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