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The use of "letters patent" to obtain exclusive marketing rights to certain labelled formulas and their marketing fueled the circulation of early newspapers. In 1726 a patent was also granted to the makers of "Dr.

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Patent medicine advertising often marketed products as being medical panaceas (or at least a treatment for a large number of diseases) and emphasized exotic ingredients and endorsements from purported experts or celebrities, which may or may have not been true.

Patent medicines were increasingly constricted in the United States in the early 20th century as the Food and Drug Administration and Federal Trade Commission added ever-increasing regulations to prevent fraud, unintentional poisoning and deceptive advertising.

The showmen frequently employed shills, who stepped forward from the crowd to offer "unsolicited" testimonials about the benefits of the medicine.

Often, the nostrum was manufactured and bottled in the wagon in which the show travelled.

This led medical men to hope, at least, that, say, walnut shells might be good for skull fractures.

Given the state of the pharmacopoeia, and patients' demands for something to take, physicians began making "blunderbuss" concoctions of various drugs, proven and unproven.Another publicity method – undertaken mostly by smaller firms – was the medicine show, a traveling circus of sorts that offered vaudeville-style entertainments on a small scale, and climaxed in a pitch for some sort of cure-all nostrum."Muscle man" acts were especially popular on these tours, for this enabled the salesman to tout the physical vigour the product supposedly offered.A patent medicine, also known as a nostrum (from the Latin nostrum remedium, or "our remedy") is a commercial product advertised (usually heavily) as a purported over-the-counter medicine, without regard to its effectiveness.Patent medicines were one of the first major product categories that the advertising industry promoted; patent medicine promoters pioneered many advertising and sales techniques that were later used for other products.A number of American institutions owe their existence to the patent medicine industry, most notably a number of the older almanacs, which were originally given away as promotional items by patent medicine manufacturers.

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