Inventory of the McGraw-Hill Marketing Information Center Vertical File, 1948-1991
[top]Descriptive Summary
Repository
Rare Book, Manuscript, and Special Collections Library, Duke
University
Creator
McGraw-Hill Marketing Information
Center
Title
McGraw-Hill Marketing
Information Center Vertical File,
1948-1991
Language of Material
Material
in English
Extent
121.5 Linear Feet
About 72,900 Items
Abstract
About 72,900 Items
The McGraw-Hill Marketing
Information Center was established in 1948 as a sales service for customers of
the McGraw-Hill Publications Company.
This large vertical file, developed by the
McGraw-Hill Marketing Information Center, spans the years 1948 through 1991 and
contains published articles, books, research studies, speech transcripts, and
other materials on the subjects of marketing, sales, advertising, and corporate
operations.
[top]
Administrative Information
Access RestrictionsCollection is open for research.
However, collection may contain materials to which the
Acknowledgment of Legal Responsibilities and Privacy Rights form applies.
Patrons must sign this 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.
Copyright Notice
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], McGraw-Hill Marketing Information Center
Vertical File, Rare Book, Manuscript, and Special Collections Library, Duke
University.
Provenance
The McGraw-Hill Marketing Information Center Vertical File were
received by the Rare Book, Manuscript, and Special Collections Library as a
gift in 1999.
Processing Information
Encoded by Angela McClendon
Completed June 2007
This collection is unprocessed: materials may not have been ordered
and described beyond their original condition.
Descriptive sources and standards used to create this inventory:
DACS, EAD, NCEAD guidelines, and our
local
Style Guide.
[top]
Historical Note
The McGraw-Hill Marketing Information Center was established in 1948 as a sales service for customers of the McGraw-Hill Publications Company. It was maintained through 1991.
A guide to the vertical file was developed by Ranulph F. Norman, Director of the Marketing Information Center, and published in 1985 under the title "Advertising/Marketing Library Index." The present finding aid represents an electronic version of that paper guide.
[top]Collection Overview
This large vertical file, compiled and indexed by the McGraw-Hill
Marketing Information Center (MIC), spans the years 1948 through 1991 and
contains published articles, books, research studies, speech transcripts, and
other materials on the subjects of marketing, sales, advertising, and corporate
governance. Material was gathered from about 125 sources, chiefly
regularly-published administration, advertising, and marketing periodicals.
The collection is divided into five series: Administration; Advertising;
International Operations; Marketing; and Sales.
Additionally, the Alphabetical, Topical, Keyword
Index is available to aid browsing.
[top]
Structure of the Finding Aid
All descriptions and references in this inventory were written by the
MIC and have been retained. The original organization of the vertical file and
numbering system of the index have also been retained. Major topics are
arranged in increments of five. For example: ADV 0 (Advertising's Role,
Function, and Influence); ADV 5 (Advertising Agencies); ADV 10 (Advertising
Appropriations); ADV 15 (Attitudes Towards Advertising), and so on through ADV
55 (Advertising Volume). These increments of five are standard throughout all
the major areas except Administration (ADM).
Primary subdivisions are created by placing a colon following the 0,
5, 10, 15, etc., and adding a number starting with 1 and up the line as high as
required (e.g., ADV 5:1). Secondary subdivisions are created by placing a
hyphen after the number following the colon and again adding numbers as high as
needed (e.g., ADV 5:1-1). Further subdivisions are developed by inserting a
decimal point and number (e.g., ADV 5:1-1.1). Additional decimal points and
numbers are added to subdivide as far as necessary (e.g., ADV 5:1-1.1.1).
[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.
- Marketing Information Center (McGraw-Hill Publications Company)
- Advertising--History.
- Advertising--Research.
- Corporate governance.
- Management--History.
- Management--Research.
- Marketing--History.
- Marketing research.
- Selling--History.
- Speeches.
- Vertical files.
- John W. Hartman Center for Sales, Advertising & Marketing History
 | List of Series in Collection | |||||||
 |  | Administration Series (ADM) | ||||||
| | Advertising Series (ADV) | ||||||
| | International Operations Series (IOP) | ||||||
| | Marketing Series (MKT) | ||||||
| | Sales Series (SAL) | ||||||
 | | Alphabetical, Topical, Keyword Index | ||||||
Detailed Description of Collection
Administration Series (ADM)
22 Boxes
Contains information on topics common to all areas of
management.
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
ADM 0. Corporate Organization and Administration
ADM 0:1 Organization Standards and Practices, N.E.C. (criteria for organizational effectiveness)
0:1-1 Organizational Charting
0:1-2 Organizational Development ( "OD" )
0:1-3 Family Business Opportunities & Pitfalls (see also: ADM 0:2-4.16, Small Business, all subsections)
0:1-4 Informal Organization
0:1-5 Staff-Line/Staff-Staff Relationships
Includes information on span of control.
0:1-6 Decentralization/Divisionalization (see also: MKT 65:1, Industrial Purchasing Practices and Procedures for information on decentralized buying)
ADM 0:2 Managerial/Functional Structure; Departments and Tasks
0:2-1 Boards of Directors: Challenges, Compensation
(Only when in combination with other BOD topics),
Composition, Dimensions, Practices, Responsibilities, N.E.C.
0:2-1.1 Board Chairpersons
Box 2
0:2-1.2 Compensation of Directors (see also: ADM
0:2-1, Boards of Directors: Challenges, etc., for additional information; ADM
0:2-8.4, Compensation: Executive/Management and subsections)
0:2-1.3 Ethnics and Women Board Members (see also:
ADM 0:2-7.8, Ethnics/Minorities in Management; ADM 0:2-7.28, Women in
Management)
0:2-1.4 Legal Implications for
Directors
0:2-1.5 Outside Directors
0:2-1.6 Presidents Vis-a-vis Boards of
Directors
0:2-1.7 Selecting Corporate Directors
0:2-1.8 Worker Participation on BODs (see also:
ADM 0:2-7.18, Participative Management)
0:2-2 Presidents and CEOs
0:2-3 Corporate Secretaries
[Advertising Management--see: MKT 40:1-2.1, Advertising Management, selected subsections; MKT 40:2-2, Advertising Departments]
[Communications (External) Management--see: ADM 0:2-10, Public Affairs/Relations, selected subsections; see also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, selected subsections.]
[Communications (Internal) Management--see: ADM 0:2-10, Public Affairs/Relations, selected subsections; ADM 0:27.2, Communications Manager/Manager and Manager/Subordinate, Personal, Techniques - all subsections.]
[Customer Service Management--see: MKT 5:2-3, Customer Service Concept]
[Distribution Management--see: MKT 20.8, Traffic, Transportation and Distribution, Departments and Management, N.E.C. See also: MKT 20:7, Physical Distribution Management (Marketing Logistics)]
0:2-4 Economics Management, N.E.C.
The American Competitive Enterprise System,
N.E.C.
Includes information on: economic theory; consumer
attitudes towards business in general; the money supply; taxation; writings of
a broad nature pertaining to the capitalistic system. See also: MKT 35:3,
Consumerism.
0:2-4.1.1 Black Capitalism
0:2-4.2 Business/Corporate/Growth and Failure;
Contributory Factors, N.E.C.
See also: ADM 0:2-4.2.3, Mergers and Acquisitions as a
Growth Factor; Mergers and Acquisitions, Planning Actions and Effects, N.E.C.;
ADM 0:24.14, Rankings of U.S. Corporations, selected subsections
0:2-4.2.1 Growth Records of U.S.
Industries
0:2-4.2.2 Failure/Survival Patterns and Rates,
N.E.C.
0:2-4.2.2.1 Failure/Survival Patterns and
Rates, Dun & Bradstreet Analyses
Box 3
0:2-4.2.3 Mergers and Acquisitions as a Growth
Factor: Mergers and Acquisitions; Planning, Actions, Effects,
N.E.C.
See also: ADM 0:2-4.10, Mergers, FTC and TCB
Announcements and Statistical Reports; IOP 5:1-2, Joint Ventures Overseas; ADM
0:2-4.4, Concentration in Industry: Issues, Concepts, Convictions, Facts,
selected subsections
0:2-4.2.3.1 Effect of Mergers on
Advertising
0:2-4.2.3.2 Divestment/Divestiture
0:2-4.2.3.3 Strategies and Tactics for
Fighting a Takeover (making a company unattractive to a raider)
0:2-4.3 Business History, N.E.C.
Includes information on the
"how-to"
of writing company histories and the role of
the corporate archivist.
0:2-4.3.1
"A History of American
Business"
(
Fortune series,
1961-1962)
0:2-4.3.2
"The Business History"
(
Atlanta Economic Review,
1960-1961)
0:2-4.4 Concentration in Industry: Concepts,
Convictions, Issues, Facts, N.E.C.
See also: ADM 0:2-4.11, Migration of Industry: The
Geography of Manufacturing, selected subsections; ADM 0:2-4.2.3, Mergers and
Acquisitions as a Growth Factor, N.E.C., for additional information on
superconcentration
0:2-4.4.1 The Advertising/Concentration
Debate
0:2-4.4.2 Concentration: Senate Subcommittee
Hearings
0:2-4.4.3 Concentration: Outside the
U.S.
Box 4
0:2-4.5 Economic and Business Forecasting,
N.E.C.
Includes commentary on, and methods and techniques of,
general business forecasting, e.g. econometric models. See also: MKT 50:2,
Techniques of Marketing Research, all subsections; MKT 50:2-4, Market Analysis
and Sales Forecasting, N.E.C. and selected subsections; ADM 0:2-9, Planning,
Corporate, and subsections, for information on the long-range planning
process
0:2-4.5.1 Dictionaries of Economic
Terms
0:2-4.6 Business Cycles: Analyses, Causes,
Suggested Cures
0:2-4.7 Economic Forecasts
See also: ADM 0:24.7.3, Economic Indicators, Selected;
what they are and how they work
0:2-4.7.1 Long-range Forecasts,
N.E.C.
0:2-4.7.1.1 McGraw-Hill Department of
Economics series:
"The American Economy:
Prospects for Growth to..."
(discontinued)
0:2-4.7.2 Short-range Forecasts,
N.E.C.
0:2-4.7.2.1 McGraw-Hill Department of
Economics series:
"The Business
Outlook"
0:2-4.7.3 Economic Indicators:
Selected
0:2-4.8 Capital Expenditure Forecasts
0:2-4.8.1 McGraw-Hill Department of Economics:
Annual Surveys; Business' Plans for New Plants and Equipment
0:2-4.8.1.1 McGraw-Hill Department of
Economics: Special Checkups on Capital Spending Plans
0:2-4.8.1.2 McGraw-Hill Department of
Economics:
"How Modern is American
Industry"
(discontinued)
McGraw-Hill Department of Economics: Annual Survey of
Overseas Operations of U.S. Industrial Companies
See IOP 0:2-2
0:2-4.8.2 Capital Expenditure Forecasts compiled
by sources other than the McGraw-Hill Department of Economics; and/or
commentary on capital expenditures/evaluations, etc.
0:2-4.9 Inflation/Deflation: Causes, Consequences,
Suggested Ways to Combat
0:2-4.10 Mergers and Acquisitions: FTC and TCB
(The Conference Board) Announcements and Statistical Reports
See also: ADM 0:2-4.2.3, Mergers and Acquisitions as a
Growth Factor; Mergers and Acquisitions; Planning, Actions, Effects, N.E.C. and
subsections
0:2-4.11 Migration of Industry: The Geography of
Manufacturing, N.E.C.
See also: ADM 0:2-10.7.2, Plant Location
0:2-4.11.1 The Conference Board studies on
Changing Location of Manufacturing Employment
0:2-4.11.2 McGraw-Hill Department of Economics:
"The Migration of
Industry"
series (discontinued)
Box 5
0:2-4.12 Productivity, N.E.C.
Includes information on quality circles; zero defects; see
also: MKT 30, PRODUCTIVITY IN MARKETING)
0:2-4.12.1 The Shorter Work Week (the 4-day
week)
0:2-4.12.1.1 Flexible Hours, Flextime
(alternative work schedules)
0:2-4.12.2 Governmental (Federal, State,
Municipal) Productivity
0:2-4.13 Profits: Their Place in the Economy,
N.E.C.
0:2-4.13.1
Business Week's surveys of
corporate performance - the Corporate Scoreboard
0:2-4.13.2 McGraw-Hill Department of Economics:
Annual Survey of Corporate Profit Trends (discontinued)
0:2-4.13.3 Dun & Bradstreet, Inc.: Cost of
Doing Business ... (Key Business Ratios; annual)
0:2-4.14 Rankings of U.S. Corporations
0:2-4.14.1
Black Enterprise: The Top
100 Black Businesses (annual)
0:2-4.14.2
Financial World: America's
Top Growth Companies (annual)
0:2-4.14.3
Forbes: Annual Report on
American Industry
0:2-4.14.3.1
Forbes: The
Forbes 500s The
Dimensions of American Business)
Box 6
0:2-4.14.4
Fortune: The
Fortune Directory of the
500 Largest U.S. Corporations (annual)
0:2-4.14.4.1 The
Fortune Directory of the
Second 500 Largest Industrial Corporations has been suspended as of June, 1983.
Decision as to make the suspension permanent has not been reached.
0:2-4.14.4.2
Fortune: the
Fortune Directory of the
50 Top Non-Industrial Companies; annual (series discontinued in 1983; see next
entry)
0:2-4.14.4.3 The Fortune Service 500
Expanded ranking of the 50 Top Non-Industrial
Corporations. Comprises three 100-company rankings of the largest diversified
financial, diversified service, and commercial banking companies, and four
50-company rankings of the largest life insurance, retailing, transportation,
and utility companies.
[The
Fortune Directory of the
Largest Industrials Outside the U.S.--see: IOP 0:7-3, Fortune; Largest
Industrials Outside the U.S.]
0:2-4.14.5
Inc. 100
Annual ranking of the fastest-growing publicly held
smaller corporations in the U.S.
0:2-4.14.6 Ward's Directory of Largest U.S.
Corporations
0:2-4.14.6.1 Ward's Directory of Leading
Private Companies
0:2-4.14.7 Other Rankings, N.E.C.
For example, The EISC, Economic Information Systems,
Inc., Directories of Top U.S. Companies including private companies -
Dun's Review [now,
Dun's Business Month] The
Dividend Achievers,
Fortune's Directory of the
50 Largest Private Industrial Companies,
Inc. 500
0:2-4.15 Research and Development
See also: MKT 60, PRODUCT DEVELOPMENT AND INTRODUCTION,
selected subsections
0:2-4.15.1 Expenditure Forecasts and Reviews,
N.E.C.
0:2-4.15.1.1 Battelle Memorial Institute
Columbus Division series:
"Probable Levels of R&D
Expenditures in (year): Forecast and Analysis"
0:2-4.15.1.2 McGraw-Hill Department of
Economics:
"Business' Plans for
Research and Development Expenditures"
(annual)
0:2-4.15.1.3 McGraw-Hill Department of
Economics:
"Annual Survey of Pollution
Control Expenditures"
0:2-4.15.1.4 McGraw-Hill Department of
Economics: Survey of Technological Breakthroughs and Widespread Application of
Significant Technical Developments (discontinued)
See also: MKT 50:2-1.44, Technological Forecasting;
IOP 5:2-2.6, Technology Transfer, International
0:2-4.15.1.5 National Science Foundation,
National Patterns of R&D Resources; Funds and Manpower in the U.S. and
Surveys of Science Resources
0:2-4.15.2 Research and Development
Philosophies, N.E.C.
Commentary on such topics as: R&D's contribution to
the economy; priorities of R&D efforts, etc.
0:2-4.15.3 R&D Organization and Management,
N.E.C.
0:2-4.15.3.1 R&D Staff, N.E.C.
0:2-4.15.4 Budgeting, Funding, Financial
Control, and Resource Allocation of R&D
0:2-4.15.5 Corporate/Marketing - R&D
Interface
0:2-4.15.6 Technology
Assessment/Transfer
See also: IOP 5:2-2.6, Technology Transfer,
International
Box 7
0:2-4.16 Small Business
0:2-4.16.1 Small Business; Its Role and
Problems, N.E.C.
0:2-4.16.2 Starting and Managing a Small
Business
0:2-4.16.3 Reports of the Select Committee on
Small Business of the U.S. Senate
0:2-4.16.4 The Small Business Administration:
What it is; What it does
0:2-4.16.4.1 SBA Publications,
N.E.C.
For example, Management Aids for Small Manufacturers;
Small Marketer Aids; Technical Aids for Small Manufacturers; Small Business
Bulletins; Management Research Summaries
0:2-5 Executive Management; N.E.C. (functions in combination; general treatises on executive characteristics)
See also: ADM 0:2-7, General Management, N.E.C.; selected
subsections for ethnics and women as executives and in general management
0:2-5.1 Executive Isolation
0:2-5.2 Executive Motivation
See also: MKT 50:2-1.2, Behavioral Analysis/Science;
Attitude/Motivational Research, N.E.C.
[Executive Status Symbols--see: ADM 0:2-8.4.4,
Compensation, Management, Perquisities (Perks)]
0:2-5.3 U.S. Vis-a-vis Overseas
Executives
[External Affairs Management--see: ADM 0:2-10,
Public Affairs/Relations, all subsections]
0:2-6 Financial Management
See also: MKT 40:1-4, Financial/Credit Management
0:2-6.1 Budgeting and Capital Management,
N.E.C.
Includes information on managing the budget function
0:2-6.1.1 Capital Budgeting
Includes information on capital investment analysis and
control, the cost of capital, etc.
0:2-6.1.2 Contingency Planning
0:2-6.1.3 ROI (Return on Investment)
0:2-6.1.4 Zero-Base Budgeting
0:2-6.2 Business Finance, N.E.C.
Includes information on financial planning; see also: IOP
5:3, Financial Aspects of Overseas Operations, selected subsections.
0:2-6.3 Cost Control and Reduction in Business (as
a profit improvement factor)
0:2-6.4 Financial Manuals
0:2-6.5 Financial Models and Modeling
0:2-6.6 Profit Planning
See also: ADM 0:2-4, Economics Management, miscellaneous
subsections for information on the Profit System.
Box 8
0:2-7 General Management, N.E.C.
The nature, philosophies, principles, science and concepts
of administration; includes information on management power; see also: all ADM
Subject Headings - and cross-references - for principles/techniques peculiar to
specific functions, e.g. Economics Management, Financial Management, Personnel
Relations, Public Relations, etc. Additionally, see all Sales Series (SAL) headings for the application of general
management techniques in the selling process.
0:2-7.1 Accountability (Results-Oriented
Concept)
[CPM--see: ADM 0:2-7.4.2, Planning Methods, PERT,
CPM, RAMPS, etc.]
[Cognitive Dissonance--see: ADM 0:2-7.6,
Decision-Making]
0:2-7.2 Communications (Manager/Manager and
Manager/Subordinate, Personal) Techniques, N.E.C.
See also: ADM 0:2-10, Public Affairs/Relations, all
subsections, for information on organizational-corporate communications; SAL
5:6, Sales, Self-Development, all subsections)
0:2-7.2.1 Brainstorming
0:2-7.2.2 Business Calls
0:2-7.2.3 Committees
0:2-7.2.4 Computer Literacy
Box 9
0:2-7.2.5 Conferences, Conventions, Seminars and
Meetings, N.E.C.
See also: ADM 0:2-10.24, Meetings, Annual; ADM
0:2-10.25, Meetings, Employee; and SAL 25, SALES MEETINGS, and subsections
0:2-7.2.5.1 Directories of Meeting
Sites
0:2-7.2.5.2 Problem-Solving
Conferences
0:2-7.2.5.3 Tele-Text/Terminal and
Videoconferences
See also: ADM 0:2-7.2.12, Visual and Instructional
Aids
0:2-7.2.6 Information Systems and
Retrieval
(Files 26-25)
Box 10
0:2-7.2.6 Information Systems and
Retrieval
(Files 24-1)
See also: MKT 40:5, Marketing Intelligence and
Information Systems, all subsections; MKT 50:7-1, Techniques of Information
Gathering; SAL 10:5-2, Call Reports/Reporting, for information on sales force
feedback
Box 11
0:2-7.2.7 Language Usage
See also: SAL 5:6-8, Sales, Speaking, Listening and
Vocabulary Building
0:2-7.2.8 Listening
See also: SAL 5:6-8, Sales, Speaking, Listening and
Vocabulary Building
0:2-7.2.8.1 Listening, Speaking, Writing (in
combination)
See also: SAL 5:6-8, Sales, Speaking, Listening and
Vocabulary Building
[Meetings--see: ADM 0:2-7.2.5, Conferences,
Seminars and Meetings, N.E.C. and subsections; see also: ADM 0:210.24,
Meetings, Annual; ADM 0:2-10.25, Meetings, Employee; SAL 25, SALES MEETINGS,
and subsections]
0:2-7.2.9 Reading
See also: ADV 40:3, Readership, all subsections
0:2-7.2.10 Speaking
See also: SAL 5:6-8, Sales, Speaking, Listening and
Vocabulary Building
0:2-7.2.11 Statistics, Use of
[Telephone--see: SAL 40:17, Telemarketing and
references included there]
0:2-7.2.12 Visual and Instructional
Aids
See also: ADM 0:2-7.2.5.3, Tele-Text/Terminal and
Videoconferences; ADM 0:2-8.21.9, Learning Process/Memory/Forgetting; ADM
0:2-8.21.9.1, Programmed Instruction and Teaching Machines
0:2-7.2.13 Writing
See also: ADV 50:4-5, Copywriting; MKT 50:4, Research
Report Writing; SAL 5:6-7, Sales, Reading and Writing
0:2-7.2.13.1 Technical Writing
Box 12
0:2-7.3 Consultants
See also: MKT 40:1-6, Marketing Consultants
0:2-7.4 Control Techniques, N.E.C.
0:2-7.4.1 Paperwork Control
0:2-7.4.2 Planning Methods (PERT, CPM, RAMPS,
etc.)
0:2-7.4.3 Time Conservation
See also: SAL 5:6-5, Sales, Management and Control of
Time
0:2-7.5 Creative Techniques and
Creativity
See also: ADV 5:10-3, Creative Staff, N.E.C.; MKT 60:1-1,
Product Innovation, Development, Planning and Management, N.E.C.
0:2-7.6 Decision-Making
See also: MKT 40:4, Decision-Making in Marketing, all
subsections; ADM 0:2-7.24, Systems Theory in Management
0:2-7.7 Delegation
[Ethics: Social and Moral Responsibilities--see:
ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate, and all other
references listed there]
0:2-7.8 Ethnics/Minorities in
Management
See also: MKT 40:3-1.1, Ethnics/Minorities in Marketing;
MKT 40:3-2.1, Ethnics/Minorities in Communications; SAL 5:3, Ethnics/Minorities
in Selling
Box 13
0:2-7.9 Free-Form Concept
0:2-7.10 Group Management Concept
0:2-7.11 Human Values in Management: Human
Relations; Manager/Manager Relations - Manager/Subordinate
Relations
See also: ADM 0:2-8, Personnel Management and Relations,
all subsections
0:2-7.12 Management by Objectives
(MBO)
0:2-7.13 Management
"Types,"
N.E.C.
0:2-7.13.1
"Innovators"
0:2-7.13.2
"Organization"
Men/Women
0:2-7.13.3
"Production
Wizards"
0:2-7.13.4 Specialists vs.
Generalists
0:2-7.13.5 Technical Management
0:2-7.14 Matrix Management
(Matrices find application in many management and
marketing techniques; for example, in marketing planning, in executive
development, in cost determination, in conglomerate enterprises, in
organizational designs, in corporate long-range planning. For that reason, each
subject heading relative to a specific topic must be searched for explicit
"matrix"
material. For library reference
purposes it is suggested that this heading be used to
"house"
duplicates of articles, etc., covering
these special uses of matrices.)
0:2-7.15 Murphy's Laws, Pareto's Principle and
Other Similar Dicta
See also: ADM 0:2-7.19, Peter/Paul Principles
[OD (Organizational Development)--see: ADM 0:1-2,
Organizational Development -
"OD"
]
0:2-7.16 Operational Research
0:2-7.17 Overseas Management Concepts and
Styles
See also: IOP 5:6, International - Comparative -
Management: Role, Problems and Techniques of the International Manager, N.E.C.,
and all subsections
[Paperwork Control--see: ADM 0:2-7.4.1, Paperwork
Control]
0:2-7.18 Participative Management
See also: ADM 0:2-1.8, Worker Participation on BODs
[PERT--see: ADM 0:2-7.4.2, Planning Methods -
PERT, CPM, RAMPS, etc.]
0:2-7.19 Peter/Paul Principles
See also: ADM 0:2-7.15, Murphy's Laws, Pareto's Principle
and Other Similar Dicta
[Planning Methods--see: ADM 0:2-7.4.2, Planning
Methods - PERT, CPM, RAMPS, etc.]
[RAMPS--see: ADM 0:2-7.4.2, Planning Methods -
PERT, CPM, RAMPS, etc.]
[Results-Oriented Management--see: ADM 0:2-7.1,
Accountability]
0:2-7.20 Secretaries
See also: ADM 0:2-3, Corporate Secretaries
0:2-7.21 Situational Theory
[Specialists vs. Generalists--see: ADM 0:2-7.13.4,
Specialists vs. Generalists]
0:2-7.22 Spouses
0:2-7.23 Supervisor's Job
Box 14
0:2-7.24 Systems Theory in Management
See also: ADM 0:2-7.6, Decision-Making
0:2-7.25 Task Force Management
[Technical Management--see: ADM 0:2-7.13.5,
Technical Management]
0:2-7.26 Theories X, Y and Z
See also: ADM 0:2-7.18, Participative Management
[Time Conservation--see: ADM 0:2-7.4.3, Time
Conservation; SAL 5:6-5, Sales, Management and Control of Time]
0:2-7.27
"Tomorrow's"
Management
0:2-7.28 Women in Management
See also: MKT 40:3-1.2, Women in Marketing; MKT 40:3-2.2,
Women in Communications; SAL 5:4, Women in Selling
[Marketing Management: all aspects except Sales--see: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all subsections; for Sales Management, see SAL 10, SALES MANAGEMENT, all subsections]
0:2-8 Personnel Management and Relations
0:2-8.1 Personnel Management/Department
Structure/Staffing, N.E.C.
0:2-8.2 Affirmative
Action/EEO/Discrimination
0:2-8.3 Attitude Surveys
[Career Pathing--see: ADM 0:2-8.21.6, Career
Advancement, Pathing and Planning]
0:2-8.4 Compensation: Executive/Management; Salary
Administration Concepts, Planning, Principles, Programs and Commentary,
N.E.C.
Note: Materials in ADM 0:2-8.4 continue in Box 15.
Box 15
0:2-8.4 Compensation: Executive/Management; Salary
Administration Concepts, Planning, Principles, Programs and Commentary,
N.E.C.
Note: Materials in ADM 0:2-8.4 begin in Box 14.
See also: ADV 5:10-9, Advertising Agencies, Salaries; MKT
40:1-8, Marketing Communications Functions, Compensation; SAL 20:1,
Compensation, Sales Executives and Managers; SAL 20:3 and 20:3-1, Compensation,
Salespersons
0:2-8.4.1 Compensation: Selected,
Regularly-Published studies
0:2-8.4.1.1 AMS (Administrative Management
Society): Guide to Management Compensation (annual)
0:2-8.4.1.2
Administrative
Management (now,
Office Administration and
Automation): Administrative Managers' Compensation
(biennial)
0:2-8.4.1.3
Business Week: Annual
Survey of Executive Compensation
0:2-8.4.1.4 The Conference Board: Top
Executive Compensation (biennial)
0:2-8.4.1.5 The Dartnell Corporation:
Executive Compensation (biennial)
0:2-8.4.1.6
Financial Executive:
Executive Compensation During ... (year) (biennial)
0:2-8.4.1.7
Forbes: Who Gets the
Most Pay (annual)
0:2-8.4.1.8
Inc.: The
Inc. Annual Compensation
Survey
0:2-8.4.1.9
The Wharton Annual: The
Hay Report on Executive Compensation
0:2-8.4.2
"Cafeteria"
(flexible approach to
compensation)
0:2-8.4.3 Deferred Compensation
0:2-8.4.4 Perquisites (PERKS); includes
information on sabbaticals.
0:2-8.4.5 Stock Options/Purchase Plans; includes
information on performance shares
0:2-8.5 Fringe Benefits
0:2-8.6 Group Travel Restrictions
0:2-8.7 Health: Alcoholism, Drugs, Stress,
Burn-Out, etc.; includes information on company medical departments
0:2-8.8 Human Resource Management/Manpower
Planning
0:2-8.9 Interviewing
See also: ADM 0:2-8.21.13.3, Termination; SAL 35:1-2,
Sales, Interviewing
[Job Descriptions--see: ADM 0:2-8.15, Position
Descriptions/Job Posting, and reference there]
0:2-8.10 Job Enrichment
0:2-8.11 Lie Detectors in Employment
[Medical Departments--see: ADM 0:2-8.7,
Health]
0:2-8.12 Motivating Employees
See also: SAL 15:5, Sales, Motivating the Staff
Box 16
0:2-8.13 Pensions: Funding and Plans
0:2-8.14 Performance Appraisal
See also: SAL 10:5-3, Measuring Sales Performance
0:2-8.15 Position Descriptions/Job
Posting
See also: SAL 35:1-3, Sales, Job Descriptions
0-2-8.16 Recruitment; includes information on
managerial/executive selection and
"headhunting"
See also: SAL 35, SALES RECRUITING, SELECTION AND
TRAINING, particularly SAL 35:1, Sales, Recruiting/Selection
0:2-8.17 Retirement
See also: SAL 35:1-4, Sales, Retirement
0:2-8.18 Suggestion Systems
0:2-8.19 Temporary and Part-Time
Workers
0:2-8.20 Testing
See also: SAL 35:1-1, Sales Aptitude/Psychological
Testing
0:2-8.21 Training and Development,
N.E.C.
See also: SAL 35:2, Sales Training and Development, and
subsections
0:2-8.21.1 Corporate Case Histories
0:2-8.21.2 Action Learning/Training
Techniques
See also: ADM 0:2-8.21.9, Learning
Process/Memory/Forgetting
0:2-8.21.3 AMA (American Management
Associations) Development Guides
0:2-8.21.4 Assessment Centers
0:2-8.21.5 Business Education, Undergraduate and
Graduate; includes information on student attitudes towards
business
Note: Materials in ADM 0:2-8.21.5 continue in Box
17.
Box 17
0:2-8.21.5 Business Education, Undergraduate and
Graduate; includes information on student attitudes towards
business
Note: Materials in ADM 0:2-8.21.5 begin in Box 16.
See also: MKT 40:3, Marketing/Communications Careers,
Education, Recruitment, Training and Development, all subsections
0:2-8.21.5.1 International Business
Education
0:2-8.21.6 Career Advancement; pathing,
mentoring
0:2-8.21.7 International Training
See also: Business Education, International Business
Education and other ADM and IOP management subsections
0:2-8.21.8 Job Rotation
0:2-8.21.9 Learning
Process/Memory/Forgetting
See also: ADV 50:2-1.1, Memory for Advertising; ADM
0:27.2.12, Visual and Instructional Aids
0:2-8.21.9.1 Programmed Instruction and
Teaching Machines, includes video-based training
0:2-8.21.10 Promotional Criteria
See also: ADM 0:2-8.14, Performance Appraisal
0:2-8.21.11 Sensitivity (T-Group)
Training
0:2-8.21.12 Skills Inventories
0:2-8.21.13 Turnover, N.E.C., general
information on why people leave jobs
See also: ADV 50:5-4.15, Circulation: Turnover; SAL
15:5-6, Sales, Staff Turnover
0:2-8.21.13.1 Relocation; includes information
on executive mobility
Box 18
0:2-8.21.13.2 Resumes
0:2-8.21.13.3 Termination
0:2-8.22 Unionization, White Collar
0:2-9 Planning, Corporate: The Concept, Principles, Organization and Implementation of and for Strategic Planning, N.E.C.
See also: ADM 0:2-4.5, Economic and Business Forecasting;
MKT 50:2-1.37, Technological Forecasting; MKT 50:2-4, Market Analysis and Sales
Forecasting, N.E.C., and subsections
0:2-9.1 Planning in Times of
Unpredictability
See also: ADV 0:3, Advertising in an Abnormal Economy, all
subsections; MKT 45, MARKETING IN AN ABNORMAL ECONOMY
0:2-9.2 Strategic Planning for the Smaller
Firm
[Promotion Management--see: MKT 40:1-7, Sales Promotion Management]
0:2-10 Public Affairs/Relations
0:2-10.1 Public Relations, N.E.C.
0:2-10.2 Public Relations...As a Marketing
Tool
0:2-10.3 Advertising as a Public Relations
Tool
0:2-10.4 Anniversaries, Corporate
See also:ADM 0:2-10.7.1, Open House and Plant Tours
[Annual Meetings--see: Meetings,
Annual
[Annual Reports--see: Reports, Annual]
[
"Brandstanding"
--see: ADM 0:2-10.22.1,
"Brandstanding"
]
0:2-10.5 Budgeting for Public
Relations
[Communications Audits--see: ADM 0:2-10.11,
Evaluating/Measuring the Effectiveness of PR Programs]
0:2-10.6 Communications, Organizational/Corporate,
N.E.C.
Includes information on
"internal"
communications. See also: ADM 0:2-7.2,
Communications (Manager/Manager and Manager/Subordinate, Personal) Techniques,
N.E.C. and all subsections
0:2-10.6.1
Fortune series:
Crosscurrents in Corporate Communications
0:2-10.7 Community Relations
(Development/Promotion), N.E.C.
See also: ADM 0:2-10.4, Anniversaries; ADM 0:2-10.32,
Social and Ethical Responsibilities, Corporate
0:2-10.7.1 Open House and Plant
Tours
0:2-10.7.2 Plant Location
Note: Materials in ADM 0:2-10.7.2 continue in Box
20.
Box 20
0:2-10.7.2 Plant Location
Note: Materials in ADM 0:2-10.7.2 begin in Box 19.
Includes information on: attracting industry; factors in
corporate location decisions; plant site selection. This file should always be
used with ADM 0:2-4.11, Migration of Industry: The Geography of Manufacturing,
all subsections
0:2-10.7.3
Inc.'s Report Card on the
States; annual studies on small business climates
0:2-10.7.4 Industrial Parks
0:2-10.7.5 Site Selection Handbooks
[Company Histories--see: ADM 0:2-4.3, Business
History, N.E.C.]
0:2-10.8 Consumer Affairs Departments
0:2-10.9 Copyrights
0:2-10.10 Crisis Communications
0:2-10.11 Evaluating/Measuring the Effectiveness
of PR Programs (Communications Audits)
0:2-10.12 Films: Business, PR and
Sales
See also: SAL 35:2, Sales Training and Development
0:2-10.13 Financial Relations
See also: Investor/Shareholder Relations
[Giving, Corporate--see: Philanthropy,
Corporate]
0:2-10.14
"Grapevine"
Communications
0:2-10.15 House Organs/Newsletters, Internal and
External
Box 21
0:2-10.16 Image/Identity Building,
Corporate
See also: ADM 0:2-10.26, Name Changes, Corporate; ADM
0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks, Corporate; ADV
50:4-3.9, Corporate Image Advertising
0:2-10.17 Image/Identity Research
See also: ADM 0:2-10.26, Name Changes, Corporate; ADM
0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks, Corporate; ADV
50:4-3.9, Corporate Image Advertising
0:2-10.18 Investor/Shareholder
Relations
See also: ADM 0:2-10.13, Financial Relations; ADM
0:2-10.24, Meetings, Annual; ADM 0:2-10.29, Reports, Annual
0:2-10.19 Legislative/Government Relations
(includes information on political activism)
0:2-10.20 Libraries, Corporate
0:2-10.21 Logos, Slogans, Trade Characters/Names
and Marks
See also: ADM 0:2-10.16, Image/Identity Building,
Corporate; ADM 0:2-10.17, Image/Identity Research, Corporate
0:2-10.22 Media Publicity/Press Releases,
N.E.C.
0:2-10.22.1
"Brandstanding"
See also: ADV 50:4.3.8, Comparative/Comparison Copy; MKT
5:2-9,
"Positioning"
Concept; MKT 40:1-3.1.1,
"Branding"
0:2-10.23 Media Relations (meeting the press,
media tours, etc.)
0:2-10.24 Meetings, Annual
See also: ADM 0:2-10.18, Investor/Shareholder
Relations
0:2-10.25 Meetings, Employee (includes information
on bulletin boards)
See also: ADM 0:2-10.6, Communications,
Organizational/Corporate, N.E.C.; ADM 0:2-7.2.5, Conferences, Conventions,
Seminars and Meetings, all subsections
0:2-10.26 Name Changes, Corporate
See also: ADM 0:2-10.16, Image/Identity Building,
Corporate; ADM 0:210.21, Logos, Slogans, Trade Characters/Names and Marks
[Newsletters--see: ADM 0:2-10.15, House
Organs/Newsletters, Internal and External]
0:2-10.27 Patents and Patenting
Box 22
0:2-10.28 Philanthropy, Corporate,
N.E.C.
0:2-10.28.1 The Conference Board Annual Survey
of Corporate Contributions
[Political Activism--see: ADM 0:2-10.19,
Legislative/Government Relations]
[Press Releases--see: ADM 0:2-10.22, Media
Publicity/Press Releases]
0:2-10.29 Reports, Annual and
Quarterly
0:2-10.30 Research in Public Relations
0:2-10.31 Selecting a PR Firm
[Slogans, Corporate--see: ADM 0:2-10.21, Logos,
Slogans, Trade Characters/Names and Marks: Corporate]
0:2-10.32 Social and Ethical Responsibilities,
Corporate
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, all subsections; MKT 5:2-10, Social/Ethical Responsibility
Concept; MKT 50:6, Ethics in Marketing Research
[Trade Characters/Names and Marks--see: ADM
0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks]
0:2-11 Risk Management
[Sales Management--see: SAL 10, SALES MANAGEMENT, all subsections; SAL 15, MANAGER/SALES FORCE RELATIONS, all subsections; check all references featured in these sections]
[Sales Promotion Management--see: MKT 40:1-7, Sales Promotion Management]
Advertising Series (ADV)
23 Boxes
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
ADV 0. ADVERTISING'S ROLE, FUNCTIONS AND INFLUENCE
ADV 0:1 Advertising: What it Is, What it Does, N.E.C.
Includes histories of advertising and information on
functions, criticism, ethics, moral responsibilities, etc., when in
combination. See also: ADV 0, all other subsections; ADV 25, RECEPTION, ETHICS,
TRUTH AND TASTE IN ADVERTISING, miscellaneous subsections; MKT 5:2-8,
Social/Ethical Responsibility Concept; MKT 35:3, Consumerism; ADM 0:2-10.32,
Social and Ethical Responsibilities, Corporate
ADV 0:2 Advertising's Socio/Economic Influence, N.E.C.
Analyses of advertising's benefits and detriments. See also:
ADV 0:4-2, Industrial Advertising's Economic Influence; ADV 40, ADVERTISING
RESEARCH, miscellaneous subsections
0:2-1
"No
Advertising"
: Ideas of what it would be like if there was no advertising
(for example, pieces such as Godley's
"How Much Does No Advertising
Cost?"
0:2-2 Security Values and Advertising: The Financial
Community's Stake in Advertising
See also: ADV 50:4-3.15, Copy Approaches and Themes,
Financial; ADV 40:2, Advertising Research, Proven Effectiveness, and
subsections
ADV 0:3 Advertising in an Abnormal Economy N.E.C.
see also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY
0:3-1 Advertising in a Recession Economy
Box 24
0:3-2 Advertising in a Sellers' Market
0:3-2.1 Advertising in a Materials Shortage
Economy
See also: MKT 5:2-4, Demarketing Concept
0:3-3 Advertising in a Defense (wartime)
Economy
0:3-4 Cyclical Behavior of Advertising
ADV 0:4 Industrial (Business Publication) Advertising: The Industrial Communications Process, N.E.C.
See also: ADV 35:1, Business Papers, miscellaneous
subsections; ADV 15:2. Business' Attitudes Towards Advertising; MKT 40:1-2.1.4,
Advertising Management, Attitudes Towards Businesspapers; includes the
"DuPont Study"
0:4-1 Top Management's Involvement in the Industrial
Communications Process: Selling Management on Industrial
Advertising
0:4-2 Industrial Advertising's Economic
Influence
See also: ADV 0:2, Advertising's Socio/Economic Influence,
and all subsections
ADV 5. ADVERTISING AGENCIES
ADV 5:1 Advertising Agencies: What They Do; How They Do It (the agency business)
5:1-1 Industrial Agencies
See also: ADV 5:7, Agency/Media Relationships
ADV 5:2 Billings
See also: IOP 10:2-6.1, International Advertising Agencies,
Billings
5:2-1 U.S. Agency Billings and Income (agency
rankings)
ADV 5:2-2 Top Agency Billings by Medium
5:2-3 Agency Business Paper Billings (top industrial
agencies)
5:2-3.1 Agency Business Paper Page
Placement
ADV 5:3 Client Relationships
5:3-1 Agency/Client Relationships,
N.E.C.
5:3-2 Agency/Client Agreements and
Contracts
5:3-3 Agency Performance Evaluation, Rating (agency
audits)
5:3-4 Agency Turnover (account
switching)
ADV 5:4 Concepts and Controversies
5:4-1 A la Carte vis-a-vis Full Service vis-a-vis
Cartels vis-a-vis Boutiques vis-a-vis Buying Services, etc.
See also: ADV 5:12-1, Agency Marketing Services
5:4-1.1 Barter and Brokerage of Media Space and
Time
See also: MKT 5:2-1, Barter Trading Concept
5:4-2 House Agencies
ADV 5:5 Financial Operations
5:5-1 Agency Compensation: Fees vs. Commissions
(includes information on liability)
See also: ADV 5:7, Agency/Media Relationships
Box 26
5:5-2 Cost of Operations (agency financial
management)
5:5-2.1 Price Waterhouse Guides to Accounting
Controls
5:5-2.2 Miscellaneous Costs such as Collateral,
etc.
5:5-3 Public Financing (going public, agency stocks
and profits)
ADV 5:6 Legal Aspects
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, all subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING; ADV 50:4,
Copy, miscellaneous subsections; MKT 35, LEGAL ASPECTS OF MARKETING, all
subsections
5:6-1 Attorneys' Functions
5:6-2 Mergers
ADV 5:7 Media Relationships
See also: ADV 5:1-1, Industrial Agencies; SAL 5:5, Media
Salespersons; ADV 50:5, Media Buying, Evaluation, Planning and Selection, all
subsections especially ADV 5:5-10, Media Sponsored Research/Promotion, all
subsections
ADV 5:8 Networks, Leagues, Associations, etc.
ADV 5:9 New Business Development (self-promotion; agency presentations)
ADV 5:10 Personnel
See also: MKT 40:1, Marketing Functions, all subsections; MKT
40:3, Marketing/Communications Careers, Education, Recruitment, Training and
Development, all subsections
5:10-1 Agency Administration, General Concepts
(people problems)
5:10-2 Account Executives
5:10-3 Creative Staff, N.E.C.
See also: ADM 0:2-7.5, Creative Techniques and Creativity;
MKT 60:1-1, Product Innovation, Development, Planning and Management,
N.E.C.
5:10-4 Executive Staff, N.E.C.
5:10-5 Marketing Directors
See also: ADV 5:12-1, Agency Marketing Services
5:10-6 Media Staff: Buyers, Directors,
Planners
See also: ADV 5:12-3, Media Departments; ADV 50:5-5, Media
Buying, Evaluation, Planning and Selection Factors, all subsections; MKT
40:1-2.1.5, Corporate Media Directors
5:10-7 Recruitment, Training and
Development
See also: MKT 40:3, Marketing Careers, Education,
Recruitment, Training and Development, all subsections; ADM 0:2-8.16,
Recruitment; ADM 0:28.21, Training and Development, and all subsections; SAL
35, SALES RECRUITING, SELECTION AND TRAINING, all subsections
5:10-8 Research Staff
See also: ADV 5:12-6, Research Services/Departments; MKT
40:1-5, Market Research Management, and subsections; MKT 40:2-3, Market
Research Departments
5:10-9 Salaries
See also: MKT 40:1-8, Marketing Communications Functions
Compensation; ADM 0:2-8.4, Compensation: Executive/Management, all subsections;
SAL 20, SALES COSTS, all subsections
5:10-10 Technical Staff
5:10-11 Turnover (people switching)
ADV 5:11 Selection
See also: ADV 5:3, Client Relationships, all subsections
5:11-1 Single vs. Multiple Agencies
ADV 5:12 Services and Departments
See also: ADV 5:4-1, Concepts and Controversies, A la Carte
vis-a-vis Full Service vis-a-vis Cartels, etc.
5:12-1 Agency Marketing Services: What Should an
Agency Offer? What Does a Client Want?
See also: ADV 5:3, Client Relationships, miscellaneous
subsections; ADV 35:3-2, Advertising Agencies and Direct Mail
5:12-2 Film Departments
5:12-3 Media Departments
See also: ADV 5:10-6, Media Staff: Buyers, Directors,
Planners
5:12-4 Merchandising/Sales Promotion,
Services/Departments
See also: ADV 50:6, Merchandising, all subsections; SAL 30,
SALES PROMOTION, miscellaneous subsections
5:12-5 Public Relations,
Services/Departments
See also: ADM 0:2-10, Public Affairs/Relations, all
subsections
5:12-6 Research Services/Departments
See also: ADV 5:10-8, Research Staff; MKT 40:1-5, Market
Research Management, and subsections; MKT 40:2-3, Market Research
Departments
Box 27
5:12-6.1 Libraries
See also: ADM 0:2-10.20, Public Affairs/Relations,
Libraries, Corporate
ADV 5:13 Starting a New Agency
ADV 10. ADVERTISING APPROPRIATIONS
ADV 10:1 Planning and Controlling Advertising Investments
See also: MKT 40:1-2.1, Advertising Management
10:1-1 Advertising Budgets: Preparation and Control,
N.E.C.
See also: IOP 10:3-1, International Advertising Management:
Controlling the Overseas Advertising Operation
10:1-1.1 Hendry Expenditure Analysis
10:1-2 Allocating Budget Items (determining items
that should or should not be charged to the advertising budget)
10:1-3 Advertising Budgets as a Capital Investment:
Commentary
10:1-4 Long-Term Advertising Budgets: Proposals and
Commentary
ADV 10:2 Presenting the Advertising Budget to Management
10:2-1 Cutting the Budget and Overcoming Budget
Cuts
ADV 10:3 Advertising Budget Analyses: Past and Future Predictions, N.E.C.
See also: ADV 10:4, Percent of Sales Invested in Advertising,
miscellaneous subsections
10:3-1 The Gallagher Report: Annual Budget
Survey
10:3-2 Business Marketing: Annual Budget
Survey
10:3-3 Laboratory of Advertising Performance
Surveys
10:3-4 Discontinued Analyses (representative
samplings to show methods of compilation)
10:3-4.1
Advertising Agency
Magazine
10:3-4.2 ANA (Association of National Advertisers,
Inc.)
10:3-4.3 NIAA (National Industrial Advertisers
Association, now B/PAA, Business/Professional Advertising
Association)
10:3-4.4
Printers' Ink
10:3-4.5
Sales Management
10:3-4.6
Tide
10:3-4.7
Western
Advertising
10:3-5 ANA/MIT Advisor Project (and other
commentaries on the problem of determining how much is spent for industrial
advertising)
Box 28
ADV 10:4 Percent of Sales Invested in Advertising
10:4-1
Advertising Age (IRS-based,
circa 1950-1975; Schonfeld figures, 1976-, industry, statistics)
10:4-2
Advertising Age 100 Leaders'
Advertising as a Percent of Sales
10:4-3
Advertising Age/University of
Illinois Jointly Sponsored Study of Advertising as a Percent of Sales
(1956)
10:4-4
Printers' Ink
(discontinued)/Barbour Walker Lyndon Study: What Ratio of Advertising to Sales?
(historic)
10:4-5 Miscellaneous Commentary, N.E.C. showing
trends of advertising investments in relation to sales
10:4-6 Percent of Industrial Sales Invested in
Industrial Advertising (McGraw-Hill Publications Company, Research Department,
Laboratory of Advertising Performance)
10:4-6.1 Percent (Share) of Advertising Budget
Spent for Business Publication Space (McGraw-Hill Publications Company,
Laboratory of Advertising Performance)
ADV 15. ATTITUDES TOWARDS ADVERTISING
ADV 15:1 Attitudes Towards Advertising, N.E.C.
ADV 15:2 Business' Attitudes Towards Advertising
Includes attitudes towards both general and industrial
advertising. See also: ADV 0:4, Industrial - Business Publication -
Advertising: The Industrial Communications Process, and subsections; MKT
40:1-2.1.4, Advertising Management, Attitudes Towards Businesspapers
ADV 15:3 Consumer Attitudes Towards Advertising
See also: MKT 35:3, Consumerism
ADV 15:4 Students'/Teachers' Attitudes Towards Advertising
see also: MKT 40:3, Marketing/Communications Careers,
Education, Recruitment, Training and Development, all subsections
ADV 20. CAMPAIGN AND MEDIA PLANNING, N.E.C.
The preparation of an advertising campaign from the development
of creative strategy through final approval - advertising planning; see also:
all individually classified ADVERTISING topics, for example, ADV 50:5, Media
Buying, Evaluation, Planning and Selection, all subsections; ADV 50:10-6, Media
Staff: Buyers, Directors, Planners; MKT 40:1-2, Marketing/Communications
Management, all subsections
ADV 25. DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING
See also: ADM 0:2-10.32, Public Affairs/Relations, Social
Responsibilities, Corporate; MKT 5:2-10, Social/Ethical Responsibility Concept;
IOP 10:2-3, Global Challenges to Advertising; MKT 35, LEGAL ASPECTS OF
MARKETING, all subsections; MKT 40:1-2.1.4, Attitudes Towards Businesspapers;
ADV 15, ATTITUDES TOWARDS ADVERTISING, all subsections
ADV 25:1 Deception, Ethics, Truth and Taste in Advertising, Pre-1971 FTC Hearings: controversy and commentary during this period
ADV 25:2 Deception, Ethics, Truth and Taste in Advertising, Post-1971 FTC Hearings; controversy and commentary relating either directly or indirectly to the FTC Hearings
25:2-1 Corrective/Counter Advertising, FTC Proposals
and Commentary
ADV 25:3 Deception, Ethics, Truth and Taste in Advertising, Post-1971 FTC Hearings; controversy and commentary not relating directly or indirectly-to the FTC Hearings
ADV 25:4 Advertising Industry Self-Regulation; Proposals and Commentary, N.E.C.
25:4-1 Advertising Codes of Ethics
See also: MKT 50:6, Ethics in Marketing Research and
accompanying text and references
ADV 25:5 Clutter and Irritation in Advertising
ADV 25:6 Goverment and Advertising, N.E.C. (includes information on the taxation of advertising services)
ADV 30. LEGAL ASPECTS OF ADVERTISING
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, miscellaneous subsections; MKT 35, LEGAL ASPECTS OF MARKETING,
miscellaneous subsections; IOP 10:2-3, Global Challenges to Advertising; ADV
5:5-1, Agency Compensation: Fees vs. Commissions, for information on
liability
ADV 35. MEDIA
ADV 35:1 Business Papers
See also: ADV 0:4, Industrial - Business Publication -
Advertising: The Industrial Communications Process, all subsections: ADV 15:2,
Business' Attitudes Towards Advertising
35:1-1 Role, Function, Influence of Business
Papers
See also: ADV 35:1-6, Past and Future Trends, all
subsections; ADV 55, ADVERTISING VOLUME, Business Papers;, ADV 35:4-6.2,
Specialty Magazines; ADV 0:4-2, Industrial Advertising's Economic Influence
35:1-1.1 The Businesspaper Editor/Editorial
Integrity
See also: ADM 0:2-10.22, Media Publicity; ADV 50:5-5.6,
Editorial Evaluation
35:1-2 Business Papers vis-a-vis Other
Media
See also: ADV 35:5, Media Communications Effectiveness,
Print vs. Electronic Media; ADV 35:1-6.3, Electronics' Impact on Business Paper
Publishing; MKT 65:5, Sources of Information of Purchasing Influences
35:1-2.1 Business Papers vis-a-vis Major Media
in combination
35:1-2.2 Business Papers vis-a-vis Broadcast
Media
35:1-2.3 Business Papers vis-a-vis Direct
Mail
35:1-2.4 Business Papers vis-a-vis General
Media
35:1-2.5 Business Papers vis-a-vis Non-Profit
Papers
Box 30
35:1-3 Costs and Economics of Business Paper
Publishing
35:1-3.1 American Business Press Inc., annual
confidential reports
See also: ADV 35:1-6, Past and Future Trends,
miscellaneous subsections; ADV 50:5-5.3, Rates/Costs, etc.
35:1-3.1.1 Other Cost and Economic
Reports
35:1-3.2 Commentaries on the Economics of Business
Paper Publishing
35:1-4
"Mechanized
Selling"
(includes history of steps to a sale)
See also: ADV 50:4-3.1, AID[C]A/IPSO
35:1-5 Name
Changing/Restyling/Relaunching
See also: ADM 0:2-10.26, Name Changes, Corporate
35:1-6 Past and Future Trends
35:1-6.1 Commentary and Predictions, Past and
Present, N.E.C.
See also: ADV 35:4-6.4, The
Folio 400 and Commentary,
particularly the business magazine section; ADV 55, ADVERTISING VOLUME, various
subsections, especially those dealing with business publications and those
covering major media which generally include business paper volume data
35:1-6.2 James B. Kobak/
Industrial Marketing
predictions
This series, 1970-1973, evolved from a Kobak/
MediaScope series on
advertising costs and rates published in the late 1950's through 1970's. See
also: ADV 50:5-5.3.3.1, Rate Trends by Medium,
Marketing & Media
Decisions
35:1-6.3 Electronics' Impact on Business Paper
Publishing (electronic publishing, e.g. videotex and database)
35:1-6.4
Magazine Age, Business
Publications Buyers' Guide
35:1-7 Services (Marketer-Aid), N.E.C.
See also: ADV 50:6, Merchandising
35:1-7.1 Direct Response Cards
See also: ADV 35:3-1, Direct Mail/Direct Marketing/Direct
Response Advertising as a Marketing Medium, N.E.C. for direct response postcard
mailings; ADV 45, INQUIRIES, all subsections
ADV 35:2 Catalogs and Directories
35:2-1 Catalogs as an Advertising/Marketing
Medium
35:2-1.1 Directories
35:2-2 Design, Preparation, and
Production
35:2-2.1 Design, Preparation, and Production,
N.E.C.
35:2-2.2 Copyrighting the Catalog
See also: ADM 0:2-10.9, Copyrights; ADM 0:2-10.21, Logos,
Slogans, Trade Characters/Names and Marks, Corporate
35:2-2.3 Standardization
35:2-2.4 Writing Catalogs
See also: ADV 50:4-3.6, Copy, Catalog Type
35:2-3 Distribution
35:2-4 Measuring Results
35:2-5 Merchandising
See also: ADV 50:6, Merchandising; MKT 0:53,
Retailing/Wholesaling/Merchandising
35:2-6 Microform Systems
35:2-7 Pre-Filed (composite)
35:2-8 Reader Stimulation
ADV 35:3 Direct Mail/Direct Marketing/Direct Response Advertising
35:3-1 Direct Mail/Direct Marketing/Direct Response
Advertising as a Marketing Medium, N.E.C.
Note: Materials in ADV 35:3-1 continue in Box 31.
Box 31
35:3-1 Direct Mail/Direct Marketing/Direct Response
Advertising as a Marketing Medium, N.E.C.
Note: Materials in ADV 35:3-1 begin in Box 30.
See also: ADV 35:1-7.1, Direct Response Cards
35:3-1.1 Industrial Direct Mail
35:3-1.1.1 Industrial Direct Mail Mailing
Lists
See also: ADV 35:3-9, Mailing Lists, all subsections
35:3-2 Advertising Agencies and Direct
Mail
35:3-3 Cooperative Direct Mail
See also: ADV 50:3, Cooperative Advertising
35:3-4 Copy
See also: ADV 50:4, Copy, all subsections
35:3-5
"Group Marketing
Plan"
(Cahners Publishing Company)
35:3-6 Handling Incoming Direct Mail (what happens
to DM as it is received)
35:3-7 Introducing a New Product with Direct
Mail
See also: MKT 60, NEW PRODUCT DEVELOPMENT AND INTRODUCTION,
all subsections
35:3-8 Incentives
See also: ADV 45:5, Inquiries, Stimulation Elements; MKT
50:23.1, Response Rate Improvement; SAL 15:5-1, Sales, Incentives, and
subsections; SAL 15:5-2, Incentive Travel
35:3-9 Mailing Lists
35:3-9.1 List Building, Cleaning and Maintenance,
N.E.C.
35:3-9.2 Computerized List Control
35:3-9.3 List Security
35:3-9.4 List Testing and Research
See also: ADV 35:3-10, DM Readership; ADV 35:3-13, DM
Testing and Research
35:3-9.5 National Mailing-List Houses and
Reference Sources
35:3-10 Readership
See also: ADV 40:3, Readership
35:3-11 DM as a Salesperson's Aid
35:3-12 Seasonal Impact
See also: ADV 50:2-5, Seasonal Advertising, both
subsections; ADV 45:1-1, Seasonal Inquiry Response
35:3-13 Testing and Research
See also: ADV 35:3-9.4, List Testing and Research; ADV
50:4-4, Copy: Copy Testing and Research
35:3-13.1
"Bird
Band"
Technique: CMC now BARC/ARF - formerly MCRC
35:3-14 DM Volume
See also: ADV 55, ADVERTISING VOLUME AND EXPENDITURES MEDIA
DATA
Box 32
ADV 35:4 Mass Media
35:4-1 Mass Media in Combination or N.E.C. (includes
commentary on the communications revolution)
See also: ADV 35:1-6.3, Electronics, Impact on Business
Paper Publishing: Electronic Publishing, etc.
35:4-2 Broadcast Media, in Combination
35:4-2.1 Radio
35:4-2.2 TV
35:4-2.2.1 TV Rating
System/Commentary
35:4-2.2.2 Children and TV
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, all subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING: MKT
50:2-4.2.1.4, Youth Market; ADV 50:4-3.32, Women/Children/Models/Elderly in
Copy/Commercials
35:4-3 Cable TV (CATV)
See also: ADV 35:1-6.3, Electronics' Impact on Business
Paper Publishing
35:4-4 Comics
35:4-5 Labels
35:4-6 Magazines, General, N.E.C.
35:4-6.1 Magazine Life Cycles (Why do they
die?)
35:4-6.2 Specialty Magazines, N.E.C.
See also: MKT 50:2-4.2, Market Segmentation, all
subsections
35:4-6.2.1 Airline (inflight)
Magazines
35:4-6.2.2 City Magazines
35:4-6.2.3 Ethnic Magazines
35:4-6.2.4 Farm Magazines
35:4-6.2.5 Women's Magazines
35:4-6.2.6 Youth Magazines
35:4-6.2.7 Single-Advertiser
Publications
35:4-6.3 Starting a New Magazine
Box 33
35:4-6.4 The
Folio 400 and
Commentary
35:4-7 Matchbooks
35:4-8 Newspapers, N.E.C.
35:4-8.1 Supplements
See also: ADV 50:8-3, Inserts and Spreads
35:4-9 Outdoor
35:4-10 Out-of-Home
35:4-11 Point-of-Purchase (in-store)
35:4-12 Postcards
35:4-13 Postmark
35:4-14 Specialty Advertising Media (calendars,
combs, business gifts, etc.)
35:4-15 Transit
35:4-16 Word-of-Mouth
35:4-17 Yellow Pages
35:5 Media Communication Effectiveness; e.g., print vs. electronic, preferred sources of consumer purchasing information.
See also: ADV 35:1-2, Business Papers vis-a-vis Other Media,
all subsections; ADV 50:5-5.3.3.1, Rate Trends by Medium,
Marketing & Media Decisions;
MKT 60:5, Sources of Information of Purchasing Influences
ADV 35:6 Media/Advertising Terms and Definitions
See also: MKT 0:6, Terms and Definitions; MKT 50:1-2,
Marketing Research Definitions and Terms
Box 34
ADV 40. ADVERTISING RESEARCH
See also: ADV 50:4-4, Copy/Message Testing and Research; ADV
50:5-4.2, Circulation (Audience/Universe/Total Audience): Measurement and
Research Concepts/Management and Principles, and subsections; ADV 50:9, Visual
Presentation, all subsections
ADV 40:1 Discussions, Methods, Research and Theory on the Measurement of Advertising's Effectiveness, N.E.C.
Note: This subject heading should always be used in
conjunction with headings dealing specifically with findings relating to proven
results, e.g., reader action, sales and recognition. Often, discussions of
measurement techniques include references to obtained results.
Includes information on setting advertising goals and
objectives; see also: MKT 50:21, Techniques of Marketing Research, all
subsections, for individual techniques applicable also to ad effectiveness
research
Box 35
40:1-1
"Dagmar,"
Research and
Commentary (ANA's
"Project X"
)
See also: ADV 40:1, above, for additional information on
setting advertising goals and objectives
40:1-2
"KNOW"
(NIAA now B/PAA)
Handbooks
40:1-3 Radio/TV Advertising Effectiveness
Measurement
40:1-4 Inter-Media Advertising Effectiveness
Measurement
See also: ADV 35:5, Media Communication Effectiveness
ADV 40:2 Proven Effectiveness (advertising "results")
See also: ADV 0:2-2, Security Values and Advertising
40:2-1 ...in Terms of Awareness, Image, Recognition,
Inquiry Production, Sales, etc., in combination
or N.E.C.
40:2-1.1 ABP/A.D. Little Evaluation of 1100
Research Studies on Advertising Effectiveness
40:2-1.2 ABP Objectives & Results series and
similar ABP studies
40:2-2 ...in Terms of Awareness, Image, Recognition
(singly) (includes
"Allis-Chalmers
Study"
)
40:2-2.1 Advertising Declines/Stops - Recognition
Drops, Correlations
40:2-3 ...in Terms of Reader Action,
N.E.C.
See also: ADV 40:3, Readership, all subsections and
accompanying text
40:2-3.1 Reader Action:
Tide series
40:2-4 ...in Terms of Sales, N.E.C. (includes the
"Westinghouse
Study"
)
40:2-4.1 John Morrill/McGraw-Hill Studies (how
advertising helps to increase sales and cut the cost of selling)
See also: ADV 40:2-5, Advertising and the Cost of Selling,
all subsections
40:2-4.2 Dr. Daniel Starch's NETAPPS
(net-ad-produced-purchases) Study and Commentary
40:2-4.3 Vernon H. Van Diver, Sr.'s, Studies and
Commentary on the Impact of Industrial Advertising on Sales
40:2-5 Advertising and the Cost of Selling,
N.E.C.
See also: ADV 40:2-4.1, John Morrill/McGraw-Hill Studies
40:2-5.1 McGraw-Hill Studies on How Advertising
Affects the Cost of Selling (historic)
40:2-5.2 U.S. Steel/Harnischfeger Studies and
Commentary
ADV 40:3 Readership
Note: Unfortunately, writings and study findings on
"readership"
do not always separate neatly into
classifiable subjects. All too often a single document on
"readership"
covers many associated topics.
With this in mind, it is advised that researchers always search the N.E.C.
readership headings together with the separately defined headings.
This overall classification of readership subjects does NOT
include readership of specific visual elements of advertising: i.e., bleed,
color, headlines, reverse type, etc. Nor does it cover readership of such
presentation-type topics as size of space (full vs. fractional pages) or,
position of advertisements in a publication (covers, front vs. back, etc.). For
readership information on these presentation-type topics, see also: ADV 50:7,
Position, all subsections; ADV 50:8, Size of Space, all subsections; ADV 50:9,
Visual Presentation, all subsections. Additionally, see ADV 50:5-4.2,
Circulation (Audience/Universe/Total Audience): Measurement and Research
Concepts/Management and Principles, all subsections.
40:3-1 Publication Readership: Basic Conclusions,
N.E.C.
40:3-2 Do Readers Read What They Say They
Read?
Box 36
40:3-3 Cooperative Readership Study,
"New Yardsticks of Media
Value"
(also known as
"The 18 Company Study"
)
Summaries and Commentary
40:3-4 Readership Report Availabilities/Descriptions
of Measurement Services
40:3-4.1 Measuring Publication Readership:
Techniques
40:3-4.2 Readership Studies: Used or Misused? Pros
and Cons of Their Value
See also: ADV 50:5-5.10.3, Media-Sponsored Research:
Preference Studies
40:3-4.2.1 ARF's
"PARM"
Study and
Commentary
See also: ADV 50:9, Visual Presentation, all
subsections, especially ADV 50:9-15, for additional visual test techniques,
e.g.,
"tachistoscope,"
"Communiscope"
40:3-5 Reader Traffic: Readership Levels Throughout
a Publication (Summaries and commentary on five ARF-conducted studies,
1948-1950,
"New Facts on Business Publication
Readership."
See also: ADV 50:5-5.11, Size of Issue for thick vs. thin
publication reader traffic; ADV 50:7-4, Position, Front vs. Back of Issue
40:3-6 Reading Habits
40:3-6.1 Reading Habits, N.E.C. (includes data
from the Rochester Experimental Study)
See also: ADM 0:2-7.2.9, Reading; ADV 50:5-4.2.1, ABP's
Business Marketing Laboratory Study, also known as
"The Ryan Study"
and
"The Syracuse Study"
40:3-6.2
Newsweek Magazine Readership
Studies by SIC
40:3-6.3 Why and How Publications are Read,
N.E.C.
40:3-7 Reading Environment
40:3-7.1 When and Where Publications are Read
(includes ABP/Taylor Instrument Study of the business paper reading
environment)
40:3-7.2 Reading by Job Function
40:3-7.3 Pass-Along Reading
See also: ADV 50:5-4.2, Circulation
(Audience/Universe/Total Audience): Measurement and Research
Concepts/Management and Principles, and subsections
40:3-7.4
"Pick-Up
Rates"
: How often publications are picked up to be read
40:3-7.5 Reading Regularity: Number of
publications read; number of issues read
40:3-7.6 Time Spent Reading
40:3-7.7 Reading Fatigue
ADV 40:4 Index(es) to The Laboratory of Advertising Performance
ADV 45. INQUIRIES
ADV 45:1 Reader Inquiries: Marketing Tool or Waste of Time? Pros and cons on the value of inquiries.
see also: ADV 45:6, Inquiries, Gauge of Readership?; ADV
35:1-7.1, Direct Response Cards. When seeking information on inquiries, always
refer to ADV 45:5-1, Dr. Daniel Starch's Analysis of 12 Million Inquiries
45:1-1 Seasonal Inquiry Response
See also: ADV 50:2-5, Seasonal Advertising, both
subsections
ADV 45:2 Inquiry Evaluation, Handling and Follow-Up
45:2-1 Publisher Handling Practices/Reader Inquiry
Services
45:2-2 Advertiser Evaluation, Handling and Follow-Up
Practices
Note: Materials in ADV 45:2-2 continue in Box 37.
Box 37
45:2-2 Advertiser Evaluation, Handling and Follow-Up
Practices
Note: Materials in ADV 45:2-2 begin in Box 36.
ADV 45:3 Inquiry Analysis as a Media Selection Factor
See also: ADV 50:5, Media Buying, Evaluation, Planning and
Selection, miscellaneous subsections
ADV 45:4 Inquiry Costs
See also: ADV 45:2-1, Publisher Handling Practices/Reader
Inquiry Services, IARI Report #18
ADV 45:5 Inquiry Stimulation Elements: Couponing and Visual Elements that Stimulate Inquiries (does not include "cents-off" coupons, see MKT 0:5-1)
45:5-1 Dr. Daniel Starch's Analysis of 12 Million
Inquiries
45:5-2 A.E. Early/Meldrum and Fewsmith/Republic
Steel/Media-Scope Analysis of Business Paper Inquiries
45:5-3
"800"
Number
See also: SAL 40:17, Telemarketing
ADV 45:6 Inquiries: Gauge of Readership?
See also: ADV 40:3, Readership, miscellaneous subsections; ADV
45:1, Reader Inquiries: Marketing Tool or Waste of Time? Pros and cons on the
value of inquiries
ADV 50. TECHNIQUES
ADV 50:1 Concentration and Dominance
50:1-1 Concentration and Duplication (cost and
coverage, the
"Law of Diminishing
Returns"
)
See also: ADV 50:2, Continuity and Repetition, miscellaneous
subsections; ADV 50:5-4.12, Reach and Frequency
50:1-2 Dominance:
"Impact"
Advertising
See also: ADV 50:7, Position, all subsections, especially
ADV 50:7-5, Multiple Insertions in Same Issue; ADV 50:8, Size of Space, all
subsections; ADV 50:9, Visual Presentation, all subsections
50:1-2.1 Answers to the Question: Big Ads Seldom
... Small Ads Often?
ADV 50:2 Continuity and Repetition in
Advertising
50:2-1 Continuity (consistency) in Advertising: Why
it is Necessary
50:2-1.1 Memory for Advertising (rates of
forgetting)
See also: ADM 0:2-8.21.9, Learning
Process/Memory/Forgetting
50:2-2 Frequency in Advertising (how frequently
should you advertise?)
See also: ADV 50:5-4.11, Reach and Frequency; ADV 50:1-1,
Concentration and Dominance, all subsections; ADV 50:5-5.7, Frequency of Issue.
This subsection should always be used with all
the Continuity and Repetition subsections as
"frequency"
involves everything from arguments on
smooth, continuous advertising vs. pulsing to memory; in fact, the overall
subject of advertising growth and decay over time.
50:2-2.1 Effect of a Single Ad
Box 38
50:2-3 Pulsing/Wave Scheduling/Flighting vs. Evenly
Scheduled Continuous Advertising
See also: ADV 50:1, Concentration and Dominance; ADV
50:2-1.1, Memory for Advertising; ADV 50:2-2, Frequency in Advertising
50:2-4 Repetition in Advertising (the life of an
advertisement)
See also: ADV 25:5, Clutter in Advertising
50:2-4.1 IARI (CMC) Repeat Ad Study and Direct
Commentary
50:2-4.2 TV Commercial Wearout
50:2-5 Seasonal Advertising, N.E.C.
See also: ADV 45:1-1, Seasonal Inquiry Response
50:2-5.1 Summer Advertising
50:2-5.2 Winter Advertising
ADV 50:3 Cooperative Advertising
ADV 50:4 Copy-Approaches and Themes
50:4-1 Copy: Approaches and Themes, General
Information, N.E.C
50:4-1.1 Advertising Awards: Associations
Presenting, How to Run, Judge, Win
50:4-2 Copy: Approaches and Themes, Industrial,
N.E.C.
50:4-2.1
"Tell
All"
50:4-3 Specific Approaches and Themes
50:4-3.1 AID(C)A (IPSO)
50:4-3.2 Advocacy/Controversy/Issue
See also: ADV 50:4-3.9, Image
50:4-3.3 Anniversary
See also: ADM 0:2-10.4, Anniversaries, Corporate
50:4-3.4 Cartoon and Comic Strip
See also: ADV 35:4-4, Comics; ADV 50:4-3.20, Humorous
50:4-3.5 Case History
50:4-3.6 Catalog-Type Copy
See also: ADV 35:2-2.4, Writing Catalogs
[Celebrities--see: ADV 50:4-3.29,
Testimonial/Endorser/Celebrities)]
50:4-3.7 Classified (including
recruitment)
Box 39
50:4-3.8 Comparative/Comparison
See also: MKT 5:2-9, Positioning
50:4-3.9 Corporate Image
See also: ADM 0:2-10.16, Image/Identity Building,
Corporate; ADM 0:2-10.17, Image/Identity Measurement and Research, Corporate;
ADV 40:4-3.2, Advocacy/Controversy/Issue; ADV 55:3-6,
Public Relations Journal: The
Cost of Corporate Advertising in - year
50:4-3.9.1 Corporate Image vs. Product
Copy
50:4-3.9.2 Divisional Advertising
[Corrective/Counter--see: ADV 25:2-1,
Corrective/Counter Advertising, FTC Proposals and Commentary]
50:4-3.10 Credibility of Messages
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, miscellaneous subsections
50:4-3.11 Distributor
See also: MKT 20:9-6, Distributor Promotion
50:4-3.12 Editorial-Type
50:4-3.12.1 Advertorials/Special
Sections
50:4-3.13 Educational-Type
[
"800"
Number in
Advertising--see: ADV 45:5-3,
"800"
Number]
50:4-3.14 Emotional Appeal
See also: MKT 65:1-2.1, Buyer Behavior and Motivation,
Emotional Aspects; MKT 65:7, Consumer Buying Attitudes, Behavior Decisions,
Motivations
[Essay-Advertisements--see: ADV 50:4-3.12.1,
Advertorials/Special Sections]
[Ethnics in copy/commercials--see: ADV 50:4-3.23,
Minorities/Ethnics in Copy/Commercials]
50:4-3.15 Financial
50:4-3.16 Generic
50:4-3.17 Hidden Product
50:4-3.18 Historical (comparisons with ads of
yesteryear)
50:4-3.19 House Ads
50:4-3.20 Humorous
See also: ADV 35:4-4, Comics; ADV 50:4-3.4, Cartoon and
Comic Strip
50:4-3.21 Length of Copy
50:4-3.22 Military
See also: MKT 70:2-1.1, Advertising to the Military
50:4-3.23 Minorities/Ethnics in
Copy/Commercials
[New Product--see: MKT 60:2-7, New Product
Promotion]
50:4-3.24 Newsletter Form
50:4-3.25 Political
See also: MKT 0:4, Metamarketing
[Positioning--see: MKT 5:2-9, Positioning; also,
ADV 50:4-3.8, Comparative/Comparison Copy]
50:4-3.26 Price
50:4-3.27 Product
See also: ADV 50:4-3.9.1, Corporate Image vs. Product
Copy
50:4-3.27.1 Technical Products
[Recruitment--see: ADV 50:4-3.7, Classified:
Including Recruitment]
50:4-3.28 Special Interest
50:4-3.29
Testimonial/Endorser/Celebrities
Box 40
50:4-3.30 Townsend Points
50:4-3.31 Trademarks in Copy
See also: ADM 0:2-10.21, Logos, Slogans, Trade
Characters/Names and Marks, Corporate; also ADM 0:2-10.9, Copyrights
50:4-3.32 Women/Children/Models/Elderly in
Copy/Commercials
50:4-4 Copy: Copy/Message Testing and Research
(includes information on copy claims/substantiation - pretest
research)
50:4-5 Copy: Copywriting
See also: ADM 0:2-7.2.13.1, Technical Writing; ADM
0:2-7.2.13, Writing; ADV 5:10-3, Agency Creative Staff, N.E.C.
ADV 50:5 Media Buying, Evaluation, Planning and Selection
See also: ADV 20, CAMPAIGN & MEDIA PLANNING, N.E.C.
50:5-1 Media Buying, Evaluation, Planning and
Selection, in combination or N.E.C.
50:5-2 Checklists for (all media) Media Planners (
Media/Scope and
others)
50:5-3 Computers and Mathematical Models in the
Media Planning/Selection Process
See also: MKT 40:4-4, Computers in Marketing; MKT 40:4-5,
Gaming and Modeling in Marketing: Theory and Commentary, N.E.C.; MKT 40:4-5.1,
Modeling and Gaming Techniques Designed for Specific Marketing Application
Decisions; MKT 50:2, Techniques of Marketing Research, all subsections,
especially MKT 50:2-1.24, Linear and Non-Linear Programming
Box 41
50:5-3.1 Comparability/Standardization of
Circulation (Audience/Universe) Data
50:5-3.1.1 AIA (now B/PAA) Media Data Form
Commentary
50:5-3.1.1.1 MCC (Media Comparability Council)
Information and Media Data Forms
50:5-3.1.2 Suggested Media Data Forms,
N.E.C.
50:5-4 Media Buying, Evaluation, Planning and
Selection Factors
50:5-4.1 Media Buying, Evaluation, Planning and
Selection Factors as Identified by Surveys (includes
Folio: AdGuide)
50:5-4.2 Circulation (Audience/Universe/Total
Audience): Measurement and Research Concepts/Management and
Principles
50:5-4.2.1 ABP's Business Marketing Laboratory
Study (The Ryan Study; The Syracuse Study), Findings and Commentary
For information on the ABP/Taylor Instrument Company
study of the business paper reading environment, see ADV 40:3-7.1
50:5-4.2.2 Syndicated Audience Research
(Simmons, TGI commentary/controversy/merger)
50:5-4.3 Circulation (Audience/Universe): Auditing
Bureaus (U.S./Canada)
50:5-4.3.1 Audit Bureau of Circulations, (ABC),
Functions, History, General Information, N.E.C.
50:5-4.3.1.1 ABC, Guides to Using
Reports
50:5-4.3.2 Business Publications Audit of
Circulation, Inc.. (BPA), Functions, History, General Information,
N.E.C.
50:5-4.3.2.1 BPA, Guides to Using
Reports
50:5-4.3.2.1.1 BPA, SMA (Selected Market
Audit) Division
50:5-4.3.3 Canadian Circulations Audit Board
(CCAB)
50:5-4.3.4 Verified Audit Circulation
Corporation (VAC)
50:5-4.3.5
"Sworn
Statements"
50:5-4.3.6 The Case for Audited
Publications
50:5-4.4 Circulation (Audience/Universe): Auditing
Bureaus Around the World
50:5-4.5 Association of National Advertisers (ANA)
Magazine Circulation Rate Trends
50:5-4.6 Circulation: Costs (CPM etc.)
See also: ADV 50:55.1, Advertising Costs and Rates,
particularly ADV 50:5-5.3.3.1, Rate Trends by Medium,
Marketing & Media
Decisions
50:5-4.7 Circulation: Franchise
Circulation
50:5-4.8 Magazine Publishers Association (MPA):
Circulations of Business Publication Members
50:5-4.9 Circulation: Paid vs. Free, General
Commentary
See also: ADV 50:5-3.1, Comparability/Standardization of
Circulation - Audience/Universe - Data
50:5-4.9.1 Paid vs. Free Circulation,
Tide series
[Circulation: Pass-Along--see: ADV 40:3-7.3,
Pass-Along Reading]
50:5-4.10 Circulation: Publication Distribution,
N.E.C.
50:5-4.10.1 Newsstand and Single Copy
Sales
50:5-4.10.2 Postal Service Problems (alternate
delivery)
50:5-4.11 Circulation: Reach and
Frequency
See also: ADV 50:5-3, Computers and Mathematical Models in
the Media Planning/Selection Process; ADV 50:1, Concentration and Dominance;
ADV 50:2, Continuity and Repetition in Advertising, all subsections
particularly ADV 50:2-2, Frequency in Advertising; ADV 50:5-5.7, Frequency of
Issue; MKT 65:5, Sources of Information of Purchasing Influences
[Circulation: Readership--see: ADV 40:3,
Readership, all subsections]
50:5-4.12 Circulation: Renewals
See also: ADV 50 5-4.9, Circulation, Paid vs. Free; and
ADV 50:5-4.9.1, Paid vs. Free,
Tide series
50:5-4.13 Circulation: Request
See also: ADV 50:5-4.9, Circulation, Paid vs. Free; and
ADV 50:5-4.9.1, Paid vs. Free,
Tide series
50:5-4.14 Circulation: SIC Analysis
See also: ADV 50:5-3.1, Comparability/Standardization of
Circulation - Audience/Universe - Data; MKT 50:2-4.4, SIC Analysis and
Research
50:5-4.14.1 Circulation: Subscription Sales
(promotion, etc.)
50:5-4.15 Circulation: Turnover:
"Men on the Move"
See also: ADM 0:2-8.21.13, Turnover
50:5-4.16 Circulation: Unit Counts
Box 42
50:5-5 Media Buying, Evaluation, Planning and
Selection Factors, Other Than Circulation
(Audience/Universe)
See also: ADV 35:1-3, Media, Business Papers costs and
Economics of Business Paper Publishing, all subsections
50:5-5.1 Advertising Costs and Rates, Discussions,
N.E.C.
See also: ADV 5:4-1.1, Barter and Brokerage of Media Space
and Time
50:5-5.2 Rate Discounting
50:5-5.3 Rates/Costs Predictions and Indexes,
Past, Present and Future, by Issuing Source, N.E.C.
Selected examples from defunct publications or
discontinued series are included to illustrate how the subject has been treated
and to aid in the construction of indexes for post-WW II years; see also: ADV
55:3-2, Doyle Dane Bernbach:
Media Trends.
50:5-5.3.1 Ad Agency-Prepared Rates/Costs:
Predictions and Indexes
50:5-5.3.2 Association of National Advertisers,
Inc. Circulation and Rate Trend Analyses, by Medium
50:5-5.3.2.1 Business Publications
50:5-5.3.2.2 Magazines
50:5-5.3.2.3 Outdoor
50:5-5.3.2.4 TV
50:5-5.3.3 Rate Trends, Publication-Produced, by
Medium
50:5-5.3.3.1
Marketing & Media
Decisions
50:5-5.3.3.2
Media/Scope
(discontinued)
50:5-5.3.3.3
Printers' Ink
(discontinued)
50:5-5.3.3.4
Tide
(discontinued)
50:5-5.3.3.5 International Trade Press Cost
Indexes
50:5-5.4 Production Costs
50:5-5.5 Rate Digests: McGraw-Hill
Publications
50:5-5.6 Editorial Evaluation
See also: ADV 35:1-1.1, The Business Paper
Editor/Editorial Integrity
50:5-5.7 Frequency of Issue
See also: ADV 50:2, Continuity and Repetition, all
subsections especially ADV 50:2-2, Frequency in Advertising; ADV 50:5-4.11,
Reach and Frequency
50:5-5.8 New Medium Considerations
See also: ADV 40:3, Readership, all subsections
50:5-5.9 Regional/Demographic Editions
See also: MKT 50:2-4.2, Market Segmentation, all
subsections
50:5-5.10 Media-Sponsored
Research/Promotion
50:5-5.10.1 Media-Sponsored Research/Promotion
as a Media Analysis, Buying and Measurement Aid, N.E.C. (includes media
presentations)
See also: SAL 5:5, MEDIA SALESPERSONS
50:5-5.10.2 Media-Sponsored Research:
Circulation Promotion
50:5-5.10.3 Media-Sponsored Research: Preference
Studies
See also: ADV 40:34.2, Readership Studies: Used or
Misused? Pros and Cons
50:5-5.10.4 Media-Sponsored Research:
Promotion
50:5-5.10.5 PIB Data: How They May Be Used By
Magazines in Research/Promotion
50:5-5.10.6 Suggested Standards/Disclosure Forms
for Media Research
Box 43
50:5-5.11 Size of Issue (thick vs.
thin)
See also: ADV 40:3-5, Reader Traffic: Readership Levels
Throughout a Publication; ADV 50:7-1, Position Values in Advertising, all
subsections, particularly ADV 50:7-4, Position, Front vs. Back of Issue
50:5-5.12 Special Issues, N.E.C. (includes
information on buyers guides and show issues)
See also: ADV 35:2-1.1, Directories
50:5-5.12.1 Special Issues Planned, by year, by
McGraw-Hill Publications (intermittent)
ADV 50:6 Merchandising
See also: MKT 0:5, Retailing/Wholesaling/Merchandising
50:6-1 Merchandising the Advertising Program,
N.E.C.
50:6-2 Merchandising to Distributors
see also: MKT 20:9-6, Distributor Promotion
50:6-3 Merchandising to Salespersons
ADV 50:7 Position
50:7-1 Position Values in Advertising,
N.E.C.
See also: ADV 40:3-5, Reader Traffic: Readership Levels
Throughout a Publication; ADV 50:5-5.11, Size of Issue: thick vs. thin
50:7-2 Covers
50:7-3 Effects of Accompanying Reading Matter (e.g.
readership of advertisements facing editorial vs. those in solid advertising
sections)
50:7-4 Front vs. Back of Issue (note
"see alsos"
listed under ADV
50:7-1)
50:7-5 Multiple Insertions in Same Issue
See also: ADV 50:1-2, Dominance:
"Impact"
Advertising, and subsection
50:7-6 Right vs. Left Hand Pages
50:7-7 Spread vs. Bunched (What kind of publication
format is better for advertisers/readers: solid ad section or even mixture of
ads and editorial?)
See also: ADV 50:7-3, Effects of Accompanying Reading
Matter
ADV 50:8 Size of Space
See also: ADV 50:1-2, Dominance:
"Impact"
Advertising, and subsection
50:8-1 Analyses of Space Units in Business
Publications (most-frequently used ad sizes)
50:8-2 Fractional vs. Full Page(s):
Readership/Attention-Value Relationships (includes information on horizontal
vs. vertical)
50:8-3 Inserts and Spreads (includes information on
multipages)
See also: ADV 35:4-8.1, Newspapers, Supplements
50:8-4 Page Size (total area) (
Reader's Digest
studies)
50:8-5
"Small-Space"
Advertising
See also: ADV 50:1-2.1, Answers to the Question: Big Ads
Seldom ... Small Ads Often?
ADV 50:9 Visual Presentation
50:9-1 Ad Characteristics (size, color,
illustrations, and other elements in combination or N.E.C.) Answers to the
Question: What Are the Characteristics of Well-Read Advertisements? (includes
information on
"free-form"
ads, etc., and
standardization of format/layout,
"umbrella"
advertisements)
50:9-2 Bleed
50:9-3 Color
50:9-4 Graphic Arts (reproduction processes)
Developments
50:9-4.1 Typography/Graphics
Technology
See also: ADV 50:9-12, Reverse Plate
50:9-5 Headlines/Coverlines/Advertising
Slogans
See also: ADM 0:2-10.21, Logos, Slogans, Trade
Characters/Names and Marks: Corporate
50:9-6 Illustrations
See also: ADV 50:9-8, Photographs vs. Artwork
50:9-7 Microencapsulation (for adding aromatic
dimension to ads)
50:9-8 Photographs vs. Artwork
See also: ADV 5:9-6, Illustrations
50:9-9 Product Picture
50:9-10 Products Featured (number in ad)
50:9-11 Re-Use of Ad Elements (to create
"basic"
ads and to control costs)
50:9-12 Reverse Plate
See also: ADV 50:9-4.1, Typography/Graphics Technology
50:9-13 Shape of Ad
See also: ADV 50:8-2, Fractional vs. Full Page(s)
50:9-14 Subliminal Advertising
50:9-15 Visual and Other Autonomic Measures
(tachistoscope testing, pupil dilation, etc.)
See also: MKT 50:2-1.48, VOPAN - Voice Pitch Analysis/Brain
Wave Analysis
Box 44
ADV 55. ADVERTISING VOLUME, Expenditures in Major Media
In 1968, the Index-Developer put together a listing of sources
publishing advertising volume data and the major reports published by these
sources. The identified reports numbered nearly one hundred and covered
broadcast media, business publications, farm and general magazines, direct
mail, newspapers, outdoor, point-of-purchase, and transit advertising; too,
there was a goodly helping of entries covering such specialties as life
insurance advertising volume by medium, city and area development advertising,
resort and tourist advertising expenditures, bank advertising expenditures,
liquor advertising expenditures, and so on. However, during the past fifteen
years (circa 1970-1985) the Marketing Information Center rarely, if ever,
received requests for any of these published statistics. In this listing,
therefore, only those sources and figures for which the MIC receives most
inquiries are cited. This listing is geared strictly to the expressed needs of
the businesspaper advertiser.
For the advertising scholar, though, a sampling of historic and
"one-of-a-kind"
volume reports are given
headings (together with a thumbnail commentary). These historic statistics may
be useful to researchers curious to learn how volume estimates were compiled
and presented in the
"old days."
It is
interesting, for example, to compare the variations in advertising volume data
compiled by Charles Yang and others for
Advertising Age from 1965 to 1971
with those compiled by Robert J. Coen (who continued the pioneering work of the
late Dr. L.D.H. Weld) for
Printers' Ink -
Marketing/Communications and now
featured by
Advertising Age. Also, it may be of
value to some ad volume researchers to learn how business publication
statistics were compiled by Angelo R. Venezian for
Industrial Marketing (now
Business Marketing) and how and why
the earlier post-World War II business paper statistics were adjusted by their
compiler and were subsequently updated by the American Business Press, Inc.
Examples of these older studies (on occasion, the complete series) are on file
within the Marketing Information Center.
See also: IOP 10:2-10, World Advertising Expenditures, and
subsections.
ADV 55:1 Business Publications
See also: ADV 55:3-1,
Advertising Age, Forecasts and
Historical Statistics as prepared by Robert J. Coen, for additional business
publication dollar volume estimates - past and present; additionally, see ADV
55:3-2, Doyle Dane Bernbach:
Media Trends, the Business Press
Advertising Trends section, and ADV 35:4-6.4, The
Folio 400 and Commentary,
especially the Folio 400 Business Magazines section)
55:1-1 American Business Press, Inc. Annual Dollar
and Page Volume Estimates
These figures may be obtained by contacting the association.
They are a continuation of those originally developed by the McGraw-Hill
Marketing Information Center for Angelo R. Venezian for publication in his
annual
Industrial Marketing (IM)- now
Business Marketing article on
the state of the business press. The Angelo Venezian articles - see ADV
55:1-2.2 - were featured in IM starting in
January, 1947 and concluding in November, 1964. AV took over authorship of the
studies in June 1965 and the last
"article
type"
study in IM - under the byline of John
B. Babcock - was in June, 1966. For a while thereafter the ABP published the
studies as an insert in IM under the bannerline
"ABP Info/File."
The last
"ABP Info/File"
appeared in
1974 and covered 1973 data. For many years, ABP-produced basic business
publication data, including ad volume statistics, were featured in a series of
foldout leaflets and/or booklets titled
"Fast Facts"
- see following
subsections.
55:1-1.1 ABP
"Fast Facts"
(historic,
discontinued; examples only; see preceding entry for historical
notes)
55:1-1.2
"ABP Info/File"
(historic, discontinued; see ADV 55:1-1 for historical notes; includes the two
Industrial Marketing
articles mentioned in the historical notes)
55:1-1.3 ABP Leading Advertisers in Business
Publications (historic, discontinued; this series was first published in 1951
and was, discontinued after the 23rd annual survey - the 1973
edition)
55:1-1.4 ABP Suggested Guidelines for Reporting Ad
Volume (includes commentary on the Guidelines)
55:1-2
Business Marketing (formerly
Industrial Marketing),
N.E.C.
55:1-2.1 Ad Volume in Business Publications
(quarterly and annual page totals by publication)
55:1-2.2 Forecasts and Historical
Statistics
Annual articles authored by Angelo R. Venezian commencing
January, 1947 and ending November, 1964; see ADV 55:1-1 for brief commentary on
the history of this series. The Venezian statistics form the foundation of all
those emanating from the ABP. An Index-Developer historical note: Mr. Venezian
in his last - 1964 - study adjusted all his
prior years' (1945-1963) dollar volume statistics.
These adjusted figures have always been used by the ABP in
their continuing compilations; ad volume researchers must be aware of this
multi-year adjustment if they are exploring post-World War II trends; it is
quite possible that such researchers might unwittingly use the unadjusted
earlier statistics and become alarmed at apparent discrepancies in figures when
comparing them with, say, modern ABP releases which feature the adjusted
totals.
55:1-2.3 100 Largest Advertisers in Business
Publications (derived from The Rome Report data)
55:1-2.3.1 Ad Spending by Market (derived from
The Rome Report data)
55:1-2.4 Commentary on Declining Ad Volume
(includes observations on the year's
"hot trade
magazines"
which occasionally form part of the commentaries)
55:1-3
The Gallagher Report: Annual
Business Publications Scorecard (this series was once semi-annual; first
published circa 1960; top one hundred publications tabulations - one for gross
ad revenues, the other for advertising pages)
55:1-4 McGraw-Hill Publications Company: Competing
Advertising Data; known in-company as
"the green
sheet"
(confidential monthly compilations - dating back to the mid-1930s
- of page volume of McGraw-Hill publications and their major competitors;
monthly and cumulative totals, share of market, comparisons with comparable
previous-year periods, etc.)
55:1-4.1 McGraw-Hill Publications Company: Company
and Product Advertising Analyses (Discontinued; historic examples only. The
Company and Product Advertising Analyses provided, in two volumes, a complete
information file on competitive advertising data; advertising schedules -pages
and dollars - were indicated for over 20,000 firms in approximately 200
business publications. Volume II was the
"product
section"
- tabulations showing, for 700-plus products, schedules
[publication, pages and dollars] being used to advertise those
products)
55:1-5
Printers' Ink (which changed
its name to
Marketing/Communications
before being discontinued): Page Volume by Publication (historic; examples
only)
55:1-6 The Rome Report of Business Publication
Advertising (semi-annual compilations of the advertising appearing in
approximately 500 - number varies by year - business publications; lists
advertisers in alphabetical order, the publications scheduled, the total space
run and the dollar expenditure in each publication and in total; for a time,
this series of reports was published under the Media Records
banner)
55:1-7 Other Business Publication Ad Volume
Estimates and Commentary (From time to time an investigating source, a magazine
as often as not, takes statistics from a compiling source, such as the Rome
Report, and works up
"top ten"
or
"top one hundred"
listings of advertisers [see
also: ADV 55:1-2.3,
Business Marketing, 100
Largest Advertisers in Business Publications are subsequently published in a
variety of formats and commented on. This heading takes in these usually
irregularly-published treatises.)
[Direct Mail Advertising Volume--see: ADV 35:3-14, DM Volume]
ADV 55:2 General Magazines
See also: ADV 55:3, Multi-Media Expenditures, as many
tabulations in that section include overall general magazine expenditure
statistics; for example, the R.J. Coen/
Advertising Age multi-media
compilations include general magazine figures, and occasional
AA summary reports take these data
back into the 1930s.
55:2-1
Advertising Age: Advertising
Pages for U.S., Canadian and Foreign Consumer Publications (current month and
cumulative)
55:2-1.1
Advertising Age: The Top (#)
Magazine Advertisers (occasional compilations)
[
Folio--see: ADV 35:4-6.4, The
Folio 400]
55:2-2
The Gallagher Report: Annual
Consumer Magazine Advertising Scorecard (top one hundred publications
tabulations - one for advertising revenue, the other for advertising
pages)
55:2-3
Printers' Ink (discontinued)
(magazine ad-page volume; series published for the last time in
PI's December 18, 1964 issue;
historic examples only)
55:2-3.1
Printers' Ink
(discontinued): 150 Leading Magazine Advertisers of (year) (historic examples
only)
55:2-4 Publishers Information Bureau (This
organization publishes a whole host of statistics on general magazine
advertising and offers access to its data base. It is suggested that the full
menu of services be obtained from the Bureau. The Marketing Information Center
received questions directed in the main to the following services.)
55:2-4.1 Magazine Totals
55:2-4.2 Class Totals
55:2-4.3 Brand Index
55:2-4.4 Brand Detail, all sections
55:2-5 The Rome Report of Expenditures in
International Media (semi-annual compilation of advertising activity in
approximately 450 - number varies from year-to-year - international and
regional general business and news publications; features information by
company, expenditures by broad product category, space run by publication
year-to-date)
ADV 55:3 Multi-Media Expenditures
55:3-1
Advertising Age: forecasts and
historical statistics, as prepared by Robert J. Coen
To quote
Ad Age,
"over the years, Robert J. Coen, senior
Vice-President of McCann-Erickson, has become generally recognized as the
'official' keeper of the records concerning advertising expenditures, as well
as the prognosticator of the future."
Prior to writing for
Ad Age, Mr. Coen published his
compilations and analyses in the discontinued
Printers' Ink which subsequently
became
Marketing/Communications now,
too, defunct. Mr. Coen continued the pioneering work of the late Dr. L.D.H.
Weld, Director of Research, McCann-Erickson, Inc., whose ad volume statistics
appeared for many years in
Printers' Ink. Coen/Weld
expenditure data by medium are available back to the mid-1930s as a matter of
course; earlier Weld by-medium statistics - which the MIC has on file - date
back to at least 1928 and his total volume of advertising figures date back to
1867. It is interesting to compare the Coen-developed expenditure figures with
those developed by Charles Yang and others and published in
Advertising Age from 1965
through 1971 - see next subsection.
55:3-1.1
Advertising Age: Estimated
Annual Expenditures, compiled by Charles Yang and others.
This historic series featured in
Ad Age during the period 1965
through 1971 is interesting in that Mr. Yang used the input-output concept as
the basis for his estimates; at the time of first publication,
Ad Age claimed that the Yang
estimates
"based on solid government figures ... show
a more consistent pattern of advertising growth ... than those developed for
Printers' Ink by
McCann-Erickson ..."
See preceding subsection; the MIC has the complete
series
55:3-1.2
Advertising Age: 100
Leaders, Expenditures by Medium; by year
Box 45
55:3-2 Doyle Dane Bernbach:
Media Trends (annual report
intended to provide a reference for media developments; trends shown for
national and local/retail advertising expenditures, costs [rates], audience,
CPM and other measurements unique to each medium)
55:3-3 Leading National Advertisers, Inc.
(LNA)
LNA features a complete reporting of advertising
expenditures in six major media: consumer magazines, newspaper supplements,
network television, spot television, network radio, and outdoor.
55:3-3.1 Company/Brand $ (companies listed
alphabetically showing company totals and ad expenditures for their brands in
each medium)
55:3-3.2 Ad $ Summary (brands listed
alphabetically showing total 6-media expenditures and media used, parent
company, subsidiary and class identification)
55:3-3.3 Class/Brand Quarterly (brands grouped
within each of LNA's 240-plus product classes showing brand expenditures in
each medium for current quarter data)
55:3-3.4 Class/Brand Year-to-Date (brands grouped
within each of LNA's 240-plus product classes showing brand expenditures in
each medium for year-to-date data)
55:3-4
Media/Scope (discontinued)
National Advertising Expenditures Index (historic examples only)
55:3-5
Printers' Ink -
Marketing/Communications
(discontinued): selected examples of historic studies
55:3-5.1 How the Big 25 Advertised; Barbour Walker
Lyndon study of the media choices of 25 advertisers during a fourteen-year
period (1936-1949)
55:3-5.2 Leading Advertisers of (year) and Their
Expenditures; Barbour Walker Lyndon studies based on PIB figures,
1928-1946
55:3-5.3 Million Dollar Advertisers; Barbour
Walker Lyndon studies in various forms
55:3-5.4
M/C's National Advertising
Index
55:3-5.5 One Hundred Top Advertisers in (year);
Barbour Walker Lyndon studies
55:3-6
Public Relations Journal: The
Cost of Corporate Advertising in year annual survey of corporate advertising
spending, by medium
55:3-7
Tide
(discontinued)
55:3-7.1 Advertising Index (historic
examples)
55:3-7.2 Survey of Media Buying Trends (historic
example)
ADV 55:4 Miscellaneous Intelligence on Advertising Volume, N.E.C.
55:4-1
Printers' Ink (discontinued);
historic studies showing expenditure practices of typical national advertisers
in so-called
"unmeasured"
media
55:4-2 Number of Ads Seen Daily
55:4-3 Reference Sources for Advertising Volume
Information
International Operations Series (IOP)
9 Boxes
The headings featured in this section tie in very closely with
those to be found in the Administration, Advertising and Marketing sections of
the Index. They are, really, international derivatives of domestic management
and marketing topics; therefore, they should ALWAYS be used in conjunction with
the headings to be found in ADM, ADV, MKT and SAL.
To the eye of the professional international marketer the headings
may seem a bit cursory; however, the MIC each year receives only a relatively
small handful of questions relating to international management/marketing
subjects and the paucity of international headings reflects the noticeable lack
of questions on the overall topic.
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
Box 46
IOP 0. ECONOMIC ENVIRONMENT
IOP 0:1 The International Financial/Monetary System, N.E.C.
0:1-1 Balance of Payments
0:1-2 Eurodollars
0:1-3 Petrodollars
IOP 0:2 America's Stake in International Trade, N.E.C.
0:2-1 Patterns and Problems in U.S. Investments
Overseas, N.E.C.
0:2-2 McGraw-Hill Department of Economics series:
Overseas Operations of U.S. Industrial Companies
0:2-3 Foreign (including foreign media) Investment
in the U.S.
See also: IOP 0:4, Tariffs and Trade Policies: Imports
Box 47
IOP 0:3 Regional Trade Groupings: Commentary, N.E.C. (e.g. Common Market Implications for U.S.)
See also: IOP 10:4, Trading Markets, and Marketing by
Continent and Country, selected subsections
0:3-1 ANCOM (Andean Common Market)
0:3-2 Arab Economic Unity Agreement
0:3-3 ASEAN (Association of South East Asian
Nations)
0:3-4 Benelux
0:3-5 CACM (Central American Common
Market)
0:3-6 CARIFTA (Caribbean Free Trade
Area)
0:3-7 CMEA (COMECON) (Council for Mutual Economic
Assistance)
0:3-8 East African Community
0:3-9 EEC (European Economic Community)
0:3-10 EFTA (European Free Trade
Association)
0:3-11 LAFTA (ALALC) (Latin American Free Trade
Association)
0:3-12 NAFTA (North American Free Trade
Area)
0:3-13 NORDEK (The Nordic Council)
0:3-14 OCAM (Organization Commune Africaine et
Malgache)
0:3-15 Other Regional Groupings, N.E.C.
IOP 0:4 Tariffs and Trade Policies: Imports (includes information for those exporting to the United States)
IOP 0:5 Trade Zones
IOP 0:6 World Business/Economic Forecasts and Reviews, N.E.C.
0:6-1 McGraw-Hill Department of Economics
"World Business Outlook"
series (discontinued)
0:6-2 The
New York Times Annual
International Economic Review (discontinued)
Box 48
0:6-3 International Economic Indicators,
N.E.C.
0:6-3.1
Business International's
Annual Indicators of Market Size
IOP 0:7 World Industry: Rankings of Top Companies, N.E.C.
See also: ADM 0:2-4.14, Rankings of U.S. Corporations, all
subsections
0:7-1
Business Week: surveys of
international corporate performance
0:7-2
Fortune: Largest Industrials
Outside the U.S. (includes variations similar to this series; for example, The
Largest Industrial Companies in the World)
0:7-3
President Magazine:
"President Directory"
(Japan)
0:7-4 Ward's Leading Worldwide
Corporations
IOP 5. FUNDAMENTALS OF INTERNATIONAL BUSINESS
IOP 5:1 Organizing for International Business, N.E.C. (frameworks and guidelines for structuring international and multinational operations: analyzing foreign opportunities)
See also: ADM 0, CORPORATE ORGANIZATION, all subsections; IOP
10, INTERNATIONAL MARKETING/EXPORTING, selected subsections; IOP 5:2,
Multinational Corporations, selected subsections; IOP 5:5, International Law,
all subsections
5:1-1 Foreign Divestment
5:1-2 Joint Ventures Overseas
5:1-3 Plant Site Selection
See also: ADM 0:2-10.7.2, Plant Location
5:1-4 Selecting Overseas Representatives
IOP 5:2 Multinational Corporations: Their Place in World Markets: Problems, Profiles - including Forbes' listing of 100 Largest U.S. MNCs - and Prospects in Combination and/or N.E.C. (the evolution of MNCs)
Note: Materials in IOP 5:2 continue in Box 49.
Box 49
IOP 5:2 Multinational Corporations: Their Place in World Markets: Problems, Profiles - including Forbes' listing of 100 Largest U.S. MNCs - and Prospects in Combination and/or N.E.C. (the evolution of MNCs)
Note: Materials in IOP 5:2 begin in Box 48.
See also: IOP 5:1, Organizing for International Business,
N.E.C.; IOP 0:2-1, Patterns and Problems in U.S. Investments Overseas, N.E.C.
for information on MNCs' Investments Overseas; IOP 10:4, Trading Markets by
Country, for MNC effects on specific areas or countries; IOP 5:6, International
(comparative) Management, selected subsections for information on specific MNC
management topics, e.g. the MNC financial function; also other specific topics
wherever MNCs might be involved.
5:2-1 MNCs' Impact on International
Marketing
5:2-2 MNC Controversies, N.E.C.
5:2-2.1 MNC/Host Country Relations (includes
problems of foreign MNCs operating in the U.S.)
5:2-2.2 MNC/MN Union Challenges
5:2-2.3 MNCs and the LDCs
See also: IOP 10:4, Third World or LDC countries,
marketing references
5:2-2.4 Rejoinders to Such Claims as: MNCs Rob
Domestic Workers of Jobs and Adversely Affect the Balance of Payments
Position
5:2-2.5 Social Role of the MNCs
5:2-2.6 Technology Transfer,
International
IOP 5:3 Financial Aspects of Overseas Operations, N.E.C.
5:3-1 Evaluating Profitability (ROI) of Overseas
Operations
5:3-2 Interpretation of Overseas Financial
Operations (reporting foreign operations)
5:3-3 Overseas Production Costs
See also: IOP 5:6-3, International Management, Experiences
with Overseas Work Forces
5:3-4 Raising Capital for Overseas Operations
(includes information on agencies that help finance foreign trade)
5:3-5 Unusual Overseas Payments (corporate
corruption)
See also: IOP 10:3-3, Cultural Analysis
IOP 5:4 Foreign Competition
See also: IOP 5:2-2.6, Technology Transfer; IOP 0:2-3, Foreign
Investment in the U.S.
IOP 5:5 International Law
See also: specific subjects throughout IOP classifications for
information on law as it applies to particular topics; for example, IOP 5:1-2,
Joint Ventures Overseas for legal problems in the venturing process
5:5-1 Legal Perspective, N.E.C. (information on
international tax relations, tax havens, guides to restrictive business
practices, etc.)
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, selected subsections; MKT 35, LEGAL ASPECTS OF MARKETING, selected
subsections
5:5-2 Industrial Property Rights (copyrights,
patents, trademarks, etc.
See also: ADM 0:2-10, Public Affairs/Relations, sections on
Copyrights, Logos, Slogans, Trade Characters/Names and Marks, Corporate;
Patents and Patenting
5:5-3 Overseas Licensing/International
Sales/Marketing Contracts
IOP 5:6 International (comparative) Management: Role, Problems and Techniques of the International Manager, N.E.C. (information on international management development and specific international management functions such as international financial management)
Note: Materials in IOP 5:6 continue in Box 50.
Box 50
IOP 5:6 International (comparative) Management: Role, Problems and Techniques of the International Manager, N.E.C. (information on international management development and specific international management functions such as international financial management)
Note: Materials in IOP 5:6 begin in Box 49.
See also: ADM, ADMINISTRATION, all subsections
5:6-1 Compensation of International Management:
Programs, Guidelines, Trends
See also: IOP 10:3-3, Cultural Analysis; ADM 0:2-8.4,
Compensation, Executive/Management, all subsections; ADV 5:10-9, Advertising
Agencies, Personnel, Salaries; MKT 40:1-2.1.3, Marketing Communications
Management, Statistical Profiles including Compensation; SAL 20:1, 20:2, 20:3,
Compensation, sales
5:6-2 Consultants Overseas
See also: ADM 0:2-7.3, Consultants
5:6-3 Experiences with Overseas Work Forces
(managing human resources on the global scale)
5:6-4 Foreign Nationals in International
Management
5:6-5 Management in the Developing
Countries
IOP 10. INTERNATIONAL MARKETING
See also: MKT, MARKETING, all subsections
IOP 10:1 International Marketing/Export Marketing: Organization, Planning and Strategy, N.E.C. (includes Fortune 50 Leading Exporters)
See also: IOP 5:1, Organizing for International Business, all
subsections; IOP 10:3-2.1.1, Sources of Overseas Marketing Information
Box 51
10:1-1 Comparative Marketing
10:1-2 Integrated Distribution
10:1-3 New Product Introduction Overseas
See also: MKT 60, NEW PRODUCT DEVELOPMENT AND INTRODUCTION,
all subsections
10:1-3.1 Product Life Cycles in Global Marketing
Strategies
See also: MKT 60:2-2, Product Life Cycles
10:1-4 Standardized Marketing (includes information
on Global Marketing)
IOP 10:2 International Marketing Communications
10:2-1 Advertising Operations: Practices, Problems,
Principles, Procedures and Strategies for U.S. Firms Selling Overseas, N.E.C.
(advertising from an international point of view)
See also: ADV, ADVERTISING, all subsections; IOP 10:3-1,
Advertising Management
10:2-2 International Communications and the
Advertising Industry in: by country within each defined continent or area as
follows:
10:2-2.1 Africa, N.E.C.
10:2-2.2 America, Central, N.E.C.
10:2-2.3 America, North, N.E.C.
10:2-2.4 America, South, N.E.C.
10:2-2.4.1 Latin America advertising
references
10:2-2.5 Asia, N.E.C.
10:2-2.5.1 Middle East advertising
references
10:2-2.6 Australia/New Zealand
10:2-2.7 Europe, East
10:2-2.8 Europe, West
10:2-2.9 Third World or Less Developed Country
(LDC) advertising references
These files should always be used in conjunction with IOP
10:2-7, selected subsections
10:2-3 Global Challenges to Advertising
See also: ADV 15, ATTITUDES TOWARDS ADVERTISING, all
subsections; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all
subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING; MKT 35, LEGAL ASPECTS OF
MARKETING, all subsections particularly MKT 35:3, Consumerism
10:2-4 International Advertising Concepts and
Techniques, N.E.C.
10:2-4.1 Centralization (centrally-developed
advertising campaigns)
10:2-4.2 Decentralization (local - including co-op
advertising)
See also: ADV 50:3, Cooperative Advertising
10:2-4.3 Standardization and/or
Transference
See also: IOP 10:1-4, Standardized Marketing
10:2-5 International Copy Techniques,
N.E.C.
See also: ADV 50:4, Copy Approaches and Themes, all
subsections
10:2-5.1 Corporate Messages in International
Advertising, N.E.C.
See also: ADV 50:4-3.9, Copy Approaches and Themes,
Corporate Image
10:2-5.2 Copy Translation and Writing
Problems
See also: IOP 10:3-3, Cultural Analysis; IOP 10:4, Trading
Markets, Marketing in, and Marketing Research by Country, for problems which
might arise in specific countries or areas of the world
10:2-6 International Advertising Agencies,
N.E.C.
See also: ADV 5, ADVERTISING AGENCIES, all subsections
10:2-6.1
Advertising Age Annual
Compilations: foreign agency income reports and profiles
10:2-6.2 American Association of Advertising
Agencies, Inc., Directories of The Advertising Agency Business Around The World
(historic)
10:2-6.3
Advertising World's Annual
Review of International Agency Billings from the U.S.
10:2-6.4 Other Compilations of Overseas Ad Agency
Billing Statistics
10:2-7 International Advertising Media
See also: ADV 35, MEDIA, all subsections
10:2-7.1 International Advertising Media, N.E.C.
(role, flavor and kinds of media available overseas to the American
marketer)
10:2-7.2 Business Papers Overseas,
N.E.C.
See also: ADV 35:1, Media, Business Papers, all
subsections. See IOP 10:2-7.5 for material covering business papers and mass
media in combination.
10:2-7.2.1 Africa, N.E.C.
10:2-7.2.2 America, Central, N.E.C.
10:2-7.2.3 America, North, N.E.C.
10:2-7.2.4 America, South, N.E.C.
10:2-7.2.4.1 Latin America business paper
references
Box 52
10:2-7.2.5 Asia, N.E.C.
10:2-7.2.5.1 Middle East business paper
references
10:2-7.2.6 Australia/New Zealand
10:2-7.2.7 Europe, East, N.E.C.
10:2-7.2.8 Europe, West, N.E.C.
10:2-7.2.9 Third World or Less Developed Country
(LDC) business paper references
10:2-7.3 Catalogs
See also: ADV 35:2, Catalogs, all subsections
10:2-7.4 Direct Mail/Mail Marketing/Direct
Response Advertising
See also: ADV 35:3, Direct Mail, all subsections
10:2-7.5 Mass Media (general magazines, cinema,
TV, posters, etc., individually or in combination)
10:2-7.5.1 Africa, N.E.C.
10:2-7.5.2 America, Central, N.E.C.
10:2-7.5.3 America, North, N.E.C.
10:2-7.5.4 America, South, N.E.C.
10:2-7.5.4.1 Latin America mass media
references
10:2-7.5.5 Asia, N.E.C.
10:2-7.5.5.1 Middle East mass media
references
10:2-7.5.6 Australia/New Zealand
10:2-7.5.7 Europe, East, N.E.C.
10:2-7.5.8 Europe, West, N.E.C.
10:2-7.5.9 Third World or Less Developed Country
(LDC) mass media references
10:2-8 Media Buying, Planning and Selection in
International Marketing, N.E.C.
See also: IOP 10:2-2, International Communications and the
Advertising Industry in: selected subsections; ADV 50:5, Media Buying,
Evaluation and Selection, all subsections
10:2-8.1 Checklists for International Media Buying
and Planning
10:2-8.2 Media Buying, Planning and
Selection
10:2-8.2.1 Africa, N.E.C.
10:2-8.2.2 America, Central, N.E.C.
10:2-8.2.3 America, North, N.E.C.
10:2-8.2.4 America, South, N.E.C.
10:2-8.2.4.1 Latin America buying, planning
and selection references
10:2-8.2.5 Asia, N.E.C.
10:2-8.2.5.1 Middle East buying, planning and
selection references
10:2-8.2.6 Australia/New Zealand
10:2-8.2.7 Europe, East, N.E.C.
10:2-8.2.8 Europe, West, N.E.C.
10:2-8.2.9 Third World or Less Developed Country
(LDC) buying, planning and selection references
10:2-9 International Circulation Auditing and
Audience Measurement
See also: ADV 50:5-4.2, Circulation (Audience/Universe/Total
Audience) Measurement and Research Concepts, all subsections; ADV 50:5-4.3,
Circulation (Audience/Universe): Auditing Bureaus, all subsections; ADV
50:5-4.4, Circulation (Audience/Universe): Auditing Bureaus Around the
World
10:2-10 World Advertising Expenditures
10:2-10.1 Starch INRA Hooper/IAA Compilations and
Commentary
10:2-10.2 World Advertising Expenditures, N.E.C.
(individual country or regional statistics other than U.S.; for U.S.
expenditures see ADV 55, ADVERTISING VOLUME: EXPENDITURES IN MAJOR MEDIA,
selected subsections)
10:2-11 Exhibiting Overseas, N.E.C.
See also: MKT 25, EXHIBITS AND SHOWS, selected
subsections
10:2-11.1 Trade Fairs
10:2-11.2 Trade Missions
10:2-12 Public Relations as an Overseas Marketing
Tool
See also: ADM 0:2-10, Public Affairs/Relations all
subsections
10:2-13 Sales Promotion Overseas
See also: MKT 40:1-7, Sales Promotion Management; SAL 30,
SALES PROMOTION, all subsections
IOP 10:3 International Marketing Management, N.E.C.
See also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all
subsections
10:3-1 International Advertising Management:
Controlling the Overseas Advertising Operation
See also: MKT 40:1-2.1, Advertising Management, selected
subsections; ADV 10, ADVERTISING APPROPRIATIONS, all subsections
10:3-2 International Marketing Research
Management
See also: MKT 40:1-5, Market Research Management, and
subsection
10:3-2.1 International Marketing and Information
Research Techniques, N.E.C.
See also: IOP 10:4, Trading Markets, Marketing in, and
Marketing Research, by Country and/or Continent, selected subsections for
research techniques applicable to specified geographic areas; MKT 50, MARKETING
RESEARCH, all subsections
10:3-2.1.1 Sources of Overseas Marketing
Information, N.E.C.
See also: specific IOP classifications; for example: IOP
5:3-4, Raising Capital for Overseas Operations, for information on sources that
aid in financing overseas trade; MKT 50:7, Sources of Information
Box 53
10:3-3 Cultural Analysis: commentary on such topics
as cultural shock and reverse cultural shock,
"getting along with"
local communities and
businessmen, prices/earnings around the globe, business etiquette overseas,
internatonal terrorism, business customs abroad
See also: IOP 10:4, Trading Markets, and Marketing, by
Country and/or Continent, selected subsections for information on allied topics
on a
"by country"
or
"by area"
basis; IOP 5:3-5, Unusual Overseas
Payments
IOP 10:4 Trading Markets, Marketing in, Marketing Research and Economic Conditions by Country and/or Continent/Region
10:4-1 Africa, N.E.C.
10:4-2 America, Central, N.E.C.
10:4-3 America, North, N.E.C.
10:4-4 America, South, N.E.C.
10:4-4.1 Latin America marketing
references
10:4-5 Asia, N.E.C.
10:4-5.1 Middle East marketing
references
Box 54
10:4-6 Australia/New Zealand
10:4-7 Europe, East, N.E.C.
10:4-8 Europe, West, N.E.C.
10:4-9 Third World or Less Developed Country (LDC)
marketing references
10:4-10 International Trading Markets in Combination
or N.E.C.
IOP 10:5 Trade Associations Overseas
See also: MKT 80, TRADE ASSOCIATIONS; IOP 10:3-2.1.1, Sources
of Overseas Marketing Information
Marketing Series (MKT)
20 Boxes
No headings are provided in this section for the so-called
"standard"
marketing research reference works
to be found in any business library. Such reference works would include: the
U.S. Census of Manufactures; the U.S. Annual Survey of Manufactures; the
Current Industrial Reports; the U.S. Industrial Outlook; County Business
Patterns; the Bureau of the Census Catalog; the Directory of Federal Statistics
for Local Areas, a Guide to Services; Predicast's F&S Index; The Wall
Street Transcript; S&P's Register of Corporations; Directors and
Executives; S&P's Industry Surveys; Moody's Industrial Manual ... ad
infinitum.
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
MKT 0. MARKETING: ROLE AND GENERAL THEORY OF MARKETING
See also: MKT 5, MARKETING CONCEPTS, miscellaneous subsections;
IOP 10, INTERNATIONAL MARKETING, miscellaneous subsections for comparative
marketing concepts and systems
MKT 0:1 Marketing Issues (historical and contemporary), Practices and Theories, in combination or N.E.C.
Note: Materials in MKT 0:1 continue in Box 55.
Box 55
MKT 0:1 Marketing Issues (historical and contemporary), Practices and Theories, in combination or N.E.C.
Note: Materials in MKT 0:1 begin in Box 54.
MKT 0:2 Marketing: Science or Process?
MKT 0:3 Industrial vs. Consumer: Marketing Differences (includes information on industrial goods marketing)
See also MKT 50:2-4, Market Analysis and Sales Forecasting,
all subsections
0:3-1 Industrial vs. Consumer Markets: Size
Estimates (includes Beckman and other similar studies)
MKT 0:4 Metamarketing: The Furthering (marketing) of Organizations, Persons, Places, Causes, Services (includes information on such things as the advertising of fees and services by professionals)
See also MKT 5:2-10, Social/Ethical Responsibility Concept
MKT 0:5 Retailing/Wholesaling/Merchandising
See also: ADV 50:6, Merchandising, selected subsections
0:5-1
"Cents-Off"
Couponing
MKT 0:6 Terms and Definitions
See also: MKT 50:1-2, Marketing Research, Definitions and
Terms; ADM 0:2-4.5.1, Dictionaries of Economic Terms; ADV 35:6,
Media/Advertising Terms and Definitions
MKT 5. MARKETING CONCEPTS
MKT 5:1 Marketing Concepts, N.E.C. (theory and role of the original post-World War II concept; i.e., making the customer the focal point towards which all business activity is directed; includes commentary on issues, applications and proposed deepening, broadening, and furthering of the basic concept)
MKT 5:2 Marketing Concept Variations
5:2-1 Barter Trading Concept (reciprocal
dealing)
See also: ADV 5:4-1.1, Barter and Brokerage of Media Space
and Time
5:2-2 Brand and Product Line Concept
See also: MKT 40:1-3, Brand/Product/Project, etc.,
Management, and all subsections
5:2-3 Customer Service Concept
5:2-4 Demarketing Concept
See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY
5:2-5 Generic Concept
5:2-6 Marketcentering Concept
5:2-7 Marketing Mix Concept (includes information on
the overall topic
"marketing
communications"
)
See also: MKT 5:2-11, Systems Concept and subsections
[Metamarketing Concept--see: MKT 0:4,
Metamarketing]
5:2-8 Pooled Marketing Concept
5:2-9 Positioning Concept (includes information on
repositioning old products)
See also: ADV 50:4-3.8, Copy: Comparative/Comparison
5:2-10 Social/Ethical Responsibility
Concept
See also: ADM 0:2-10.32, Social and Ethical Responsibilty,
Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING,
miscellaneous subsections; MKT 35:3, Consumerism; MKT 50:6, Ethics in Marketing
Research
5:2-11 Systems Concept
5:2-11.1 Systems-Selling Sub Concept
5:2-12 Vertical Integration/Scrambled-Marketing/Dual
Distribution Concept
See also: MKT 20:2, Channel Analysis Management and
Theory
MKT 10. COSTS: MARKETING AND DISTRIBUTION
See also: MKT 50:1-1, Marketing Research Costs; MKT 55, PRICING;
SAL 20, SALES COSTS, all subsections
MKT 10:1 Cost Analysis and Determination (financial dimension of marketing), N.E.C.
10:1-1 Marketing Audits
MKT 10:2 Cost Reduction
MKT 10:3 Marketing Costs/Sales Ratios
MKT 10:4 Small Orders: Problems and Solutions
MKT 15. METRICATION IN MARKETING
MKT 15:1 Current Status and General Impact of Conversion
15:1-1 By-Industry Conversion Status and
Impact
Box 57
MKT 15:2 Sources of Instructional Materials
MKT 20. DISTRIBUTION
MKT 20:1 Distribution Concepts and Methods, N.E.C.
See also: MKT 5, MARKETING CONCEPTS, miscellaneous
subsections
MKT 20:2 Channel Analysis Management and Theory
See also: MKT 5:2-12, Vertical
Integration/Scrambled-Marketing/Dual Distribution Concept
MKT 20:3 Education in and for Distribution
See also: ADM 0:2-8.21, Training and Development,
miscellaneous subsections; MKT 40:3, Marketing/Communications, Careers,
Education, Recruitment, Training and Development, miscellaneous subsections
MKT 20:4 Franchised Distribution (Franchising) (includes licensing)
MKT 20:5 Inventory Management
MKT 20:6 Percent of Sales by Channel of Distribution
See also: MKT 20:2, Channel Analysis Management and Theory
MKT 20:7 Physical Distribution (marketing logistics; includes information on physical distribution management)
MKT 20:8 Traffic, Transportation and Distribution: Departments and Management, N.E.C.
See also: MKT 20:7, Physical Distribution
MKT 20:9 Distributors
20:9-1 Distributors: Their Place in Industry
(includes distribution compensation data)
20:9-2 Organizing and Building a Distributor
System
20:9-2.1 Selecting and Evaluating
Distributors
20:9-3 Lines Handled by Distributors
20:9-4 Operations Surveys
20:9-5 Dealer
Margins/Commissions/Motivation
See also: MKT 20:10-5, Manufacturers' Agents and
Representatives, Commission Rates; SAL 20:2, 20:3, and 20:3-1, Sales
Compensation; SAL 15:5, Motivating the (Sales) Staff, all subsections
20:9-6 Distributor Promotion
See also: ADV 50:4-3.11, Copy Approaches and Themes,
Distributor; ADV 50:6-2, Merchandising to Distributors
20:9-7 Manufacturer/Distributor Relations,
N.E.C.
20:9-7.1 Distributor Training
See also: SAL 35, SALES TRAINING AND DEVELOPMENT, and
references contained there
20:9-8 Distributor/Customer Relations
20:9-9 Distributors' and Manufacturers' Agents'
Salespeople
See also SAL, Sales, all headings
MKT 20:10 Manufacturers' Agents and Representatives
See also: MKT 20:9-9, Distributors' and Manufacturers' Agents'
Salespeople; SAL, Sales, all headings
Box 58
20:10-1 Role and Operation, N.E.C.
See also: MKT 20:9-9, Distributors' and Manufacturers'
Agents' Salespeople
20:10-2 Finding, Selecting, Hiring Manufacturers'
Agents
20:10-2.1 Manufacturer-Agent/Representative
Agreements
20:10-3 Agents/Representatives vs. Company Sales
Force
20:10-4 Manufacturer-Agent/Representative
Relations
20:10-5 Commission Rates
See also: MKT 20:9-5, Dealer Margins/Commissions/Motivation;
SAL 20:2, 20:3, 20:3-1, Sales Compensation
MKT 25. EXHIBITS AND SHOWS
MKT 25:1 Exhibits and Shows as a Marketing Medium
See also: IOP 10:2-11, Exhibiting Overseas, N.E.C., and
selected subsections
MKT 25:2 Show Selection and Participation Procedures
MKT 25:3 Trade Show Trends: Annual Audience Statistics, Quality and Activity Indicators
MKT 25:4 Exhibit Planning, Management and Operation
25:4-1 Exhibit Planning, Management and Operation,
N.E.C.
25:4-2 Auditing Procedures: Audience Measurement,
Exhibit Effectiveness/Evaluation Yardsticks
25:4-3 Budgeting and Cost Control
25:4-4 Hospitality Suites
See also: ADM 0:2-7.2.5, Conferences, Conventions, Seminars
and Meetings, all subsections
25:4-5 Security
MKT 25:5 Mobile Exhibits and Shows
[Overseas Exhibiting--see: IOP 10:2-11]
MKT 30. PRODUCTIVITY IN MARKETING
See also: ADM 0:2-4.12, Productivity, and subsections
MKT 35. LEGAL ASPECTS OF MARKETING
See also: ADM 0:2-10.32, Social and Ethical Responsibilities,
Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING,
miscellaneous subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING; IOP 10:2-3,
Global Challenges to Advertising; MKT 5:2-10, Social Responsibility Concept
MKT 35:1 Legal Aspects and Restrictive Regulations, N.E.C. (includes general information on government and marketing)
MKT 35:2 Fair Trade
MKT 35:3 Consumerism
See also: specific topics listed under main heading and IOP
10:2-3, Global Challenges to Advertising; ADM 0:2-10.8, Consumer Affairs
Departments; MKT 5:2-3, Customer Service Concept
MKT 35:4 Licensing Practices
See also: IOP 5:5-3, Overseas Licensing/International Sales,
Marketing Agreements
MKT 35:5 Product Liability/Safety/Testing/Warranties/Quality Control
See also: ADM 0:2-4.12, Productivity, N.E.C.
Box 59
MKT 35:6 Product Recalls
MKT 35:7 Value Added Taxation (VAT)
MKT 40. MARKETING/COMMUNICATIONS ADMINISTRATION
See also: ADM, ADMINISTRATION, all subsections for general
administrative techniques which may be used in a marketing environment; this
classification deals solely with specific management activities in the
marketing area. See also: ADM 0:2-10, Public Affairs/Relations, miscellaneous
subsections; SAL, SALES all subsections, particularly those dealing with Sales
Management, and especially SAL 30, SALES PROMOTION, all subsections
MKT 40:1 Marketing Functions
40:1-1 Top Management's Role in
Marketing
See also: ADM 0:2-2, Presidents and CEOs
40:1-1.1 The Chief Marketing Executive
Box 60
40:1-2 Marketing/Communications Management,
N.E.C.
40:1-2.1 Advertising Management
See also: MKT 40:2, Marketing Department Organization,
miscellaneous subsections
40:1-2.1.1 Duties, Functions, Skills
40:1-2.1.2 Home Life/Health/Personal
Data
See also: ADM 0:2-8.7, Health; MKT 40:3,
Marketing/Communications, Careers, Education, Recruitment, Training and
Development, miscellaneous subsections
40:1-2.1.3 Statistical Profiles
See also: MKT 40:1-8, Marketing Communications Functions
Compensation
40:1-2.1.4 Attitudes Towards
Businesspapers
See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN
ADVERTISING, all subsections; ADV 15, ATTITUDES TOWARDS ADVERTISING, all
subsections; IOP 10:2-3, Global Challenges to Advertising; MKT 35:3,
Consumerism
40:1-2.1.5 Corporate Media Directors
See also: ADV 5:4-2, House Agencies; ADV 5:10-6, Media
Staff: Buyers, Directors, Planners; ADV 5:12-3, Media Departments
40:1-3 Brand/Product/Project, etc.,
Management
40:1-3.1 Brand/Product Management
40:1-3.1.1
"Branding"
"Branding"
is a subject
which has its roots in many areas of marketing; for example, it has its place
in trade names/trademarks, the generic concept part of the marketing concept,
consumer purchasing motivation and decisions, and the determination of
marketing strategies. It is, therefore, difficult to catalog material on the
topic. In this file, documentation - mainly in the form of photocopies of
material cataloged elsewhere - touching on
"branding"
in one way or another is brought together
for easy reference. This section also features original documentation on
"branding"
when the text is too broad for finer
classification. See also: ADM 0:2-10.22.1,
"Brandstanding."
40:1-3.2 Materials Management
40:1-3.3 Production/Project Management
40:1-4 Financial/Credit Management
40:1-5 Market Research Management
See also: MKT 50, MARKETING RESEARCH, all subsections; MKT
40:3, Marketing/Communications Careers, Education, Recruitment, Training and
Development, miscellaneous subsections; MKT 40:2, Marketing Department
Organization, miscellaneous subsections
40:1-5.1 Market Research Staff
See also: MKT 40:3, Marketing/Communications Careers,
Education, Recruitment, Training and Development, miscellaneous subsections
40:1-6 Marketing Consultants
See also: ADM 0:2-7.3, Consultants
40:1-7 Sales Promotion Management
See also: SAL 30, SALES PROMOTION, all subsections; MKT
40:2, Marketing Department Organization, miscellaneous subsections
40:1-8 Marketing Communications Functions
Compensation (for key jobs in marketing, advertising, media, public
relations)
See also: ADM 0:2-8.4, Compensation: Executive/Management,
all subsections; ADV 5:10-9, Advertising Agency Salaries; SAL 20:2, 20:3,
20:3-1, Sales Compensation
MKT 40:2 Marketing Department Organization (for sales departments, see: SAL 10:4, Sales Departments, all subsections)
40:2-1 Marketing/Communications Departments, in
combination or N.E.C.
See also: ADM 0:2-10, Public Affairs/Relations,
miscellaneous subsections
40:2-2 Advertising Departments
See also: MKT 40:1-2, Marketing/Communications Management,
N.E.C. and subsections, particularly MKT 40:1-2.1, Advertising Management, and
subsections
40:2-3 Market Research Departments
See also: MKT 40:1-2, Marketing/Communications Management,
N.E.C., and subsections, particularly MKT 40:1-5, Market Research Management
and MKT 40:1-7, Sales Promotion Management; SAL 30, SALES PROMOTION, all
subsections
MKT 40:3 Marketing/Communications Careers, Education, Recruitment, Training and Development
See also: ADM 0:2-8.21, Training and Development,
miscellaneous subsections; ADV 5:10, Advertising Agencies, Personnel,
miscellaneous subsections; MKT 20:3, Education in and for Distribution; SAL 5,
THE SALES PROFESSION, all subsections
40:3-1 Careers in Marketing, N.E.C.
40:3-1.1 Ethnics/Minorities in
Marketing
See also: ADM 0:2-7.8, Ethnics/Minorities in Management;
SAL 5:3, Ethnics/Minorities in Selling
40:3-1.2 Women in Marketing
See also: ADM 0:2-7.28, Women in Management; SAL 5:4,
Women in Selling
40:3-2 Careers in Communications, N.E.C.
See also: preceding cross-references
40:3-2.1 Ethnics/Minorities in
Communications
40:3-2.2 Women in Communications
40:3-2.3 Communications Industry Actuarial
Tables
40:3-3 Education for Marketing, N.E.C.
See also: ADM 0:2-8.21.5, Business Education, and
subsection; SAL 5, THE SALES PROFESSION, for information on education for
selling
40:3-3.1 Education for Communications
40:3-4 Recruitment, Training and Development for
Marketing Communications, N.E.C.
See also: ADM 0:2-8.16, Recruitment; ADM 0:2-8.21, Training
and Development, all subsections; SAL 35, SALES RECRUITING, SELECTION AND
TRAINING
MKT 40:4 Decision-Making in Marketing
See also: ADM 0:2-7.6, Decision-Making; MKT 50:2, Techniques
of Marketing Research, miscellaneous subsections
40:4-1 Marketing Decision-Making, N.E.C. (includes
information on cognitive dissonance in marketing)
See also: ADM 0:2-7.6 for further information on cognitive
dissonance
40:4-2 Advertising Decision-Making
40:4-3
"Make or Buy"
Decisions
Box 62
40:4-4 Computers in Marketing
See also: ADM 0:2-7.2.4, Computer Literacy
40:4-5 Gaming and Modeling in Marketing: Theory and
Commentary, N.E.C.
40:4-5.1 Modeling and Gaming Techniques Designed
for Specific Marketing Application Decisions (this classification should always
be used in conjunction with other marketing subject areas: for example,
researchers seeking information on marketing channel analysis should first
consult MKT 20:2, Channel Analysis Management and Theory, then they would refer
to this classification section for information on models developed for channel
analysis)
MKT 40:5 Marketing Intelligence and Information Systems
See also: ADM 0:2-7.2.6, Information Systems and Retrieval;
ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate; MKT 5:2-10,
Social/Ethical Responsibility Concept; MKT 35:3, Consumerism; MKT 50:6, Ethics
in Marketing Research; SAL 10:5-2, Call Reports/Reporting, for information on
sales force feedback; MKT 50:7, Sources of Information, all subsections
40:5-1 The Field of Marketing
Intelligence
40:5-2 Developing, Designing, Managing and Using
Marketing Intelligence Systems, N.E.C.
40:5-3 Competitive Intelligence
40:5-3.1 Corporate Espionage
Box 63
MKT 45. MARKETING IN AN ABNORMAL ECONOMY
See also: ADV 0:3, Advertising in an Abnormal Economy; ADV 50:2,
Continuity and Repetition in Advertising, all subsections; MKT 5:2-4,
Demarketing Concept; MKT 55:6, Pricing Under Conditions of Economic
Uncertainty; SAL 40:14, Selling in an Abnormal Economy
MKT 50. MARKETING RESEARCH
MKT 50:1 Role, General Theory and Elements of Marketing Research, N.E.C.
See also: IOP 10:3-2, International Marketing Research, and
subsections; MKT 40:4, Decision-Making in Marketing, and subsections; MKT
40:1-5, Marketing Research Management; ADM 0:2-10.30, Research in Public
Relations; ADV 40, ADVERTISING RESEARCH, all subsections
Box 64
50:1-1 Marketing Research Costs
See also: MKT 10, COSTS: MARKETING AND DISTRIBUTION,
miscellaneous subsections
50:1-2 Marketing Research Definitions and
Terms
See also: MKT 0:6, Marketing, Terms and Definitions; ADV
35:6, Media/Advertising Terms and Definitions
50:1-3 ...(Year) Survey of Marketing Research
(American Marketing Association)
MKT 50:2 Techniques of Marketing Research (only the most-often-used tools and techniques of marketing research are accorded individual subsections in the following breakdowns; includes strategies for communications research)
50:2-1 Techniques of Marketing Research, in
combination or N.E.C.
See also: miscellaneous subsections for specific
applications of individual research techniques; for example, MKT 50:2-4, Market
Analysis and Sales Forecasting, which involves applications of such techniques
as Scaling, Regression Analysis, Time Series Analysis, etc. See, in addition,
the following individual research technique headings - starting with MKT
50:2-1.1. These headings are but a representative selection of techniques which
crop up from time to time as part of questions relating to marketing
research.
50:2-1.1 Bayesian Approach
50:2-1.2 Behavioral Analysis/Science,
Attitude/Motivational Research, N.E.C.
50:2-1.3 Binomial Distribution
See also: Sampling
50:2-1.4 Bivariate Analysis
50:2-1.5 Canonical Analysis
50:2-1.6 Causal Modeling
50:2-1.7 Classical Statistical
Analysis
50:2-1.8 Cluster Analysis
See also: Sampling
50:2-1.9 Cohort Analysis
50:2-1.10 Conjoint Measurement
50:2-1.11 Delphi Technique
50:2-1.12 Discriminant Analysis
50:2-1.13 Dynamic Programming
50:2-1.14 Econometric Analysis
See also ADM 0:2-4.5, Economic and Business Forecasting,
N.E.C.
50:2-1.15 Experimentation
50:2-1.16 Factor Analysis
See also: Latin Squares
50:2-1.17 Feedback
50:2-1.18 Fourier Analysis
Box 65
50:2-1.19 GERT (Graphic Evaluation and Review
Technique)
Note: Materials in MKT 50:2-1.19 continue in Box 66.
Box 66
50:2-1.19 GERT (Graphic Evaluation and Review
Technique)
Note: Materials in MKT 50:2-1.19 begin in Box 65.
50:2-1.20 Group Discussion Technique
See also: MKT 50:2-2.3, Group/Focus Group Interviewing
50:2-1.21 Index Numbers
50:2-1.22 Input/Output Analysis
50:2-1.23 Latin Squares
50:2-1.24 Linear and Non-Linear
Programming
50:2-1.25 Logical Flow Analysis
50:2-1.26 Longitudinal Analysis
50:2-1.27 Markov Processes
50:2-1.28 Multidimensional Analysis
50:2-1.29 Multivariate Analysis
50:2-1.30 Probability Theory
50:2-1.31 Projective Techniques
50:2-1.32 Psychographics (Life-Style Measurement,
including VALS)
50:2-1.33 Queuing Theory
50:2-1.34 Regression Analysis
50:2-1.35 Sampling
50:2-1.36 Scaling
50:2-1.37 Sensitivity Analysis
50:2-1.38 Sensorigraphics
50:2-1.39 Sequential Analysis
50:2-1.40 Shift Method
50:2-1.41 Simulation
50:2-1.42 Sociobiology
50:2-1.43 Spectral/Cross-Spectral
Analysis
50:2-1.44 Technological Forecasting
50:2-1.45 Time Series Analysis
50:2-1.46 Variance/Covariance Analysis
50:2-1.47 Verification/Validity/Reliability
Procedures and Controls, N.E.C.
See also: various subsections on Research; for example,
MKT 50:2-2, Interviewers/Interviewing, N.E.C., and all subsections; MKT 50:2-3,
Mail Surveys, N.E.C. and all subsections; MKT 50:2-4, Market Analysis and Sales
Forecasting, N.E.C. and all subsections
50:2-1.48 Voice Pitch Analysis (VOPAN); includes
information on brain wave analysis
See also: ADV 50:9-15, Visual and Other Autonomic
Measurements
50:2-2 Interviewers/Interviewing, N.E.C.
Note: Materials in MKT 50:2-2 continue in Box 67.
Box 67
50:2-2 Interviewers/Interviewing, N.E.C.
Note: Materials in MKT 50:2-2 begin in Box 66.
See also: MKT 50:2-1.47,
Verification/Validity/Reliability/Procedures and Controls, N.E.C.
50:2-2.1 Linguistic Coding
50:2-2.2 Elite and Opinion Leader
Interviewing
50:2-2.3 Group/Focus Group
Interviewing
50:2-2.4 Telephone Interviewing/Surveys; includes
telephone interviewing in ad research
50:2-2.5 Central Location Interviewing
50:2-3 Mail Surveys, N.E.C.
See also: ADV 45:5, Inquiry Stimulation Elements; ADV
35:3-8, Direct Mail, Incentives
50:2-3.1 Response Rate Improvement
50:2-3.2 Bias in Response
50:2-3.3 Questionnaire Construction
Includes how-to-do-it information on media audience
measurement, recognition research, preference studies, readership studies,
consumer panels. See also: ADV 50:5-5.10.3, Media-Sponsored Research:
Preference Studies
50:2-4 Market Analysis and Sales Forecasting,
N.E.C.
Note: Materials in MKT 50:2-4 continue in Box 68.
Box 68
50:2-4 Market Analysis and Sales Forecasting,
N.E.C.
Note: Materials in MKT 50:2-4 begin in Box 67.
See also: specific research techniques in the MKT 50:2-1
subsections
50:2-4.1 Marketing Objectives, Planning and
Strategy, N.E.C.
Box 69
50:2-4.1.1 PIMS Project and Commentary (includes
PIMS-Based studies relating to industrial ad expenditures and market share
change)
50:2-4.1.2
Sales & Marketing
Management, Surveys of Buying Power
50:2-4.1.3
Sales & Marketing
Management, Surveys of Industrial and Commercial Buying
Power
50:2-4.1.4
Advertising Age Top
Markets (discontinued)
50:2-4.1.5
ADWEEK
"Hot
Markets"
50:2-4.2 Market Segmentation, N.E.C.
50:2-4.2.1 Marketing to Identified (e.g.
segmented) Groups; i.e., minorities, youth, women, etc.
See also: ADV 50:4-3.32, Women/Children/Models/Elderly
in Copy/Commercials
50:2-4.2.1.1 Identified or Segmented Groups in
combination or N.E.C.
Box 70
50:2-4.2.1.2 Ethnic Market
See also: ADV 50:4-3.23, Minorities/Ethnics in
Copy/Commercials
50:2-4.2.1.3 Women's Market
50:2-4.2.1.4 Youth Market
50:2-4.3 Market Share Measurement
See also: MKT 50:2-4.1.1, PIMS Project &
Commentary
50:2-4.4 SIC Analysis and Research
See also: ADV 50:5-4.14, Circulation: SIC Analysis
50:2-4.5 ZIP Analysis and Research
MKT 50:3 Guidelines for Buying Research
MKT 50:4 Research Report Writing
See also: ADM 0:2-7.2.7, Language Usage; ADM 0:2-7.2.13.1,
Technical Writing; ADM 0:2-7.2.13, Writing; ADM 0:2-10.22, Media
Publicity/Press Releases, N.E.C.; SAL 10:5-2, Call Reports/Reporting
MKT 50:5 Selling Management on the Value of Research/Information: Researcher/Management Relations
See also: MKT 40:5, Marketing Intelligence and Information
Systems; ADM 0:2-7.2.6, Information Systems and Retrieval
MKT 50:6 Ethics in Marketing Research; guidelines for "good" research; standards of practice
See also: ADM 0:2-10.32, Social and Ethical Responsibilities,
Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all
subsections; MKT 5:2-10, Social/Ethical Responsibility Concept; IOP 10:2-3,
Global Challenges to Advertising; MKT 35:3, Consumerism; MKT 40:1-5, Market
Research Management; in addition, see ADV 50:5-5.10.6, Suggested
Standards/Disclosure Forms for Media Research, and ADV 25:4-1, Advertising
Codes of Ethics
MKT 50:7 Sources of Information, in combination or N.E.C.
See: content note at the beginning of the Marketing
Series.
50:7-1 Techniques of Information
Gathering
See also: ADM 0:2-7.2.6, Information Systems and Retrieval;
MKT 40:5, Marketing Intelligence and Information Systems and subsections; SAL
10:5-2, Call Reports/Reporting, for information on sales force feedback
Box 71
50:7-2 Bibliographies, Book Lists, including books
on advertising, and reference works, N.E.C.
50:7-3 Catalogs and Guides to Marketing
Films
50:7-4 Informational and Statistical Programs of the
U.S. Government
50:7-5 Marketing and Industrial
Directories
50:7-6 Marketing and Industrial Maps
MKT 55. PRICING
MKT 55:1 Pricing Policies, Practices and Theories, N.E.C.
See also: MKT 60:2-4, Product Development and Introduction;
Marketing, Pricing and Marketing Budgets
MKT 55:2 Administered Pricing
MKT 55:3 Price Cutting (Price Wars)
MKT 55:4 Price Discrimination
MKT 55:5 Price Raising
MKT 55:6 Pricing Under Conditions of Economic Uncertainty
See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY
MKT 60. PRODUCT DEVELOPMENT AND INTRODUCTION
MKT 60:1 Development and Management
60:1-1 Product Innovation, Development, Planning and
Management, N.E.C.
Note: Materials in MKT 60:1-1 continue in Box 72.
Boxes 72-73
60:1-1 Product Innovation, Development, Planning and
Management, N.E.C.
Note: Materials in MKT 60:1-1 begin in Box 71.
See also: ADM 0:2-9, Planning, Corporate; ADM 0:2-7.5,
Creative Techniques and Creativity
60:1-2 Venture Team Approach (corporate
venturing)
60:1-3 Diversification/Product
Differentiation
MKT 60:2 Marketing
60:2-1 Marketing Strategy, N.E.C. (includes
information on naming new products)
See also: ADV 35:3-7, Introducing a New Product with Direct
Mail
60:2-1.1 DEMON (management model for marketing new
products)
60:2-2 Product Life Cycles
60:2-3 Product Obsolescence, Deletion,
Phase-Out
60:2-4 Pricing and Marketing Budgets
See also: MKT 55, PRICING, all subsections
60:2-5 Sampling and Samples (not to be confused with
sampling in marketing research; see MKT 50:2-1.35, Sampling)
60:2-6 Test Marketing (includes concept
testing)
60:2-7 Promotion (includes advertising and concept
advertising)
See also: SAL 30, SALES PROMOTION, miscellaneous
subsections; ADV 50:4-4, Copy: Copy/Message Testing and Research
MKT 65. PURCHASING PATTERNS
See also SAL 40, SELLING TECHNIQUES, all subsections
MKT 65:1 Industrial Purchasing Practices and Procedures (how industry buys)
65:1-1 The Industrial Buying Decision Process,
N.E.C.
See also: ADM 0:2-7.6, Decision-Making; MKT 40, MARKETING
ADMINISTRATION, miscellaneous subsections, especially MKT 40:4, Decision-Making
in Marketing, all subsections
Box 74
65:1-2 Buyer Behavior and Motivation,
N.E.C.
65:1-2.1 Emotional Aspects
65:1-3 Identifying and Covering Buying Influences
(number of buying influences in a company)
See also: ADV 50:5-4.11, Circulation: Reach and Frequency,
for information indicating that business publications reach buying influences
not covered by salespeople
MKT 65:2 Purchasing Agents/Managers/Departments, N.E.C.
65:2-1 Purchasing Power of Buying
Influences
MKT 65:3 Purchasing Committees/Groups
MKT 65:4 Reciprocity/Trade Relations (selling's buddy system)
MKT 65:5 Sources of Information of Purchasing Influences
See also: ADV 35:1-2, Business Papers vis-a-vis Other Media,
all subsections; ADV 50:5-4.11, Circulation: Reach and Frequency
MKT 65:6 Value Analysis
MKT 65:7 Consumer Buying Attitudes, Behavior, Decisions, Motivations, N.E.C.
See also: ADV 35:5, Media Communications Effectiveness
65:7-1 Sources of Information of Consumer
Purchasers
65:7-2 Consumer/Buyer Attitudes Towards Other
Countries' Products (includes information on foreigners' views of U.S. products
or other countries' products)
MKT 70. THE GOVERNMENT MARKET
MKT 70:1 Guidelines for Dealing with Federal/State/Municipal Buying Agencies
See also: MKT 70:2, Military Marketing
70:1-1 U.S. Government Purchasing, Specifications
and Sales Directories
MKT 70:2 Military Marketing: The Defense Procurement System: dimensions of the market and guidelines for selling in it
70:2-1 Renegotiation
See also: MKT 70:2-1.1, Advertising to the Military
70:2-1.1 Advertising to the Military
See also: ADV 50:4.3.22, Copy: Approaches and Themes,
Military
70:2-1.2 The U.S. Government as an
Advertiser
MKT 70:3 Surplus Property Buying/Marketing
MKT 70:4 Military/Industrial Marketing Differences
MKT 75. PACKAGING AS A MARKETING MECHANISM
MKT 80. TRADE ASSOCIATIONS
Sales Series (SAL)
7 Boxes
The subjects listed in this section are, very often,
sales-oriented derivations of those to be found in general administration, so
careful attention must be paid by information-seekers to the many
"see also"
references; for example, the
classification SAL 35 deals with the problems of sales recruiting, selection
and training, yet these sales problems are but part of the far greater subject,
Personnel Management and Relations which, as the reference notes, is treated in
great detail within the classification ADM 0:2-8. Similarly, SAL 25
concentrates on sales meetings but ADM 0:2-7.2.5 and subsections referenced
explore the much larger topic of Conferences, Conventions, Seminars and
Meetings and much of the documentation filed there could be of great value in
expanding the generally narrow concept of a sales meeting. Researchers are
advised to always check
"see also"
references.
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
SAL 0. THE FUNCTION OF SELLING IN MODERN MARKETING
SAL 5. THE SALES PROFESSION: The Salesperson's Role in Marketing, Careers in, and Education for, Selling (includes information on pros and cons of the professionalization of salespeople)
See also: MKT 40:3, Marketing Communications Careers, Education,
Recruitment, Training and Development, all subsections; SAL 35, SALES
RECRUITING, SELECTION AND TRAINING, all subsections
SAL 5:1 Characteristics of a Good Salesperson (the qualities that make an "ideal" salesperson
See also: SAL 40, SELLING TECHNIQUES, all subsections
SAL 5:2 Ethics in Selling
See also: ADM 0:2-10.32, Social and Ethical Responsibilities,
Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all
subsections; MKT 5:2-10, Social/Ethical Responsibility Concept; MKT 50:6,
Ethics in Marketing Research
SAL 5:3 Ethnics/Minorities in Selling
See also: ADM 0:2-7.8, Ethnics/Minorities in Management; MKT
40:3-1.1, Ethnics/Minorities in Marketing; MKT 40:3-2.1, Ethnics/Minorities in
Communications; see SAL 5:5 for references to media salespersons
SAL 5:4 Women in Selling
See also: ADM 0:2-7.28, Women in Management; MKT 40:3-1.2,
Women in Marketing; MKT 40:3-2.2, Women in Communications; see SAL 5:5 for
references to media salespersons
SAL 5:5 Media Salespersons
See also preceding classifications for references to
Ethnics/Minorities in Selling, and Women in Selling; this classification
includes media salesperson information, whether or not that person is male or
female or black or white. Includes information on media kits and media
presentations as well as managing advertising salespeople. See also: ADV
50:5-5.10, Media-Sponsored Research/Promotion, all subsections; SAL 40:12,
Sales Presentations, for additional information on this particular topic; SAL
40, SELLING TECHNIQUES, all subsections
SAL 5:6 Self-Development
See also: SAL 40, SELLING TECHNIQUES, all subsections
5:6-1 General Characteristics, N.E.C.
Box 76
5:6-2 Appearance
5:6-3 Business Etiquette and Manners
5:6-4 Health
See also: ADM 0:2-8.7, Health: alcoholism, drugs, stress,
burnout, etc.
5:6-5 Management and Control of Time (includes
information on time and territorial management in combination)
See also: ADM 0:2-7.4.3, Time Conservation
5:6-6 Memory Training
See also: ADM 0:2-8.21.9, Learning
Process/Memory/Forgetting
5:6-7 Reading and Writing (includes information on
written sales proposals)
See also: ADM 0:2-7.2.9, Reading; ADM 0:2-7.2.13, Writing;
MKT 50:4, Research Report Writing; SAL 10:5-2, Call Reports/Reporting
5:6-8 Speaking, Listening and Vocabulary
Building
See also: ADM 0:2-7.2.8, Listening, and subsections; ADM
0:2-7.2.10, Speaking; ADM 0:2-7.2.7, Language Usage
5:6-9 Spouses
See also: ADM 0:2-7.22, Spouses
5:6-10 Statistical Profiles (includes information on
such topics as average age, time in selling, compensation levels,
cost-per-call, sales expenses, etc., in combination)
See also: specific subject headings for well-defined topics,
e.g., Cost-per-Call
SAL 10. SALES MANAGEMENT
See also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all
subsections
SAL 10:1 Duties, Functions, Skills, Profiles: the Sales Managers' Job
See also: next subsection for information specifically
oriented towards field sales management
SAL 10:2 Field Sales Management
SAL 10:3 Sales Management Training
See also: SAL 35, SALES RECRUITING, SELECTION AND TRAINING,
all subsections; ADM 0:2-8.21, Training and Development, N.E.C., and all
subsections
SAL 10:4 Sales Departments: Organization and Structure, N.E.C.
10:4-1 Auxiliary and Second Sales Forces, N.E.C.
(includes information on leasing sales people)
10:4-2 Inside Sales Forces
See also: SAL 40:17, Telemarketing
10:4-3 Optimizing the Size of the Sales Force
(includes information on the debate: more advertising expenditures or more
sales staff?)
10:4-4 Resident Sales People
SAL 10:5 Sales Control, N.E.C.
10:5-1 Accounts/Calls/Lines/Products
Handled
See also: SAL 20:4-3, Cost-Per-Sales-Call; SAL 20:4-3.1,
Cost to Close a Sale, which includes information on the number of calls
required to make a sale
10:5-1.1 Sales Call Planning
10:5-2 Call Reports/Reporting (includes information
on sales force feedback)
See also: MKT 40:5, Marketing Intelligence and Information
Systems, and all subsections; SAL 5:6-7, Reading and Writing, and
references
10:5-3 Measuring Sales Performance
See also: ADM 0:2-8.14, Performance Appraisal; MKT 50:2-4,
Market Analysis and Sales Forecasting, all subsections
Box 77
10:5-4 Quotas
See also: MKT 50:2-4, Market Analysis and Sales Forecasting,
all subsections
10:5-5 Territories
See SAL 5:6-5, Management and Control of Time, for
information on time and territorial management in combination; see also: MKT
50:2-4, Market Analysis and Sales Forecasting, all subsections
SAL 15. MANAGER/SALES FORCE RELATIONS
See also: ADM 0:2-8, Personnel Management and Relations,
selected subsections; ADM 0:2-7.11, Human Values in Management: Human
Relations; Manager-Manager Relations/Manager-Subordinate Relations
SAL 15:1 General Characteristics of Sales Manager-Subordinate Relations
SAL 15:2 Communications
See also: ADM 0:2-7.2, Communications - Manager/Manager and
Manager/Subordinate, Personal - Techniques, N.E.C., and all subsections; ADM
0:2-10, Public Affairs/Relations, all subsections for information on
organizational - corporate - communication
SAL 15:3 Job Satisfaction in the Sales Force
See also: ADM 0:2-8.10, Job Enrichment
SAL 15:4 Making Calls with the Staff
See also: SAL 10:5-1, Accounts/Calls/Lines/ Products Handled;
SAL 10:5-1.1, Sales Call Planning, and all references listed
SAL 15:5 Motivating the Staff: General Philosophies of Sales Motivation, N.E.C. (includes information dealing with several aspects of motivation)
See also: ADM 0:2-8.12, Motivating Employees, and subsections;
SAL 20:2, 20:3, and 20:3-1, Compensation, Sales Functions; SAL 35:2, Sales
Training and Development
15:5-1 Incentives: Plans/Programs,
N.E.C.
15:5-1.1
Sales & Marketing
Management, special sections only on incentives
Does not include occasional
S M & M feature articles
on incentives; for these, see preceding subsection.
15:5-2 Incentive Travel
15:5-3 Contests
15:5-4 Non-Financial Incentives (commentary of a
general nature on the theme,
"money is not the only
answer"
)
15:5-5 Problem Staffers
15:5-6 Staff Turnover
See also: ADM 0:2-8.21.13, Turnover, N.E.C., for general
information on why people leave jobs, and subsection for information on
executive mobility; ADV 50:5-4.15, Circulation: Turnover
SAL 20. SALES COSTS
See especially, SAL 20:4-1,
Sales & Marketing Management's
annual surveys of selling costs
SAL 20:1 Sales Budgets
SAL 20:2 Compensation, Sales Executives and Managers
See also: ADM 0:2-8.4, Compensation: Executive/Management, and
all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8,
Marketing Communications Functions, Compensation.
SAL 20:3 Compensation, Salespersons, N.E.C.
Note: Materials in SAL 20:3 continue in Box 78.
Box 78
SAL 20:3 Compensation, Salespersons, N.E.C.
Note: Materials in SAL 20:3 begin in Box 77.
See also: ADM 0:2-8.4, Compensation: Executive/Management, and
all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8,
Marketing Communications Functions, Compensation
20:3-1 Dartnell Corporation's Biennial Sales Force
Compensation Surveys
See also: ADM 0:2-8.4, Compensation: Executive/Management,
and all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8,
Marketing Communications Functions, Compensation
SAL 20:4 Cost Control, General Commentary, N.E.C.
20:4-1 Sales & Marketing Management's Annual
Survey of Selling Costs
20:4-2 Sales Manpower Foundation - Sales Executives
Club of New York - surveys of the cost of selling: historic
20:4-3 Cost Per Sales Call
See also: ADV 40:2-5, Advertising and the Cost of Selling,
and subsections
20:4-3.1 Cost to Close a Sale
See also: preceding subsection, and SAL 10:5-1,
Accounts/Calls/Lines/Products Handled
20:4-4 Selling Expenses (T&E, etc.),
N.E.C.
20:4-4.1 Vehicle Expenses (fleet cars and
management)
SAL 25. SALES MEETINGS
See also: ADM 0:2-7.2.5 Conferences, Conventions, Seminars and
Meetings, and all subsections
SAL 25:1 Planning, Staging, Conducting, and General Commentary on Sales Meetings, N.E.C.
Note: Materials in SAL 25:1 continue in Box 79.
Box 79
SAL 25:1 Planning, Staging, Conducting, and General Commentary on Sales Meetings, N.E.C.
Note: Materials in SAL 25:1 begin in Box 78.
25:1-1 Customer/Dealer Meetings
25:1-2 Meeting Follow-Up
25:1-3 Small Meetings
SAL 30. SALES PROMOTION
SAL 30:1 Promotion: Its Role in Marketing; Planning and General Commentary (includes information on the sales promotion vs. advertising debate)
30:1-1 Promotion Expenditures: Marketing
Communications annual reports
[Sales Promotion Management--see: MKT 40:1-7]
SAL 30:2 Selling Promotion to Top Management
SAL 30:3 Sales Promotion Aids: Premiums, Films, Incentives, etc.
See also: SAL 15:5, Motivating the Staff, for additional
information on incentives
30:3-1 Sales Promotion Literature
SAL 30:4 Sales Promotion Audit/Measurement (evaluating the effects of company promotional activities)
SAL 35. SALES RECRUITING, SELECTION AND TRAINING
See also: ADM 0:2-8, Personnel Management and Relations, all
subsections, especially ADM 0:2-8.16, Recruitment, and ADM 0:2-8.21, Training
and Development, all subsections; SAL 10:3, Sales Management Training
SAL 35:1 Recruiting/Selection
Material which includes information on several segments of the
recruiting/selection/hiring process. This material, in some instances, may also
touch on the specifically isolated subjects which follow so it should always be
examined when answering questions on these subjects.
35:1-1 Aptitude/Psychological Testing
See also: ADM 0:2-8.20, Testing
35:1-2 Interviewing
See also: ADM 0:2-8.9, Interviewing
35:1-3 Job Descriptions
See also: ADM 0:2-8.15, Position Descriptions/Job
Posting
35:1-4 Retirement
See also: ADM 0:2-8.17, Retirement
SAL 35:2 Sales Training and Development
Includes information on the role of sales trainers,
instructional materials such as films and video tape, training philosophies and
programs; see also: SAL 10:3, Sales Management Training; SAL: 15:5, Sales,
Motivating the Staff, all subsections; SAL 25, SALES MEETINGS, all subsections;
ADM 0:2-8.21, Personnel Management and Relations, Training and Development, all
subsections; ADM 0:2-10.12, Films; Business, PR, and Sales
35:2-1 Sales Manuals
Box 80
SAL 40. SELLING TECHNIQUES
Note: As in the case of
"readership,"
writings on selling techniques do not
always separate neatly into classifiable subjects; the N.E.C. - not elsewhere
classified - sections therefore contain documents which explore many elements
of the whole customer/salesperson relationship: prospecting, pre-approach,
presentation, handling objections, closing, buyer motivation, sales psychology,
and so on.
See also: SAL 10:5, Sales Control, various subsections; SAL
15:4, Making Calls with the Staff; MKT 65, PURCHASING PATTERNS, all
subsections, for information on the buying process.
SAL 40:1 Selling Techniques and Customer/Salesperson Relationships, N.E.C.
SAL 40:2 Closing the Sale
SAL 40:3 Comparative Selling
SAL 40:4 Consultative Selling
SAL 40:5 Creative Selling (includes information on using imagination and ideas in selling)
See also: ADM 0:2-7.5, General Management, Creative Techniques
and Creativity; ADV 5:10-3, Advertising Agencies, Creative Staff, N.E.C.
SAL 40:6 Follow-Ups/Follow-Through
See also: ADV 45:2-2, Inquiries, Advertiser Evaluation,
Handling and Follow-Up Practices
SAL 40:7 Lost Sales
SAL 40:8 Low-Pressure Selling
SAL 40:9 National Accounts: Selling, Servicing, Managing
40:9-1 Key Account and Major Customer
Selling
SAL 40:10 Overcoming Complaints and Objections, and other sales resistances, N.E.C.
40:10-1 Price Resistance
[Planning--see: SAL 10:5-1.1, Sales Call Planning]
SAL 40:11 Prospecting/New Business Development
See also: ADV 45, INQUIRIES, all subsections, particularly ADV
45:2-2, Advertiser Evaluation, Handling and Follow-Up Practices
[Reciprocity--see: MKT 65:4, Reciprocity/Trade Relations, selling's buddy system]
SAL 40:12 Sales Presentations
See also: SAL 5:5, Media Salespersons, for information on
media kits and media sales presentations
SAL 40:13 Selective and Specialized Selling
SAL 40:14 Selling in an Abnormal Economy
See also: ADV 0:3, Advertising in an Abnormal Economy, N.E.C.,
and subsections; MKT 45, MARKETING IN AN ABNORMAL ECONOMY
SAL 40:15 Service Selling
See also: MKT 5:2-3, Customer Service Concept
SAL 40:16 Summertime Selling
See also: ADV 50:2-5, Seasonal Advertising, N.E.C., and ADV
50:2-5.1, Summer Advertising
[Systems Selling--see: MKT 5:2-11, Systems Concept, and subsection]
SAL 40:17 Telemarketing
See also: ADV 45:5-3,
"800"
Number; SAL 10:4-2, Inside Sales Forces
Alphabetical, Topical, Keyword Index
This index is designed as a finder catalog for topics covered in
the Vertical File. It is recommended that users, once a topic of interest is
located, refer back to the designated heading and read it thoroughly, noting
descriptive information and
"see also"
references.
Note:
"N.E.C."
designates
"Not Elsewhere Classified."
Note: An asterisk (*) designates
"and
subsections."
A
ABP/A.D. Little Evaluation of 1100 Research
Studies
: ADV 40:2-1.1
ABP/Taylor Instrument Study (of the business paper reading
environment)
: ADV 40:3-7.1
ABP's Business Marketing Laboratory Study (the Ryan Study;
the Syracuse Study)
: ADV 50:5-4.2.1
AIA (now B/PAA), Media Data Form Commentary
: ADV 50:5-3.1.1
AID(C)A and IPSO in Advertising
: ADV 50:4-3.1
ANCOM (Andean Common Market)
: IOP 0:3-1
ASEAN (Association of South East Asian Nations)
: IOP 0:3-3
Abnormal Economy, advertising in
: ADV 0:3
Abnormal Economy, marketing in
: MKT 45
Abnormal Economy, selling in
: SAL 40:14
Accompanying Reading Matter, effects on an ad
: ADV 50:7-3
Account Executives, agency
: ADV 5:10-2
Account Switching
: ADV 5:3-4
Accountability, in management (results-oriented
concept)
: ADM 0:2-7.1
Accounts/Calls/Lines/Products Handled,
salespersons
: SAL 10:5-1
Action Learning/Training Techniques
: ADM 0:2-8.21.2
Actuarial Tables, communications industry
: MKT 40:3-2.3
Administered Pricing
: MKT 55:2
ADVERTISING (all subjects; see ADV and subsections, also
specific topics carried under keywords; for example, Appropriations,
advertising; Management, advertising; Clutter in Advertising, etc.)
:
Advertising as a Public Relations Tool
: ADM 0:2-10.3
Advertising, international concepts and
techniques
: IOP 10:2-4 (*)
Advertising Volume/Expenditures
: ADV 55 (*)
ABP Suggested Guidelines for Reporting Ad
Volume
: ADV 55:1-1.4
Business Publications
: ADV 55:1 (*)
Direct Mail
: ADV 35:3-14
General Magazines
: ADV 55:2
International
: IOP 10:2-10 (*)
Multi-Media
: ADV 55:3 (*)
Reference Sources
: ADV 55:4-3
Worldwide
: IOP 10:2-10.1
Advertorials/Special Sections
: ADV 50:4-3.12.1
"ADVISOR"
Project
: ADV 10:3-5
Advocacy Advertising
: ADV 50:4-3.2
Affirmative Action/EEO/Discrimination
: ADM 0:2-8.2
Agencies, advertising
: ADV 5 (*)
A la Carte vs. Full Service, etc.
: ADV 5:4-1
Account Executives
: ADV 5:10.2
Account Switching
: ADV 5:3-4
Administration
: ADV 5:10.1
Around the World: 4As directories
: IOP 10:2-6.2
Attorney's functions
: ADV 5:6-1
Audits
: ADV 5:3-3
Billings and Income (agency rankings)
: ADV 5:2-1
Billings by Medium
: ADV 5:2-2
Business Paper Billings (top industrial
agencies)
: ADV 5:2-3
Business Paper Page Placement
: ADV 5:2-3.1
Client Agreements and Contracts
: ADV 5:3-2
Client Relationships
: ADV 5:3 (*)
Compensation: fees vs. commissions
: ADV 5:5-1
Cost of Operations (agency financial
management)
: ADV 5:5-2
Costs, collateral, etc.
: ADV 5:5-2.2
Creative Staff
: ADV 5:10-3
Direct Mail, ad agencies and
: ADV 35:3-2
Executive Staff
: ADV 5:10-4
Fees vs. Commissions
: ADV 5:5-1
Full Service vs. A la Carte, vs. Boutiques,
etc.
: ADV 5:4-1
Industrial
: ADV 5:1-1
International
: IOP 10:2-6 (*)
Advertising Age's
compilation of foreign agency income, reports and profiles
: IOP 10:2-6.1
Choosing an Associate Agency
: IOP 10:2-6
Legal Aspects
: ADV 5:6 (*)
Marketing Directors
: ADV 5:10-5
Media Relationships
: ADV 5:7
Media Staff (buyers, directors, planners)
: ADV 5:10-6
Mergers
: ADV 5:6-2
Networks, Leagues, Associations, etc.
: ADV 5:8
New Business Development
: ADV 5:9
Performance Evaluation
: ADV 5:3-3
Personnel
: ADV 5:10 (*)
Presentations
: ADV 5:9
Public Financing (
"Going
Public"
: agency stocks and profits)
: ADV 5:5-3
Rankings
: ADV 5:2-1
Recruitment, Training and Development
: ADV 5:10-7
Research Staff
: ADV 5:10-8
Salaries
: ADV 5:10-9
Selection
: ADV 5:11
Selection, single vs. multiple agencies
: ADV 5:11-1
Self-Promotion
: ADV 5:9
Services and Departments
: ADV 5:12 (*)
Starting a New One
: ADV 5:13
Technical Staff
: ADV 5:10-10
Turnover (account switching)
: ADV 5:3-4
Turnover (people switching)
: ADV 5:10-11
What They Do; How They Do It (the agency
business)
: ADV 5:1
Agents/Representatives vs. Company Sales Force
: MKT 20:10-3
Airline (inflight) Magazines
: ADV 35:4-6.2.1
Alcoholism
: ADM 0:2-8.7
Allis-Chalmers Study
: ADV 40:2-2
Alternate Delivery
: ADV 50:5-4.10.2
Alternative Work Schedules
: ADM 0:2-4.12.1.1
American Competitive Enterprise System, N.E.C.
: ADM 0:2-4.1
American Marketing Association: Surveys of Marketing
Research
: MKT 50:1-3
Anniversaries, corporate
: ADM 0:2-10.4
Anniversary Copy
: ADV 50:4-3.3
Annual Meetings
: ADM 0:2-10.24
Annual Reports
: ADM 0:2-10.29
Appearance, salespersons
: SAL 5:6-2
Appropriations, advertising
: ADV 10 (*)
Aptitude/Psychological Testing, sales
: SAL 35:1-1
Arab Economic Unity Agreement
: IOP 0:3-2
Archivists, corporate
: ADM 0:2-4.3
Assessment Centers
: ADM 0:2-8.21.4
Associations, overseas
: IOP 10:5
Associations, trade
: MKT 80
Attitude/Motivational Research
: MKT 50:2-1.2
Attitude Surveys
: ADM 0:2-8.3
Attitudes Towards Advertising
: ADV 15 (*)
Attitudes Towards Advertising, international
: IOP 10:2-3
Attitudes Towards Businesspapers, ad managers'
: MKT 40:1-2.1.4
Attitudes Towards Other Countries' Products,
consumer
: MKT 65:7-2
Attracting Industry
: ADM 0:2-10.7.2
Audience Measurement, international
: IOP 10:2-9
Audience, media, measurement techniques
: MKT 50:2-3.3
Audience/Universe Measurement and Research
Concepts/Management and Principles
: ADV 50:5-4.2
Audit Bureau of Circulations, Inc., Functions, History,
etc.
: ADV 50:5-4.3.1
Guides to Using Reports
: ADV 50:5-4.3.1.1
Audited Publications, the case for
: ADV 50:5-4.3.6
Auditing Bureaus Around the World
: ADV 50:5-4.4
Auditing: circulation, overseas
: IOP 10:2-9
Autonomic Measures of Visual Perception
: ADV 50:9-15
Auxiliary Sales Forces
: SAL 10:4-1
Awards, advertising
: ADV 50:4-1.1
B
B/PAA Media Data Form Commentary
: ADV 50:5-3.1.1
Balance of Payments
: IOP 0:1-1
Barter and Brokerage of Media Space and Time
: ADV 5:4-1.1
Barter Trading Concept
: MKT 5:2-1
Bayesian Approach, in marketing research
: MKT 50:2-1.1
Beckman Study
: MKT 0:3-1
Behavioral Analysis
: MKT 50:2-1.2
Benelux
: IOP 0:3-4
Bias in Response
: MKT 50:2-3.2
Binomial Distribution
: MKT 50:2-1.3
Bivariate Analysis
: MKT 50:2-1.4
Black Capitalism
: ADM 0:2-4.1.1
Bleed, in advertising
: ADV 50:9-2
Boards of Directors
: ADM 0:2-1 (*)
Board Chairpersons
: ADM 0:2-1.1
Compensation of Directors
: ADM 0:2-1.2
Ethnic Board Members
: ADM 0:2-1.3
Legal Implications for Directors
: ADM 0:2-1.4
Outside Directors
: ADM 0:2-1.5
Presidents Vis-a-vis Boards of Directors
: ADM 0:2-1.6
Selecting Corporate Directors
: ADM 0:2-1.7
Women Board Memories
: ADM 0:2-1.3
Worker Participation on BODs
: ADM 0:2-1.8
Brainstorming
: ADM 0:2-7.2.1
Brand and Product Line Concept
: MKT 5:2-2
Branding
: MKT 40:1-3.1.1
Brandstanding
: ADM 0:2-10.22.1
Broadcast Media
: ADV 35:4-2 (*)
Budgeting and Cost Control, exhibit
: MKT 25:4-3
Budgeting, capital
: ADM 0:2-6.1.1
Budgeting for Public Relations
: ADM 0:2-10.5
Budgeting, zero-base
: ADM 0:2-6.1.4
Budgets, advertising
: ADV 10:1 (*)
Allocating Budget Items (determining items that should
or should not be charged to the ad budget)
: ADV 10:1-2
As a Capital Investment
: ADV 10:1-3
Budget Studies and Analyses
: ADV 10:3 (*)
Cutting the Budget and Overcoming Budget Cuts
: ADV 10:2-1
Discontinued Studies and Analyses (representative
samplings to show methods of compilation)
: ADV 10:3-4 (*)
Long-Term
: ADV 10:1-4
Preparation and Control
: ADV 10:1-1
Presenting to Management
: ADV 10:2
Budgets: marketing, new products
: MKT 60:2-4
Burn-Out
: ADM 0:2-8.7
Business Calls
: ADV 0:2-7.2.2
Business Customs Abroad
: IOP 10:3-3
Business Cycles: analyses, causes, suggested
cures
: ADM 0:2-4.6
Business Etiquette, salespersons
: SAL 5:6-3
Business Finance, N.E.C.
: ADM 0:2-6.2
Business History
Business History, N.E.C.
: ADM 0:2-4.3
"A History of American
Business"
( Fortune series,
1961-1962)
: ADM 0:2-4.3.1
"The Business History"
( Atlanta Economic Review, 1960-1961)
: ADM 0:2-4.3.2
Business International's
Annual Indicators of Market Size
: IOP 0:6-3.1
Business Marketing:
advertising budget studies
: ADV 10:3-2
Business Papers
: ADV 35:1 (*)
Editorial Integrity and Editors
: ADV 35:1-1.1
Overseas
: IOP 10:2-7 (*)
Past and Future Trends; commentary and predictions,
N.E.C.
: ADV 35:1-6.1
Past and Future Trends; James Kobak/Industrial Marketing and Media/Scope predictions
: ADV 35:1-6.2
Role, Functions, Influence
: ADV 35:1-1
Services, Marketer-Aid
: ADV 35:1-7
Vis-a-vis Other Media
: ADV 35:1-2 (*)
Business Publication Advertising, the industrial
communications process
: ADV 0:4
Business Publications Audit of
Circulation, Inc. (BPA)
Functions, History
: ADV 50:5-4.3.2
Guides to Using Reports
: ADV 50:5-4.3.2.1
SMA (Selected Market Audit) Division
: ADV 50:5-4.3.2.1.1
Business Week
Annual Surveys of Executive Compensation
: ADM 0:2-8.4.1.3
Surveys of Corporate Performance: the Corporate
Scoreboard
: ADM 0:2-4.13.1
Surveys of International Corporate Performance
: IOP 0:7-1
Buyer Behavior and Motivation, industrial
: MKT 65:1-2
Buying Attitudes, Behavior, Decisions, Motivations:
consumer
: MKT 65:7 (*)
Buying Decision Process, industrial
: MKT 65:1 (*)
Buying Services vs. Full Service Agencies
: ADV 5:4-1
C
CACM (Central American Common Market)
: IOP 0:3-5
CARIFTA (Caribbean Free Trade Area)
: IOP 0:3-6
CATV
: ADV 35:4-3
CEOs and Presidents
: ADM 0:2-2
CMEA (COMECON), Council for Mutual Economic
Assistance
: IOP 0:3-7
CPM (Critical Path Method)
: ADM 0:2-7.4.2
Cable TV
: ADV 35:4-3
Cafeteria Compensation
: ADM 0:2-8.4.2
Call Follow-Up/Follow-Through, sales
: SAL 40:6
Call Planning, sales
: SAL 10:5-1.1
Call Reports/Reporting, sales
: SAL 10:5-2
Calls, business
: ADM 0:2-7.2.2
Calls, sales
: SAL 10:5 (*)
Calls, sales (making calls with the staff)
: SAL 15:4
Campaign and Media Planning
: ADV 20
Canadian Circulation Audit Board (CCAB)
: ADV 50:5-4.3.3
Canonical Analysis
: MKT 50:2-1.5
Capital Budgeting
: ADM 0:2-6.1.1
Capital Expenditure Forecasts
: ADM 0:2-4.8 (*)
Career Advancement
: ADM 0:2-8.21.6
Career Pathing
: ADM 0:2-8.21.6
Career Planning
: ADM 0:2-8.21.6
Careers, Education, Recruitment, Training and Development:
marketing/communications
: MKT 40:3 (*)
Cartoon Copy
: ADV 50:4-3.4
Case History Copy
: ADV 50:4-3.5
Catalog-Type Copy
: ADV 50:4-3.6
Catalogs and Directories
: ADV 35.2 (*)
Catalogs, overseas
: IOP 10:2-7.3
Causal Modeling
: MKT 50:2-1.6
Celebrities in Copy
: ADV 50:4-3.29
Central Location Interviewing
: MKT 50:2-2.5
Centralization (centrally-developed international
advertising campaigns)
: IOP 10:2-4.1
Challenges to Advertising, global
: IOP 10:2-3
Channel Analysis
: MKT 20:2
Children and TV
: ADV 35:4-2.2.2
Children in Copy
: ADV 50:4-3.32
CIRCULATION (see specific topics carried under keywords;
for example, Paid vs. Free Circulation; Turnover, circulation; Audit Bureau of
Circulations, etc.)
: ADV 50:5-4.2 (*)
City Magazines
: ADV 35:4-6.2.2
Classical Statistical Analysis
: MKT 50:2-1.7
Classified Advertising
: ADV 50:4-3.7
Closing the Sale
: SAL 40:2
Cluster Analysis
: MKT 50:2-1.8
Clutter in Advertising
: ADV 25:5
Robert J. Coen, ad volume statistics
: ADV 55:3-1
Cognitive Dissonance
: ADM 0:2-7.6
Cohort Analysis
: MKT 50:2-1.9
Color, in advertising
: ADV 50:9-3
Comic Strip Copy
: ADV 50:4-3.4
Comics
: ADV 35:4-4
Commission Rates, manufacturers' agents and
representatives
: MKT 20:10-5
Communications
Audits
: ADM 0:2-10.11
Corporate: Fortune Series,
"Crosscurrents in Corporate
Communications"
: ADM 0:2-10.6.1
Internal
: ADM 0:2-10.6
Manager/Manager and Manager/Subordinate, techniques,
N.E.C.
: ADM 0:2-7.2
Organizational/Corporate
: ADM 0:2-10.6
Committees
: ADM 0:2-7.2.3
Community Relations (development/promotion)
:
Company Histories, how to write
:
Comparability/Standardization of Circulation
(audience/universe) Data
:
Comparative Advertising
:
Comparative Management
:
Comparative Marketing
:
Comparative Selling
:
Compensation
Agency Salaries
: ADV 5:10-9
Board Directors
: ADM 0:2-1.2
Cafeteria
: ADM 0:2-8.4.2
Deferred
: ADM 0:2-8.4.3
Executive/Management; Salary
Administration Concepts, Planning, Principles,
Programs and Commentary
: ADM 0:2-8.4 (*)
Executive/Management; selected, regularly-published
studies
AMS (Administrative Management Society): Guide to
Management Compensation (annual)
: ADM 0:2-8.4.1.1
Administrative
Management (now, Office Administration and
Automation): Administrative Managers' Compensation (biennial)
: ADM 0:2-8.4.1.2
Business Week: Annual
Survey of Executive Compensation
: ADM 0:2-8.4.1.3
The Conference Board: Top Executive Compensation
(bienniel)
: ADM 0:2-8.4.1.4
The Dartnell Corporation: Executive Compensation
(bienniel)
: ADM 0:2-8.4.1.5
Financial Executive:
Executive Compensation During (year) (bienniel)
: ADM 0:2-8.4.1.6
Forbes: Who Gets the
Most Pay (annual)
: ADM 0:2-8.4.1.7
Inc.: The
Inc. Annual Compensation Survey
: ADM 0:2-8.4.1.8
The Wharton Annual: The
Hay Report on Executive Compensation
: ADM 0:2-8.4.1.9
International Management
: IOP 5:6-1
Marketing Communications Functions
: MKT 40:1-8
Performance Shares
: ADM 0:2-8.4.5
Perquisities (PERKS)
: ADM 0:2-8.4.4
Sales Executives and Managers
: SAL 20:2
Salespersons
: SAL 20:3 (*)
Stock Options/Purchase Plans
: ADM 0:2-8.4.5
Competetitive Intelligence
: MKT 40:5-3
Complaints: sales, overcoming
: SAL 40:10
Computer Literacy
: ADM 0:2-7.2.4
Computers in Marketing
: MKT 40:4-4
Computers in the Media Planning/Selection
Process
: ADV 50:5-3
Concentration
:
Concentration/Advertising Debate
: ADM 0:2-4.4.1
Concentration, in advertising
: ADV 50:1-1
Concentration in Industry: Concepts, Convictions,
Issues, Facts
: 0:2-4.4 (*)
Concentration, outside the U.S.
: 0:2-4.4.3
Concentration, Senate subcommittee hearings
: ADM 0:2-4.4.2
Concept Advertising, new product
: MKT 60:2-7
Concept Testing, new product
: MKT 60:2-6
Conferences
: ADM 0:2-7.2.5 (*)
Problem-Solving
: ADM 0:2-7.2.5.2
Tele-Text/Terminal
: ADM 0:2-7.2.5.3
Video
: ADM 0:2-7.2.5.3
Conjoint Measurement
: MKT 50:2-1.10
Consultants, management
: ADM 0:2-7.3
Consultants, marketing
: MKT 40:1-6
Consultants, overseas
: IOP 5:6-2
Consultative Selling
: SAL 40:4
Consumer Affairs Departments
: ADM 0:2-10.8
Consumer Panels
: MKT 50:2-3.3
Consumerism
: MKT 35.3
Contests, sales
: SAL 15:5-3
Contingency Planning
: ADM 0:2-6.1.2
Continuity, in advertising
: ADV 50:2-1
Control Techniques, management
: ADM 0:2-7.4 (*)
Contributions, corporate: The Conference Board's annual
surveys
: ADM 0:2-10.28.1
Controversy Advertising
: ADV 50:4-3.2
Conventions
: ADM 0:2-7.2.5 (*)
Cooperative Advertising
: ADV 50:3
Cooperative Direct Mail
: ADV 35:3-3
Cooperative Readership Study (the
"18 Company Survey,"
"New Yardsticks of Media Value"
)
: ADV 40:3-3
Copy Approaches and Themes
: ADV 50:4 (*)
Copy, direct mail
: ADV 35:3-4
Copy Techniques, international
: IOP 10:2-5 (*)
Copy Testing and Research
: ADV 50:4-4
Copy Translation and Writing Problems, in international
advertising
: IOP 10:2-5.2
Copyrights
: ADM 0:2-10.9
Copywriting
: ADV 50:4-5
Corporate Corruption (unusual overseas payments)
: IOP 5:3-5
Corporate Espionage
: MKT 40:5-3.1
Corporate Image Advertising
: ADV 50:4-3.9
Corporate Image vs. Product Copy
: ADV 50:4-3.9.1
Corporate Media Directors
: MKT 40:1-2.1.5
Corporate Messages in International Advertising
: IOP 10:2-5.1
Corrective Advertising
: ADV 25:2-1
Cost Control, and Reduction in Business
: ADM 0:2-6.3
Cost Control, sales
: SAL 20:4 (*)
Cost Per Contact, advertising's
: ADV 40:2-5
Cost Per Sales Call
: SAL 20:4-3
Cost Reduction, marketing
: MKT 10:2
Cost to Close a Sale
: SAL 20:4-3.1
Costs
Advertising Costs and Rates, discussions
: ADV 50:5-5 (*)
Economics of Business Paper Publishing: ABP Confidential
Reports
: ADV 35:1-3.1
Marketing and Distribution
: MKT 10 (*)
Marketing Research
: MKT 50:1-1
Production, advertising
: ADV 50:5-5.4
Sales
: SAL 20 (*)
Sales Ratios, marketing
: MKT 10:3
Selling: S&MM's annual
surveys
: SAL 20:4-1
Selling: Sales Manpower Foundation, historic
: SAL 20:4-2
Counter Advertising
: ADV 25:2-1
Coupons, cents-off
: MKT 0:5-1
Coupons, for inquiry stimulation
: ADV 45:5
Coverlines
: ADV 50:9-5
Covers
: ADV 50:7-2
Creative Selling
: SAL 40:5
Creative Staff, agency
: ADV 5:10-3
Creative Techniques and Creativity
: ADM 0:2-7.5
Credibility of Messages
: ADV 50:4-3.10
Credit Management
: MKT 40:1-4
Crisis Communications
: ADM 0:2-10.10
Culture Shock
: IOP 10:3-3
Customer Service Concept and Management
: MKT 5:2-3
Cyclical Behavior of Advertising
: ADV 0:3-4
D
"Dagmar"
Research (ANA's
"Project X"
)
: ADV 40:1-1
Database Publishing
: ADV 35:1-6.3
Dealer Margins/Commissions
: MKT 20:9-5
Decentralization/Divisionalization
: ADM 0:1-6
Decentralization (locally-developed, including co-op,
international advertising campaigns)
: IOP 10:2-4.2
Deception, Ethics, Truth and Taste in
Advertising
: ADV 25 (*)
Decision-Making, in administration
: ADM 0:2-7.6
Decision-Making, in marketing/advertising
: MKT 40:4 (*)
Defense Economy, advertising in
: ADV 0:3-3
Deferred Compensation
: ADM 0:2-8.4.3
Definitions and Terms
Advertising/Media
: ADV 35:6
Economic
: ADM 0:2-4.5.1
Marketing
: MKT 0:6
Marketing Research
: MKT 50:1-2
Delegation
: ADM 0:2-7.7
Delphi Technique
: MKT 50:2-1.11
Demarketing Concept
: MKT 5:2-4
Demographic/Regional Editions, in media
selection
: ADV 50:5-5.9
DEMON (management model for marketing new
products)
: MKT 60:2-1.1
Direct Mail/Direct Marketing, Direct Response
Advertising
: ADV 35:3 (*)
Advertising Agencies
: ADV 35:3-2
Copy
: ADV 35:3-4
Handling Incoming DM (what happens to dm as it is
received)
: ADV 35:3-6
Incentives
: ADV 35:3-8
Industrial
: ADV 35:3-1.1
Mailing Lists
: ADV 35:3-9 (*)
Overseas
: IOP 10:2-7.4
Readership
: ADV 35:3-10
Direct Response Cards
: ADV 35:1-7.1
Directories and Catalogs
: ADV 35:2 (*)
Discriminant Analysis
: MKT 50:2-1.12
Discrimination
: ADM 0:2-8.2
Distribution
: MKT 20 (*)
Distributor Copy
: ADV 50:4-3.11
Distributors
: MKT 20:9 (*)
Diversification/Product Differentiation
: MKT 60:1-3
Divisional Advertising
: ADV 50:4-3.9.2
Dominance,
"impact"
advertising
: ADV 50:1-2
Doyle Dane Bernbach: Media
Trends
: ADV 55:3-2
Drugs
: ADM 0:2-8.7
Dual Distribution
: MKT 5:2-12
DuPont Study
: ADV 0:4
Dynamic Programming
: MKT 50:2-1.13
E
EEC (European Economic Community)
: IOP 0:3-9
EEO
: ADM 0:2-8.2
EFTA (European Free Trade Association)
: IOP 0:3-10
East African Community
: IOP 0:3-8
Econometric Analysis
: MKT 50:2-1.14
Econometric Models/Modeling
: ADM 0:2-4.5
Economic and Business Forecasting
: ADM 0:2-4.5
Economic Forecasts and Reviews, world business
: IOP 0:6 (*)
Economic Indicators, selected
: ADM 0:2-4.7.3
Economic Influence of Advertising
: ADV 0:2
Economic Influence of Industrial Advertising
: ADV 0:4-2
Economic Terms
: ADM 0:2-4.5.1
Economics and Costs of Business Paper Publishing
: ADV 35:1-3 (*)
Editorial Evaluation, as a media selection
device
: ADV 50:5-5.6
Editorial-Type Copy
: ADV 50:4-3.12
Editors and Editorial Integrity, business paper
: ADV 35:1-1.1
Education
Business
: ADM 0:2-8.21.5
Business, international
: ADM 0:2-8.21.5.1
Distribution
: MKT 20:3
Marketing/Communications
: MKT 40:3 (*)
Educational-Type Copy
: ADV 50:4-3.13
Effectiveness of Advertising: Proven Results
: ADV 40:2 (*)
ABP
"Objectives and
Results"
series, and similar ABP studies
: ADV 40:2-1.2
ABP/A.D. Little Evaluation of 1100 Research Studies on
Advertising Effectiveness
: ADV 40:2-1.1
Advertising and the Cost of Selling
: ADV 40:2-5 (*)
Advertising Declines/Stops - Recognition Drops:
correlations
: ADV 40:2-2.1
Allis-Chalmers Study
: ADV 40:2-2
...in Terms of Awareness, Image, Recognition, Sales,
etc. in combination, or N.E.C.
: ADV 40:2-1
...in Terms of Awareness, Image, Recognition,
singly
: ADV 40:2-2
...in Terms of Reader Action, N.E.C.
: ADV 40:2-3
...in Terms of Reader Action, Tide series
: ADV 40:2-3.1
...in Terms of Sales, N.E.C.
: ADV 40:2-4 (*)
McGraw-Hill Studies on How Advertising Affects the Cost
of Selling
: ADV 40:2-5.1
John Morrill/McGraw-Hill Studies
: ADV 40:2-4.1
Dr. Daniel Starch's NETAPPS Study
: ADV 40:2-4.2
U.S. Steel/Harnischfeger Studies
: ADV 40:2-5.2
Van Diver Studies
: ADV 40:2-4.3
Westinghouse Study
: ADV 40:2-4
Effectiveness Measurement, advertising (discussions,
methods, research and theory on the measurement of advertising's
effectiveness)
: ADV 40:1 (*)
"800"
Number
: ADV 45:5-3
Eighteen Company Study (also known as the Cooperative
Readership Study and
"New Yardsticks of Media
Value"
)
: ADV 40:3-3
Elderly in Copy
: ADV 50:4-3.32
Electronics' Impact on Business Paper Publishing
: ADV 35:1-6.3
Elite and Opinion Group Interviewing
: MKT 50:2-2.2
Emotional Appeal Copy
: ADV 50:4-3.14
Emotional Aspects of Industrial Purchasing
: MKT 65:1-2.1
Endorsement Copy
: ADV 50:4-3.29
Entrepreneurs
: ADM 0:2-7.13.1
Espionage, corporate
: MKT 40:5-3.1
Essay-Advertisements
: ADV 50:4-3.12.1
Ethical and Social Responsibilities, corporate
: ADM 0:2-10.32
Ethics
Advertising
: ADV 25 (*)
Marketing Research
: MKT 50:6
Selling
: SAL 5:2
Social and Moral Responsibilities, corporate
: ADM 0:2-10.32
Ethnic(s)/Minority(ies)
Board Members
: ADM 0:2-1.3
in Communications
: MKT 40:3-2.1
in Copy
: ADV 50:4-3.23
in Management
: ADM 0:2-7.8
in Marketing
: MKT 40:3-1.1
in Selling
: SAL 5:3
Magazines
: ADV 35:4-6.2.3
Marketing to
: MKT 50:2-4.2.1.2
Executive Isolation
: ADM 0:2-5.1
Executive Management
: ADM 0:2-5 (*)
Executive Motivation
: ADM 0:2-5.2
Executive Status Symbols (PERKS)
: ADM 0:2-8.4.4
Executives: U.S. Vis-a-vis Overseas Executives
: ADM 0:2-5.3
Exhibits and Shows
: MKT 25 (*)
Auditing Procedures
: MKT 25:4-2
Budgeting and Cost Control
: MKT 25:4-3
Hospitality Suites
: MKT 25:4-4
Mobile
: MKT 25:5
Overseas
: IOP 10:2-11 (*)
Planning, Management and Operation
: MKT 25:4 (*)
Security
: MKT 25:4-5
Selection and Participation Procedures
: MKT 25:2
Trends, audience statistics, etc.
: MKT 25:3
Expenditures, Advertising, in Major Media (Ad
Volume)
: ADV 55 (*)
Business Publications
: ADV 55:1 (*)
Direct Mail
: ADV 35:3-14
General Magazines
: ADV 55:2 (*)
Multi-Media
: ADV 55:3 (*)
Reference Sources
: ADV 55:4-3
Worldwide
: IOP 10:2-10.1
Expenses, selling (T&E, etc.)
: SAL 20:4-4
Expenses, vehicle, sales
: SAL 20:4-4.1
Experimentation
: MKT 50:2-1.15
Eurodollars
: IOP 0:1-2
F
Factor Analysis
: MKT 50:2-1.16
Failure, business
: ADM 0:2-4.2
Failure/Survival Patterns and Rates, Dun & Bradstreet
Analyses
: ADM 0:2-4.2.2.1
Failure/Survival Patterns and Rates, N.E.C.
: ADM 0:2-4.2.2
Fair Trade
: MKT 35:2
Family Business Opportunities and Pitfalls
: ADM 0:1-3
Farm Magazines
: ADV 35:4-6.2.4
"Fast Facts"
: ADV 55:1-1.1
Feedback, marketing research
: MKT 50:2-1.17
Feedback, reader
: ADV 40:3-4
Feedback, sales force
: SAL 10:5-2
Fees vs. Commissions, agency
: ADV 5:5-1
Film Departments, agency
: ADV 5:12-2
Films
Business
: ADM 0:2-10.12
Marketing, catalogs and guides
: MKT 50:7-3
PR
: ADM 0:2-10.12
Sales
: ADM 0:2-10.12
Financial Copy
: ADV 50:4-3.15
Financial Manuals
: ADM 0:2-6.4
Financial Models and Modeling
: ADM 0:2-6.5
Financial Planning
: ADM 0:2-6.2
Financial Relations (PR)
: ADM 0:2-10.13
Flexible Hours/Flextime
: ADM 0:2-4.12.1.1
Flighting, in advertising
: ADV 50:2-3
Focus Group Interviewing
: MKT 50:2-2.3
Folio: AdGuide
: ADV 50:5-4.1
Folio 400
: ADV 35:4-6.4
Forecasting, economic and business
: ADM 0:2-4.5
Forecasting, sales/market
: MKT 50:2-4 (*)
Forecasts: Capital Expenditure
McGraw-Hill Department of Economics: Annual Surveys;
Business' Plans for New Plants and Equipment
: ADM 0:2-4.8.1
McGraw-Hill Department of Economics: Special Checkups on
Capital Spending Plans
: ADM 0:2-4.8.1.1
McGraw-Hill Department of Economics:
"How Modern is American Industry"
(discontinued)
: ADM 0:2-4.8.1.2
Forecasts compiled by sources other than McGraw-Hill
Department of Economics
: ADM 0:2-4.8.2
Forecasts, Economic
Long-Range Forecasts, N.E.C.
: ADM 0:2-4.7.1
McGraw-Hill Department of Economics series:
"The American Economy: Prospects for Growth
to..."
(discontinued)
: ADM 0:2-4.7.1.1
McGraw-Hill Department of Economics series:
"The Business Outlook"
: ADM 0:2-4.7.2.1
Short-Range Forecasts, N.E.C.
: ADM 0:2-4.7.2
Foreign Competition
: IOP 5:4
Foreign Divestment
: IOP 5:1-1
Foreign Investment in the U.S.
: IOP 0:2-3
Foreign Nationals in International Management
: IOP 5:6-4
Foreigners' Views of U.S., or Other Countries',
Products
: MKT 65:7-2
Forgetting (learning process)
: ADM 0:2-8.21.9
Forgetting of Advertising
: ADV 50:2-1.1
Fortune 500 and Other
Fortune Rankings of U.S. Corporations
: ADM 0:2-4.14.4 (*)
Fortune: largest industrials
outside the U.S.
: IOP 0:7-3
Four-Day Week
: ADM 0:2-4.12.1
Fourier Analysis
: MKT 50:2-1.18
Fractional vs. Full Pages, readership/attention
values
: ADV 50:8-2
Franchise Circulation
: ADV 50:5-4.7
Franchised Distribution (Franchising)
: MKT 20:4
Free-Form Concept (in management)
: ADM 0:2-7.9
Frequency in Advertising
: ADV 50:2-2
Fringe Benefits
: ADV 50:5-5.7
Front vs. Back of Issue
: ADV 50:7-4
Full Pages vs. Fractional Pages, readership/attention
values
: ADV 50:8-2
G
GERT (Graphic Evaluation and Review Technique)
: MKT 50:2-1.19
The Gallagher
Report
Advertising Budget Studies
: ADV 10:3-1
Annual Business Publication Scorecard
: ADV 55:1-3
Annual Consumer Magazine Advertising Scorecard
: ADV 55:2-2
Gaming and Modeling in Marketing
: MKT 40:4-5
Generalists vs. Specialists
: ADM 0:2-7.13.4
Generic Concept (of marketing)
: MKT 5:2-5
Generic Copy
: ADV 50:4-3.16
Giving, corporate
: ADM 0:2-10.28
Global Marketing
: IOP 10:1-4
Goals, setting advertising
: ADV 40:1 (*)
Government and Advertising
: ADV 25:6
Government Market
: MKT 70 (*)
Grapevine Communications
: ADM 0:2-10.14
Graphic Arts Processes and Developments
: ADV 50:9-4
Group Discussion Technique
: MKT 50:2-1.20
Group/Focus Group Interviewing
: MKT 50:2-2.3
Group Management Concept
: ADM 0:2-7.10
Group Travel Restrictions
: ADM 0:2-8.6
Growth & Failure, business
: ADM 0:2-4.2
Growth Records of U.S. Industries
: ADM 0:2-4.2.1
H
Harnischfeger Studies
: ADV 40:2-5.2
Headhunting
: ADM 0:2-8.16
Headlines, in advertising
: ADV 50:9-5
Health
: ADM 0:2-8.7
Health, salespersons
: SAL 5:6-4
Hendry Expenditure Analysis
: ADV 10:1-1.1
Hidden Product Copy
: ADV 50:4-3.17
Historical-Type Copy
: ADV 50:4-3.18
Histories of Advertising
: ADV 0:1
Hospitality Suites, exhibit
: MKT 25:4-4
House Ads
: ADV 50:4-3.19
House Agencies
: ADV 5:4-2
House Organs/Newsletters, internal and external
: ADM 0:2-10.15
"How Much Does No Advertising
Cost?"
: ADV 0:2-1
Human Resource Management/Manpower Planning
: ADM 0:2-8.8
Human Values in Management: Human Relations -
Manager/Manager Relations, Manager/Subordinate Relations
: ADM 0:2-7.11
Humorous Copy
: ADV 50:4-3.20
I
IPSO in Advertising
: ADV 50:4-3.1
Identity/Image Building, corporate
: ADM 0:2-10.16
Identity/Image Research, corporate
: ADM 0:2-10.17
Illustrations, in advertising
: ADV 50:9-6
Image Advertising, corporate
: ADV 50:4-3.9
Image/Identity Building, corporate
: ADM 0:2-10.16
Image/Identity Research, corporate
: ADM 0:2-10.17
Impact Advertising
: ADV 50:1-2
Inc. 100
: ADM 0:2-4.14.5
Inc. 500
: ADM 0:2-4.14.7
Inc.'s Report Card on the
States
: ADM 0:2-10.7.3
Incentive Travel, sales
: SAL 15:5-2
Incentives: plans, programs; sales
: SAL 15:5-1
Incentives, sales: non-financial
: SAL 15:5-4
Incentives, sales: S&MM's
special sections
: SAL 15:5-1.1
Index Numbers
: MKT 50:2-1.21
Industrial (Business Publication) Advertising, the
industrial communications process
: ADV 0:4 (*)
Industrial Parks
: ADM 0:2-10.7.4
Inflation/Deflation: causes, consequences; suggested ways
to combat
: ADM 0:2-4.9
Inflight Magazines
: ADV 35:4-6.2.1
"Info/File"
: ADV 55:1-1.2
Information Gathering Techniques
: MKT 50:7-1
Information and Intelligence Systems, marketing
: MKT 40:5
Information Sources, Marketing: see writeup at beginning
of the Marketing Series
: MKT 50:7 (*)
Information Systems, management
: ADM 0:2-7.2.6
Innovators
: ADM 0:2-7.13.1
Input/Output Analysis
: MKT 50:2-1.22
Inquiries
: ADV 45 (*)
Inquiry Analyses
A.E. Early/Meldrum and Fewsmith/Republic Steel/Media-Scope Analysis of Business Paper
Inquiries
: ADV 45:5-2
Dr. Starch's Analysis of Twelve Million
Inquiries
: ADV 45:5-1
Inquiry Analysis as a Media Selection Factor
: ADV 45:3
Inquiry Costs
: ADV 45:4
Inquiry Evaluation, Handling and Follow-up
: ADV 45:2 (*)
Inquiry Response, seasonal
: ADV 45:1-1
Inquiry Stimulation Elements, couponing, etc.
: ADV 45:5
Inserts and Spreads
: ADV 50:8-3
Inside Sales Forces
: SAL 10:4-2
Integrated Distribution, international
: IOP 10:1-2
INTERNATIONAL (see alphabetized keywords followed by
descriptors
"international"
or
"overseas,"
e.g. Licensing, overseas)
: IOP (*)
Advertising and Communications, by country
: IOP 10:2-2 (*)
Business Fundamentals
: IOP 5 (*)
Comparative Management
: IOP 5:6 (*)
Economic Indicators, N.E.C.
: IOP 0:6-3
Operations: practices, problems, principles, procedures
and strategies
: IOP 10:2-1
Interviewers/Interviewing, marketing research
: MKT 50:2-2 (*)
Interviewing, personnel
: ADM 0:2-8.9
Interviewing, sales
: SAL 35:1-2
Investments Overseas, U.S.
: IOP 0:2-1
Investor/Shareholder Relations
: ADM 0:2-10.18
Irritation in Advertising
: ADV 25:5
Issue Advertising
: ADV 50:4-3.2
J
Job Descriptions
: ADM 0:2-8.15
Job Descriptions, sales
: SAL 35:1-3
Job Enrichment
: ADM 0:2-8.10
Job Posting
: ADM 0:2-8.15
Job Rotation
: ADM 0:2-8.21.8
Job Satisfaction, salespersons
: SAL 15:3
Joint Ventures Overseas
: IOP 5:1-2
K
Key Account Selling
: SAL 40:9-1
"KNOW"
Handbooks (NIAA now
B/PAA)
: ADV 40:1-2
L
LAFTA (ALALC) (Latin American Free Trade
Association)
: IOP 0:3-11
Labels
: ADV 35:4-5
Laboratory of Advertising Performance (LAP)
Indexes
: ADV 40:4
Language Usage
: ADM 0:2-7.2.7
"Law of Diminishing
Returns"
: ADV 50:1-1
Latin Squares
: MKT 50:2-1.23
Law, international
: IOP 5:5 (*)
Leading Advertisers in Business Publications
(ABP)
: ADV 55:1-1.3
Leading Advertisers in Business Publications (Business
Marketing)
: ADV 55:1-2.3
Leading National Advertisers, Inc.
: ADV 55:3-3 (*)
Learning Process
: ADM 0:2-8.21.9
Legal Aspects of Advertising
: ADV 30
Legal Aspects of Marketing
: MKT 35 (*)
Legislative/Government Relations (PR)
: ADM 0:2-10.19
Length of Copy
: ADV 50:4-3.21
Letter Costs
: ADM 0:2-7.2.13
Liability, agency
: ADV 5:5-1
Liability, product
: MKT 35:5
Libraries, corporate
: ADM 0:2-10.20
Licensing (Franchising)
: MKT 20:4
Licensing, overseas
: IOP 5:5-3
Licensing Practices, as a marketing legal
process
: MKT 35:4
Lie Detectors in Employment
: ADM 0:2-8.11
Life Cycles, magazines
: ADV 35:4-6.1
Life Cycles, product
: MKT 60:2-2
Life of an Advertisement
: ADV 50:2-4
Linear and Non-Linear Programming
: MKT 50:2-1.24
Linguistic Coding
: MKT 50:2-2.1
List Building, Cleaning and Maintenance
: ADV 35:3-9.1
List Control, computerized
: ADV 35:3-9.2
List Houses and Reference Sources
: ADV 35:3-9.5
List House Catalogs
: ADV 35:3-9.5
List Security
: ADV 35:3-9.3
List Testing and Research
: ADV 35:3-9.4
Listening
: ADM 0:2-7.2.8
Listening, salespersons
: SAL 5:6-8
Listening, Speaking, Writing (in combination)
: ADM 0:2-7.2.8.1
Logical Flow Analysis
: MKT 50:2-1.25
Logos, corporate
: ADM 0:2-10.21
Longitudinal Analysis
: MKT 50:2-1.26
Lost Sales
: SAL 40:7
Low-Pressure Selling
: SAL 40:8
M
Magazines, general
: ADV 35:4-6 (*)
Mail Surveys
: MKT 50:2-3 (*)
Mailing Lists, direct mail
: ADV 35:3-9 (*)
Major Customer Selling
: SAL 40:9-1
Make or Buy Decisions
: MKT 40:4-3
MANAGEMENT
Advertising
: MKT 40:1-2.1 (*)
Boards of Directors
: ADM 0:2-1 (*)
Brand
: MKT 40:1-3.1
Budget
: ADM 0:2-6.1
Channel Analysis
: MKT 20:2
Chief Marketing Executive
: MKT 40:1-1.1
Circulation
: ADV 50:5-4.2
Communications, external and internal
: ADM 0:2-10 (*)
Comparative
: IOP 5:6
Consumer Affairs
: ADM 0:2-10.8
Corporate Secretaries
: ADM 0:2-3
Crisis Communications
: ADM 0:2-10.10
Customer Service
: MKT 5:2-3
Distribution
: MKT 20:8
Economics
: ADM 0:2-4 (*)
Ethnics/Minorities
: ADM 0:2-7.8
Executive
: ADM 0:2-5 (*)
External Affairs
: ADM 0:2-10 (*)
Field Sales
: SAL 10:2
Financial
: ADM 0:2-6 (*)
Financial/Credit, in marketing
: MKT 40:1-4
General
: ADM 0:2-7 (*)
Human Resource
: ADM 0:2-8.8
Human Resource, global scale
: IOP 5:6-3
Information Systems and Retrieval
: ADM 0:2-7.2.6
International
: IOP 5:6 (*)
Advertising/Marketing
: IOP 10:3 (*)
Comparative
: IOP 5:6 (*)
Marketing Research
: IOP 10:3-2
Inventory
: MKT 20:5
Marketing
: MKT 40 (*)
Marketing/Communications
: MKT 40:1-2 (*)
Marketing Research
: MKT 40:1-5
Marketing Research, international
: IOP 10:3-2
Materials
: MKT 40:1-3.2
Matrix
: ADM 0:2-7.14
Minorities/Ethnics
: ADM 0:2-7.8
Overseas, concepts and styles
: ADM 0:2-7.17
Participative
: ADM 0:2-7.18
Personnel
: ADM 0:2-8 (*)
Presidents
: ADM 0:2-2
Product
: MKT 40:1-3.1
Production
: MKT 40:1-3.3
Project
: MKT 40:1-3.3
Public Affairs/Relations
: ADM 0:2-10 (*)
Research and Development
: ADM 0:2-4.15.3.1 (*)
Results-Oriented
: ADM 0:2-7.1
Risk
: ADM 0:2-11
Sales
: SAL 10 (*)
Sales Promotion
: MKT 40:1-7
Small Business
: ADM 0:2-4.16.2
Specialists vs. Generalists
: ADM 0:2-7.13.4
Task Force
: ADM 0:2-7.25
Technical
: ADM O:2-7.13.5
Territory, sales
: SAL 10:5-5
Traffic
: MKT 20:8
Transportation
: MKT 20:8
Women, in Management
: ADM 0:2-7.28
Management by Objectives (MBO)
: ADM 0:2-7.12
Management
"Types,"
N.E.C.
: ADM 0:2-7.13
Manners, salespersons
: SAL 5:6-3
Manpower Planning
: ADM 0:2-8.8
Manuals, financial
: ADM 0:2-6.4
Manufacturers' Agents and Representatives
: MKT 20:10 (*)
Maps, marketing
: MKT 50:7-6
Market Analysis and Sales Forecasting
: MKT 50:2-4 (*)
Marketcentering Concept
: MKT 5:2-6
Market Research Departments
: MKT 40:2-3
Marketing Research Staff
: MKT 40:1-5.1
Market Segmentation
: MKT 50:2-4.2 (*)
Market Share Measurement
: MKT 50:2-4.3
MARKETING (see also alphabetized keywords followed by
descriptor
"marketing"
; for example:
"Women, in marketing"
;
"Information and Intelligence Systems,
marketing"
;
"Metrication in Marketing"
;
"Minorities, in marketing,"
etc.)
Audits
: MKT 10:1-1
Communications
: MKT 5:2-7
Communications, international
: IOP 10:2 (*)
Concepts
: MKT 5 (*)
Department Organization
: MKT 40:2 (*)
Directors, agency
: ADV 5:10-5
Industrial vs. Consumer
: MKT 0:3 (*)
Information, international sources
: IOP 10:3-2.1.1
Information Sources (see writeup at beginning of the
Marketing Series)
Information Systems
: MKT 40:5
Intelligence Systems
: MKT 40:5 (*)
International
: IOP 10 (*)
Issues, historical and contemporary
: MKT 0:1
Management
: MKT 40 (*)
Management, international
: IOP 10:3 (*)
Marketing/Communications Departments
: MKT 40:2-1
Marketing in ... by country and/or region
: IOP 10:4 (*)
Marketing Mix Concept
: MKT 5:2-7
Research
: MKT 50 (*)
Research Techniques, international
: IOP 10:3-2.1
Role and General Theory
: MKT 0 (*)
Science or Process?
: MKT 0:2
Services, agency
: ADV 5:12-1
Markov Processes
: MKT 50:2-1.27
Mass Media
: ADV 35:4 (*)
Mass Media, overseas
: IOP 10:2-7.5
Matchbooks
: ADV 35:4-7
Mathematical Models in the Media Planning/Selection
Process
: ADV 50:5-3
"Mechanized
Selling"
: ADV 35:1-4
Media Buying, Evaluation, Planning and Selection
: ADV 50:5 (*)
Media Buying, Planning and Selection, in international
marketing
: IOP 10:2-8 (*)
Media Comparability Council (MCC) Media Data Form
Commentary
: ADV 50:5-3.1.1.1
Media Data Forms, N.E.C.
: ADV 50:5-3.1.2
Media Departments, agency
: ADV 5:12-3
Media Directors, corporate
: MKT 40:1-2.1.5
Media Kits
: SAL 5:5
Media Planning, campaigns
: ADV 20
Media Planning Checklists
: ADV 50:5-2
Media Publicity/Press Releases
: ADM 0:2-10.22
Media Relations (PR)
: ADM 0:2-10.23
Media Research, suggested standards/disclosure
forms
: ADV 50:5-5.10.6
Media Salespersons
: SAL 5:5
Media-Sponsored Research/Promotion, as a media buying,
selection aid
: ADV 50:5-5.10 (*)
Media Tours
: ADM 0:2-10.23
Media Trends (Doyle Dane
Bernbach)
: ADV 55:3-2
Medical Departments, company
: ADM 0:2-8.7
Meeting Sites, directories of
: ADM 0:2-7.2.5.1
Meeting the Press
: ADM 0:2-10.23
Meetings, annual
: ADM 0:2-10.24
Meetings, employee
: ADM 0:2-10.25
Meetings, general management
: ADM 0:2-7.2.5
Meetings, sales
: SAL 25 (*)
Customer/Dealer Meetings
: SAL 25:1-1
Meeting Follow-Up
: SAL 25:1-2
Planning, Staging, Conducting, N.E.C.
: SAL 25:1
Small Meetings
: SAL 25:1-3
Memory (learning process)
: ADM 0:2-8.21.9
Memory for Advertising
: ADV 50:2-1.1
Memory Training, salespersons
: SAL 5:6-6
Mentoring
: ADM 0:2-8.21.6
Merchandising Departments, agency
: ADV 5:12-4
Merchandising, marketing
: MKT 0:5
Merchandising the Advertising Program
: ADV 50:6 (*)
Mergers, agency
: ADV 5:6-2
Mergers and Acquisitions
: ADM 0:2-4.2.3 (*)
Divestment/Divestiture
: ADM 0:2-4.2.3.2
Effect of Mergers on Advertising
: ADM 0:2-4.2.3.1
FTC and the Conference Board Announcements and
Statistical Reports
: ADM 0:2-4.10
Planning, Actions, Effects
: ADM 0:2-4.2.3
Strategies and Tactics for Fighting a Takeover
: ADM 0:2-4.2.3.3
Metamarketing
: MKT 0:4
Metrication in Marketing
: MKT 15 (*)
Microencapsulation
: ADV 50:9-7
Migration of Industry: The Geography of
Manufacturing
: ADM 0:2-4.11
Military Advertising
: MKT 70:20-1.1
Military/Industrial Marketing Differences
: MKT 70:4
Military Marketing: The Defense Procurement
System
: MKT 70:2
Military-Theme Copy
: ADV 50:4-3.22
Minorities
as Board Members
: ADM 0:2-1.3
in Communications
: MKT 40:3-2.1
in Copy
: ADV 50:4-3.23
in Management
: ADM 0:2-7.8
in Marketing
: MKT 40:3-1.1
in Selling
: SAL 5:3
marketing to
: MKT 50:2-4.2.1.2
Mobility, executive
: ADM 0:2-8.21.13.1
Modeling in Marketing
: MKT 40:4-5
Models and Modeling, financial
: ADM 0:2-6.5
Models in Copy
: ADV 50:4-3.32
Morrill Study
: ADV 40:2-4.1
Motivating Employees
: ADM 0:2-8.12
Motivation, salespersons
: SAL 15:5
Motivational Research
: MKT 50:2-1.2
Multidimensional Analysis
: MKT 50:2-1.28
Multinational Corporations
: IOP 5:2 (*)
Multipagers
: ADV 50:8-3
Multiple Insertions in Same Issue
: ADV 50:7-5
Multivariate Analysis
: MKT 50:2-1.29
Murphy's Laws
: ADM 0:2-7.15
N
NAFTA (North American Free Trade Area)
: IOP 0:3-12
NORDEK (The Nordic Council)
: IOP 0:3-13
Name Changes, corporate
: ADM 0:2-10.26
Name Changing/Restyling/Relaunching,
publications
: ADV 35:1-5
National Accounts: Selling, Servicing, Managing
: SAL 40:9
NETAPPS Study (Dr. Daniel Starch)
: ADV 40:2-4.2
New Business Development, agency
: ADV 5:9
New Business Development, sales
: SAL 40:11
New Medium Considerations, in media selection
: ADV 50:5-5.8
New Product Development and Introduction
: MKT 60 (*)
New Product Introduction, overseas
: IOP 10:1-3
New Product Introduction, using direct mail
: ADV 35:3-7
New Product Marketing
: MKT 60:2 (*)
"New Yardsticks of Media
Value"
(also known as the 18 Company Study and the Cooperative Readership
Study)
: ADV 40:3-3
Newsletter-Form Copy
: ADV 50:4-3.24
Newsletters/House Organs, internal and external
: ADM 0:2-10.15
Newspaper Supplements
: ADV 35:4-8.1
Newspapers
: ADV 35:4-8
Newsstand Sales
: ADV 50:5-4.10.1
"No Advertising"
(ideas of
what it would be like if there was no advertising)
: ADV 0:2-1
Number of Ads Seen Daily
: ADV 55:4-2
O
OCAM (Organization Commune Africaine et
Malgache)
: IOP 0:3-14
"OD"
(Organizational
Development)
: ADM 0:1-2
Objections: sales, overcoming
: SAL 40:10
Objectives and Results (ABP
"O&R"
series and similar ABP studies)
: ADV 40:2-1.2
Objectives, setting advertising
: ADV 40:1 (*)
Obsolescence, product
: MKT 60:2-3
Open House
: ADM 0:2-10.7.1
Operational Research
: ADM 0:2-7.16
Opinion Leader Interviewing
: MKT 50:2-2.2
Organization, corporate; Standards and Practices
: ADM 0:1 (*)
Organization, informal
: ADM 0:1-4
Organization Men/Women
: ADM 0:2-7.13.2
Organizational Charting
: ADM 0:1-1
Organizational Development (
"OD"
)
: ADM 0:1-2
Outdoor Advertising
: ADV 35:4-9
Out-of-Home, media
: ADV 35:4-10
Overseas Licensing
: IOP 5:5-3
Overseas Operations, financial aspects
: IOP 5:3 (*)
P
PARM (ARF) Study
: ADV 40:3-4.2.1
PERKS
: ADM 0:2-8.4.4
PERT
: ADM 0:2-7.4.2
PIMS Project
: MKT 50:2-4.1.1
Packaging as a Marketing Mechanism
: MKT 75
Page Size (total area)
: ADV 50:8-4
Paid vs. Free Circulation
: ADV 50:5-4.9
Paid vs. Free Circulation: Tide Series
: ADV 50:5-4.9.1
Paperwork Control
: ADM 0:2-7.4.1
Part-Time Workers
: ADM 0:2-8.19
Pareto's Principle
: ADM 0:2-7.15
Pass-Along Reading
: ADV 40:3-7.3
Patents and Patenting
: ADM 0:2-10.27
Pensions: Funding and Plans
: ADM 0:2-8.13
People Switching, agency turnover
: ADV 5:10-11
Percent of Sales by Channel of Distribution
: MKT 20:6
Percent of Sales Invested in Advertising
: ADV 10:4 (*)
Performance Appraisal
: ADM 0:2-8.14
Performance Shares
: ADM 0:2-8.4.5
PERSONNEL MANAGEMENT AND RELATIONS (see alphabetized
keywords dealing with personnel topics; e.g. Job Enrichment; Suggestion
Systems, etc.)
: ADM 0:2-8 (*)
Peter/Paul Principles
: ADM 0:2-7.19
Petrodollars
: IOP 0:1-3
Philanthropy, corporate
: ADM 0:2-10.28
Photographs vs. Artwork
: ADV 50:9-8
Physical Distribution and P.D. Management
: MKT 20:7
Planning
Advertising
: ADV 20
Campaign and Media
: ADV 20
Corporate, strategic
: ADM 0:2-9 (*)
Financial
: ADM 0:2-6.2
Marketing
: MKT 50:2-4.1 (*)
Methods (PERT, CPM, RAMPS, etc.)
: ADM 0:2-7.4.2
Profit
: ADM 0:2-6.6
Sales Call
: SAL 10:5-1.1
Plant Location and Site Selection
: ADM 0:2-10.7.2
Plant Site Selection, overseas
: IOP 5:1-3
Plant Tours
: ADM 0:2-10.7.1
Point-of-Purchase (In-Store)
: ADV 35:4-11
Political Activism
: ADM 0:2-10.19
Political Copy
: ADV 50:4-3.25
Pooled Marketing Concept
: MKT 5:2-8
Position Descriptions
: ADM 0:2-8.15
Position Values, in advertising
: ADV 50:7 (*)
Positioning Concept
: MKT 5:2-9
Postcards
: ADV 35:4-12
Postmark Advertising
: ADV 35:4-13
Preference Studies, as a media selection aid
: ADV 50:5-5.10.3
Preference Study Research Techniques
: MKT 50:2-3.3
Presentations
:
Agency
: ADV 5:9
Media Sales
: SAL 5:5
Sales
: SAL 40:12
President Directory (Japan)
: IOP 0:7-4
Presidents and CEOs
: ADM 0:2-2
Presidents Vis-a-vis Boards of Directors
: ADM 0:2-1.6
Press Releases
: ADM 0:2-10.22
Price Cutting
: MKT 55:3
Price in Copy
: ADV 50:4-3.26
Price Discrimination
: MKT 55:4
Price Raising
: MKT 55:5
Price Resistance, in selling
: SAL 40:10-1
Price Waterhouse Guides to Agency Accounting
Controls
: ADV 5:5-2.1
Prices/Earnings Around the World
: IOP 10:3-3
Pricing
: MKT 55 (*)
Pricing, new product
: MKT 60:2-4
Pricing Under Conditions of Economic Uncertainty
: MKT 55:6
Print vs. Electronic (media communication
effectiveness)
: ADV 35:5
Probability Theory
: MKT 50:2-1.30
Problem-Solving Conferences
: ADM 0:2-7.2.5.2
Problem Staffers, sales
: SAL 15:5-5
Product Copy
: ADV 50:4-3.27
Product Life Cycles
: MKT 60:2-2
Product Obsolescence, Deletion, Phase-Out
: MKT 60:2-3
Production Costs
: ADV 50:5-5.4
Production Wizards
: ADM 0:2-7.13.3
Productivity: federal, state, municipal
: ADM 0:2-4.12.2
Productivity, in marketing
: MKT 30
Productivity, N.E.C.
: ADM 0:2-4.12
Products featured (number in ad)
: ADV 50:9-10
Profit Planning
: ADM 0:2-6.6
Profits
:
Business Week's surveys of
corporate performance: the Corporate Scoreboard
: ADM 0:2-4.13.1
Dun & Bradstreet, Inc. Cost of Doing Business ...
(Key Business Ratios; annual)
: ADM 0:2-4.13.3
McGraw-Hill Department of Economics: Annual Survey of
Corporate Profit Trends (discontinued)
: ADM 0:2-4.13.2
Profits: their place in economy
: ADM 0:2-4.13
Programmed Instruction
: ADM 0:2-8.21.9.1
"Project X"
(
"DAGMAR"
)
: ADV 40:1-1
Projective Techniques
: MKT 50:2-1.31
Promotion, distributor
: MKT 20:9-6
Promotion, new product
: MKT 60:2-7
Promotion, sales
: SAL 30 (*)
Promotional Criteria (Personnel)
: ADM 0:2-8.21.10
Property Rights, international
: IOP 5:5-2
Prospecting, sales
: SAL 40:11
Psychographics
: MKT 50:2-1.32
Psychological Testing, sales
: SAL 35:1-1
PUBLIC AFFAIRS/RELATIONS (see alphabetized keywords
dealing with PR; for example: Name Changes, corporate; Annual Reports,
etc.)
: ADM 0:2-10 (*)
Public Affairs/Relations, international
: IOP 10:2-12
Pupil Dilation
: ADV 50:9-15
Pulsing, in advertising
: ADV 50:2-3
Purchasing Agents/Managers/Departments
: MKT 65:2 (*)
Purchasing Committees/Groups
: MKT 65:3
Purchasing Patterns
: MKT 65 (*)
Purchasing Practices, industrial (how industry
buys)
: MKT 65:1 (*)
Q
Quality Circles
: ADM 0:2-4.12
Quality Control, product
: MKT 35:5
Questionnaire Construction
: MKT 50:2-3.3
Queuing Theory
: MKT 50:2-1.33
Quotas, sales
: SAL 10:5-4
RAMPS
: ADM 0:2-7.4.2
Radio, as an advertising medium
: ADV 35:4-2.1
Rankings of Top Companies, Worldwide
: IOP 0:7 (*)
Rankings of U.S. Corporations
Black Enterprise: The Top
100 Black Businesses (annual)
: ADM 0:2-4.14.1
Financial World: America's
Top Growth Companies (annual)
: ADM 0:2-4.14.2
Forbes: Annual Report on
American Industry
: ADM 0:2-4.14.3
Forbes: The
Forbes 500s (The Dimensions of American
Business)
: ADM 0:2-4.14.3.1
Fortune: The
Fortune Directory of the 500 Largest U.S.
Corporations (annual)
: ADM 0:2-4.14.4
Fortune: The
Fortune Directory of the Second 500 Largest
Industrial Corporations (annual; suspended in 1983)
: ADM 0:2-4.14.4.1
Fortune: The
Fortune Directory of the 50 Top Non-Inudstrial
Companies (annual; suspended in 1983)
: ADM 0:2-4.14.4.2
Fortune: The
Fortune Service 500 (expanded ranking of the 50
Top Non-Industrial Corporations)
: ADM 0:2-4.14.4.3
Inc.: Inc., 100
: ADM 0:2-4.14.5
Ward's Directory of Largest U.S. Corporations
: ADM 0:2-4.14.6
Ward's Leading Private Companies
: ADM 0:2-4.14.6.1
Other Rankings, N.E.C.
: ADM 0:2-4.14.7
Rate Discounting
: ADV 50:5-5.2
Rate Trends (circulation) Association of National
Advertisers (ANA)
: ADV 50:5-4.5
Rates/Costs Predictions and Indexes, past, present and
future
: ADV 50:5-5.3 (*)
Reach and Frequency
: ADV 50:5-4.11
Readership
: ADV 40:3 (*)
Readership, direct mail
: ADV 35:3-10
Readership Levels Throughout a Publication
: ADV 40:3-5
Readership Study Research Techniques
: MKT 50:2-3.3
Reading
: ADM 0:2-7.2.9
Reading Environment
: ADV 40:3-7 (*)
Reading Habits
: ADV 40:3-6 (*)
Reading, salespersons
: SAL 5:6-7
Recalls, product
: MKT 35:6
Recession Economy, advertising in
: ADV 0:3-1
Reciprocity
: MKT 65:4
Recognition Research Techniques
: MKT 50:2-3.3
Recruiting, Selection and Training: sales
: SAL 35 (*)
Recruitment Copy
: ADV 50:4-3.7
Recruitment for Marketing/Communications
: MKT 40:3 (*)
Recruitment (Personnel)
: ADM 0:2-8.16
Recruitment, sales
: SAL 35 (*)
Recruitment, Training and Development; agency
: ADV 5:10-7
Regional/Demographic Editions, in media
selection
: ADV 50:5-5.9
Regional Trade Groupings
: IOP 0:3 (*)
Regression Analysis
: MKT 50:2-1.34
Relocation (Personnel)
: ADM 0:2-8.21.13.1
Renegotiation
: MKT 70:2-1
Renewals, circulation
: ADV 50:5-4.12
Repeat Ad Study (IARI/CMC)
: ADV 50:2-4.1
Repetition, in advertising
: ADV 50:2-4
Representatives: overseas, selecting
: IOP 5:1-4
Reports, annual and quarterly
: ADM 0:2-10.29
Request Circulation
: ADV 50:5-4.13
Research
Advertising
: ADV 40 (*)
Departments, agency
: ADV 5:12-6
Departments, marketing
: MKT 40:2-3
Guidelines for Buying
: MKT 50:3
Marketing
: MKT 50 (*)
Marketing ... by country and/or region
: IOP 10:4 (*)
Public Relations
: ADM 0:2-10.30
Researcher/Management Relations
: MKT 50:5
Selling management on the value of
: MKT 50:5
Staff, agency
: ADV 5:10-8
Staff, marketing
: MKT 40:1-5.1
Techniques, international marketing
: IOP 10:3-2.1
Techniques, marketing
: MKT 50:2 (*)
Research and Development
Battelle Memorial Institute; Columbus Division series:
"Probable Levels of R&D Expenditures in (year):
Forecast and Analysis"
: ADM 0:2-4.15.1.1
McGraw-Hill Department of Economics:
"Annual Survey of Pollution Control
Expenditures"
: ADM 0:2-4.15.1.3
McGraw-Hill Department of Economics:
"Business Plans for Research and Development
Expenditures"
(annual)
: ADM 0:2-4.15.1.2
McGraw-Hill Department of Economics: Survey of
Technological Breakthroughs and Widespread Application of Significant Technical
Developments (discontinued)
: ADM 0:2-4.15.1.4
National Science Foundation: National Patterns of
R&D Resources; Funds and Manpower in the U.S. and Surveys of Science
Resources
: ADM 0:2-4.15.1.5
Budgeting, Funding, Financial Control, and Resource
Allocation of R&D
: ADM 0:2-4.15.4
Corporate/Marketing - R&D Interface
: ADM 0:2-4.15.5
R&D Organization and Management
: ADM 0:2-4.15.3
R&D Philosophies
: ADM 0:2-4.15.2
R&D Staff
: ADM 0:2-4.15.3.1
Resident Salespeople
: SAL 10:4-4
Resistances in Selling, overcoming
: SAL 40:10
Response Rate Improvement
: MKT 50:2-3.1
Resumes
: ADM 0:2-8.21.13.2
Retailing
: MKT 0:5
Retirement
: ADM 0:2-8.17
Retirement, sales
: SAL 35:1-4
Re-Use of Ad Elements
: ADV 50:9-11
Reverse Plates
: ADV 50:9-12
Reverse Culture Shock
: IOP 10:3-3
Right vs. Left Hand Pages
: ADV 50:7-6
ROI (Return on Investment)
: ADM 0:2-6.1.3
Rome Report of Business Publication Advertising
: ADV 55:1-6
Rome Report of Expenditures in International
Media
: ADV 55:2-5
Ryan Study
: ADV 50:5-4.2.1
S
Sabbaticals
: ADM 0:2-8.4.4
Safety, product
: MKT 35:5
SALES (See also alphabetized keywords dealing with sales
topics; e.g. Women in Selling; Quotas; Territories; etc.)
: SAL (*)
Control
: SAL 10:5 (*)
Departments
: SAL 10:4 (*)
Forecasting
: MKT 50:2-4 (*)
Management Training
: SAL 10:3
Manager/Sales Force Relations
: SAL 15 (*)
Manuals
: SAL 35:2-1
Performance, measuring
: SAL 10:5-3
Profession
: SAL 5 (*)
Promotion
: SAL 30 (*)
Aids
: SAL 30:3
Audit/Measurement
: SAL 30:4
Departments, agency
: ADV 5:12-5
Expenditures: Marketing
Communications annual reports
: SAL 30:1-1
International
: IOP 10:2-13
Literature
: SAL 30:3-1
Management
: MKT 40:1-7
Role in Marketing
: SAL 30:1
Selling Promotion to Management
: SAL 30:2
Proposals, written
: SAL 5:6-7
Sales & Marketing
Management, Survey(s) of Buying Power
: MKT 50:2-4.1.2
Sales & Marketing
Management, Survey(s) of Industrial and Commercial Buying
Power
: MKT 50:2-4.1.3
Salespeople, distributors' and manufacturers'
agents
: MKT 20:9-9
Sampling, in marketing research
: MKT 50:2-1.35
Sampling, new product
: MKT 60:2-5
Scaling
: MKT 50:2-1.36
Scrambled-Marketing
: MKT 5:2-12
Seasonal Advertising
: ADV 50:2-5 (*)
Seasonal Impact, direct mail
: ADV 35:3-12
Seasonal Inquiry Response
: ADV 45:1-1
Second Sales Forces
: SAL 10:4-1
Secretaries
: ADM 0:2-7.20
Secretaries, corporate
: ADM 0:2-3
Security, exhibit
: MKT 25:4-5
Security Values and Advertising
: ADV 0:2-2
Segmentation, marketing
: MKT 50:2-4.2 (*)
Selective and Specialized Selling
: SAL 40:13
Self-Development, salespersons
: SAL 5:6 (*)
Self-Regulation, advertising industry
: ADV 25:4
Sellers' Market, advertising in
: ADV 0:3-2
Selling Management on Industrial Advertising
: ADV 0:4-1
Selling Management on the Value of
Research/Information
: MKT 50:5
Selling in Modern Marketing
: SAL 0
Selling Techniques
: SAL 40 (*)
Seminars
: ADM 0:2-7.2.5
Sensitivity Analysis, in research
: MKT 50:2-1.37
Sensitivity Training
: ADM 0:2-8.21.11
Sensorigraphics
: MKT 50:2-1.38
Sequential Analysis
: MKT 50:2-1.39
Service Selling
: SAL 40:15
Setting Advertising Goals and Objectives
: ADV 40:1
Shape of Ad
: ADV 50:9-13
Share of Market, measurement
: MKT 50:2-4.3
Shareholder/Investor Relations
: ADM 0:2-10.18
Shift Method
: MKT 50:2-1.40
Shortage Economy, advertising in
: ADV 0:3-2.1
Shorter Work Week
: ADM 0:2-4.12.1
Show Selection and Participation Procedures
: MKT 25:2
SIC Analysis, circulation
: ADV 50:5-4.14
SIC Analysis, research
: MKT 50:2-4.4
Simulation
: 50:2-1.41
Single Ad Effects
: ADV 50:2-2.1
Single Advertiser Publications
: ADV 35:4-6.2.7
Single Copy Sales
: ADV 50:5-4.10.1
Site Selection Handbooks
: ADM 0:2-10.7.5
Situational Theory
: ADM 0:2-7.21
Size of Issue
: ADV 50:5-5.11
Size of Sales Force, optimizing
: SAL 10:4-3
Size of Space
: ADV 50:8 (*)
Skills Inventories
: ADM 0:2-8.21.12
Slogans, corporate
: ADM 0:2-10.21
Small Business
Its Role and Problems
: ADM 0:2-4.16.1
Reports of the Select Committee on Small Business of the
U.S. Senate
: ADM 0:2-4.16.3
SBA Publications
: ADM 0:2-4.16.4.1
Starting and Managing
: ADM 0:2-4.16.2
The Small Business Administration: What it is; What it
does
: ADM 0:2-4.16.4
Small Orders
: MKT 10:4
Social and Ethical Responsibilities, corporate
: ADM 0:2-10.32
Social/Ethical Concept in marketing
: MKT 5:2-10
Sociobiology
: MKT 50:2-1.42
Socio/Economic Influence of Advertising
: ADV 0:2
Sources of Information of Consumer Purchasers
: MKT 65:7-1
Sources of Information (Marketing); see writeup at
beginning of Marketing Series
: MKT 50:7 (*)
Sources of Information of Purchasing Influences
: MKT 65:5
Sources of Overseas Marketing Information
: IOP 10:3-2.1.1
Span of Control
: ADM 0:1-5
Speaking
: ADM 0:2-7.2.10
Speaking, salespersons
: SAL 5:6-8
Special Interest Copy
: ADV 50:4-3.28
Special Issues, as an advertising medium
: ADV 50:5-5.12
Special Issues Planned by McGraw-Hill
Publications
: ADV 50:5-5.12.1
Special Sections, copy
: ADV 50:4-3.12.1
Specialists vs. Generalists
: ADM 0:2-7.13.4
Specialty Advertising Media (calendars, combs, business
gifts, etc.)
: ADV 35:4-14
Specialty Magazines
: ADV 35:4-6.2
Spectral/Cross-Spectral Analysis
: MKT 50:2-1.43
Spouses
: ADM 0:2-7.22
Spouses, sales
: SAL 5:6-9
Spread vs. Bunched (publication format for
advertising)
: ADV 50:7-7
Spreads and Inserts
: ADV 50:8-3
Staff-Line/Staff-Staff Relationships
: ADM 0:1-5
Standardization (in international advertising)
: IOP 10:2-4.3
Standardized Marketing
: IOP 10:1-4
Standards/Disclosure Forms for Media Research
: ADV 50:5-5.10.6
Starch-INRA Hooper/IAA World Advertising
Expenditures
: IOP 10:2-10.1
Starting a New Agency
: ADV 5:13
Starting a New Magazine
: ADV 35:4-6.3
Statistics, use of
: ADM 0:2-7.2.11
Steps to a Sale: History
: ADV 35:1-4
Stock Options/Purchase Plans
: ADM 0:2-8.4.5
Strategic Planning
: ADM 0:2-9 (*)
Stress
: ADM 0:2-8.7
Subliminal Advertising
: ADV 50:9-14
Subscription Sales, circulation
: ADV 50:5-4.14.1
Suggestion Systems
: ADM 0:2-8.18
Summer Advertising
: ADV 50:2-5.1
Summertime Selling
: SAL 40:16
Supervisor's Job
: ADM 0:2-7.23
Surplus Property Buying/Marketing
: MKT 70:3
Survey(s) of Buying Power, S&MM
: MKT 50:2-4.1.2
Survey(s) of Industrial and Commercial Buying Power,
S&MM
: MKT 50:2-4.1.3
Sworn Statements
: ADV 50:5-4.3.5
Syndicated Audience Research (Simmons, TGI
Commentary/Controversy/Merger)
: ADV 50:5-4.2.2
Syracuse Study
: ADV 50:5-4.2.1
Systems Concept
: MKT 5:2-11
Systems Selling
: MKT 5:2-11 (*)
Systems Theory in Management
: ADM 0:2-7.24
T
T & E Expenses
: SAL 20:4-4
T-Group Training
: ADM 0:2-8.21.11
TV, as an advertising medium
: ADV 35:4-2.2
TV Rating System
: ADV 35:4-2.2.1
Tachistoscope Testing
: ADV 50:9-15
Tariffs and Trade Policies: Imports
: IOP 0:4
Taste in Advertising
: ADV 25 (*)
Taxing of Advertising Services
: ADV 25:6
Taylor Instrument Study (of the business paper reading
environment)
: ADV 40:3-7.1
Teaching Machines
: ADM 0:2-8.21.9.1
Technical Staff, agency
: ADV 5:10-10
Technical Writing
: ADM 0:2-7.2.13.1
Technological Forecasting
: MKT 50:2-1.44
Technology Assessment/Transfer
: ADM 0:2-4.15.6
Technology Transfer, international
: IOP 5:2-2.6
Telemarketing
: SAL 40:17
Telephone Interviewing/Surveys
: MKT 50:2-2.4
Tele-Text/Terminal and Videoconferences
: ADM 0:2-7.2.5.3
"Tell All,"
copy
: ADV 50:4-2.1
Temporary Workers
: ADM 0:2-8.19
Termination
: ADM 0:2-8.21.13.3
Terms and Definitions, economic
: ADM 0:2-4.5.1
Terms and Definitions, marketing
: MKT 0:6
Terms and Definitions, marketing research
: MKT 50:1-2
Terms and Definitions, media/advertising
: ADV 35:6
Territories, sales
: SAL 10:5-5
Terrorism, international
: IOP 10:3-3
Testimonial Copy
: ADV 50:4-3.29
Test Marketing
: MKT 60:2-6
Testing and Research, direct mail
: ADV 35:3-13
Testing: aptitude/psychological, sales
: SAL 35:1-1
Testing, personnel
: ADM 0:2-8.20
Testing, product
: MKT 35:5
The New York Times, annual
international economic review (discontinued)
: IOP 0:6-2
Theories X, Y and Z
: ADM 0:2-7.26
Thick vs. Thin Publications
: ADV 50:5-5.11
Tide: reader action
series
: ADV 40:2-3.1
Time and Territory Management and Control,
salespersons
: SAL 5:6-5
Time Conservation
: ADM 0:2-7.4.3
Time Series Analysis
: MKT 50:2-1.45
Time Spent Reading
: ADV 40:3-7.6
"Tomorrow's"
Management
: ADM 0:2-7.27
Top Management's Involvement in the Industrial
Communications Process
: ADV 0:4-1
Top Management's Role in Marketing
: MKT 40:1-1
Top Markets, Advertising Age
(discontinued)
: MKT 50:2-4.1.4
Townsend Points
: ADV 50:4-3.30
Trade Associations
: MKT 80
Trade Associations, overseas
: IOP 10:5
Trade Characters
: ADM 0:2-10.21
Trade Fairs
: IOP 10:2-11.1
Trade Missions
: IOP 10:2-11.2
Trade Names
: ADM 0:2-10.21
Trade Relations/Reciprocity
: MKT 65:4
Trade Show Trends, audience statistics
: MKT 25:3
Trade Zones
: IOP 0:5
Trademarks
: ADM 0:2-10.21
Trademarks in Copy
: ADV 50:4-3.31
Trading Markets, by country and/or region
: IOP 10:4 (*)
Training and Development
: ADM 0:2-8.21 (*)
Agency
: ADV 5:10-7
International
: ADM 0:2-8.21.7
Marketing/Communications
: MKT 40:3 (*)
Personnel
: ADM 0:2-8.21 (*)
Sales
: SAL 35:2
Sales Management
: SAL 10:3
Transference (in international advertising)
: IOP 10:2-4.3
Transit Advertising
: ADV 35:4-15
Truth in Advertising
: ADV 25 (*)
Turnover, circulation
: ADV 50:5-4.15
Turnover, sales staff
: SAL 15:5-6
Turnover (why people leave jobs)
: ADM 0:2-8.21.13
U
U.S. Government as an Advertiser
: MKT 70:2-1.2
U.S. Government Purchasing, Specifications and Sales
Directories
: MKT 70:1-1
U.S. Steel/Harnischfeger Studies
: ADV 40:2-5.2
"Umbrella"
Advertisements
: ADV 50:9-1
Unionization, white collar
: ADM 0:2-8.22
Unit Counts
: ADV 50:5-4.16
Universe/Total Audience Measurement and Research
Concepts/Management and Principles
: ADV 50:5-4.2
Unusual Overseas Payments
: IOP 5:3-5
V
Validity/Verification/Reliability Procedures and
Controls
: MKT 50:2-1.47
VALS
: MKT 50:2-1.32
Value Added Taxation (VAT)
: MKT 35:7
Value Analysis
: MKT 65:6
Van Diver Studies (on the impact of industrial advertising
on sales)
: ADV 40:2-4.3
Variance/Covariance Analysis
: MKT 50:2-1.46
Angelo R. Venezian, ad volume forecasts and historical
statistics
: ADV 55:1-2.2
Venture Team Approach, to new product
development
: MKT 60:1-2
Verification/Validity/Reliability Procedures and
Controls
: MKT 50:2-1.47
Verified Audit Circulation (VAC)
: ADV 50:5-4.3.4
Vertical Integration
: MKT 5:2-12
Video-Based Training
: ADM 0:2-8.21.9.1
Videoconferences
: ADM 0:2-7.2.5.3
Videotex(t) Publishing
: ADV 35:1-6.3
Visual and Instructional Aids
: ADM 0:2-7.2.12
Visual Presentation of Advertising (the characteristics of
well-read ads)
: ADV 50:9 (*)
Vocabulary Building, salespersons
: SAL 5:6-8
Voice Pitch Analysis (VOPAN)
: MKT 50:2-1.48
W
Warranties, product
: MKT 35:5
Wartime Economy, advertising in
: ADV 0:3-3
Wave Scheduling, in advertising
: ADV 50:2-3
Wearout
: ADV 50:2-4 (*)
L.D.H. Weld, ad volume statistics
: ADV 55:3-1
Westinghouse Study
: ADV 40:2-4
Wholesaling
: MKT 0:5
Winter Advertising
: ADV 50:2-5.2
Women
as Board Members
: ADM 0:2-1.3
in Communications
: MKT 40:3-2.2
in Copy
: ADV 50:4-3.32
in Management
: ADM 0:2-7.28
in Marketing
: MKT 40:3-1.2
in Selling
: SAL 5:4
Marketing to
: MKT 50:2-4.2.1.3
Women's Magazines
: ADV 35:4-6.2.5
Word-of-Mouth Advertising
: ADV 35:4-16
Worker Participation on BODs
: ADM 0:2-1.8
World Advertising Expenditures, Starch-INRA
Hooper/IAA
: IOP 10:2-10.1
World Business/Economic Forecasts and Reviews
: IOP 0:6 (*)
Writing
: ADM 0:2-7.2.13
Writing, research report
: MKT 50:4
Writing, salespersons
: SAL 5:6-7
Writing, technical
: ADM 0:2-7.2.13.1
Y
Charles Yang, ad volume statistics
: ADV 55:3-1.1
Yellow Pages
: ADV 35:4-17
Youth Magazines
: ADV 35:4-6.2.6
Youths, marketing to
: MKT 50:2-4.2.1.4
Z
Zero-Base Budgeting
: ADM 0:2-6.1.4
Zero Defects
: ADM 0:2-4.12
Zip Analysis and Research
: MKT 50:2-4.5
