Inventory of the John E. Brennan Outdoor Advertising Survey Reports, 1947-1980
[top]Descriptive Summary
TitleJohn E. Brennan Outdoor Advertising Survey
Reports,
1947-1980
Creator
Brennan, John E.
Extent
44 Linear Feet
79,491 Items
Repository
79,491 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, patrons must sign the Acknowledgment of Legal
Responsibility and Privacy Rights form before using this collection.
Also, all or portions of this collection may be housed off-site in
Duke University's Library Service Center. Consequently, there may be a 24-hour
delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare
Book, Manuscript, and Special Collections Library to use this collection.
Use Restrictions
The copyright interests in this collection have not been transferred
to Duke University. For more information, consult the copyright section of the
Regulations and Procedures of the Rare Book, Manuscript, and Special
Collections Library.
Preferred Citation
[Identification of item], John E. Brennan Outdoor Advertising Survey
Reports, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The John E. Brennan Outdoor Advertising Survey Reports were
transferred to the Rare Book, Manuscript, and Special Collections Library from
Fairleigh Dickinson University in 1996.
Thanks to Brennan's son, John P. Brennan, and nephew, Joe Callo, for
providing background information for this collection.
Processing Information
Most Survey Reports came to Duke grouped by city; some were grouped
by product type. Other supporting materials seemingly had no order, which was
then imposed by the processing archivist. Materials within folders were usually
maintained in original order.
Most survey reports were created with one or two color photographs
glued to the front of the report. In many instances, photographs had either
already fallen off the survey reports to which they were originally attached or
were close to doing so. In these cases, the photographs were removed, sleeved
in polypropylene, and then clipped to the survey report. Most sleeves hold six
photographs. Often all six photographs from three different reports were placed
in one sleeve and then the three reports were attached to the sleeve. A number
on the back of each photo links it to the related report. When photographs were
not easily removed from reports, the pages were interleaved with acid-free
paper.
As of September 2002, the advertisements in this collection were not
indexed in the ROAD (Resources for Outdoor Advertising Description) database
(Rare Book, Manuscript, and Special Collections Library, Duke University).
Processed by Lisa C. Chandek-Stark and Sierra Stults
Completed July 2002
Encoded by Lisa C. Chandek-Stark
This finding aid is NCEAD compliant.
Processing of this collection was supported by the National
Endowment for the Humanities.
[top]
Biographical Note
| 1906 | John Edward (Jack) Brennan born to Mary Ellen (Nellie) Norton Brennan and Patrick Brennan in Hasting-on-Hudson, NY. |
| 1945 | Established outdoor advertising company, Standard Outdoor Advertising, Inc. |
| ca. 1947 or 1948 | Established Poster Appraisal Service to provide research to the outdoor advertising industry on advertising design effectiveness. |
| 1947-1970s | Conducted outdoor advertising design surveys. |
| 1948 | Resigned as executive vice president of Standard Outdoor Advertising, Inc. |
| 1940s-1950s | Established Outdoor Advertising Research Institute as part of surveying activities. |
| ca. 1974 | Retired from taking surveys. |
| 1984 | Died. |
Little is known about the early years of Brennan's career although he may have worked for the Outdoor Advertising Association of America (OAAA), Outdoor Advertising Inc. (OAI), and/or General Outdoor Advertising Co. In the course of his survey work, he founded several companies including Poster Appraisal Service (PAS), the Outdoor Advertising Research Institute, and General Media and Copy Research Co. PAS appears consistently throughout the collection, but in some spots it is referred to as "A Division of" General Media and Copy Research Co. Brennan moved his family and his business back and forth between Florida, California, and New York. The companies were established by Brennan, but various family members worked with him such as his elder brother Thomas, his wife Ann, his sister Jo, as well as many contract workers.
[top]Collection Overview
The
John E. Brennan Outdoor Advertising Survey
Reports document the professional endeavors of outdoor advertising
design researcher
John E. (Jack) Brennan for the time period 1947 to
1980. His work primarily consisted of conducting market surveys on the
effectiveness of
billboard advertisement design and layout, and
reporting his findings to subscribers to advance design efficiency for the
industry. About 786 surveys cover 15,720 different advertisement designs posted
on
signs in major markets around the US. Forty-two
different cities were covered in 27 states. His survey interviewers questioned
participants on how well they remembered advertisements and product brand
names. Brennan then analyzed the survey data to produce practical information
for advertisers and advertising companies on improving advertisement copy,
thereby increasing advertising efficiency and profits. His emphasis was on
outdoor advertisement design and copy, not traffic or other outdoor industry
factors. The collection is comprised mainly of paper files, most containing
color photographs attached to the paper data
reports or sleeved along side them. Other significant items include the
Copy Clues reports which capitalize on
the data Brennan compiled, suggesting outdoor advertisement (also known as
"poster"
) design
improvements. Other supporting materials within the collection include
survey methodology information, related writings,
summary data files, and business correspondence. Even without the context of
Brennan's survey forms and data, the collection is a sizable photo library of
mid-20th century
commercial art created for outdoor advertising.
Additional description of the individual series presented below may be found
within the container list.
The collection begins with a small amount of
Business Correspondence related to the
surveys completed by Brennan's company
Poster Appraisal Service (also
General Media and Copy Research Co., and
Outdoor Advertising Research Institute). Information
documenting how Brennan conducted surveys makes up the next series called
Methodology Files, which includes some
interview forms and instructions. These are
followed by the
Outdoor Advertising Survey Reports
themselves, which form the bulk of the collection. An individual survey was
normally conducted in one city using about 20 different
advertising designs. Each report is a compilation of
data for one
billboard advertisement, including a breakdown of
statistics by male and female participants, and usually including color
snapshot
photographs of each design. Researchers of the
collection can see the
photos used in survey interviews, noticing how
brand names were hidden and revealed as participants were questioned as to
whether they remembered the entire advertisement and/or the brand name
advertised. Design efficiency for individual cities may be studied since
surveys are arranged by geographic location. Data may also be studied over time
since
ads are arranged chronologically within each location
grouping. Certain
ads were also compiled and survey data studied
according to product type. For example, researchers may see how effective
certain candy bar advertisements were across the country. Brennan encouraged
subscribers to his service to look at reports themselves and come to their own
conclusions about how to improve
billboard advertisement design.
The Outdoor Advertising Survey Reports
Series is also documentation of the more than 15,000 pieces of creative
work produced by many different advertising agencies and their advertisers
including
D'Arcy Advertising;
Foote, Cone, and Belding;
J. Walter Thompson;
McCann-Erickson; and
Young & Rubicam. The photographed billboards
were operated by many outdoor advertising companies including Central, Foster
& Kleiser, Houston Poster, Middleton, Packer, and United. In addition to
the
photos with the survey reports, there are also
several files of loose
photographs, including pictures of
billboards that were likely produced in preparation
for surveys. A sampling of the product brands featured in the advertisements
includes Admiral appliances, Amoco gasoline, Ballantine Beer, Budweiser Beer,
Chevrolet automobiles, Coca-Cola soda, Conoco gasoline, Dr. Pepper soda, Edsel
automobiles, Folger's coffee, Ford automobiles, Fritos snacks, Jax Beer,
Libby's canned goods, Mobil gas and oil, Mrs. Baird's Bread, Nash automobiles,
Northern Tissue, NuGrape soda, Pabst Beer, Schlitz Beer, Sealy mattresses,
Shell gasoline, Stratolounger, and Sunshine food products.
The
Summary Data Files contain much of the same
condensed survey information on
advertisement remembrance and
product identification found at the front of each
survey's folder. The folders in this series contain compiled data sheets of
specific data types (remembrance, or identification, etc.) for all (or many) of
the surveys conducted in one city. In addition to survey data, there are other
documents such as a design master record that presents information in a summary
form.
Copy Clues are the monthly reports
sent to Brennan's subscribers that interpret survey data, and place it in
usable form. This series reflects conclusions drawn from the survey data to
communicate specific information on various advertisement attributes. For
instance, if multiple designs with dark backgrounds had low remembrance scores,
and designs with white backgrounds scored high, Brennan might have brought to
his subscriber's attention that white backgrounds make more effective
advertising. Did more people remember a product brand if the product was
depicted along with a child or without one? Subscribers could receive
Copy Clues to answer such questions as
well as to receive the survey reports. The final series,
Other Surveys and Outdoor Advertising-Related
Materials, contains other organizations' surveys, writings, and further
information related to
outdoor advertising that does not necessarily fit into
the previous groupings.
Related collections in the Rare Book, Manuscript, and Special
Collections Library include a number of other outdoor advertising collections,
such as the Outdoor Advertising Slide Library, the John Paver Papers, the John
Browning Papers, the Duplex Advertising Co. Records, the H.E. Fisk Collection
of War Effort Mobilization Campaigns, the Outdoor Advertising Association of
America Records, the Outdoor Advertising Poster Design Collection, the Garrett
Orr Papers, the R.C. Maxwell Company Records, the Howard Scott Papers, and the
Strobridge Lithographing Company Advertisements.
[top]
Subject Headings
These are searchable subject entries for this collection. Performing a
search on these subjects in the Duke University Libraries online catalog will
bring up other related research materials.
- Advertising--History
- Advertising layout and typography
- Advertising, Outdoor--California--Los Angeles
- Advertising, Outdoor--Connecticut--New Haven
- Advertising, Outdoor--Ohio--Cincinnati
- Advertising, Outdoor--Posters
- Advertising, Outdoor--Texas--Dallas
- Advertising, Outdoor--Texas--Houston
- Advertising, Outdoor--United States
- Advertising, Outdoor--United States--Statistics
- Advertising, Outdoor--United States--Surveys
- Advertising--Posters
- Advertising--Research
- Billboards--Design and construction
- Billboards--United States
- Brennan, John E.
- Commercial art--United States
- General Media and Copy Research Co.
- Market surveys--United States
- Outdoor Advertising Research Institute
- Color photographs (AAT)
- Poster, American--20th century--United States
- Poster Appraisal Service
- Posters--Design
- Posters--United States.
- Signs and signboards.
- John W. Hartman Center for Sales, Advertising & Marketing History.
Detailed Description of the Collection
Business Correspondence, 1950-1980
This small amount of
incoming and outgoing correspondence centers
on Brennan's business relationships, especially with research consultant
Raymond Franzen, who apparently prepared
survey samples and evaluated Brennan's methodology. Franzen's 1951 evaluation
is included in this series. There is also a small amount of correspondence
scattered throughout the
Methodology Files.
Box 1
Advertising managers,
Letters to,
1951-1952
Franzen, Raymond, Dr., and
Sigurd L. Anderson,
1950-1959
Franzen, Raymond, Dr., Evaluation of survey
method and sample,
1951
Sinerma and Blackstock, International Outdoor,
1979-1980
Methodology Files, 1949-1960s
This group of materials contains items that reveal Brennan's
survey methods, although the coverage is
limited. Included are his early thoughts on purpose and research methods,
procedures used in planning samples, correspondence with
statistician/consultants, as well as training information, basic
forms, and
maps used in the actual execution of a
survey. While most of the collection focuses on Brennan's resulting data and
conclusions, these materials provide a closer view of the work needed to
compile and produce them. Folders are arranged alphabetically by topic or title
of contents.
See also
Legal Size Files.
Box 1
Demographic data form, undated
"Objectives, Methods, and
Significance"
document, correspondence, and miscellaneous,
1949-1964 and
undated
"On the Masking of Outdoor Advertising
Copy in Readership Surveys,"
undated
Product group classification systems,
undated
Remembrance and ID forms,
1954-1955
Single-city survey vs.
"national"
survey sales letter by
Brennan,
1958
Survey instructions,
1960s
Survey instructions, forms, and maps,
1963-1965
Outdoor Advertising Survey Reports, 1947-1980 (bulk 1947-1960s)
Most of the surveys, which were conducted mainly from 1947 through
the mid 1960s, are grouped alphabetically by city. Forty-two different cities
were covered, but four cities regularly hosted surveys:
Cincinnati (119 surveys),
Houston (104 surveys),
Los Angeles (209 surveys), and
New Haven, Conn. (101 surveys).
Dallas also hosted a large number of surveys
(76). The two
San Jose surveys (late 1970s) were conducted
by Brennan's son,
John P. Brennan. In this collection,
"survey"
usually refers to a particular city
and time during which participants were questioned about twenty different
ad designs. In the collection, each survey is
usually referred to by city, then survey number (i.e. Houston #34, Fresno #3,
etc.). Each folder is then devoted to one numbered survey conducted in one
city, and includes a title page, a varying number of summary data sheets, a
report for each
advertisement, and sometimes other information
such as data analyzing survey respondents by age or product preferences.
Individual advertisement report forms varied over time, but information
relating to one
ad was usually presented on one or two sheets,
including two pasted
color photographs of the advertisement, one
with the brand name
"masked"
or marked out.
Surveys were conducted differently over the years, but
Remembrance and
Correct
Identification
were the two main types of data acquired. Participants were asked if they
remembered seeing the advertisement, and with the
brand name covered (masked), they were asked if they could
identify the product. In some surveys the same
interviewee would supply answers to all questions about a particular
advertisement, and at times, some interviewees would answer remembrance
questions, and a second set would try to identify brands. See the
Methodology Files for more information. Besides data
on how well the advertisement itself was remembered or if the brand name was
correctly identified, the reports provided other information. The size of the
poster showing was often presented as well as posting history. Sometimes
product misidentifications were recorded, as was relative visibility of the
brand, and other statistics.
Surveys are sometimes referred to as being completed
"for"
Outdoor Advertising Incorporated (OAI),
the industry's organization created (1931) to advance the concept of outdoor
advertising. OAI and other outside organizations such as the Outdoor
Advertising Association of America (OAAA), Foster and Kleiser Advertising Co.,
and Donnelley Advertising contracted with Brennan for surveys, but many
evidently were conducted without such an arrangement.
Advertisements featured in the surveys were
created by many different
advertising agencies. The agency name was noted
on the survey report for each advertisement up until about 1963. Those
well-represented in the collection include
Barton A. Stebbins Advertising;
Batten, Barton, Durstine, & Osborn (BBDO);
Benton & Bowles;
Calkins & Holden, Carlock, McClinton & Smith;
Campbell-Ewald;
Cunningham & Walsh;
D'Arcy Advertising;
Dancer-Fitzgerald-Sample;
Foote, Cone, & Belding;
Geyer, Newell, & Ganger;
Heintz & Co.;
Hewitt, Ogilvy, Benson, and Mather;
Hixson-Jorgensen;
J. Walter Thompson;
Johnson & Lewis Advertising;
Joseph Katz Co.;
Leo Burnett Co.;
McCann-Erickson;
Midland Advertising;
N.W. Ayer & Son;
Needham, Louis, & Brorby;
Ratcliffe Advertising;
Ruthrauff and Ryan;
Tracy-Locke;
West-Marquis;
Wilkinson-Schwietz & Tips; and
Young & Rubicam.
Billboards of many different
outdoor advertising companies can usually be
identified by the imprint seen in the advertisement photographs. Those
companies represented frequently in the collection include Central, Pacific,
Foster and Kleiser, General Outdoor Advertising, Houston Poster, Lamar Dean,
Middleton, Murphy, Naegele, O'Mealia, Packer, and United.
After the alphabetical run of survey reports by city, there is a
smaller group arranged by product type (e.g. beer, toiletries). The reports
within this latter group appear to be copies of reports from the various city
surveys pulled together because of the product featured in the advertisement.
They do not contain the same introductory/summary information found in the
front of most city survey folders. Following this subseries is a group of loose
photographs arranged by product or service
type.
Most reports have a small number written or typed beside each
photo. These numbers were used to connect photo to report whenever the
photo was removed from the paper. This
number has been referred to sometimes as the
"sheet
number"
or
"design number,"
and is
presumed to be a unique identifier for specific advertisements.
Reports Organized by City (alphabetical)
Akron #1,
1964 May
Albuquerque #1,
1963 June
Albuquerque #2,
1963 Dec.
Baltimore #1,
1963 July
Baltimore #2,
1963 Oct.
Baltimore #3,
1964 Jan.
Baltimore #4,
1964 Apr.
Boston #1,
1963 May
Box 2
Boston #2,
1963 July
Boston #3,
1963 Sept.
Boston #4,
1963 Nov.
Boston #5,
1964 Jan.
Boston #6,
1964 Mar. 6
Boston #7,
1964 Mar. 13
Boston #8,
1964 Mar. 20
Boston #9,
1964 Apr.
Bridgeport, Conn. #1,
1963 May
Bridgeport, Conn. #2,
1963 Nov.
Buffalo #1,
1964 May
Chicago #1,
1963 May
Chicago #2,
1963 July
Chicago #3,
1963 Oct.
Chicago #4,
1963 Nov.
Chicago #5,
1964 Jan.
Box 3
Chicago #6,
1964 Mar.
Chicago #7,
1965 Apr.
Chicago #8,
1965 July
Chicago #9,
1965 Sept.
Chicago #10,
1965 Nov.
Cincinnati #1,
1948 June
Cincinnati #2,
1948 Oct.
Cincinnati #3,
1948 Nov.
Cincinnati #4,
1948 Dec.
Cincinnati #5,
1949 Feb.
Cincinnati #6,
1949 Mar. 1
Cincinnati #7,
1949 Mar. 29
Cincinnati #8,
1949 Apr.
Box 4
Cincinnati #9,
1949 May
Cincinnati #10,
1949 June
Cincinnati #11,
1949 July
Cincinnati #12,
1949 Aug.
Cincinnati #13,
1949 Sept.
Cincinnati #14,
1949 Oct.
Cincinnati #15,
1949 Nov.
Cincinnati #16,
1949 Dec.
Cincinnati #17,
1950 Jan.
Cincinnati #18,
1950 Feb.
Cincinnati #19,
1950 Mar.
Cincinnati #20,
1950 Apr.
Cincinnati #21,
1950 May
Box 5
Cincinnati #22,
1950 June
Cincinnati #23,
1950 July
Cincinnati #24,
1950 Aug.
Cincinnati #25,
1950 Sept.
Cincinnati #26,
1950 Oct.
Cincinnati #27,
1950 Nov.
Cincinnati #28,
1950 Dec.
Cincinnati #29,
1951 Jan.
Cincinnati #30,
1951 Feb.
Cincinnati #31,
1951 Mar.
Cincinnati #32,
1951 Apr.
Cincinnati #33,
1951 May
Box 6
Cincinnati #34,
1951 June
Cincinnati #35,
1951 July
Cincinnati #36,
1951 Aug.
Cincinnati #37,
1951 Sept.
Cincinnati #38,
1951 Oct.
Cincinnati #39,
1951 Nov.
Cincinnati #40,
1951 Dec.
Cincinnati #41,
1952 Jan.
Cincinnati #42,
1952 Feb.
Cincinnati #43,
1952 Mar.
Cincinnati #44,
1952 Apr.
Cincinnati #45,
1952 May
Box 7
Cincinnati #46,
1952 June
Cincinnati #47,
1952 July
Cincinnati #48,
1952 Aug.
Cincinnati #49,
1952 Sept.
Cincinnati #50,
1952 Oct.
Cincinnati #51,
1952 Nov.
Cincinnati #52,
1952 Dec.
Cincinnati #53,
1953 Jan.
Cincinnati #54,
1953 Feb.
Cincinnati #55,
1953 Mar.
Cincinnati #56,
1953 Apr.
Box 8
Cincinnati #57,
1953 May
Cincinnati #58,
1953 June
Cincinnati #59,
1953 July
Cincinnati #60,
1953 Aug.
Cincinnati #61,
1953 Sept.
Cincinnati #62,
1953 Oct.
Cincinnati #63,
1953 Nov.
Cincinnati #64,
1953 Dec.
Cincinnati #65,
1954 Jan.
Cincinnati #66,
1954 Mar. 1
Cincinnati #67,
1954 Mar. 29
Cincinnati #68,
1954 Apr.
Cincinnati #69,
1954 May
Box 9
Cincinnati #70,
1954 June
Cincinnati #71,
1954 July
Cincinnati #72,
1954 Aug.
Cincinnati #73,
1954 Sept.
Cincinnati #74,
1954 Oct.
Cincinnati #75,
1954 Nov.
Cincinnati #76,
1954 Dec.
Cincinnati #77,
1955 Jan.
Cincinnati #78,
1955 Feb.
Cincinnati #79,
1955 Mar.
Cincinnati #80,
1955 Apr.
Box 10
Cincinnati #81,
1955 May
Cincinnati #82,
1955 June
Cincinnati #83,
1955 July
Cincinnati #84,
1955 Aug.
Cincinnati #85,
1955 Sept.
Cincinnati #86,
1955 Oct.
Cincinnati #87,
1955 Nov.
Cincinnati #88,
1955 Dec.
Cincinnati #89,
1956 Jan.
Cincinnati #90,
1956 Feb.
Cincinnati #91,
1956 Mar.
Box 11
Cincinnati #92,
1956 Apr.
Cincinnati #93,
1956 May
Cincinnati #94,
1956 June
Cincinnati #95,
1956 July
Cincinnati #96,
1956 Aug.
Cincinnati #97,
1956 Sept.
Cincinnati #98,
1956 Oct.
Cincinnati #99,
1956 Nov.
Cincinnati #100,
1956 Dec.
Cincinnati #101,
1957 Jan.
Cincinnati #102,
1957 Feb.
Box 12
Cincinnati #103,
1957 Mar.
Cincinnati #104,
1957 Apr.
Cincinnati #105,
1957 May
Cincinnati #106,
1957 June
Cincinnati #107,
1957 July
Cincinnati #108,
1957 Aug.
Cincinnati #109,
1957 Sept.
Cincinnati #110,
1957 Oct.
Cincinnati #111,
1957 Nov.
Cincinnati #112,
1957 Dec.
Cincinnati #113,
1958 Jan.
Cincinnati #114,
1958 Feb.
Box 13
Cincinnati #115,
1958 Mar.
Cincinnati #116,
1958 Apr.
Cincinnati #117,
1958 May
Cincinnati #118,
1958 June
Cincinnati #119,
1958 July
Cleveland #1,
1965 Nov.
Columbus, Ga. #1,
1963 July
Columbus, Ga. #2,
1964 Jan.
Dallas #1,
1949 May
Dallas #2,
1949 June
Dallas #3,
1949 July
Dallas #4,
1949 Aug.
Dallas #5,
1949 Sept.
Dallas #6,
1949 Oct.
Box 14
Dallas #7,
1949 Nov.
Dallas #8,
1949 Dec.
Dallas #9,
1950 Jan.
Dallas #10,
1950 Feb.
Dallas #11,
1950 Mar.
Dallas #12,
1950 Apr.
Dallas #13,
1950 May
Dallas #14,
1950 June
Dallas #15,
1950 July
Dallas #16,
1950 Aug.
Dallas #17,
1950 Sept.
Dallas #18,
1950 Oct.
Box 15
Dallas #19,
1950 Nov.
Dallas #20,
1950 Dec.
Dallas #21,
1951 Jan.
Dallas #22,
1951 Feb.
Dallas #23,
1951 Mar.
Dallas #24,
1951 Apr.
Dallas #25,
1951 May
Dallas #26,
1951 June
Dallas #27,
1951 July
Dallas #28,
1951 Aug.
Dallas #29,
1951 Sept.
Dallas #30,
1951 Oct.
Dallas #31,
1951 Nov.
Box 16
Dallas #32,
1951 Dec.
Dallas #33,
1952 Jan.
Dallas #34,
1952 Feb.
Dallas #35,
1952 Mar.
Dallas #36,
1952 Apr.
Dallas #37,
1952 May
Dallas #38,
1952 June
Dallas #39,
1952 July
Dallas #40,
1952 Aug.
Dallas #41,
1952 Oct. 1
Dallas #42,
1952 Oct. 28
Dallas #43,
1952 Nov.
Dallas #44,
1952 Dec.
Dallas #45,
1953 Jan.
Box 17
Dallas #46,
1953 Feb.
Dallas #47,
1953 Mar.
Dallas #48,
1953 Apr.
Dallas #49,
1953 May
Dallas #50,
1953 June
Dallas #51,
1953 July
Dallas #52,
1953 Aug.
Dallas #53,
1953 Sept.
Dallas #54,
1953 Oct.
Dallas #55,
1953 Nov.
Dallas #56,
1953 Dec.
Dallas #57,
1954 Jan.
Box 18
Dallas #58,
1954 Mar. 1
Dallas #59,
1954 Mar. 29
Dallas #60,
1954 Apr.
Dallas #61,
1954 May
Dallas #62,
1954 June
Dallas #63,
1954 July
Dallas #64,
1954 Aug.
Dallas #65,
1954 Sept.
Dallas #66,
1954 Oct.
Dallas #67,
1954 Nov.
Dallas #68,
1954 Dec.
Dallas #69,
1955 Jan.
Box 19
Dallas #70,
1955 Feb.
Dallas #71,
1955 Mar.
Dallas #72,
1955 Apr.
Dallas #73,
1955 May
Dallas #74,
1955 June
Dallas #75,
1955 July
Dallas #76,
1955 Aug.
(2 folders)
Denver #1,
1963 Sept.
Denver #2,
1963 Oct.
Des Moines #1,
1963 Oct.
Box 20
Detroit #1,
1963 July
Detroit #2,
1963 Aug.
Detroit #3,
1963 Oct.
Detroit #4,
1963 Dec.
Detroit #5,
1964 Feb.
Detroit #6,
1964 Apr.
Detroit #7,
1966 Apr.
Detroit #8,
1966 June
Fresno #1,
1948 Dec.
Fresno #2,
1949 Feb.
Fresno #3,
1949 Mar. 1
Fresno #4,
1949 Mar. 29
Fresno #1,
1963 Aug.
Box 21
Houston #1,
1955 Sept.
Houston #2,
1955 Oct.
Houston #3,
1955 Nov.
Houston #4,
1955 Dec.
Houston #5,
1956 Jan.
Houston #6,
1956 Feb.
Houston #7,
1956 Mar.
Houston #8,
1956 Apr.
Houston #9,
1956 May
Houston #10,
1956 June
Houston #11,
1956 July
Box 22
Houston #12,
1956 Aug.
Houston #13,
1956 Sept.
Houston #14,
1956 Oct.
Houston #15,
1956 Nov.
Houston #16,
1956 Dec.
Houston #17,
1957 Jan.
Houston #18,
1957 Feb.
Houston #19,
1957 Mar.
Houston #20,
1957 Apr.
Houston #21,
1957 May
Box 23
Houston #22,
1957 June
Houston #23,
1957 July
Houston #24,
1957 Aug.
Houston #25,
1957 Sept.
Houston #26,
1957 Oct.
Houston #27,
1957 Nov.
Houston #28,
1957 Dec.
Houston #29,
1958 Jan.
Houston #30,
1958 Feb.
Houston #31,
1958 Mar.
Houston #32,
1958 Apr.
Houston #33,
1958 May
Box 24
Houston #34,
1958 June
Houston #35,
1958 July
Houston #36,
1958 Aug.
Houston #37,
1958 Sept.
Houston #38,
1958 Oct.
Houston #39,
1958 Nov.
Houston #40,
1958 Dec.
Houston #41,
1959 Jan.
Houston #42,
1959 Mar. 2
Houston #43,
1959 Mar. 25
Houston #44,
1959 Apr.
Houston #45,
1959 May
Houston #46,
1959 June
Houston #47,
1959 July
Box 25
Houston #48,
1959 Aug.
Houston #49,
1959 Sept.
Houston #50,
1959 Oct.
Houston #51,
1959 Nov.
Houston #52,
1959 Dec.
Houston #53,
1960 Jan.
Houston #54,
1960 Feb.
Houston #55,
1960 Mar.
Houston #56,
1960 Apr.
Houston #57,
1960 May
Houston #58,
1960 June
Houston #59,
1960 July
Houston #60,
1960 Aug.
(2 folders)
Box 26
Houston #61,
1960 Sept.
Houston #62,
1960 Oct.
Houston #63,
1960 Nov.
Houston #64,
1960 Dec.
Houston #65,
1961 Jan.
Houston #66,
1961 Feb.
Houston #67,
1961 Mar.
Houston #68,
1961 Apr.
Houston #69,
1961 May
Houston #70,
1961 June
Houston #71,
1961 July
Houston #72,
1961 Aug.
Houston #73,
1961 Sept.
Box 27
Houston #74,
1961 Oct.
Houston #75,
1961 Nov.
Houston #76,
1961 Dec.
Houston #77,
1962 Feb.
Houston #78,
1962 Mar.
Houston #79,
1962 Apr.
Houston #80,
1962 May
Houston #81,
1962 June
Houston #82,
1962 July
Houston #83,
1962 Aug.
Houston #84,
1962 Sept.
Houston #85,
1962 Oct.
Box 28
Houston #86,
1962 Nov.
Houston #87,
1963 June
Houston #88,
1963 Oct.
Houston #89,
1963 Nov.
Houston #90,
1964 Feb.
Houston #91,
1964 June
Houston #92,
1964 July
Houston #93,
1964 Oct.
Houston #94,
1965 Jan.
Houston #95,
1965 Feb.
Houston #96,
1965 Mar.
Houston #97,
1965 May 10
Houston #98,
1965 May 30
Box 29
Houston #99,
1965 June
Houston #100,
1965 July
Houston #101,
1966 Feb.
Houston #102,
1966 June
Houston #103,
1966 Aug.
Houston #104,
1966 Sept.
Indianapolis #1,
1963 Sept.
Indianapolis #2,
1963 Dec.
Jackson, Miss. #1
1964 Apr.
Jacksonville, Fla. #1,
1964 Apr.
Lima, Ohio #1,
1963 Oct.
Los Angeles #1,
1949 Apr.
Los Angeles #2,
1949 May
Los Angeles #3,
1949 June
Box 30
Los Angeles #4,
1949 July
Los Angeles #5,
1949 Aug.
Los Angeles #6,
1949 Sept.
Los Angeles #7,
1949 Oct.
Los Angeles #8,
1949 Nov.
Los Angeles #9,
1949 Dec.
Los Angeles #10,
1950 Jan.
Los Angeles #11,
1950 Feb.
Los Angeles #12,
1950 Mar.
Los Angeles #13,
1950 Apr.
Los Angeles #14,
1950 May
Los Angeles #15,
1950 June
Los Angeles #16,
1950 July
Box 31
Los Angeles #17,
1950 Aug.
Los Angeles #18,
1950 Sept.
Los Angeles #19,
1950 Oct.
Los Angeles #20,
1950 Nov.
Los Angeles #21,
1950 Dec.
Los Angeles #22,
1951 Jan.
Los Angeles #23,
1951 Feb.
Los Angeles #24,
1951 Mar.
Los Angeles #25,
1951 Apr.
Los Angeles #26,
1951 May
Los Angeles #27,
1951 June
Los Angeles #28,
1951 July
Box 32
Los Angeles #29,
1951 Aug.
Los Angeles #30,
1951 Sept.
Los Angeles #31,
1951 Oct.
Los Angeles #32,
1951 Nov.
Los Angeles #33,
1951 Dec.
Los Angeles #34,
1952 Jan.
Los Angeles #35,
1952 Feb.
Los Angeles #36,
1952 Mar.
Los Angeles #37,
1952 Apr.
Los Angeles #38,
1952 May
Los Angeles #39,
1952 June
Los Angeles #40,
1952 July
Los Angeles #41,
1952 Aug.
Los Angeles #42,
1952 Sept.
Los Angeles #43,
1952 Oct.
Box 33
Los Angeles #44,
1952 Nov.
Los Angeles #45,
1952 Dec.
Los Angeles #46,
1953 Jan.
Los Angeles #47,
1953 Feb.
Los Angeles #48,
1953 Mar.
Los Angeles #49,
1953 Apr.
Los Angeles #50,
1953 May
Los Angeles #51,
1953 June
Los Angeles #52,
1953 July
Los Angeles #53,
1953 Aug.
Los Angeles #54,
1953 Sept.
Los Angeles #55,
1953 Oct.
Los Angeles #56,
1953 Nov.
Los Angeles #57,
1953 Dec.
Box 34
Los Angeles #58,
1954 Jan.
Los Angeles #59,
1954 Mar. 1
Los Angeles #60,
1954 Mar. 29
Los Angeles #61,
1954 Apr.
Los Angeles #62,
1954 May
Los Angeles #63,
1954 June
Los Angeles #64,
1954 July
Los Angeles #65,
1954 Aug.
Los Angeles #66,
1954 Sept.
Los Angeles #67,
1954 Oct.
Los Angeles #68,
1954 Nov.
Los Angeles #69,
1954 Dec.
Los Angeles #70,
1955 Jan.
Los Angeles #71,
1955 Feb.
Los Angeles #72,
1955 Mar.
Box 35
Los Angeles #73,
1955 Apr.
Los Angeles #74,
1955 May
Los Angeles #75,
1955 June
Los Angeles #76,
1955 July
Los Angeles #77,
1955 Aug.
Los Angeles #78,
1955 Sept.
Los Angeles #79,
1955 Oct.
Los Angeles #80,
1955 Nov.
Los Angeles #81,
1955 Dec.
Los Angeles #82,
1956 Jan.
Los Angeles #83,
1956 Feb.
Los Angeles #84,
1956 Mar.
Box 36
Los Angeles #85,
1956 Apr.
Los Angeles #86,
1956 May
Los Angeles #87,
1956 June
Los Angeles #88,
1956 July
Los Angeles #89,
1956 Aug.
Los Angeles #90,
1956 Sept.
Los Angeles #91,
1956 Oct.
Los Angeles #92,
1956 Nov.
Los Angeles #93,
1956 Dec.
Los Angeles #94,
1957 Jan.
Los Angeles #95,
1957 Feb.
Box 37
Los Angeles #96,
1957 Mar.
Los Angeles #97,
1957 Apr.
Los Angeles #98,
1957 May
Los Angeles #99,
1957 June
Los Angeles #100,
1957 July
Los Angeles #101,
1957 Aug.
Los Angeles #102,
1957 Sept.
Los Angeles #103,
1957 Oct.
Los Angeles #104,
1957 Nov.
Los Angeles #105,
1957 Dec.
Los Angeles #106,
1958 Feb.
Los Angeles #107,
1958 Mar. 1
Los Angeles #108,
1958 Mar. 29
Los Angeles #109,
1958 Apr.
Box 38
Los Angeles #110,
1958 May
Los Angeles #111,
1958 June
Los Angeles #112,
1958 Aug. 2
Los Angeles #113,
1958 Aug. 30
Los Angeles #114,
1958 Sept.
Los Angeles #115,
1958 Nov. 1
Los Angeles #116,
1958 Nov. 29
Los Angeles #117,
1958 Dec.
Los Angeles #118,
1959 Jan.
Los Angeles #119,
1959 Feb.
Los Angeles #120,
1959 Mar.
(2 folders)
Los Angeles #121,
1959 Apr.
Los Angeles #122,
1959 May
Los Angeles #123,
1959 June
Box 39
Los Angeles #124,
1959 July
Los Angeles #125,
1959 Aug.
Los Angeles #126,
1959 Oct. 1
Los Angeles #127,
1959 Oct. 28
Los Angeles #128,
1959 Nov.
Los Angeles #129,
1959 Dec.
Los Angeles #130,
1960 Jan.
Los Angeles #131,
1960 Feb.
Los Angeles #132,
1960 Mar.
Los Angeles #133,
1960 Apr.
Los Angeles #134,
1960 May
Los Angeles #135,
1960 June
Box 40
Los Angeles #136,
1960 July
Los Angeles #137,
1960 Aug.
Los Angeles #138,
1960 Sept.
Los Angeles #139,
1960 Oct.
Los Angeles #140,
1960 Nov.
Los Angeles #141,
1960 Dec.
Los Angeles #142,
1961 Jan.
Los Angeles #143,
1961 Feb.
Los Angeles #144,
1961 Mar.
Los Angeles #145,
1961 Apr.
Los Angeles #146,
1961 May
Los Angeles #147,
1961 June
Box 41
Los Angeles #148,
1961 July
Los Angeles #149,
1961 Aug.
Los Angeles #150,
1961 Sept.
Los Angeles #151,
1961 Oct.
Los Angeles #152,
1961 Nov.
Los Angeles #153,
1961 Dec.
Los Angeles #154,
1962 Jan.
Los Angeles #155,
1962 Feb.
Los Angeles #156,
1962 Mar.
Los Angeles #157,
1962 Apr.
Los Angeles #158,
1962 May
Los Angeles #159,
1962 June
Los Angeles #160,
1962 July
Box 42
Los Angeles #161,
1962 Aug.
Los Angeles #162,
1962 Sept.
Los Angeles #163,
1962 Oct.
Los Angeles #164,
1962 Nov.
Los Angeles #165,
1962 Dec.
Los Angeles #166,
1963 Jan.
Los Angeles #167,
1963 Feb.
Los Angeles #169,
1963 Apr.
Los Angeles #170,
1963 May
Los Angeles #171,
1963 June
Los Angeles #172,
1963 July
Los Angeles #173,
1963 Aug.
Los Angeles #174,
1963 Sept.
Box 43
Los Angeles #175,
1963 Oct.
Los Angeles #176,
1963 Nov.
Los Angeles #177,
1963 Dec.
Los Angeles #178,
1964 Jan.
Los Angeles #179,
1964 Feb.
Los Angeles #180,
1964 Mar.
Los Angeles #181,
1964 Apr.
Los Angeles #182,
1964 May
Los Angeles #183,
1964 June
Los Angeles #184,
1964 July
Los Angeles #185,
1964 Aug.
Los Angeles #186,
1964 Sept.
Los Angeles #187,
1964 Oct. (1 of
2)
Box 44
Los Angeles #187,
1964 Oct. (2 of
2)
Los Angeles #188,
1964 Nov.
Los Angeles #189,
1964 Dec.
Los Angeles #190,
1965 Jan.
Los Angeles #191,
1965 Feb.
Los Angeles #192,
1965 Mar.
Los Angeles #193,
1965 Apr. 30
Los Angeles #194,
1965 Apr. 30
Los Angeles #195,
1965 May
Los Angeles #196,
1965 June
Los Angeles #197,
1965 July 30
Los Angeles #198,
1965 July 30
Los Angeles #199,
1965 Aug.
Los Angeles #200,
1965 Sept. 30
Box 45
Los Angeles #201,
1965 Sept. 30
Los Angeles #201,
1965 Sept. 30 (survey of
children)
Los Angeles #202,
1965 Oct.
Los Angeles #203,
1965 Nov.
Los Angeles #204,
1965 Dec.
Los Angeles #205,
1966 Jan.
Los Angeles #206,
1966 Feb.
Los Angeles #207,
1966 Mar.
Los Angeles #208,
1966 Apr.
Los Angeles #209,
1966 May
Lubbock, Tex. #1,
1963 Oct.
Market Four Metro #1,
1963 June
Market Four Metro #2,
1963 Aug.
Market Four Metro #3,
1963 Oct.
Box 46
Market Four Metro #4,
1963 Dec.
Market Four Metro #5,
1964 Feb.
Memphis #1,
1963 July
Memphis #2,
1963 Nov.
Memphis #3,
1964 May
Miami #1,
1963 May
Miami #2,
1963 Sept.
Miami #3,
1964 Jan.
Minneapolis #1,
1963 June
Minneapolis #2,
1963 Sept.
Minneapolis #3,
1963 Dec.
Minneapolis #4,
1964 Mar.
Montgomery, Ala. #1,
1963 Sept.
Montgomery, Ala. #2,
1964 Mar.
New Haven, Conn. #1,
1947 Oct.
New Haven, Conn. #2,
1947 Nov.
New Haven, Conn. #3,
1947 Dec.
New Haven, Conn. #4,
1948 Jan.
Box 47
New Haven, Conn. #5,
1948 Feb.
New Haven, Conn. #6,
1948 Mar.
New Haven, Conn. #7,
1948 Apr.
New Haven, Conn. #8,
1948 June
New Haven, Conn. #9,
1948 July
New Haven, Conn. #10,
1948 Aug.
New Haven, Conn. #11,
1948 Sept.
New Haven, Conn. #12,
1948 Oct. 1
New Haven, Conn. #13,
1948 Oct. 28
New Haven, Conn. #14,
1948 Nov.
New Haven, Conn. #15,
1948 Dec.
New Haven, Conn. #16,
1949 Feb.
New Haven, Conn. #17,
1951 Oct.
New Haven, Conn. #18,
1952 Jan.
New Haven, Conn. #19,
1952 Feb.
New Haven, Conn. #20,
1952 Mar.
Box 48
New Haven, Conn. #21,
1952 Apr.
New Haven, Conn. #22,
1952 May
New Haven, Conn. #23,
1952 June
New Haven, Conn. #24,
1952 July
New Haven, Conn. #25,
1952 Aug.
New Haven, Conn. #26,
1952 Sept.
New Haven, Conn. #27,
1952 Oct.
New Haven, Conn. #28,
1952 Nov.
New Haven, Conn. #29,
1952 Dec.
New Haven, Conn. #30,
1953 Jan.
New Haven, Conn. #31,
1953 Feb.
Box 49
New Haven, Conn. #32,
1953 Mar.
New Haven, Conn. #33,
1953 Apr.
New Haven, Conn. #34,
1953 May
New Haven, Conn. #35,
1953 June
New Haven, Conn. #36,
1953 July
New Haven, Conn. #37,
1953 Aug.
New Haven, Conn. #38,
1953 Sept.
New Haven, Conn. #39,
1953 Oct.
New Haven, Conn. #40,
1953 Nov.
New Haven, Conn. #41,
1953 Dec.
New Haven, Conn. #42,
1954 Jan.
New Haven, Conn. #43,
1954 Feb.
Box 50
New Haven, Conn. #44,
1954 Mar.
New Haven, Conn. #45,
1954 Apr.
New Haven, Conn. #46,
1954 May
New Haven, Conn. #47,
1954 June
New Haven, Conn. #48,
1954 July
New Haven, Conn. #49,
1954 Aug.
New Haven, Conn. #50,
1954 Sept.
New Haven, Conn. #51,
1954 Oct.
New Haven, Conn. #52,
1954 Nov.
New Haven, Conn. #53,
1954 Dec.
New Haven, Conn. #54,
1955 Jan.
New Haven, Conn. #55,
1955 Feb.
New Haven, Conn. #56,
1955 Mar.
Box 51
New Haven, Conn. #57,
1955 Apr.
New Haven, Conn. #58,
1955 May
New Haven, Conn. #59,
1955 June
New Haven, Conn. #60,
1955 July
New Haven, Conn. #61,
1955 Aug.
New Haven, Conn. #62,
1955 Sept.
New Haven, Conn. #63,
1955 Oct.
New Haven, Conn. #64,
1955 Nov.
New Haven, Conn. #65,
1955 Dec.
New Haven, Conn. #66,
1956 Jan.
New Haven, Conn. #67,
1956 Feb.
New Haven, Conn. #68,
1956 Mar.
Box 52
New Haven, Conn. #69,
1956 Apr.
New Haven, Conn. #70,
1956 May
New Haven, Conn. #71,
1956 June
New Haven, Conn. #72,
1956 July
New Haven, Conn. #73,
1956 Aug.
New Haven, Conn. #74,
1956 Sept.
New Haven, Conn. #75,
1956 Oct.
New Haven, Conn. #76,
1956 Nov.
New Haven, Conn. #77,
1956 Dec.
New Haven, Conn. #78,
1957 Jan.
New Haven, Conn. #79,
1957 Feb.
New Haven, Conn. #80,
1957 Mar.
New Haven, Conn. #81,
1957 Apr.
New Haven, Conn. #82,
1957 May
Box 53
New Haven, Conn. #83,
1957 June
New Haven, Conn. #84,
1957 July
New Haven, Conn. #85,
1957 Aug.
New Haven, Conn. #86,
1957 Sept.
New Haven, Conn. #87,
1957 Oct.
New Haven, Conn. #88,
1957 Nov.
New Haven, Conn. #89,
1957? Dec.
New Haven, Conn. #90,
1958 Jan.
New Haven, Conn. #91,
1958 Feb.
New Haven, Conn. #92,
1958 Mar.
New Haven, Conn. #93,
1958 Apr.
New Haven, Conn. #94,
1958 May
New Haven, Conn. #95,
1958 June
New Haven, Conn. #96,
1958 July
Box 54
New Haven, Conn., #97,
1958 Aug.
New Haven, Conn., #98,
1958 Sept.
New Haven, Conn., #99,
1958 Oct.
New Haven, Conn., #100,
1958 Nov.
New Haven, Conn., #101,
1958 Dec.
New Orleans #1,
1963 Aug.
New Orleans #2,
1963 Dec.
New York #1,
1965 Apr.
New York #2,
1965 July
New York #3,
1965 Oct.
New York #3-C,
1965 Oct. (survey of
children)
New York #4,
1965 Nov.
Omaha #1,
1963 May
Omaha #2,
1963 Nov.
Phoenix #1,
1963 July
Phoenix #2,
1963 Nov.
Box 55
Pittsburgh #1,
1963 May
Pittsburgh #2,
1963 Aug.
Pittsburgh #3,
1963 Nov.
Pittsburgh #4,
1964 Feb.
Pueblo #1,
1965 Mar.
Richmond #1,
1963 June
Richmond #2,
1963 Dec.
Rochester #1,
1963 Sept.
Sacramento #1,
1964 Feb.
San Francisco #1,
1961 Jan.
San Francisco #2,
1961 Feb.
San Francisco #3,
1961 Mar.
San Francisco #4,
1961 Apr.
San Francisco #5,
1961 May
Box 56
San Francisco #6,
1961 June
San Francisco #7,
1961 July
San Francisco #8,
1961 Aug.
San Francisco #9,
1961 Sept.
San Francisco #10,
1961 Oct.
San Francisco #11,
1961 Nov.
San Francisco #12,
1961 Dec.
San Francisco #13,
1962 Jan.
San Francisco #14,
1962 Feb.
San Francisco #15,
1962 Mar.
San Francisco #16,
1962 Apr.
Box 57
San Francisco #17,
1962 May
San Francisco #18,
1962 June
San Francisco #19,
1962 July
San Francisco #20,
1962 Aug.
San Francisco #21,
1962 Sept.
San Francisco #22,
1962 Oct.
San Francisco #23,
1962 Nov.
San Francisco #24,
1962 Dec.
San Francisco #25,
1963 Jan.
San Francisco #26,
1963 Feb.
San Francisco #27,
1963 Mar.
San Francisco #28-1,
1963 Apr.
Box 58
San Francisco #28-2,
1963 May 3
San Francisco #28-3,
1963 May 10
San Francisco #28-4,
1963 May 17
San Francisco #28-5,
1963 May 24
San Francisco #29,
1963 May 31
San Francisco #30,
1963 July
San Francisco #31,
1963 Aug.
San Francisco #32,
1963 Sept.
San Francisco #33,
1963 Oct.
San Francisco #34,
1963 Nov.
San Francisco #35,
1963 Dec.
San Francisco #36,
1964 Jan.
San Francisco #37,
1964 Feb.
San Francisco #38,
1964 Mar.
San Francisco #39,
1964 Aug.
San Francisco #40,
1964 Nov.
Box 59
San Jose #41 and #42,
1980 May
(2 folders)
Seattle #1,
1963 May
Seattle #2,
1963 July
Seattle #3,
1963 Sept.
Seattle #4,
1963 Nov.
Seattle #5,
1964 Jan.
St. Louis #1,
1963 May
St. Louis #2,
1963 Aug.
St. Louis #3,
1963 Nov.
Tulsa #1,
1963 July
Tulsa #2,
1964 Jan.
Reports Organized by Product Type
Beer Posters,
1963
(4 folders)
Confection Posters,
1963
Drug and Toiletry Posters,
1963
(2 folders)
Box 61
Insurance and Utility Posters,
1963
(3 folders)
Liquor Posters, Book 1,
1963
(4 folders)
Liquor Posters, Book 2,
1963
(2 folders)
Box 62
Liquor Posters, Book 2,
1963
(2 folders)
Liquor Posters, Book 3
(5 folders)
Passenger Car and Truck Posters, Book 1,
1963
(2 folders)
Box 63
Passenger Car and Truck Posters, Book 1,
1963
Passenger Car and Truck Posters, Book 2,
1963
(3 folders)
Petroleum Posters,
1963
(3 folders)
Box 64
Petroleum Posters,
1963
Soft Drink Posters,
1963
(4 folders)
Tire-Battery and Accessory,
1963
(2 folders)
Miscellaneous Posters,
1963
(2 folders)
Loose Photographs, 1949-1959 and undated
These
color photographs were found loose within
the collection. Since they are of the same size and content as survey report
photos, it is presumed they were used in surveys, perhaps even belonging to
some of the collection reports. Researchers who come across a survey report
with missing photos may find them here.
Photos were separated into product type
categories, described at the end of this finding aid. These groups were often
further subdivided, e.g. by brand name. For instance, most Ford cars are
grouped together within the Automotive category. Most of the photos are undated
but seem to center on the 1950s. Nearly all of the
billboard advertisements in these photos
contain illustrations, not photographic images, and the billboards have
latticework around the structure bases. Besides billboards, several truck-side
advertisements are also included. Products often pictured include cars and car
products, soft drinks, beer, paper goods, cigarettes, bread, crackers, snack
foods, and gasoline. Prominent brands featured are Pure, Gulf, Ford, Chevrolet,
Nash, Schlitz, Budweiser, Mrs. Baird's, and Humble gasoline.
Box 65
Amusement & Entertainment, Apparel, and
Automotive,
1940s-1950s and undated
Beverages, undated
Business & Technology, undated
Consumer Goods & Services, undated
Food & Restaurants, undated
Public Service, undated
Retail, undated
Transportation & Travel, and Miscellaneous,
undated
Summary Data Files,
1947-1960s
While the
"Summary Sheets"
listed
below logically belong in this category, other information that was (1) summary
in form and (2) related directly to Brennan's surveys was also placed in this
series. The
Summary Data Files do not contain
summary data for all of the surveys represented in the previous series.
However, most of the information grouped by city below is also represented on
corresponding pages within the
Outdoor Advertising Survey Reports
Series.
Some early reports do not indicate whether the data is from a
masked remembrance or an unmasked remembrance survey. In cases where a folder
holds one or more of these older reports, the folder is simply labeled
"Remembrance"
without the word
"masked"
or
"unmasked."
Also included are lists of posters used
in surveys for particular cities. Cities with at least one folder of
information are listed individually below. Summary information for other cities
may be found in folders labeled
"Various
Cities."
The series ends with miscellaneous summary information from the
surveys, such as remembrance data listed by advertisement product type.
Cities are listed below in alphabetical order. See also Legal
Size Files.
Box 65
Summary Information Organized by City
Cincinnati
Summary Sheets
Remembrance Scores, Surveys 1-119,
1948 June-1958 July
Unmasked Remembrance Scores, Surveys 11-119,
1949 July-1958 July
Correct ID Scores, Surveys 11-119,
1949 July-1958 July
Poster Listings, 1948-1958
Dallas
Summary Sheets
Masked Remembrance Scores, Surveys 1-76,
1949 May-1955 Aug.
Box 66
Unmasked Remembrance Scores, Surveys 17-76,
1950 Sept.-1955 Aug.
Correct ID Scores, Surveys 17-76,
1950 Sept.-1955 Aug.
Poster Listings,
1949-1955
Miscellaneous,
1954-1955
Fresno
Summary Sheets
Remembrance and Correct ID Scores, Surveys 1-4,
undated
Houston
Summary Sheets
Remembrance Scores, Surveys 1-104,
1955 Sept.-1966 Sept.
Unmasked Remembrance Scores, Surveys 1-56,
1955 Sept.-1960 Apr.
Correct ID Scores, Surveys 1-56,
1955 Sept.-1960 Apr.
Poster Listings, 1955-1966
Los Angeles
Summary Sheets
Masked Remembrance Scores, Surveys 2-170,
1949 May-1963 May
Unmasked Remembrance Scores, Surveys 1-133,
1949 Apr.-1960 Apr.
Unmasked Remembrance Scores, Surveys 171-209,
1963 June-1966 May
Correct ID Scores, Surveys 1-133,
1949 Apr.-1960 Apr.
Box 67
Readership Scores by Posting Date,
1949 Apr.-1960 Jan.,
Typed with letter to Foster and Kleiser
Readership Scores by Posting Date,
1949 Apr.-1960 Jan.,
Handwritten
Poster Listings,
1955-1958 and
undated
Poster Listings,
1958-1966
New Haven
Summary Sheets
Remembrance Scores, Surveys 7-101,
1948 Apr.-1958 Dec.
Unmasked Remembrance Scores, Surveys 17-101,
1951 Dec.-1958 Dec.
Correct ID Scores, Surveys 17-101,
1951 Dec.-1958 Dec.
Poster Listings,
1947-1958
San Francisco
Summary Sheets
Masked and Unmasked Remembrance Scores, Surveys
1-40,
1961 Jan.-1964 Nov.
Poster Listings,
1961-1964
Various Cities (Akron-Indianapolis)
Summary Sheets
Unmasked Remembrance Scores,
1948 Dec.-1966 June
Various Cities (Jackson-Tulsa)
Summary Sheets
Unmasked Remembrance Scores,
1963 May-1965 Oct.
Poster Listings by city,
1949-1965
(incomplete)
Box 68
Other Summary Information
Product Group Remembrance Scores,
1954-1955
(Remembrance scores for advertisements organized by product
groups)
Classification Information,
1960s
(Surveys [partial list?] are listed by product categories)
Agriculture & Chemicals through Drug & Toiletry
Food through Gas &
Oil
Household & Wearing Apparel
through Liquor
Miscellaneous through
Passenger Cars & Trucks
Soft Drinks through
Travel & Hotel
Design numbers, Master Record,
1947-1957
Popularity of Outdoor Advertising in Six Markets,
1953 and
undated
Copy Clues, 1950-1957
Copy Clues were monthly reports by
Brennan that capitalized on the data compiled from surveys. Each folder appears
to contain data and written information used in creating an individual
Copy Clues issue, which was focused on
one topic. Formats include
adding machine tape, hand calculations on
ledger paper, and typed, hand-edited drafts. The
Copy Clues issue itself usually
consists of one to several pages, with one or two
color photos of example billboards, data and
explanatory information. Finished copies can often be found in the final (
"comprehensive"
) folders if not earlier in the
series.
Brennan used survey data to draw conclusions on
advertising design and passed this information
on to subscribers. For instance, he used remembrance and identification scores
to decide if advertisements showing two people scored better than
advertisements with only one. Did a multicolor background score better than an
advertisement with a solid color in the background? Such information was
valuable to advertisers and advertising agencies in designing more effective
advertisements.
Box 69
Topic List (A List of Outdoor Survey Subjects Upon Which
We Have Reported),
1950-1956
#1,
1950 July, Designs
Portraying Boys
#2,
1950 Aug., Illustrations of
Men vs. Women
#3,
1950 Sept., One Person vs.
Two or More
#4,
1950 Oct., Hand
Designs
#5,
1950 Nov., Lettering
Only
#6,
1951 Jan. [1950 Dec.?],
Lettering Plus Illustration of Inanimate Object
#7,
1951 Jan., Lettering Plus
Illustration of Package or Product
#8,
1951 Feb., Two-Person
Designs
#9,
1951 Mar., Beer Posters
with Appetite Appeal
#10,
1951 Apr., Food Product
Posters with Appetite Appeal
#11,
1951 May, Appetite Appeal
Posters With People vs. Without People
#12,
1951 June, Beer Posters
With People vs. Without People
#13,
1951 July, Backgrounds:
Colored vs. White
#14,
1951 Aug., Food Posters
Using a Person and Appetite Appeal
#15,
1951 Sept., Santa Claus
Posters
#16,
1951 Oct., Pictorial
Background Posters
#17,
1951 Nov., Cartoon
Posters
#18,
1951 Dec., Baby
Posters
#19,
1952 Jan., Sold-Colored
Backgrounds, One Solid Color vs. Two or More
#20,
1952 Feb., Backgrounds:
All-White vs. White Plus Colors
#21,
1952 Mar., Sex Appeal
(Female)
#22,
1952 Apr., Single Package
or Product vs. Multiple
#23,
1952 May, Beer Posters:
Glass-Bottle Combinations
#24,
1952 June, Posters
Advertising Two or More Products
#25,
1952 July, Women--Nude
Shoulders
Box 70
#26,
1952 Aug., Women Wearing
Hats vs. Women Without Hats
#27,
1952 Sept., Illustrations
of Women: Cropped vs. Uncropped; Wearing Hat/Not Wearing Hat
#28,
1952 Oct., Men Wearing
Hats vs. Men Without Hats
#29,
1952 Nov., Illustrations of
Men: Cropped vs. Uncropped; Wearing Hat/Not Wearing Hat
#30,
1952 Dec., Male Celebrities
vs. Male Non-Celebrities
#31,
1953 Jan., Female
Celebrities vs. Female Non-Celebrities
#32,
1953 Feb., Women in Large
Hats vs. Women in Small Hats
Includes data on unconventional hats.
#33,
1953 Mar., Auto Posters by
Color of Car
#34,
1953 Apr., Success of
Unusual Posters
#35,
1953 May, Full Figures
Fully Clothed in Static or Near-Static Poses
#36,
1953 June, Full Figures
Fully Clothed in Vertical Dynamic Poses
#37,
1953 July, Full Figures
Fully Clothed, Vertical and Seated
#38,
1953 Aug., Full Figures
Fully Clothed, Vertical-Kneeling
#39,
1953 Sept., Full Figures
Fully Clothed, Horizontal-Reclining and Prone
#40,
1953 Oct., Full Figures
Fully Clothed, Horizontal-Flying Through Air
#41,
1953 Nov., Full Figures
Fully Clothed, Vertical Postures vs. Horizontal
Copy Clues Issue:
Comprehensive Set 1:
1950 July-1951
July
Copy Clues Issue:
Comprehensive Set 1:
1951 Aug.-1953 Aug.
Copy Clues Issue:
Comprehensive Set 1:
1953 Aug.-1957 Apr.
Copy Clues Issue:
Comprehensive Set 2:
1950 July-1952 Apr.
Copy Clues Issue:
Comprehensive Set 2:
1952 May-1954 Oct.
Copy Clues Issue:
Comprehensive Set 2:
1954 Nov.-1957 Apr.
Other Surveys and Outdoor Advertising-Related Materials,
1954-1981
This group of materials contains a variety of items that do not
fit into other series. All materials relate to the business of
outdoor advertising, and were likely used by
Brennan in the course of his work. Surveys not
handled by Brennan include two conducted in southern California. Other
materials include written reports, resources related to other industry
organizations such as OAAA and AAAA (American Association of Advertising
Agencies). There are also additional documents produced by Brennan's companies
that appear to go beyond the normal scope of business, such as special analyses
on cigarette and canned soup preferences. Writings by others, usually on
advertisement design, are also included, such as two papers written by
Brennan's son,
John P. Brennan.
Materials are in alphabetical order by author, title, or topic.
See also
Legal Size Files for files in this
series on the
Highway Beautification Act hearings.
Box 71
AAAA Research Guidelines--Demographic Breakdowns,
1963
Brennan, John P.,
Outdoor Advertising Effectiveness,
1981
Brennan, John P.,
A Pre-Testing Model for Outdoor
Advertising Designs--Packaged Foods,
1981 Aug.
Brennan, John P.,
Strategic Review of the Outdoor
Advertising Industry,
1978 Nov. 30.
An Econometric Model of Aided Male Brand
Name Recall of Outdoor Gasoline Posters, OARI (Outdoor Advertising
Research Institute),
1979 Nov.
Kolinsky, Muriel,
Literature Search Relating to Space
Position Value,
1954 June
Markets and Rates for Posters, OAAA,
1963-1964
Missouri--New Hampshire
New Mexico--North Carolina
North Dakota--Oregon
Nielsen Marketing Service Survey,
1966 Oct.-Nov.
(3 folders)
(See also oversize folder at end of container list)
OAAA Officers and Committees,
1980
Outdoor Advertising
Bibliography,
1980
Outdoor Advertising in the Los Angeles
Metropolitan Area, Communicus, Inc.,
1974 Oct.
PAS (Poster Appraisal Service) Analyses: Cigarette and
Canned Soup Preferences,
1964 and
undated
A Special Report Related to the Impact of
30-Sheet Posters,
OARI/
PAS (Poster Appraisal Service),
1956 Jan.
Survey of Outdoor Advertising in Southern
California, Haug Associates,
1974 July
Legal Size Files,
1951-1965
This group of materials contains items from previous series that
required a larger container.
Box 72
Methodology Files
Showing Size Adjustments,
1951, 1960
Summary Data
Product Group Classification,
1959-1960 and
undated
Other Surveys and Outdoor Advertising-Related
Materials
State Hearings--
Highway Beautification Act,
1965
Nebraska--New Hampshire
New Jersey
New Mexico, New York, North Carolina
North Dakota--Wyoming
Oversize Folder,
1966
Other Surveys and Outdoor Advertising-Related
Materials
Nielsen Marketing Service Survey,
1966 Oct.-Nov.
Map with sample travel illustrations.
