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. [AAT]
- Vertical files. [AAT]
- 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