Daniel Starch & Staff, New York
Starch ranged into the burgeoning ad field with his landmark "Advertising: Its Principles, Practices & Techniques" in 1906. He pioneered measuring actual ad readership by using current ads in interviews and analyzing copy appeals as related to purchasing decisions, media usage and budgets. Starch introduced economic, sociological and demographic data to define the market environment. He founded Daniel Starch & Staff in 1923 and served as the first head of the American Association of Advertising Agencies' research department.