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Inspired by the concept of marketers as mixers of substances, Neil Borden one among Culliton’s colleagues at Harvard, coined the phrase the advertising mix and used it wherever possible. In keeping with Borden’s personal account, he used the time period, ‘advertising mix’ persistently from the late 1940s. 39 For example, he’s on file as having used the time period, ‘advertising combine,’ in his presidential handle given to the American Advertising and marketing Association in 1953. forty Within the mid-1960s, Borden revealed a retrospective article detailing the early history of the advertising and marketing mix by which he claims that he was inspired by Culliton’s concept of ‘mixers’, and credit himself with coining the term, ‘advertising and marketing combine’. forty one Borden’s continued and consistent use of the phrase, “marketing combine,” contributed to the method of popularising the idea all through the 1940s and 50s.
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