Arhiv za likovne umjetnosti, Hrvatska akademija znanosti i umjetnosti, Zagreb, Hrvatska.
This paper presents the role of Eugen Viktor Feller, a pharmacist and factory owner, with an emphasis on his marketing strategy in advertising his pharmacy specialty Elsa. Various types of contemporary press and advertising leaflets and packaging were used as a starting point for analysis. The abundance of the collected material provided an insight into Feller's communication strategy of the approach to consumers, comparing advertising in different media and time spans. Following the appearance and elaboration of visual communication phenomena as part of family interest, approaches and advances in the development of advertising in the projects of Feller's sons Miroslav and Ferdinand were presented. Upgrading to the father's positive marketing experience they begin a more contemplative advertising campaign. Ferdinand Feller introduces the concept of collective pharmaceutical propaganda into pharmaceutical marketing, while Miroslav Feller becomes one of the leaders in the development of institutionalization and professionalization of commercial graphic design. Thus, marketing development was demonstrated through marketing approaches and innovative ideas of the three members of Feller family, illustrating the shift in approaches that marked the beginning of a different management within an industrial society, where advertising became an indispensable part and a promoter of market relationships.
Download full-text PDF
Still can't find the full text of the article?
We can help you send a request to the authors directly.
We have submitted your request - we will update you on status within the next 48 hours.
Sign up for further access to Scientific Publications and Authors!
What are PubFacts Points?
PubFacts points are rewards to PubFacts members, which allow you to better promote your profile and articles throughout PubFacts.com
How do I earn PubFacts Points?
Each member is given 50 PubFacts points upon signing up. You can earn additional points by completing 100% of your profile, creating and participating in discussions, and sharing other members research.
What can I do with PubFacts Points?
Currently, you can use PubFacts Points to promote and increase readership of your articles.