<P> An advertising tactic that he used was to associate the Pears brand with high culture and quality . Most famously, he used the painting Bubbles by John Everett Millais as an advertisement by adding a bar of Pears soap into the foreground . Barratt continued this theme with a series of adverts of well groomed middle - class children, associating Pears with domestic comfort and aspirations of high society . </P> <P> Barratt introduced many of the crucial ideas that lie behind successful advertising and these were widely circulated in his day . He constantly stressed the importance of a strong and exclusive brand image for Pears and of emphasizing the product's availability through saturation campaigns . He also understood the importance of constantly reevaluating the market for changing tastes and mores, stating in 1907 that "tastes change, fashions change, and the advertiser has to change with them . An idea that was effective a generation ago would fall flat, stale, and unprofitable if presented to the public today . Not that the idea of today is always better than the older idea, but it is different--it hits the present taste ." </P> <P> In the United States around 1840, Volney B. Palmer set up the first advertising agency in Philadelphia . In 1842 Palmer bought large amounts of space in various newspapers at a discounted rate then resold the space at higher rates to advertisers . The actual ad--the copy, layout, and artwork--was still prepared by the company wishing to advertise; in effect, Palmer was a space broker . The situation changed in the late 19th century when the advertising agency of N.W. Ayer & Son was founded in New York . It planned, created, and executed complete advertising campaigns for its customers . It created a number of memorable slogans for firms such as De Beers, AT&T and the U.S. Army . </P> <P> By 1900 the advertising agency had become the focal point of creative planning, and advertising was firmly established as a profession . At first, agencies were brokers for advertisement space in newspapers . N.W. Ayer & Son was the first full - service agency to assume responsibility for advertising content . N.W. Ayer opened in 1869, and was located in Philadelphia . </P>

Who started the profession of advertising in the u.s. by using newspaper advertisements