Random House, Inc.: Again She Ordered Chicken Salad campaign

The beginning of the twentieth century saw a renewed interest in etiquette and a corresponding increase in the number of etiquette books being published.

Random House, Inc.: Again She Ordered Chicken Salad campaign

Deborah Mack

Overview

The beginning of the twentieth century saw a renewed interest in etiquette and a corresponding increase in the number of etiquette books being published. Eleanor Holt's Encyclopedia of Etiquettewas just one of many books in print on the subject of good manners at the time. When publisher Nelson Doubleday decided to unload his old stock of Holt's work, the task fell to young copywriter Lillian Eichler to develop the ad campaign. She proved to be up to the task, because the books sold out almost immediately....

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