseverance were
necessary to make him sell a favorite volume. Equally interesting
was that other group which came daily—a group composed of
impecunious and peculiarly erratic book lovers, found in book haunts