mcgrawhill Inventory of the McGraw-Hill Marketing Information Center Vertical File, 1948-1991 Processed by: Angela McClendon; machine-readable finding aid created by: Angela McClendon The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

2007 Duke University. All Rights Reserved.

Aleph Number: 002566503

 Machine-readable finding aid derived from XML authoring program. Date of source: June 2007Processed by Angela McClendon, June 2007; Finding Aid encoded by Angela McClendon, David M. Rubenstein Rare Book & Manuscript Library, Duke University, June 2007 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the McGraw-Hill Marketing Information Center Vertical File, 1948-1991 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

2007 Duke University. All Rights Reserved.

 Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University McGraw-Hill Marketing Information Center McGraw-Hill Marketing Information Center Vertical File, 1948-1991 Material in English 121.5 Linear Feet About 72,900 Items For current information on the location of these materials, please consult the Library's online catalog. 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. Administrative Information Access Restrictions

Collection 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 David M. Rubenstein Rare Book & Manuscript 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 David M. Rubenstein Rare Book & Manuscript Library.

 Preferred Citation

[Identification of item], McGraw-Hill Marketing Information Center Vertical File, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

 Provenance

The McGraw-Hill Marketing Information Center Vertical File were received by the David M. Rubenstein Rare Book & Manuscript 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.

 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.

 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.

 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).

 Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

Marketing Information Center (McGraw-Hill Publications Company) Advertising--History. Advertising--Research. Corporate governance. Management--History. Management--Research. Marketing--History. Marketing research. Selling--History. Speeches. Vertical files. John W. Hartman Center for Sales, Advertising & Marketing History Contents of Collection Administration Series (ADM) 22 Boxes

Contains information on topics common to all areas of management.

Headings are loosely arranged, first by organizational practices and then by major function--starting at the top with boards of directors, presidents and CEOs, and continuing on down the line alphabetically: economics management, executive management, financial management, general management, personnel management, planning management, public relations management, risk management, and so on. The strictly advertising/marketing/sales management activities are cataloged within the sections devoted specifically to those marketing areas.

Note: N.E.C. designates Not Elsewhere Classified.

 ADM 0. Corporate Organization and Administration 1 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 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 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. 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) 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) 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

 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.

 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 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) 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

 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 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

 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 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.

 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

 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.

 0:2-8.21.5 Business Education, Undergraduate and Graduate; includes information on student attitudes towards business 17

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 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] 19 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.

 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 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 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 23 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 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) 25 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

 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

 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) 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 29 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 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.

 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

 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 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

 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

 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? 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.

 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 38 50:2-3 Pulsing/Wave Scheduling/Flighting vs. Evenly Scheduled Continuous Advertising

See also: ADV 50:1, Concentration and Dominance; ADV 50:2-1.1, Memory for Advertising; ADV 50:2-2, Frequency in Advertising

 50:2-4 Repetition in Advertising (the life of an advertisement)

See also: ADV 25:5, Clutter in Advertising

 50:2-4.1 IARI (CMC) Repeat Ad Study and Direct Commentary 50:2-4.2 TV Commercial Wearout 50:2-5 Seasonal Advertising, N.E.C.

See also: ADV 45:1-1, Seasonal Inquiry Response

 50:2-5.1 Summer Advertising 50:2-5.2 Winter Advertising ADV 50:3 Cooperative Advertising ADV 50:4 Copy-Approaches and Themes 50:4-1 Copy: Approaches and Themes, General Information, N.E.C 50:4-1.1 Advertising Awards: Associations Presenting, How to Run, Judge, Win 50:4-2 Copy: Approaches and Themes, Industrial, N.E.C. 50:4-2.1 Tell All 50:4-3 Specific Approaches and Themes 50:4-3.1 AID(C)A (IPSO) 50:4-3.2 Advocacy/Controversy/Issue

See also: ADV 50:4-3.9, Image

 50:4-3.3 Anniversary

See also: ADM 0:2-10.4, Anniversaries, Corporate

 50:4-3.4 Cartoon and Comic Strip

See also: ADV 35:4-4, Comics; ADV 50:4-3.20, Humorous

 50:4-3.5 Case History 50:4-3.6 Catalog-Type Copy

See also: ADV 35:2-2.4, Writing Catalogs

 [Celebrities--see: ADV 50:4-3.29, Testimonial/Endorser/Celebrities)] 50:4-3.7 Classified (including recruitment) 39 50:4-3.8 Comparative/Comparison

See also: MKT 5:2-9, Positioning

 50:4-3.9 Corporate Image

See also: ADM 0:2-10.16, Image/Identity Building, Corporate; ADM 0:2-10.17, Image/Identity Measurement and Research, Corporate; ADV 40:4-3.2, Advocacy/Controversy/Issue; ADV 55:3-6, Public Relations Journal: The Cost of Corporate Advertising in - year

 50:4-3.9.1 Corporate Image vs. Product Copy 50:4-3.9.2 Divisional Advertising [Corrective/Counter--see: ADV 25:2-1, Corrective/Counter Advertising, FTC Proposals and Commentary] 50:4-3.10 Credibility of Messages

See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, miscellaneous subsections

 50:4-3.11 Distributor

See also: MKT 20:9-6, Distributor Promotion

 50:4-3.12 Editorial-Type 50:4-3.12.1 Advertorials/Special Sections 50:4-3.13 Educational-Type [800 Number in Advertising--see: ADV 45:5-3, 800 Number] 50:4-3.14 Emotional Appeal

See also: MKT 65:1-2.1, Buyer Behavior and Motivation, Emotional Aspects; MKT 65:7, Consumer Buying Attitudes, Behavior Decisions, Motivations

 [Essay-Advertisements--see: ADV 50:4-3.12.1, Advertorials/Special Sections] [Ethnics in copy/commercials--see: ADV 50:4-3.23, Minorities/Ethnics in Copy/Commercials] 50:4-3.15 Financial 50:4-3.16 Generic 50:4-3.17 Hidden Product 50:4-3.18 Historical (comparisons with ads of yesteryear) 50:4-3.19 House Ads 50:4-3.20 Humorous

See also: ADV 35:4-4, Comics; ADV 50:4-3.4, Cartoon and Comic Strip

 50:4-3.21 Length of Copy 50:4-3.22 Military

See also: MKT 70:2-1.1, Advertising to the Military

 50:4-3.23 Minorities/Ethnics in Copy/Commercials [New Product--see: MKT 60:2-7, New Product Promotion] 50:4-3.24 Newsletter Form 50:4-3.25 Political

See also: MKT 0:4, Metamarketing

 [Positioning--see: MKT 5:2-9, Positioning; also, ADV 50:4-3.8, Comparative/Comparison Copy] 50:4-3.26 Price 50:4-3.27 Product

See also: ADV 50:4-3.9.1, Corporate Image vs. Product Copy

 50:4-3.27.1 Technical Products [Recruitment--see: ADV 50:4-3.7, Classified: Including Recruitment] 50:4-3.28 Special Interest 50:4-3.29 Testimonial/Endorser/Celebrities 40 50:4-3.30 Townsend Points 50:4-3.31 Trademarks in Copy

See also: ADM 0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks, Corporate; also ADM 0:2-10.9, Copyrights

 50:4-3.32 Women/Children/Models/Elderly in Copy/Commercials 50:4-4 Copy: Copy/Message Testing and Research (includes information on copy claims/substantiation - pretest research) 50:4-5 Copy: Copywriting

See also: ADM 0:2-7.2.13.1, Technical Writing; ADM 0:2-7.2.13, Writing; ADV 5:10-3, Agency Creative Staff, N.E.C.

 ADV 50:5 Media Buying, Evaluation, Planning and Selection

See also: ADV 20, CAMPAIGN & MEDIA PLANNING, N.E.C.

 50:5-1 Media Buying, Evaluation, Planning and Selection, in combination or N.E.C. 50:5-2 Checklists for (all media) Media Planners ( Media/Scope and others) 50:5-3 Computers and Mathematical Models in the Media Planning/Selection Process

See also: MKT 40:4-4, Computers in Marketing; MKT 40:4-5, Gaming and Modeling in Marketing: Theory and Commentary, N.E.C.; MKT 40:4-5.1, Modeling and Gaming Techniques Designed for Specific Marketing Application Decisions; MKT 50:2, Techniques of Marketing Research, all subsections, especially MKT 50:2-1.24, Linear and Non-Linear Programming

 41 50:5-3.1 Comparability/Standardization of Circulation (Audience/Universe) Data 50:5-3.1.1 AIA (now B/PAA) Media Data Form Commentary 50:5-3.1.1.1 MCC (Media Comparability Council) Information and Media Data Forms 50:5-3.1.2 Suggested Media Data Forms, N.E.C. 50:5-4 Media Buying, Evaluation, Planning and Selection Factors 50:5-4.1 Media Buying, Evaluation, Planning and Selection Factors as Identified by Surveys (includes Folio: AdGuide) 50:5-4.2 Circulation (Audience/Universe/Total Audience): Measurement and Research Concepts/Management and Principles 50:5-4.2.1 ABP's Business Marketing Laboratory Study (The Ryan Study; The Syracuse Study), Findings and Commentary

For information on the ABP/Taylor Instrument Company study of the business paper reading environment, see ADV 40:3-7.1

 50:5-4.2.2 Syndicated Audience Research (Simmons, TGI commentary/controversy/merger) 50:5-4.3 Circulation (Audience/Universe): Auditing Bureaus (U.S./Canada) 50:5-4.3.1 Audit Bureau of Circulations, (ABC), Functions, History, General Information, N.E.C. 50:5-4.3.1.1 ABC, Guides to Using Reports 50:5-4.3.2 Business Publications Audit of Circulation, Inc.. (BPA), Functions, History, General Information, N.E.C. 50:5-4.3.2.1 BPA, Guides to Using Reports 50:5-4.3.2.1.1 BPA, SMA (Selected Market Audit) Division 50:5-4.3.3 Canadian Circulations Audit Board (CCAB) 50:5-4.3.4 Verified Audit Circulation Corporation (VAC) 50:5-4.3.5 Sworn Statements 50:5-4.3.6 The Case for Audited Publications 50:5-4.4 Circulation (Audience/Universe): Auditing Bureaus Around the World 50:5-4.5 Association of National Advertisers (ANA) Magazine Circulation Rate Trends 50:5-4.6 Circulation: Costs (CPM etc.)

See also: ADV 50:55.1, Advertising Costs and Rates, particularly ADV 50:5-5.3.3.1, Rate Trends by Medium, Marketing & Media Decisions

 50:5-4.7 Circulation: Franchise Circulation 50:5-4.8 Magazine Publishers Association (MPA): Circulations of Business Publication Members 50:5-4.9 Circulation: Paid vs. Free, General Commentary

See also: ADV 50:5-3.1, Comparability/Standardization of Circulation - Audience/Universe - Data

 50:5-4.9.1 Paid vs. Free Circulation, Tide series [Circulation: Pass-Along--see: ADV 40:3-7.3, Pass-Along Reading] 50:5-4.10 Circulation: Publication Distribution, N.E.C. 50:5-4.10.1 Newsstand and Single Copy Sales 50:5-4.10.2 Postal Service Problems (alternate delivery) 50:5-4.11 Circulation: Reach and Frequency

See also: ADV 50:5-3, Computers and Mathematical Models in the Media Planning/Selection Process; ADV 50:1, Concentration and Dominance; ADV 50:2, Continuity and Repetition in Advertising, all subsections particularly ADV 50:2-2, Frequency in Advertising; ADV 50:5-5.7, Frequency of Issue; MKT 65:5, Sources of Information of Purchasing Influences

 [Circulation: Readership--see: ADV 40:3, Readership, all subsections] 50:5-4.12 Circulation: Renewals

See also: ADV 50 5-4.9, Circulation, Paid vs. Free; and ADV 50:5-4.9.1, Paid vs. Free, Tide series

 50:5-4.13 Circulation: Request

See also: ADV 50:5-4.9, Circulation, Paid vs. Free; and ADV 50:5-4.9.1, Paid vs. Free, Tide series

 50:5-4.14 Circulation: SIC Analysis

See also: ADV 50:5-3.1, Comparability/Standardization of Circulation - Audience/Universe - Data; MKT 50:2-4.4, SIC Analysis and Research

 50:5-4.14.1 Circulation: Subscription Sales (promotion, etc.) 50:5-4.15 Circulation: Turnover: Men on the Move

See also: ADM 0:2-8.21.13, Turnover

 50:5-4.16 Circulation: Unit Counts 42 50:5-5 Media Buying, Evaluation, Planning and Selection Factors, Other Than Circulation (Audience/Universe)

See also: ADV 35:1-3, Media, Business Papers costs and Economics of Business Paper Publishing, all subsections

 50:5-5.1 Advertising Costs and Rates, Discussions, N.E.C.

See also: ADV 5:4-1.1, Barter and Brokerage of Media Space and Time

 50:5-5.2 Rate Discounting 50:5-5.3 Rates/Costs Predictions and Indexes, Past, Present and Future, by Issuing Source, N.E.C.

Selected examples from defunct publications or discontinued series are included to illustrate how the subject has been treated and to aid in the construction of indexes for post-WW II years; see also: ADV 55:3-2, Doyle Dane Bernbach: Media Trends.

 50:5-5.3.1 Ad Agency-Prepared Rates/Costs: Predictions and Indexes 50:5-5.3.2 Association of National Advertisers, Inc. Circulation and Rate Trend Analyses, by Medium 50:5-5.3.2.1 Business Publications 50:5-5.3.2.2 Magazines 50:5-5.3.2.3 Outdoor 50:5-5.3.2.4 TV 50:5-5.3.3 Rate Trends, Publication-Produced, by Medium 50:5-5.3.3.1 Marketing & Media Decisions 50:5-5.3.3.2 Media/Scope (discontinued) 50:5-5.3.3.3 Printers' Ink (discontinued) 50:5-5.3.3.4 Tide (discontinued) 50:5-5.3.3.5 International Trade Press Cost Indexes 50:5-5.4 Production Costs 50:5-5.5 Rate Digests: McGraw-Hill Publications 50:5-5.6 Editorial Evaluation

See also: ADV 35:1-1.1, The Business Paper Editor/Editorial Integrity

 50:5-5.7 Frequency of Issue

See also: ADV 50:2, Continuity and Repetition, all subsections especially ADV 50:2-2, Frequency in Advertising; ADV 50:5-4.11, Reach and Frequency

 50:5-5.8 New Medium Considerations

See also: ADV 40:3, Readership, all subsections

 50:5-5.9 Regional/Demographic Editions

See also: MKT 50:2-4.2, Market Segmentation, all subsections

 50:5-5.10 Media-Sponsored Research/Promotion 50:5-5.10.1 Media-Sponsored Research/Promotion as a Media Analysis, Buying and Measurement Aid, N.E.C. (includes media presentations)

See also: SAL 5:5, MEDIA SALESPERSONS

 50:5-5.10.2 Media-Sponsored Research: Circulation Promotion 50:5-5.10.3 Media-Sponsored Research: Preference Studies

See also: ADV 40:34.2, Readership Studies: Used or Misused? Pros and Cons

 50:5-5.10.4 Media-Sponsored Research: Promotion 50:5-5.10.5 PIB Data: How They May Be Used By Magazines in Research/Promotion 50:5-5.10.6 Suggested Standards/Disclosure Forms for Media Research 43 50:5-5.11 Size of Issue (thick vs. thin)

See also: ADV 40:3-5, Reader Traffic: Readership Levels Throughout a Publication; ADV 50:7-1, Position Values in Advertising, all subsections, particularly ADV 50:7-4, Position, Front vs. Back of Issue

 50:5-5.12 Special Issues, N.E.C. (includes information on buyers guides and show issues)

See also: ADV 35:2-1.1, Directories

 50:5-5.12.1 Special Issues Planned, by year, by McGraw-Hill Publications (intermittent) ADV 50:6 Merchandising

See also: MKT 0:5, Retailing/Wholesaling/Merchandising

 50:6-1 Merchandising the Advertising Program, N.E.C. 50:6-2 Merchandising to Distributors

see also: MKT 20:9-6, Distributor Promotion

 50:6-3 Merchandising to Salespersons ADV 50:7 Position 50:7-1 Position Values in Advertising, N.E.C.

See also: ADV 40:3-5, Reader Traffic: Readership Levels Throughout a Publication; ADV 50:5-5.11, Size of Issue: thick vs. thin

 50:7-2 Covers 50:7-3 Effects of Accompanying Reading Matter (e.g. readership of advertisements facing editorial vs. those in solid advertising sections) 50:7-4 Front vs. Back of Issue (note see alsos listed under ADV 50:7-1) 50:7-5 Multiple Insertions in Same Issue

See also: ADV 50:1-2, Dominance: Impact Advertising, and subsection

 50:7-6 Right vs. Left Hand Pages 50:7-7 Spread vs. Bunched (What kind of publication format is better for advertisers/readers: solid ad section or even mixture of ads and editorial?)

See also: ADV 50:7-3, Effects of Accompanying Reading Matter

 ADV 50:8 Size of Space

See also: ADV 50:1-2, Dominance: Impact Advertising, and subsection

 50:8-1 Analyses of Space Units in Business Publications (most-frequently used ad sizes) 50:8-2 Fractional vs. Full Page(s): Readership/Attention-Value Relationships (includes information on horizontal vs. vertical) 50:8-3 Inserts and Spreads (includes information on multipages)

See also: ADV 35:4-8.1, Newspapers, Supplements

 50:8-4 Page Size (total area) ( Reader's Digest studies) 50:8-5 Small-Space Advertising

See also: ADV 50:1-2.1, Answers to the Question: Big Ads Seldom ... Small Ads Often?

 ADV 50:9 Visual Presentation 50:9-1 Ad Characteristics (size, color, illustrations, and other elements in combination or N.E.C.) Answers to the Question: What Are the Characteristics of Well-Read Advertisements? (includes information on free-form ads, etc., and standardization of format/layout, umbrella advertisements) 50:9-2 Bleed 50:9-3 Color 50:9-4 Graphic Arts (reproduction processes) Developments 50:9-4.1 Typography/Graphics Technology

See also: ADV 50:9-12, Reverse Plate

 50:9-5 Headlines/Coverlines/Advertising Slogans

See also: ADM 0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks: Corporate

 50:9-6 Illustrations

See also: ADV 50:9-8, Photographs vs. Artwork

 50:9-7 Microencapsulation (for adding aromatic dimension to ads) 50:9-8 Photographs vs. Artwork

See also: ADV 5:9-6, Illustrations

 50:9-9 Product Picture 50:9-10 Products Featured (number in ad) 50:9-11 Re-Use of Ad Elements (to create basic ads and to control costs) 50:9-12 Reverse Plate

See also: ADV 50:9-4.1, Typography/Graphics Technology

 50:9-13 Shape of Ad

See also: ADV 50:8-2, Fractional vs. Full Page(s)

 50:9-14 Subliminal Advertising 50:9-15 Visual and Other Autonomic Measures (tachistoscope testing, pupil dilation, etc.)

See also: MKT 50:2-1.48, VOPAN - Voice Pitch Analysis/Brain Wave Analysis

 44 ADV 55. ADVERTISING VOLUME, Expenditures in Major Media

In 1968, the Index-Developer put together a listing of sources publishing advertising volume data and the major reports published by these sources. The identified reports numbered nearly one hundred and covered broadcast media, business publications, farm and general magazines, direct mail, newspapers, outdoor, point-of-purchase, and transit advertising; too, there was a goodly helping of entries covering such specialties as life insurance advertising volume by medium, city and area development advertising, resort and tourist advertising expenditures, bank advertising expenditures, liquor advertising expenditures, and so on. However, during the past fifteen years (circa 1970-1985) the Marketing Information Center rarely, if ever, received requests for any of these published statistics. In this listing, therefore, only those sources and figures for which the MIC receives most inquiries are cited. This listing is geared strictly to the expressed needs of the businesspaper advertiser.

For the advertising scholar, though, a sampling of historic and one-of-a-kind volume reports are given headings (together with a thumbnail commentary). These historic statistics may be useful to researchers curious to learn how volume estimates were compiled and presented in the old days. It is interesting, for example, to compare the variations in advertising volume data compiled by Charles Yang and others for Advertising Age from 1965 to 1971 with those compiled by Robert J. Coen (who continued the pioneering work of the late Dr. L.D.H. Weld) for Printers' Ink - Marketing/Communications and now featured by Advertising Age. Also, it may be of value to some ad volume researchers to learn how business publication statistics were compiled by Angelo R. Venezian for Industrial Marketing (now Business Marketing) and how and why the earlier post-World War II business paper statistics were adjusted by their compiler and were subsequently updated by the American Business Press, Inc. Examples of these older studies (on occasion, the complete series) are on file within the Marketing Information Center.

See also: IOP 10:2-10, World Advertising Expenditures, and subsections.

 ADV 55:1 Business Publications

See also: ADV 55:3-1, Advertising Age, Forecasts and Historical Statistics as prepared by Robert J. Coen, for additional business publication dollar volume estimates - past and present; additionally, see ADV 55:3-2, Doyle Dane Bernbach: Media Trends, the Business Press Advertising Trends section, and ADV 35:4-6.4, The Folio 400 and Commentary, especially the Folio 400 Business Magazines section)

 55:1-1 American Business Press, Inc. Annual Dollar and Page Volume Estimates

These figures may be obtained by contacting the association. They are a continuation of those originally developed by the McGraw-Hill Marketing Information Center for Angelo R. Venezian for publication in his annual Industrial Marketing (IM)- now Business Marketing article on the state of the business press. The Angelo Venezian articles - see ADV 55:1-2.2 - were featured in IM starting in January, 1947 and concluding in November, 1964. AV took over authorship of the studies in June 1965 and the last article type study in IM - under the byline of John B. Babcock - was in June, 1966. For a while thereafter the ABP published the studies as an insert in IM under the bannerline ABP Info/File. The last ABP Info/File appeared in 1974 and covered 1973 data. For many years, ABP-produced basic business publication data, including ad volume statistics, were featured in a series of foldout leaflets and/or booklets titled Fast Facts - see following subsections.

 55:1-1.1 ABP Fast Facts (historic, discontinued; examples only; see preceding entry for historical notes) 55:1-1.2 ABP Info/File (historic, discontinued; see ADV 55:1-1 for historical notes; includes the two Industrial Marketing articles mentioned in the historical notes) 55:1-1.3 ABP Leading Advertisers in Business Publications (historic, discontinued; this series was first published in 1951 and was, discontinued after the 23rd annual survey - the 1973 edition) 55:1-1.4 ABP Suggested Guidelines for Reporting Ad Volume (includes commentary on the Guidelines) 55:1-2 Business Marketing (formerly Industrial Marketing), N.E.C. 55:1-2.1 Ad Volume in Business Publications (quarterly and annual page totals by publication) 55:1-2.2 Forecasts and Historical Statistics

Annual articles authored by Angelo R. Venezian commencing January, 1947 and ending November, 1964; see ADV 55:1-1 for brief commentary on the history of this series. The Venezian statistics form the foundation of all those emanating from the ABP. An Index-Developer historical note: Mr. Venezian in his last - 1964 - study adjusted all his prior years' (1945-1963) dollar volume statistics.

These adjusted figures have always been used by the ABP in their continuing compilations; ad volume researchers must be aware of this multi-year adjustment if they are exploring post-World War II trends; it is quite possible that such researchers might unwittingly use the unadjusted earlier statistics and become alarmed at apparent discrepancies in figures when comparing them with, say, modern ABP releases which feature the adjusted totals.

 55:1-2.3 100 Largest Advertisers in Business Publications (derived from The Rome Report data) 55:1-2.3.1 Ad Spending by Market (derived from The Rome Report data) 55:1-2.4 Commentary on Declining Ad Volume (includes observations on the year's hot trade magazines which occasionally form part of the commentaries) 55:1-3 The Gallagher Report: Annual Business Publications Scorecard (this series was once semi-annual; first published circa 1960; top one hundred publications tabulations - one for gross ad revenues, the other for advertising pages) 55:1-4 McGraw-Hill Publications Company: Competing Advertising Data; known in-company as the green sheet (confidential monthly compilations - dating back to the mid-1930s - of page volume of McGraw-Hill publications and their major competitors; monthly and cumulative totals, share of market, comparisons with comparable previous-year periods, etc.) 55:1-4.1 McGraw-Hill Publications Company: Company and Product Advertising Analyses (Discontinued; historic examples only. The Company and Product Advertising Analyses provided, in two volumes, a complete information file on competitive advertising data; advertising schedules -pages and dollars - were indicated for over 20,000 firms in approximately 200 business publications. Volume II was the product section - tabulations showing, for 700-plus products, schedules [publication, pages and dollars] being used to advertise those products) 55:1-5 Printers' Ink (which changed its name to Marketing/Communications before being discontinued): Page Volume by Publication (historic; examples only) 55:1-6 The Rome Report of Business Publication Advertising (semi-annual compilations of the advertising appearing in approximately 500 - number varies by year - business publications; lists advertisers in alphabetical order, the publications scheduled, the total space run and the dollar expenditure in each publication and in total; for a time, this series of reports was published under the Media Records banner) 55:1-7 Other Business Publication Ad Volume Estimates and Commentary (From time to time an investigating source, a magazine as often as not, takes statistics from a compiling source, such as the Rome Report, and works up top ten or top one hundred listings of advertisers [see also: ADV 55:1-2.3, Business Marketing, 100 Largest Advertisers in Business Publications are subsequently published in a variety of formats and commented on. This heading takes in these usually irregularly-published treatises.) [Direct Mail Advertising Volume--see: ADV 35:3-14, DM Volume] ADV 55:2 General Magazines

See also: ADV 55:3, Multi-Media Expenditures, as many tabulations in that section include overall general magazine expenditure statistics; for example, the R.J. Coen/ Advertising Age multi-media compilations include general magazine figures, and occasional AA summary reports take these data back into the 1930s.

 55:2-1 Advertising Age: Advertising Pages for U.S., Canadian and Foreign Consumer Publications (current month and cumulative) 55:2-1.1 Advertising Age: The Top (#) Magazine Advertisers (occasional compilations) [ Folio--see: ADV 35:4-6.4, The Folio 400] 55:2-2 The Gallagher Report: Annual Consumer Magazine Advertising Scorecard (top one hundred publications tabulations - one for advertising revenue, the other for advertising pages) 55:2-3 Printers' Ink (discontinued) (magazine ad-page volume; series published for the last time in PI's December 18, 1964 issue; historic examples only) 55:2-3.1 Printers' Ink (discontinued): 150 Leading Magazine Advertisers of (year) (historic examples only) 55:2-4 Publishers Information Bureau (This organization publishes a whole host of statistics on general magazine advertising and offers access to its data base. It is suggested that the full menu of services be obtained from the Bureau. The Marketing Information Center received questions directed in the main to the following services.) 55:2-4.1 Magazine Totals 55:2-4.2 Class Totals 55:2-4.3 Brand Index 55:2-4.4 Brand Detail, all sections 55:2-5 The Rome Report of Expenditures in International Media (semi-annual compilation of advertising activity in approximately 450 - number varies from year-to-year - international and regional general business and news publications; features information by company, expenditures by broad product category, space run by publication year-to-date) ADV 55:3 Multi-Media Expenditures 55:3-1 Advertising Age: forecasts and historical statistics, as prepared by Robert J. Coen

To quote Ad Age, over the years, Robert J. Coen, senior Vice-President of McCann-Erickson, has become generally recognized as the 'official' keeper of the records concerning advertising expenditures, as well as the prognosticator of the future. Prior to writing for Ad Age, Mr. Coen published his compilations and analyses in the discontinued Printers' Ink which subsequently became Marketing/Communications now, too, defunct. Mr. Coen continued the pioneering work of the late Dr. L.D.H. Weld, Director of Research, McCann-Erickson, Inc., whose ad volume statistics appeared for many years in Printers' Ink. Coen/Weld expenditure data by medium are available back to the mid-1930s as a matter of course; earlier Weld by-medium statistics - which the MIC has on file - date back to at least 1928 and his total volume of advertising figures date back to 1867. It is interesting to compare the Coen-developed expenditure figures with those developed by Charles Yang and others and published in Advertising Age from 1965 through 1971 - see next subsection.

 55:3-1.1 Advertising Age: Estimated Annual Expenditures, compiled by Charles Yang and others.

This historic series featured in Ad Age during the period 1965 through 1971 is interesting in that Mr. Yang used the input-output concept as the basis for his estimates; at the time of first publication, Ad Age claimed that the Yang estimates based on solid government figures ... show a more consistent pattern of advertising growth ... than those developed for Printers' Ink by McCann-Erickson ... See preceding subsection; the MIC has the complete series

 55:3-1.2 Advertising Age: 100 Leaders, Expenditures by Medium; by year 45 55:3-2 Doyle Dane Bernbach: Media Trends (annual report intended to provide a reference for media developments; trends shown for national and local/retail advertising expenditures, costs [rates], audience, CPM and other measurements unique to each medium) 55:3-3 Leading National Advertisers, Inc. (LNA)

LNA features a complete reporting of advertising expenditures in six major media: consumer magazines, newspaper supplements, network television, spot television, network radio, and outdoor.

 55:3-3.1 Company/Brand $ (companies listed alphabetically showing company totals and ad expenditures for their brands in each medium) 55:3-3.2 Ad $ Summary (brands listed alphabetically showing total 6-media expenditures and media used, parent company, subsidiary and class identification) 55:3-3.3 Class/Brand Quarterly (brands grouped within each of LNA's 240-plus product classes showing brand expenditures in each medium for current quarter data) 55:3-3.4 Class/Brand Year-to-Date (brands grouped within each of LNA's 240-plus product classes showing brand expenditures in each medium for year-to-date data) 55:3-4 Media/Scope (discontinued) National Advertising Expenditures Index (historic examples only) 55:3-5 Printers' Ink - Marketing/Communications (discontinued): selected examples of historic studies 55:3-5.1 How the Big 25 Advertised; Barbour Walker Lyndon study of the media choices of 25 advertisers during a fourteen-year period (1936-1949) 55:3-5.2 Leading Advertisers of (year) and Their Expenditures; Barbour Walker Lyndon studies based on PIB figures, 1928-1946 55:3-5.3 Million Dollar Advertisers; Barbour Walker Lyndon studies in various forms 55:3-5.4 M/C's National Advertising Index 55:3-5.5 One Hundred Top Advertisers in (year); Barbour Walker Lyndon studies 55:3-6 Public Relations Journal: The Cost of Corporate Advertising in year annual survey of corporate advertising spending, by medium 55:3-7 Tide (discontinued) 55:3-7.1 Advertising Index (historic examples) 55:3-7.2 Survey of Media Buying Trends (historic example) ADV 55:4 Miscellaneous Intelligence on Advertising Volume, N.E.C. 55:4-1 Printers' Ink (discontinued); historic studies showing expenditure practices of typical national advertisers in so-called unmeasured media 55:4-2 Number of Ads Seen Daily 55:4-3 Reference Sources for Advertising Volume Information International Operations Series (IOP) 9 Boxes

The headings featured in this section tie in very closely with those to be found in the Administration, Advertising and Marketing sections of the Index. They are, really, international derivatives of domestic management and marketing topics; therefore, they should ALWAYS be used in conjunction with the headings to be found in ADM, ADV, MKT and SAL.

To the eye of the professional international marketer the headings may seem a bit cursory; however, the MIC each year receives only a relatively small handful of questions relating to international management/marketing subjects and the paucity of international headings reflects the noticeable lack of questions on the overall topic.

Note: N.E.C. designates Not Elsewhere Classified.

 46 IOP 0. ECONOMIC ENVIRONMENT IOP 0:1 The International Financial/Monetary System, N.E.C. 0:1-1 Balance of Payments 0:1-2 Eurodollars 0:1-3 Petrodollars IOP 0:2 America's Stake in International Trade, N.E.C. 0:2-1 Patterns and Problems in U.S. Investments Overseas, N.E.C. 0:2-2 McGraw-Hill Department of Economics series: Overseas Operations of U.S. Industrial Companies 0:2-3 Foreign (including foreign media) Investment in the U.S.

See also: IOP 0:4, Tariffs and Trade Policies: Imports

 47 IOP 0:3 Regional Trade Groupings: Commentary, N.E.C. (e.g. Common Market Implications for U.S.)

See also: IOP 10:4, Trading Markets, and Marketing by Continent and Country, selected subsections

 0:3-1 ANCOM (Andean Common Market) 0:3-2 Arab Economic Unity Agreement 0:3-3 ASEAN (Association of South East Asian Nations) 0:3-4 Benelux 0:3-5 CACM (Central American Common Market) 0:3-6 CARIFTA (Caribbean Free Trade Area) 0:3-7 CMEA (COMECON) (Council for Mutual Economic Assistance) 0:3-8 East African Community 0:3-9 EEC (European Economic Community) 0:3-10 EFTA (European Free Trade Association) 0:3-11 LAFTA (ALALC) (Latin American Free Trade Association) 0:3-12 NAFTA (North American Free Trade Area) 0:3-13 NORDEK (The Nordic Council) 0:3-14 OCAM (Organization Commune Africaine et Malgache) 0:3-15 Other Regional Groupings, N.E.C. IOP 0:4 Tariffs and Trade Policies: Imports (includes information for those exporting to the United States) IOP 0:5 Trade Zones IOP 0:6 World Business/Economic Forecasts and Reviews, N.E.C. 0:6-1 McGraw-Hill Department of Economics World Business Outlook series (discontinued) 0:6-2 The New York Times Annual International Economic Review (discontinued) 48 0:6-3 International Economic Indicators, N.E.C. 0:6-3.1 Business International's Annual Indicators of Market Size IOP 0:7 World Industry: Rankings of Top Companies, N.E.C.

See also: ADM 0:2-4.14, Rankings of U.S. Corporations, all subsections

 0:7-1 Business Week: surveys of international corporate performance 0:7-2 Fortune: Largest Industrials Outside the U.S. (includes variations similar to this series; for example, The Largest Industrial Companies in the World) 0:7-3 President Magazine: President Directory (Japan) 0:7-4 Ward's Leading Worldwide Corporations IOP 5. FUNDAMENTALS OF INTERNATIONAL BUSINESS IOP 5:1 Organizing for International Business, N.E.C. (frameworks and guidelines for structuring international and multinational operations: analyzing foreign opportunities)

See also: ADM 0, CORPORATE ORGANIZATION, all subsections; IOP 10, INTERNATIONAL MARKETING/EXPORTING, selected subsections; IOP 5:2, Multinational Corporations, selected subsections; IOP 5:5, International Law, all subsections

 5:1-1 Foreign Divestment 5:1-2 Joint Ventures Overseas 5:1-3 Plant Site Selection

See also: ADM 0:2-10.7.2, Plant Location

 5:1-4 Selecting Overseas Representatives IOP 5:2 Multinational Corporations: Their Place in World Markets: Problems, Profiles - including Forbes' listing of 100 Largest U.S. MNCs - and Prospects in Combination and/or N.E.C. (the evolution of MNCs)

Note: Materials in IOP 5:2 continue in Box 49.

 49 IOP 5:2 Multinational Corporations: Their Place in World Markets: Problems, Profiles - including Forbes' listing of 100 Largest U.S. MNCs - and Prospects in Combination and/or N.E.C. (the evolution of MNCs)

Note: Materials in IOP 5:2 begin in Box 48.

See also: IOP 5:1, Organizing for International Business, N.E.C.; IOP 0:2-1, Patterns and Problems in U.S. Investments Overseas, N.E.C. for information on MNCs' Investments Overseas; IOP 10:4, Trading Markets by Country, for MNC effects on specific areas or countries; IOP 5:6, International (comparative) Management, selected subsections for information on specific MNC management topics, e.g. the MNC financial function; also other specific topics wherever MNCs might be involved.

 5:2-1 MNCs' Impact on International Marketing 5:2-2 MNC Controversies, N.E.C. 5:2-2.1 MNC/Host Country Relations (includes problems of foreign MNCs operating in the U.S.) 5:2-2.2 MNC/MN Union Challenges 5:2-2.3 MNCs and the LDCs

See also: IOP 10:4, Third World or LDC countries, marketing references

 5:2-2.4 Rejoinders to Such Claims as: MNCs Rob Domestic Workers of Jobs and Adversely Affect the Balance of Payments Position 5:2-2.5 Social Role of the MNCs 5:2-2.6 Technology Transfer, International IOP 5:3 Financial Aspects of Overseas Operations, N.E.C. 5:3-1 Evaluating Profitability (ROI) of Overseas Operations 5:3-2 Interpretation of Overseas Financial Operations (reporting foreign operations) 5:3-3 Overseas Production Costs

See also: IOP 5:6-3, International Management, Experiences with Overseas Work Forces

 5:3-4 Raising Capital for Overseas Operations (includes information on agencies that help finance foreign trade) 5:3-5 Unusual Overseas Payments (corporate corruption)

See also: IOP 10:3-3, Cultural Analysis

 IOP 5:4 Foreign Competition

See also: IOP 5:2-2.6, Technology Transfer; IOP 0:2-3, Foreign Investment in the U.S.

 IOP 5:5 International Law

See also: specific subjects throughout IOP classifications for information on law as it applies to particular topics; for example, IOP 5:1-2, Joint Ventures Overseas for legal problems in the venturing process

 5:5-1 Legal Perspective, N.E.C. (information on international tax relations, tax havens, guides to restrictive business practices, etc.)

See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, selected subsections; MKT 35, LEGAL ASPECTS OF MARKETING, selected subsections

 5:5-2 Industrial Property Rights (copyrights, patents, trademarks, etc.

See also: ADM 0:2-10, Public Affairs/Relations, sections on Copyrights, Logos, Slogans, Trade Characters/Names and Marks, Corporate; Patents and Patenting

 5:5-3 Overseas Licensing/International Sales/Marketing Contracts IOP 5:6 International (comparative) Management: Role, Problems and Techniques of the International Manager, N.E.C. (information on international management development and specific international management functions such as international financial management)

Note: Materials in IOP 5:6 continue in Box 50.

 50 IOP 5:6 International (comparative) Management: Role, Problems and Techniques of the International Manager, N.E.C. (information on international management development and specific international management functions such as international financial management)

Note: Materials in IOP 5:6 begin in Box 49.

See also: ADM, ADMINISTRATION, all subsections

 5:6-1 Compensation of International Management: Programs, Guidelines, Trends

See also: IOP 10:3-3, Cultural Analysis; ADM 0:2-8.4, Compensation, Executive/Management, all subsections; ADV 5:10-9, Advertising Agencies, Personnel, Salaries; MKT 40:1-2.1.3, Marketing Communications Management, Statistical Profiles including Compensation; SAL 20:1, 20:2, 20:3, Compensation, sales

 5:6-2 Consultants Overseas

See also: ADM 0:2-7.3, Consultants

 5:6-3 Experiences with Overseas Work Forces (managing human resources on the global scale) 5:6-4 Foreign Nationals in International Management 5:6-5 Management in the Developing Countries IOP 10. INTERNATIONAL MARKETING

See also: MKT, MARKETING, all subsections

 IOP 10:1 International Marketing/Export Marketing: Organization, Planning and Strategy, N.E.C. (includes Fortune 50 Leading Exporters)

See also: IOP 5:1, Organizing for International Business, all subsections; IOP 10:3-2.1.1, Sources of Overseas Marketing Information

 51 10:1-1 Comparative Marketing 10:1-2 Integrated Distribution 10:1-3 New Product Introduction Overseas

See also: MKT 60, NEW PRODUCT DEVELOPMENT AND INTRODUCTION, all subsections

 10:1-3.1 Product Life Cycles in Global Marketing Strategies

See also: MKT 60:2-2, Product Life Cycles

 10:1-4 Standardized Marketing (includes information on Global Marketing) IOP 10:2 International Marketing Communications 10:2-1 Advertising Operations: Practices, Problems, Principles, Procedures and Strategies for U.S. Firms Selling Overseas, N.E.C. (advertising from an international point of view)

See also: ADV, ADVERTISING, all subsections; IOP 10:3-1, Advertising Management

 10:2-2 International Communications and the Advertising Industry in: by country within each defined continent or area as follows: 10:2-2.1 Africa, N.E.C. 10:2-2.2 America, Central, N.E.C. 10:2-2.3 America, North, N.E.C. 10:2-2.4 America, South, N.E.C. 10:2-2.4.1 Latin America advertising references 10:2-2.5 Asia, N.E.C. 10:2-2.5.1 Middle East advertising references 10:2-2.6 Australia/New Zealand 10:2-2.7 Europe, East 10:2-2.8 Europe, West 10:2-2.9 Third World or Less Developed Country (LDC) advertising references

These files should always be used in conjunction with IOP 10:2-7, selected subsections

 10:2-3 Global Challenges to Advertising

See also: ADV 15, ATTITUDES TOWARDS ADVERTISING, all subsections; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING; MKT 35, LEGAL ASPECTS OF MARKETING, all subsections particularly MKT 35:3, Consumerism

 10:2-4 International Advertising Concepts and Techniques, N.E.C. 10:2-4.1 Centralization (centrally-developed advertising campaigns) 10:2-4.2 Decentralization (local - including co-op advertising)

See also: ADV 50:3, Cooperative Advertising

 10:2-4.3 Standardization and/or Transference

See also: IOP 10:1-4, Standardized Marketing

 10:2-5 International Copy Techniques, N.E.C.

See also: ADV 50:4, Copy Approaches and Themes, all subsections

 10:2-5.1 Corporate Messages in International Advertising, N.E.C.

See also: ADV 50:4-3.9, Copy Approaches and Themes, Corporate Image

 10:2-5.2 Copy Translation and Writing Problems

See also: IOP 10:3-3, Cultural Analysis; IOP 10:4, Trading Markets, Marketing in, and Marketing Research by Country, for problems which might arise in specific countries or areas of the world

 10:2-6 International Advertising Agencies, N.E.C.

See also: ADV 5, ADVERTISING AGENCIES, all subsections

 10:2-6.1 Advertising Age Annual Compilations: foreign agency income reports and profiles 10:2-6.2 American Association of Advertising Agencies, Inc., Directories of The Advertising Agency Business Around The World (historic) 10:2-6.3 Advertising World's Annual Review of International Agency Billings from the U.S. 10:2-6.4 Other Compilations of Overseas Ad Agency Billing Statistics 10:2-7 International Advertising Media

See also: ADV 35, MEDIA, all subsections

 10:2-7.1 International Advertising Media, N.E.C. (role, flavor and kinds of media available overseas to the American marketer) 10:2-7.2 Business Papers Overseas, N.E.C.

See also: ADV 35:1, Media, Business Papers, all subsections. See IOP 10:2-7.5 for material covering business papers and mass media in combination.

Information filed by country within each defined continent or area as follows:

 10:2-7.2.1 Africa, N.E.C. 10:2-7.2.2 America, Central, N.E.C. 10:2-7.2.3 America, North, N.E.C. 10:2-7.2.4 America, South, N.E.C. 10:2-7.2.4.1 Latin America business paper references 52 10:2-7.2.5 Asia, N.E.C. 10:2-7.2.5.1 Middle East business paper references 10:2-7.2.6 Australia/New Zealand 10:2-7.2.7 Europe, East, N.E.C. 10:2-7.2.8 Europe, West, N.E.C. 10:2-7.2.9 Third World or Less Developed Country (LDC) business paper references 10:2-7.3 Catalogs

See also: ADV 35:2, Catalogs, all subsections

 10:2-7.4 Direct Mail/Mail Marketing/Direct Response Advertising

See also: ADV 35:3, Direct Mail, all subsections

 10:2-7.5 Mass Media (general magazines, cinema, TV, posters, etc., individually or in combination)

Information filed by country within each continent or area as follows:

 10:2-7.5.1 Africa, N.E.C. 10:2-7.5.2 America, Central, N.E.C. 10:2-7.5.3 America, North, N.E.C. 10:2-7.5.4 America, South, N.E.C. 10:2-7.5.4.1 Latin America mass media references 10:2-7.5.5 Asia, N.E.C. 10:2-7.5.5.1 Middle East mass media references 10:2-7.5.6 Australia/New Zealand 10:2-7.5.7 Europe, East, N.E.C. 10:2-7.5.8 Europe, West, N.E.C. 10:2-7.5.9 Third World or Less Developed Country (LDC) mass media references 10:2-8 Media Buying, Planning and Selection in International Marketing, N.E.C.

See also: IOP 10:2-2, International Communications and the Advertising Industry in: selected subsections; ADV 50:5, Media Buying, Evaluation and Selection, all subsections

 10:2-8.1 Checklists for International Media Buying and Planning 10:2-8.2 Media Buying, Planning and Selection

Arranged by country within each continent or area as follows:

 10:2-8.2.1 Africa, N.E.C. 10:2-8.2.2 America, Central, N.E.C. 10:2-8.2.3 America, North, N.E.C. 10:2-8.2.4 America, South, N.E.C. 10:2-8.2.4.1 Latin America buying, planning and selection references 10:2-8.2.5 Asia, N.E.C. 10:2-8.2.5.1 Middle East buying, planning and selection references 10:2-8.2.6 Australia/New Zealand 10:2-8.2.7 Europe, East, N.E.C. 10:2-8.2.8 Europe, West, N.E.C. 10:2-8.2.9 Third World or Less Developed Country (LDC) buying, planning and selection references 10:2-9 International Circulation Auditing and Audience Measurement

See also: ADV 50:5-4.2, Circulation (Audience/Universe/Total Audience) Measurement and Research Concepts, all subsections; ADV 50:5-4.3, Circulation (Audience/Universe): Auditing Bureaus, all subsections; ADV 50:5-4.4, Circulation (Audience/Universe): Auditing Bureaus Around the World

 10:2-10 World Advertising Expenditures 10:2-10.1 Starch INRA Hooper/IAA Compilations and Commentary 10:2-10.2 World Advertising Expenditures, N.E.C. (individual country or regional statistics other than U.S.; for U.S. expenditures see ADV 55, ADVERTISING VOLUME: EXPENDITURES IN MAJOR MEDIA, selected subsections) 10:2-11 Exhibiting Overseas, N.E.C.

See also: MKT 25, EXHIBITS AND SHOWS, selected subsections

 10:2-11.1 Trade Fairs 10:2-11.2 Trade Missions 10:2-12 Public Relations as an Overseas Marketing Tool

See also: ADM 0:2-10, Public Affairs/Relations all subsections

 10:2-13 Sales Promotion Overseas

See also: MKT 40:1-7, Sales Promotion Management; SAL 30, SALES PROMOTION, all subsections

 IOP 10:3 International Marketing Management, N.E.C.

See also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all subsections

 10:3-1 International Advertising Management: Controlling the Overseas Advertising Operation

See also: MKT 40:1-2.1, Advertising Management, selected subsections; ADV 10, ADVERTISING APPROPRIATIONS, all subsections

 10:3-2 International Marketing Research Management

See also: MKT 40:1-5, Market Research Management, and subsection

 10:3-2.1 International Marketing and Information Research Techniques, N.E.C.

See also: IOP 10:4, Trading Markets, Marketing in, and Marketing Research, by Country and/or Continent, selected subsections for research techniques applicable to specified geographic areas; MKT 50, MARKETING RESEARCH, all subsections

 10:3-2.1.1 Sources of Overseas Marketing Information, N.E.C.

See also: specific IOP classifications; for example: IOP 5:3-4, Raising Capital for Overseas Operations, for information on sources that aid in financing overseas trade; MKT 50:7, Sources of Information

 53 10:3-3 Cultural Analysis: commentary on such topics as cultural shock and reverse cultural shock, getting along with local communities and businessmen, prices/earnings around the globe, business etiquette overseas, internatonal terrorism, business customs abroad

See also: IOP 10:4, Trading Markets, and Marketing, by Country and/or Continent, selected subsections for information on allied topics on a by country or by area basis; IOP 5:3-5, Unusual Overseas Payments

 IOP 10:4 Trading Markets, Marketing in, Marketing Research and Economic Conditions by Country and/or Continent/Region 10:4-1 Africa, N.E.C. 10:4-2 America, Central, N.E.C. 10:4-3 America, North, N.E.C. 10:4-4 America, South, N.E.C. 10:4-4.1 Latin America marketing references 10:4-5 Asia, N.E.C. 10:4-5.1 Middle East marketing references 54 10:4-6 Australia/New Zealand 10:4-7 Europe, East, N.E.C. 10:4-8 Europe, West, N.E.C. 10:4-9 Third World or Less Developed Country (LDC) marketing references 10:4-10 International Trading Markets in Combination or N.E.C. IOP 10:5 Trade Associations Overseas

See also: MKT 80, TRADE ASSOCIATIONS; IOP 10:3-2.1.1, Sources of Overseas Marketing Information

 Marketing Series (MKT) 20 Boxes

No headings are provided in this section for the so-called standard marketing research reference works to be found in any business library. Such reference works would include: the U.S. Census of Manufactures; the U.S. Annual Survey of Manufactures; the Current Industrial Reports; the U.S. Industrial Outlook; County Business Patterns; the Bureau of the Census Catalog; the Directory of Federal Statistics for Local Areas, a Guide to Services; Predicast's F&S Index; The Wall Street Transcript; S&P's Register of Corporations; Directors and Executives; S&P's Industry Surveys; Moody's Industrial Manual ... ad infinitum.

Note: N.E.C. designates Not Elsewhere Classified.

 MKT 0. MARKETING: ROLE AND GENERAL THEORY OF MARKETING

See also: MKT 5, MARKETING CONCEPTS, miscellaneous subsections; IOP 10, INTERNATIONAL MARKETING, miscellaneous subsections for comparative marketing concepts and systems

 MKT 0:1 Marketing Issues (historical and contemporary), Practices and Theories, in combination or N.E.C.

Note: Materials in MKT 0:1 continue in Box 55.

 55 MKT 0:1 Marketing Issues (historical and contemporary), Practices and Theories, in combination or N.E.C.

Note: Materials in MKT 0:1 begin in Box 54.

 MKT 0:2 Marketing: Science or Process? MKT 0:3 Industrial vs. Consumer: Marketing Differences (includes information on industrial goods marketing)

See also MKT 50:2-4, Market Analysis and Sales Forecasting, all subsections

 0:3-1 Industrial vs. Consumer Markets: Size Estimates (includes Beckman and other similar studies) MKT 0:4 Metamarketing: The Furthering (marketing) of Organizations, Persons, Places, Causes, Services (includes information on such things as the advertising of fees and services by professionals)

See also MKT 5:2-10, Social/Ethical Responsibility Concept

 MKT 0:5 Retailing/Wholesaling/Merchandising

See also: ADV 50:6, Merchandising, selected subsections

 0:5-1 Cents-Off Couponing MKT 0:6 Terms and Definitions

See also: MKT 50:1-2, Marketing Research, Definitions and Terms; ADM 0:2-4.5.1, Dictionaries of Economic Terms; ADV 35:6, Media/Advertising Terms and Definitions

 MKT 5. MARKETING CONCEPTS MKT 5:1 Marketing Concepts, N.E.C. (theory and role of the original post-World War II concept; i.e., making the customer the focal point towards which all business activity is directed; includes commentary on issues, applications and proposed deepening, broadening, and furthering of the basic concept) 56 MKT 5:2 Marketing Concept Variations 5:2-1 Barter Trading Concept (reciprocal dealing)

See also: ADV 5:4-1.1, Barter and Brokerage of Media Space and Time

 5:2-2 Brand and Product Line Concept

See also: MKT 40:1-3, Brand/Product/Project, etc., Management, and all subsections

 5:2-3 Customer Service Concept 5:2-4 Demarketing Concept

See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY

 5:2-5 Generic Concept 5:2-6 Marketcentering Concept 5:2-7 Marketing Mix Concept (includes information on the overall topic marketing communications)

See also: MKT 5:2-11, Systems Concept and subsections

 [Metamarketing Concept--see: MKT 0:4, Metamarketing] 5:2-8 Pooled Marketing Concept 5:2-9 Positioning Concept (includes information on repositioning old products)

See also: ADV 50:4-3.8, Copy: Comparative/Comparison

 5:2-10 Social/Ethical Responsibility Concept

See also: ADM 0:2-10.32, Social and Ethical Responsibilty, Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, miscellaneous subsections; MKT 35:3, Consumerism; MKT 50:6, Ethics in Marketing Research

 5:2-11 Systems Concept 5:2-11.1 Systems-Selling Sub Concept 5:2-12 Vertical Integration/Scrambled-Marketing/Dual Distribution Concept

See also: MKT 20:2, Channel Analysis Management and Theory

 MKT 10. COSTS: MARKETING AND DISTRIBUTION

See also: MKT 50:1-1, Marketing Research Costs; MKT 55, PRICING; SAL 20, SALES COSTS, all subsections

 MKT 10:1 Cost Analysis and Determination (financial dimension of marketing), N.E.C. 10:1-1 Marketing Audits MKT 10:2 Cost Reduction MKT 10:3 Marketing Costs/Sales Ratios MKT 10:4 Small Orders: Problems and Solutions MKT 15. METRICATION IN MARKETING MKT 15:1 Current Status and General Impact of Conversion 15:1-1 By-Industry Conversion Status and Impact 57 MKT 15:2 Sources of Instructional Materials MKT 20. DISTRIBUTION MKT 20:1 Distribution Concepts and Methods, N.E.C.

See also: MKT 5, MARKETING CONCEPTS, miscellaneous subsections

 MKT 20:2 Channel Analysis Management and Theory

See also: MKT 5:2-12, Vertical Integration/Scrambled-Marketing/Dual Distribution Concept

 MKT 20:3 Education in and for Distribution

See also: ADM 0:2-8.21, Training and Development, miscellaneous subsections; MKT 40:3, Marketing/Communications, Careers, Education, Recruitment, Training and Development, miscellaneous subsections

 MKT 20:4 Franchised Distribution (Franchising) (includes licensing) MKT 20:5 Inventory Management MKT 20:6 Percent of Sales by Channel of Distribution

See also: MKT 20:2, Channel Analysis Management and Theory

 MKT 20:7 Physical Distribution (marketing logistics; includes information on physical distribution management) MKT 20:8 Traffic, Transportation and Distribution: Departments and Management, N.E.C.

See also: MKT 20:7, Physical Distribution

 MKT 20:9 Distributors 20:9-1 Distributors: Their Place in Industry (includes distribution compensation data) 20:9-2 Organizing and Building a Distributor System 20:9-2.1 Selecting and Evaluating Distributors 20:9-3 Lines Handled by Distributors 20:9-4 Operations Surveys 20:9-5 Dealer Margins/Commissions/Motivation

See also: MKT 20:10-5, Manufacturers' Agents and Representatives, Commission Rates; SAL 20:2, 20:3, and 20:3-1, Sales Compensation; SAL 15:5, Motivating the (Sales) Staff, all subsections

 20:9-6 Distributor Promotion

See also: ADV 50:4-3.11, Copy Approaches and Themes, Distributor; ADV 50:6-2, Merchandising to Distributors

 20:9-7 Manufacturer/Distributor Relations, N.E.C. 20:9-7.1 Distributor Training

See also: SAL 35, SALES TRAINING AND DEVELOPMENT, and references contained there

 20:9-8 Distributor/Customer Relations 20:9-9 Distributors' and Manufacturers' Agents' Salespeople

See also SAL, Sales, all headings

 MKT 20:10 Manufacturers' Agents and Representatives

See also: MKT 20:9-9, Distributors' and Manufacturers' Agents' Salespeople; SAL, Sales, all headings

 58 20:10-1 Role and Operation, N.E.C.

See also: MKT 20:9-9, Distributors' and Manufacturers' Agents' Salespeople

 20:10-2 Finding, Selecting, Hiring Manufacturers' Agents 20:10-2.1 Manufacturer-Agent/Representative Agreements 20:10-3 Agents/Representatives vs. Company Sales Force 20:10-4 Manufacturer-Agent/Representative Relations 20:10-5 Commission Rates

See also: MKT 20:9-5, Dealer Margins/Commissions/Motivation; SAL 20:2, 20:3, 20:3-1, Sales Compensation

 MKT 25. EXHIBITS AND SHOWS MKT 25:1 Exhibits and Shows as a Marketing Medium

See also: IOP 10:2-11, Exhibiting Overseas, N.E.C., and selected subsections

 MKT 25:2 Show Selection and Participation Procedures MKT 25:3 Trade Show Trends: Annual Audience Statistics, Quality and Activity Indicators MKT 25:4 Exhibit Planning, Management and Operation 25:4-1 Exhibit Planning, Management and Operation, N.E.C. 25:4-2 Auditing Procedures: Audience Measurement, Exhibit Effectiveness/Evaluation Yardsticks 25:4-3 Budgeting and Cost Control 25:4-4 Hospitality Suites

See also: ADM 0:2-7.2.5, Conferences, Conventions, Seminars and Meetings, all subsections

 25:4-5 Security MKT 25:5 Mobile Exhibits and Shows [Overseas Exhibiting--see: IOP 10:2-11] MKT 30. PRODUCTIVITY IN MARKETING

See also: ADM 0:2-4.12, Productivity, and subsections

 MKT 35. LEGAL ASPECTS OF MARKETING

See also: ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, miscellaneous subsections; ADV 30, LEGAL ASPECTS OF ADVERTISING; IOP 10:2-3, Global Challenges to Advertising; MKT 5:2-10, Social Responsibility Concept

 MKT 35:1 Legal Aspects and Restrictive Regulations, N.E.C. (includes general information on government and marketing) MKT 35:2 Fair Trade MKT 35:3 Consumerism

See also: specific topics listed under main heading and IOP 10:2-3, Global Challenges to Advertising; ADM 0:2-10.8, Consumer Affairs Departments; MKT 5:2-3, Customer Service Concept

 MKT 35:4 Licensing Practices

See also: IOP 5:5-3, Overseas Licensing/International Sales, Marketing Agreements

 MKT 35:5 Product Liability/Safety/Testing/Warranties/Quality Control

See also: ADM 0:2-4.12, Productivity, N.E.C.

 59 MKT 35:6 Product Recalls MKT 35:7 Value Added Taxation (VAT) MKT 40. MARKETING/COMMUNICATIONS ADMINISTRATION

See also: ADM, ADMINISTRATION, all subsections for general administrative techniques which may be used in a marketing environment; this classification deals solely with specific management activities in the marketing area. See also: ADM 0:2-10, Public Affairs/Relations, miscellaneous subsections; SAL, SALES all subsections, particularly those dealing with Sales Management, and especially SAL 30, SALES PROMOTION, all subsections

 MKT 40:1 Marketing Functions 40:1-1 Top Management's Role in Marketing

See also: ADM 0:2-2, Presidents and CEOs

 40:1-1.1 The Chief Marketing Executive 60 40:1-2 Marketing/Communications Management, N.E.C. 40:1-2.1 Advertising Management

See also: MKT 40:2, Marketing Department Organization, miscellaneous subsections

 40:1-2.1.1 Duties, Functions, Skills 40:1-2.1.2 Home Life/Health/Personal Data

See also: ADM 0:2-8.7, Health; MKT 40:3, Marketing/Communications, Careers, Education, Recruitment, Training and Development, miscellaneous subsections

 40:1-2.1.3 Statistical Profiles

See also: MKT 40:1-8, Marketing Communications Functions Compensation

 40:1-2.1.4 Attitudes Towards Businesspapers

See also: ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all subsections; ADV 15, ATTITUDES TOWARDS ADVERTISING, all subsections; IOP 10:2-3, Global Challenges to Advertising; MKT 35:3, Consumerism

 40:1-2.1.5 Corporate Media Directors

See also: ADV 5:4-2, House Agencies; ADV 5:10-6, Media Staff: Buyers, Directors, Planners; ADV 5:12-3, Media Departments

 40:1-3 Brand/Product/Project, etc., Management 40:1-3.1 Brand/Product Management 40:1-3.1.1 Branding

Branding is a subject which has its roots in many areas of marketing; for example, it has its place in trade names/trademarks, the generic concept part of the marketing concept, consumer purchasing motivation and decisions, and the determination of marketing strategies. It is, therefore, difficult to catalog material on the topic. In this file, documentation - mainly in the form of photocopies of material cataloged elsewhere - touching on branding in one way or another is brought together for easy reference. This section also features original documentation on branding when the text is too broad for finer classification. See also: ADM 0:2-10.22.1, Brandstanding.

 40:1-3.2 Materials Management 40:1-3.3 Production/Project Management 40:1-4 Financial/Credit Management 40:1-5 Market Research Management

See also: MKT 50, MARKETING RESEARCH, all subsections; MKT 40:3, Marketing/Communications Careers, Education, Recruitment, Training and Development, miscellaneous subsections; MKT 40:2, Marketing Department Organization, miscellaneous subsections

 40:1-5.1 Market Research Staff

See also: MKT 40:3, Marketing/Communications Careers, Education, Recruitment, Training and Development, miscellaneous subsections

 40:1-6 Marketing Consultants

See also: ADM 0:2-7.3, Consultants

 40:1-7 Sales Promotion Management

See also: SAL 30, SALES PROMOTION, all subsections; MKT 40:2, Marketing Department Organization, miscellaneous subsections

 40:1-8 Marketing Communications Functions Compensation (for key jobs in marketing, advertising, media, public relations)

See also: ADM 0:2-8.4, Compensation: Executive/Management, all subsections; ADV 5:10-9, Advertising Agency Salaries; SAL 20:2, 20:3, 20:3-1, Sales Compensation

 MKT 40:2 Marketing Department Organization (for sales departments, see: SAL 10:4, Sales Departments, all subsections) 61 40:2-1 Marketing/Communications Departments, in combination or N.E.C.

See also: ADM 0:2-10, Public Affairs/Relations, miscellaneous subsections

 40:2-2 Advertising Departments

See also: MKT 40:1-2, Marketing/Communications Management, N.E.C. and subsections, particularly MKT 40:1-2.1, Advertising Management, and subsections

 40:2-3 Market Research Departments

See also: MKT 40:1-2, Marketing/Communications Management, N.E.C., and subsections, particularly MKT 40:1-5, Market Research Management and MKT 40:1-7, Sales Promotion Management; SAL 30, SALES PROMOTION, all subsections

 MKT 40:3 Marketing/Communications Careers, Education, Recruitment, Training and Development

See also: ADM 0:2-8.21, Training and Development, miscellaneous subsections; ADV 5:10, Advertising Agencies, Personnel, miscellaneous subsections; MKT 20:3, Education in and for Distribution; SAL 5, THE SALES PROFESSION, all subsections

 40:3-1 Careers in Marketing, N.E.C. 40:3-1.1 Ethnics/Minorities in Marketing

See also: ADM 0:2-7.8, Ethnics/Minorities in Management; SAL 5:3, Ethnics/Minorities in Selling

 40:3-1.2 Women in Marketing

See also: ADM 0:2-7.28, Women in Management; SAL 5:4, Women in Selling

 40:3-2 Careers in Communications, N.E.C.

See also: preceding cross-references

 40:3-2.1 Ethnics/Minorities in Communications 40:3-2.2 Women in Communications 40:3-2.3 Communications Industry Actuarial Tables 40:3-3 Education for Marketing, N.E.C.

See also: ADM 0:2-8.21.5, Business Education, and subsection; SAL 5, THE SALES PROFESSION, for information on education for selling

 40:3-3.1 Education for Communications 40:3-4 Recruitment, Training and Development for Marketing Communications, N.E.C.

See also: ADM 0:2-8.16, Recruitment; ADM 0:2-8.21, Training and Development, all subsections; SAL 35, SALES RECRUITING, SELECTION AND TRAINING

 MKT 40:4 Decision-Making in Marketing

See also: ADM 0:2-7.6, Decision-Making; MKT 50:2, Techniques of Marketing Research, miscellaneous subsections

 40:4-1 Marketing Decision-Making, N.E.C. (includes information on cognitive dissonance in marketing)

See also: ADM 0:2-7.6 for further information on cognitive dissonance

 40:4-2 Advertising Decision-Making 40:4-3 Make or Buy Decisions 62 40:4-4 Computers in Marketing

See also: ADM 0:2-7.2.4, Computer Literacy

 40:4-5 Gaming and Modeling in Marketing: Theory and Commentary, N.E.C. 40:4-5.1 Modeling and Gaming Techniques Designed for Specific Marketing Application Decisions (this classification should always be used in conjunction with other marketing subject areas: for example, researchers seeking information on marketing channel analysis should first consult MKT 20:2, Channel Analysis Management and Theory, then they would refer to this classification section for information on models developed for channel analysis) MKT 40:5 Marketing Intelligence and Information Systems

See also: ADM 0:2-7.2.6, Information Systems and Retrieval; ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate; MKT 5:2-10, Social/Ethical Responsibility Concept; MKT 35:3, Consumerism; MKT 50:6, Ethics in Marketing Research; SAL 10:5-2, Call Reports/Reporting, for information on sales force feedback; MKT 50:7, Sources of Information, all subsections

 40:5-1 The Field of Marketing Intelligence 40:5-2 Developing, Designing, Managing and Using Marketing Intelligence Systems, N.E.C. 40:5-3 Competitive Intelligence 40:5-3.1 Corporate Espionage 63 MKT 45. MARKETING IN AN ABNORMAL ECONOMY

See also: ADV 0:3, Advertising in an Abnormal Economy; ADV 50:2, Continuity and Repetition in Advertising, all subsections; MKT 5:2-4, Demarketing Concept; MKT 55:6, Pricing Under Conditions of Economic Uncertainty; SAL 40:14, Selling in an Abnormal Economy

 MKT 50. MARKETING RESEARCH MKT 50:1 Role, General Theory and Elements of Marketing Research, N.E.C.

See also: IOP 10:3-2, International Marketing Research, and subsections; MKT 40:4, Decision-Making in Marketing, and subsections; MKT 40:1-5, Marketing Research Management; ADM 0:2-10.30, Research in Public Relations; ADV 40, ADVERTISING RESEARCH, all subsections

 64 50:1-1 Marketing Research Costs

See also: MKT 10, COSTS: MARKETING AND DISTRIBUTION, miscellaneous subsections

 50:1-2 Marketing Research Definitions and Terms

See also: MKT 0:6, Marketing, Terms and Definitions; ADV 35:6, Media/Advertising Terms and Definitions

 50:1-3 ...(Year) Survey of Marketing Research (American Marketing Association) MKT 50:2 Techniques of Marketing Research (only the most-often-used tools and techniques of marketing research are accorded individual subsections in the following breakdowns; includes strategies for communications research) 50:2-1 Techniques of Marketing Research, in combination or N.E.C.

See also: miscellaneous subsections for specific applications of individual research techniques; for example, MKT 50:2-4, Market Analysis and Sales Forecasting, which involves applications of such techniques as Scaling, Regression Analysis, Time Series Analysis, etc. See, in addition, the following individual research technique headings - starting with MKT 50:2-1.1. These headings are but a representative selection of techniques which crop up from time to time as part of questions relating to marketing research.

 50:2-1.1 Bayesian Approach 50:2-1.2 Behavioral Analysis/Science, Attitude/Motivational Research, N.E.C. 50:2-1.3 Binomial Distribution

See also: Sampling

 50:2-1.4 Bivariate Analysis 50:2-1.5 Canonical Analysis 50:2-1.6 Causal Modeling 50:2-1.7 Classical Statistical Analysis 50:2-1.8 Cluster Analysis

See also: Sampling

 50:2-1.9 Cohort Analysis 50:2-1.10 Conjoint Measurement 50:2-1.11 Delphi Technique 50:2-1.12 Discriminant Analysis 50:2-1.13 Dynamic Programming 50:2-1.14 Econometric Analysis

See also ADM 0:2-4.5, Economic and Business Forecasting, N.E.C.

 50:2-1.15 Experimentation 50:2-1.16 Factor Analysis

See also: Latin Squares

 50:2-1.17 Feedback 50:2-1.18 Fourier Analysis 65 50:2-1.19 GERT (Graphic Evaluation and Review Technique)

Note: Materials in MKT 50:2-1.19 continue in Box 66.

 66 50:2-1.19 GERT (Graphic Evaluation and Review Technique)

Note: Materials in MKT 50:2-1.19 begin in Box 65.

 50:2-1.20 Group Discussion Technique

See also: MKT 50:2-2.3, Group/Focus Group Interviewing

 50:2-1.21 Index Numbers 50:2-1.22 Input/Output Analysis 50:2-1.23 Latin Squares 50:2-1.24 Linear and Non-Linear Programming 50:2-1.25 Logical Flow Analysis 50:2-1.26 Longitudinal Analysis 50:2-1.27 Markov Processes 50:2-1.28 Multidimensional Analysis 50:2-1.29 Multivariate Analysis 50:2-1.30 Probability Theory 50:2-1.31 Projective Techniques 50:2-1.32 Psychographics (Life-Style Measurement, including VALS) 50:2-1.33 Queuing Theory 50:2-1.34 Regression Analysis 50:2-1.35 Sampling 50:2-1.36 Scaling 50:2-1.37 Sensitivity Analysis 50:2-1.38 Sensorigraphics 50:2-1.39 Sequential Analysis 50:2-1.40 Shift Method 50:2-1.41 Simulation 50:2-1.42 Sociobiology 50:2-1.43 Spectral/Cross-Spectral Analysis 50:2-1.44 Technological Forecasting 50:2-1.45 Time Series Analysis 50:2-1.46 Variance/Covariance Analysis 50:2-1.47 Verification/Validity/Reliability Procedures and Controls, N.E.C.

See also: various subsections on Research; for example, MKT 50:2-2, Interviewers/Interviewing, N.E.C., and all subsections; MKT 50:2-3, Mail Surveys, N.E.C. and all subsections; MKT 50:2-4, Market Analysis and Sales Forecasting, N.E.C. and all subsections

 50:2-1.48 Voice Pitch Analysis (VOPAN); includes information on brain wave analysis

See also: ADV 50:9-15, Visual and Other Autonomic Measurements

 50:2-2 Interviewers/Interviewing, N.E.C.

Note: Materials in MKT 50:2-2 continue in Box 67.

 67 50:2-2 Interviewers/Interviewing, N.E.C.

Note: Materials in MKT 50:2-2 begin in Box 66.

See also: MKT 50:2-1.47, Verification/Validity/Reliability/Procedures and Controls, N.E.C.

 50:2-2.1 Linguistic Coding 50:2-2.2 Elite and Opinion Leader Interviewing 50:2-2.3 Group/Focus Group Interviewing 50:2-2.4 Telephone Interviewing/Surveys; includes telephone interviewing in ad research 50:2-2.5 Central Location Interviewing 50:2-3 Mail Surveys, N.E.C.

See also: ADV 45:5, Inquiry Stimulation Elements; ADV 35:3-8, Direct Mail, Incentives

 50:2-3.1 Response Rate Improvement 50:2-3.2 Bias in Response 50:2-3.3 Questionnaire Construction

Includes how-to-do-it information on media audience measurement, recognition research, preference studies, readership studies, consumer panels. See also: ADV 50:5-5.10.3, Media-Sponsored Research: Preference Studies

 50:2-4 Market Analysis and Sales Forecasting, N.E.C.

Note: Materials in MKT 50:2-4 continue in Box 68.

 68 50:2-4 Market Analysis and Sales Forecasting, N.E.C.

Note: Materials in MKT 50:2-4 begin in Box 67.

See also: specific research techniques in the MKT 50:2-1 subsections

 50:2-4.1 Marketing Objectives, Planning and Strategy, N.E.C. 69 50:2-4.1.1 PIMS Project and Commentary (includes PIMS-Based studies relating to industrial ad expenditures and market share change) 50:2-4.1.2 Sales & Marketing Management, Surveys of Buying Power 50:2-4.1.3 Sales & Marketing Management, Surveys of Industrial and Commercial Buying Power 50:2-4.1.4 Advertising Age Top Markets (discontinued) 50:2-4.1.5 ADWEEK Hot Markets 50:2-4.2 Market Segmentation, N.E.C. 50:2-4.2.1 Marketing to Identified (e.g. segmented) Groups; i.e., minorities, youth, women, etc.

See also: ADV 50:4-3.32, Women/Children/Models/Elderly in Copy/Commercials

 50:2-4.2.1.1 Identified or Segmented Groups in combination or N.E.C. 70 50:2-4.2.1.2 Ethnic Market

See also: ADV 50:4-3.23, Minorities/Ethnics in Copy/Commercials

 50:2-4.2.1.3 Women's Market 50:2-4.2.1.4 Youth Market 50:2-4.3 Market Share Measurement

See also: MKT 50:2-4.1.1, PIMS Project & Commentary

 50:2-4.4 SIC Analysis and Research

See also: ADV 50:5-4.14, Circulation: SIC Analysis

 50:2-4.5 ZIP Analysis and Research MKT 50:3 Guidelines for Buying Research MKT 50:4 Research Report Writing

See also: ADM 0:2-7.2.7, Language Usage; ADM 0:2-7.2.13.1, Technical Writing; ADM 0:2-7.2.13, Writing; ADM 0:2-10.22, Media Publicity/Press Releases, N.E.C.; SAL 10:5-2, Call Reports/Reporting

 MKT 50:5 Selling Management on the Value of Research/Information: Researcher/Management Relations

See also: MKT 40:5, Marketing Intelligence and Information Systems; ADM 0:2-7.2.6, Information Systems and Retrieval

 MKT 50:6 Ethics in Marketing Research; guidelines for "good" research; standards of practice

See also: ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all subsections; MKT 5:2-10, Social/Ethical Responsibility Concept; IOP 10:2-3, Global Challenges to Advertising; MKT 35:3, Consumerism; MKT 40:1-5, Market Research Management; in addition, see ADV 50:5-5.10.6, Suggested Standards/Disclosure Forms for Media Research, and ADV 25:4-1, Advertising Codes of Ethics

 MKT 50:7 Sources of Information, in combination or N.E.C.

See: content note at the beginning of the Marketing Series.

 50:7-1 Techniques of Information Gathering

See also: ADM 0:2-7.2.6, Information Systems and Retrieval; MKT 40:5, Marketing Intelligence and Information Systems and subsections; SAL 10:5-2, Call Reports/Reporting, for information on sales force feedback

 71 50:7-2 Bibliographies, Book Lists, including books on advertising, and reference works, N.E.C. 50:7-3 Catalogs and Guides to Marketing Films 50:7-4 Informational and Statistical Programs of the U.S. Government 50:7-5 Marketing and Industrial Directories 50:7-6 Marketing and Industrial Maps MKT 55. PRICING MKT 55:1 Pricing Policies, Practices and Theories, N.E.C.

See also: MKT 60:2-4, Product Development and Introduction; Marketing, Pricing and Marketing Budgets

 MKT 55:2 Administered Pricing MKT 55:3 Price Cutting (Price Wars) MKT 55:4 Price Discrimination MKT 55:5 Price Raising MKT 55:6 Pricing Under Conditions of Economic Uncertainty

See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY

 MKT 60. PRODUCT DEVELOPMENT AND INTRODUCTION MKT 60:1 Development and Management 60:1-1 Product Innovation, Development, Planning and Management, N.E.C.

Note: Materials in MKT 60:1-1 continue in Box 72.

 72-73 60:1-1 Product Innovation, Development, Planning and Management, N.E.C.

Note: Materials in MKT 60:1-1 begin in Box 71.

See also: ADM 0:2-9, Planning, Corporate; ADM 0:2-7.5, Creative Techniques and Creativity

 60:1-2 Venture Team Approach (corporate venturing) 60:1-3 Diversification/Product Differentiation MKT 60:2 Marketing 60:2-1 Marketing Strategy, N.E.C. (includes information on naming new products)

See also: ADV 35:3-7, Introducing a New Product with Direct Mail

 60:2-1.1 DEMON (management model for marketing new products) 60:2-2 Product Life Cycles 60:2-3 Product Obsolescence, Deletion, Phase-Out 60:2-4 Pricing and Marketing Budgets

See also: MKT 55, PRICING, all subsections

 60:2-5 Sampling and Samples (not to be confused with sampling in marketing research; see MKT 50:2-1.35, Sampling) 60:2-6 Test Marketing (includes concept testing) 60:2-7 Promotion (includes advertising and concept advertising)

See also: SAL 30, SALES PROMOTION, miscellaneous subsections; ADV 50:4-4, Copy: Copy/Message Testing and Research

 MKT 65. PURCHASING PATTERNS

See also SAL 40, SELLING TECHNIQUES, all subsections

 MKT 65:1 Industrial Purchasing Practices and Procedures (how industry buys) 65:1-1 The Industrial Buying Decision Process, N.E.C.

See also: ADM 0:2-7.6, Decision-Making; MKT 40, MARKETING ADMINISTRATION, miscellaneous subsections, especially MKT 40:4, Decision-Making in Marketing, all subsections

 74 65:1-2 Buyer Behavior and Motivation, N.E.C. 65:1-2.1 Emotional Aspects 65:1-3 Identifying and Covering Buying Influences (number of buying influences in a company)

See also: ADV 50:5-4.11, Circulation: Reach and Frequency, for information indicating that business publications reach buying influences not covered by salespeople

 MKT 65:2 Purchasing Agents/Managers/Departments, N.E.C. 65:2-1 Purchasing Power of Buying Influences MKT 65:3 Purchasing Committees/Groups MKT 65:4 Reciprocity/Trade Relations (selling's buddy system) MKT 65:5 Sources of Information of Purchasing Influences

See also: ADV 35:1-2, Business Papers vis-a-vis Other Media, all subsections; ADV 50:5-4.11, Circulation: Reach and Frequency

 MKT 65:6 Value Analysis MKT 65:7 Consumer Buying Attitudes, Behavior, Decisions, Motivations, N.E.C.

See also: ADV 35:5, Media Communications Effectiveness

 65:7-1 Sources of Information of Consumer Purchasers 65:7-2 Consumer/Buyer Attitudes Towards Other Countries' Products (includes information on foreigners' views of U.S. products or other countries' products) MKT 70. THE GOVERNMENT MARKET MKT 70:1 Guidelines for Dealing with Federal/State/Municipal Buying Agencies

See also: MKT 70:2, Military Marketing

 70:1-1 U.S. Government Purchasing, Specifications and Sales Directories MKT 70:2 Military Marketing: The Defense Procurement System: dimensions of the market and guidelines for selling in it 70:2-1 Renegotiation

See also: MKT 70:2-1.1, Advertising to the Military

 70:2-1.1 Advertising to the Military

See also: ADV 50:4.3.22, Copy: Approaches and Themes, Military

 70:2-1.2 The U.S. Government as an Advertiser MKT 70:3 Surplus Property Buying/Marketing MKT 70:4 Military/Industrial Marketing Differences 75 MKT 75. PACKAGING AS A MARKETING MECHANISM MKT 80. TRADE ASSOCIATIONS Sales Series (SAL) 7 Boxes

The subjects listed in this section are, very often, sales-oriented derivations of those to be found in general administration, so careful attention must be paid by information-seekers to the many see also references; for example, the classification SAL 35 deals with the problems of sales recruiting, selection and training, yet these sales problems are but part of the far greater subject, Personnel Management and Relations which, as the reference notes, is treated in great detail within the classification ADM 0:2-8. Similarly, SAL 25 concentrates on sales meetings but ADM 0:2-7.2.5 and subsections referenced explore the much larger topic of Conferences, Conventions, Seminars and Meetings and much of the documentation filed there could be of great value in expanding the generally narrow concept of a sales meeting. Researchers are advised to always check see also references.

Note: N.E.C. designates Not Elsewhere Classified.

 SAL 0. THE FUNCTION OF SELLING IN MODERN MARKETING SAL 5. THE SALES PROFESSION: The Salesperson's Role in Marketing, Careers in, and Education for, Selling (includes information on pros and cons of the professionalization of salespeople)

See also: MKT 40:3, Marketing Communications Careers, Education, Recruitment, Training and Development, all subsections; SAL 35, SALES RECRUITING, SELECTION AND TRAINING, all subsections

 SAL 5:1 Characteristics of a Good Salesperson (the qualities that make an ideal salesperson

See also: SAL 40, SELLING TECHNIQUES, all subsections

 SAL 5:2 Ethics in Selling

See also: ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate; ADV 25, DECEPTION, ETHICS, TRUTH AND TASTE IN ADVERTISING, all subsections; MKT 5:2-10, Social/Ethical Responsibility Concept; MKT 50:6, Ethics in Marketing Research

 SAL 5:3 Ethnics/Minorities in Selling

See also: ADM 0:2-7.8, Ethnics/Minorities in Management; MKT 40:3-1.1, Ethnics/Minorities in Marketing; MKT 40:3-2.1, Ethnics/Minorities in Communications; see SAL 5:5 for references to media salespersons

 SAL 5:4 Women in Selling

See also: ADM 0:2-7.28, Women in Management; MKT 40:3-1.2, Women in Marketing; MKT 40:3-2.2, Women in Communications; see SAL 5:5 for references to media salespersons

 SAL 5:5 Media Salespersons

See also preceding classifications for references to Ethnics/Minorities in Selling, and Women in Selling; this classification includes media salesperson information, whether or not that person is male or female or black or white. Includes information on media kits and media presentations as well as managing advertising salespeople. See also: ADV 50:5-5.10, Media-Sponsored Research/Promotion, all subsections; SAL 40:12, Sales Presentations, for additional information on this particular topic; SAL 40, SELLING TECHNIQUES, all subsections

 SAL 5:6 Self-Development

See also: SAL 40, SELLING TECHNIQUES, all subsections

 5:6-1 General Characteristics, N.E.C. 76 5:6-2 Appearance 5:6-3 Business Etiquette and Manners 5:6-4 Health

See also: ADM 0:2-8.7, Health: alcoholism, drugs, stress, burnout, etc.

 5:6-5 Management and Control of Time (includes information on time and territorial management in combination)

See also: ADM 0:2-7.4.3, Time Conservation

 5:6-6 Memory Training

See also: ADM 0:2-8.21.9, Learning Process/Memory/Forgetting

 5:6-7 Reading and Writing (includes information on written sales proposals)

See also: ADM 0:2-7.2.9, Reading; ADM 0:2-7.2.13, Writing; MKT 50:4, Research Report Writing; SAL 10:5-2, Call Reports/Reporting

 5:6-8 Speaking, Listening and Vocabulary Building

See also: ADM 0:2-7.2.8, Listening, and subsections; ADM 0:2-7.2.10, Speaking; ADM 0:2-7.2.7, Language Usage

 5:6-9 Spouses

See also: ADM 0:2-7.22, Spouses

 5:6-10 Statistical Profiles (includes information on such topics as average age, time in selling, compensation levels, cost-per-call, sales expenses, etc., in combination)

See also: specific subject headings for well-defined topics, e.g., Cost-per-Call

 SAL 10. SALES MANAGEMENT

See also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all subsections

 SAL 10:1 Duties, Functions, Skills, Profiles: the Sales Managers' Job

See also: next subsection for information specifically oriented towards field sales management

 SAL 10:2 Field Sales Management SAL 10:3 Sales Management Training

See also: SAL 35, SALES RECRUITING, SELECTION AND TRAINING, all subsections; ADM 0:2-8.21, Training and Development, N.E.C., and all subsections

 SAL 10:4 Sales Departments: Organization and Structure, N.E.C. 10:4-1 Auxiliary and Second Sales Forces, N.E.C. (includes information on leasing sales people) 10:4-2 Inside Sales Forces

See also: SAL 40:17, Telemarketing

 10:4-3 Optimizing the Size of the Sales Force (includes information on the debate: more advertising expenditures or more sales staff?) 10:4-4 Resident Sales People SAL 10:5 Sales Control, N.E.C. 10:5-1 Accounts/Calls/Lines/Products Handled

See also: SAL 20:4-3, Cost-Per-Sales-Call; SAL 20:4-3.1, Cost to Close a Sale, which includes information on the number of calls required to make a sale

 10:5-1.1 Sales Call Planning 10:5-2 Call Reports/Reporting (includes information on sales force feedback)

See also: MKT 40:5, Marketing Intelligence and Information Systems, and all subsections; SAL 5:6-7, Reading and Writing, and references

 10:5-3 Measuring Sales Performance

See also: ADM 0:2-8.14, Performance Appraisal; MKT 50:2-4, Market Analysis and Sales Forecasting, all subsections

 77 10:5-4 Quotas

See also: MKT 50:2-4, Market Analysis and Sales Forecasting, all subsections

 10:5-5 Territories

See SAL 5:6-5, Management and Control of Time, for information on time and territorial management in combination; see also: MKT 50:2-4, Market Analysis and Sales Forecasting, all subsections

 SAL 15. MANAGER/SALES FORCE RELATIONS

See also: ADM 0:2-8, Personnel Management and Relations, selected subsections; ADM 0:2-7.11, Human Values in Management: Human Relations; Manager-Manager Relations/Manager-Subordinate Relations

 SAL 15:1 General Characteristics of Sales Manager-Subordinate Relations SAL 15:2 Communications

See also: ADM 0:2-7.2, Communications - Manager/Manager and Manager/Subordinate, Personal - Techniques, N.E.C., and all subsections; ADM 0:2-10, Public Affairs/Relations, all subsections for information on organizational - corporate - communication

 SAL 15:3 Job Satisfaction in the Sales Force

See also: ADM 0:2-8.10, Job Enrichment

 SAL 15:4 Making Calls with the Staff

See also: SAL 10:5-1, Accounts/Calls/Lines/ Products Handled; SAL 10:5-1.1, Sales Call Planning, and all references listed

 SAL 15:5 Motivating the Staff: General Philosophies of Sales Motivation, N.E.C. (includes information dealing with several aspects of motivation)

See also: ADM 0:2-8.12, Motivating Employees, and subsections; SAL 20:2, 20:3, and 20:3-1, Compensation, Sales Functions; SAL 35:2, Sales Training and Development

 15:5-1 Incentives: Plans/Programs, N.E.C. 15:5-1.1 Sales & Marketing Management, special sections only on incentives

Does not include occasional S M & M feature articles on incentives; for these, see preceding subsection.

 15:5-2 Incentive Travel 15:5-3 Contests 15:5-4 Non-Financial Incentives (commentary of a general nature on the theme, money is not the only answer) 15:5-5 Problem Staffers 15:5-6 Staff Turnover

See also: ADM 0:2-8.21.13, Turnover, N.E.C., for general information on why people leave jobs, and subsection for information on executive mobility; ADV 50:5-4.15, Circulation: Turnover

 SAL 20. SALES COSTS

See especially, SAL 20:4-1, Sales & Marketing Management's annual surveys of selling costs

 SAL 20:1 Sales Budgets SAL 20:2 Compensation, Sales Executives and Managers

See also: ADM 0:2-8.4, Compensation: Executive/Management, and all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8, Marketing Communications Functions, Compensation.

 SAL 20:3 Compensation, Salespersons, N.E.C.

Note: Materials in SAL 20:3 continue in Box 78.

 78 SAL 20:3 Compensation, Salespersons, N.E.C.

Note: Materials in SAL 20:3 begin in Box 77.

See also: ADM 0:2-8.4, Compensation: Executive/Management, and all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8, Marketing Communications Functions, Compensation

 20:3-1 Dartnell Corporation's Biennial Sales Force Compensation Surveys

See also: ADM 0:2-8.4, Compensation: Executive/Management, and all subsections; ADV 5:10-9, Advertising Agencies, Salaries; MKT 40:1-8, Marketing Communications Functions, Compensation

 SAL 20:4 Cost Control, General Commentary, N.E.C. 20:4-1 Sales & Marketing Management's Annual Survey of Selling Costs 20:4-2 Sales Manpower Foundation - Sales Executives Club of New York - surveys of the cost of selling: historic 20:4-3 Cost Per Sales Call

See also: ADV 40:2-5, Advertising and the Cost of Selling, and subsections

 20:4-3.1 Cost to Close a Sale

See also: preceding subsection, and SAL 10:5-1, Accounts/Calls/Lines/Products Handled

 20:4-4 Selling Expenses (T&E, etc.), N.E.C. 20:4-4.1 Vehicle Expenses (fleet cars and management) SAL 25. SALES MEETINGS

See also: ADM 0:2-7.2.5 Conferences, Conventions, Seminars and Meetings, and all subsections

 SAL 25:1 Planning, Staging, Conducting, and General Commentary on Sales Meetings, N.E.C.

Note: Materials in SAL 25:1 continue in Box 79.

 79 SAL 25:1 Planning, Staging, Conducting, and General Commentary on Sales Meetings, N.E.C.

Note: Materials in SAL 25:1 begin in Box 78.

 25:1-1 Customer/Dealer Meetings 25:1-2 Meeting Follow-Up 25:1-3 Small Meetings SAL 30. SALES PROMOTION SAL 30:1 Promotion: Its Role in Marketing; Planning and General Commentary (includes information on the sales promotion vs. advertising debate) 30:1-1 Promotion Expenditures: Marketing Communications annual reports [Sales Promotion Management--see: MKT 40:1-7] SAL 30:2 Selling Promotion to Top Management SAL 30:3 Sales Promotion Aids: Premiums, Films, Incentives, etc.

See also: SAL 15:5, Motivating the Staff, for additional information on incentives

 30:3-1 Sales Promotion Literature SAL 30:4 Sales Promotion Audit/Measurement (evaluating the effects of company promotional activities) SAL 35. SALES RECRUITING, SELECTION AND TRAINING

See also: ADM 0:2-8, Personnel Management and Relations, all subsections, especially ADM 0:2-8.16, Recruitment, and ADM 0:2-8.21, Training and Development, all subsections; SAL 10:3, Sales Management Training

 SAL 35:1 Recruiting/Selection

Material which includes information on several segments of the recruiting/selection/hiring process. This material, in some instances, may also touch on the specifically isolated subjects which follow so it should always be examined when answering questions on these subjects.

 35:1-1 Aptitude/Psychological Testing

See also: ADM 0:2-8.20, Testing

 35:1-2 Interviewing

See also: ADM 0:2-8.9, Interviewing

 35:1-3 Job Descriptions

See also: ADM 0:2-8.15, Position Descriptions/Job Posting

 35:1-4 Retirement

See also: ADM 0:2-8.17, Retirement

 SAL 35:2 Sales Training and Development

Includes information on the role of sales trainers, instructional materials such as films and video tape, training philosophies and programs; see also: SAL 10:3, Sales Management Training; SAL: 15:5, Sales, Motivating the Staff, all subsections; SAL 25, SALES MEETINGS, all subsections; ADM 0:2-8.21, Personnel Management and Relations, Training and Development, all subsections; ADM 0:2-10.12, Films; Business, PR, and Sales

 35:2-1 Sales Manuals 80 SAL 40. SELLING TECHNIQUES

Note: As in the case of readership, writings on selling techniques do not always separate neatly into classifiable subjects; the N.E.C. - not elsewhere classified - sections therefore contain documents which explore many elements of the whole customer/salesperson relationship: prospecting, pre-approach, presentation, handling objections, closing, buyer motivation, sales psychology, and so on.

See also: SAL 10:5, Sales Control, various subsections; SAL 15:4, Making Calls with the Staff; MKT 65, PURCHASING PATTERNS, all subsections, for information on the buying process.

 SAL 40:1 Selling Techniques and Customer/Salesperson Relationships, N.E.C. SAL 40:2 Closing the Sale SAL 40:3 Comparative Selling SAL 40:4 Consultative Selling SAL 40:5 Creative Selling (includes information on using imagination and ideas in selling)

See also: ADM 0:2-7.5, General Management, Creative Techniques and Creativity; ADV 5:10-3, Advertising Agencies, Creative Staff, N.E.C.

 SAL 40:6 Follow-Ups/Follow-Through

See also: ADV 45:2-2, Inquiries, Advertiser Evaluation, Handling and Follow-Up Practices

 SAL 40:7 Lost Sales SAL 40:8 Low-Pressure Selling SAL 40:9 National Accounts: Selling, Servicing, Managing 40:9-1 Key Account and Major Customer Selling SAL 40:10 Overcoming Complaints and Objections, and other sales resistances, N.E.C. 40:10-1 Price Resistance [Planning--see: SAL 10:5-1.1, Sales Call Planning] 81 SAL 40:11 Prospecting/New Business Development

See also: ADV 45, INQUIRIES, all subsections, particularly ADV 45:2-2, Advertiser Evaluation, Handling and Follow-Up Practices

 [Reciprocity--see: MKT 65:4, Reciprocity/Trade Relations, selling's buddy system] SAL 40:12 Sales Presentations

See also: SAL 5:5, Media Salespersons, for information on media kits and media sales presentations

 SAL 40:13 Selective and Specialized Selling SAL 40:14 Selling in an Abnormal Economy

See also: ADV 0:3, Advertising in an Abnormal Economy, N.E.C., and subsections; MKT 45, MARKETING IN AN ABNORMAL ECONOMY

 SAL 40:15 Service Selling

See also: MKT 5:2-3, Customer Service Concept

 SAL 40:16 Summertime Selling

See also: ADV 50:2-5, Seasonal Advertising, N.E.C., and ADV 50:2-5.1, Summer Advertising

 [Systems Selling--see: MKT 5:2-11, Systems Concept, and subsection] SAL 40:17 Telemarketing

See also: ADV 45:5-3, 800 Number; SAL 10:4-2, Inside Sales Forces

 Alphabetical, Topical, Keyword Index

This index is designed as a finder catalog for topics covered in the Vertical File. It is recommended that users, once a topic of interest is located, refer back to the designated heading and read it thoroughly, noting descriptive information and see also references.

Note: N.E.C. designates Not Elsewhere Classified.

Note: An asterisk (*) designates and subsections.

 A ABP/A.D. Little Evaluation of 1100 Research Studies : ADV 40:2-1.1 ABP/Taylor Instrument Study (of the business paper reading environment) : ADV 40:3-7.1 ABP's Business Marketing Laboratory Study (the Ryan Study; the Syracuse Study) : ADV 50:5-4.2.1 AIA (now B/PAA), Media Data Form Commentary : ADV 50:5-3.1.1 AID(C)A and IPSO in Advertising : ADV 50:4-3.1 ANCOM (Andean Common Market) : IOP 0:3-1 ASEAN (Association of South East Asian Nations) : IOP 0:3-3 Abnormal Economy, advertising in : ADV 0:3 Abnormal Economy, marketing in : MKT 45 Abnormal Economy, selling in : SAL 40:14 Accompanying Reading Matter, effects on an ad : ADV 50:7-3 Account Executives, agency : ADV 5:10-2 Account Switching : ADV 5:3-4 Accountability, in management (results-oriented concept) : ADM 0:2-7.1 Accounts/Calls/Lines/Products Handled, salespersons : SAL 10:5-1 Action Learning/Training Techniques : ADM 0:2-8.21.2 Actuarial Tables, communications industry : MKT 40:3-2.3 Administered Pricing : MKT 55:2 ADVERTISING (all subjects; see ADV and subsections, also specific topics carried under keywords; for example, Appropriations, advertising; Management, advertising; Clutter in Advertising, etc.) : Advertising as a Public Relations Tool : ADM 0:2-10.3 Advertising, international concepts and techniques : IOP 10:2-4 (*) Advertising Volume/Expenditures : ADV 55 (*) ABP Suggested Guidelines for Reporting Ad Volume : ADV 55:1-1.4 Business Publications : ADV 55:1 (*) Direct Mail : ADV 35:3-14 General Magazines : ADV 55:2 International : IOP 10:2-10 (*) Multi-Media : ADV 55:3 (*) Reference Sources : ADV 55:4-3 Worldwide : IOP 10:2-10.1 Advertorials/Special Sections : ADV 50:4-3.12.1 ADVISOR Project : ADV 10:3-5 Advocacy Advertising : ADV 50:4-3.2 Affirmative Action/EEO/Discrimination : ADM 0:2-8.2 Agencies, advertising : ADV 5 (*) A la Carte vs. Full Service, etc. : ADV 5:4-1 Account Executives : ADV 5:10.2 Account Switching : ADV 5:3-4 Administration : ADV 5:10.1 Around the World: 4As directories : IOP 10:2-6.2 Attorney's functions : ADV 5:6-1 Audits : ADV 5:3-3 Billings and Income (agency rankings) : ADV 5:2-1 Billings by Medium : ADV 5:2-2 Business Paper Billings (top industrial agencies) : ADV 5:2-3 Business Paper Page Placement : ADV 5:2-3.1 Client Agreements and Contracts : ADV 5:3-2 Client Relationships : ADV 5:3 (*) Compensation: fees vs. commissions : ADV 5:5-1 Cost of Operations (agency financial management) : ADV 5:5-2 Costs, collateral, etc. : ADV 5:5-2.2 Creative Staff : ADV 5:10-3 Direct Mail, ad agencies and : ADV 35:3-2 Executive Staff : ADV 5:10-4 Fees vs. Commissions : ADV 5:5-1 Full Service vs. A la Carte, vs. Boutiques, etc. : ADV 5:4-1 Industrial : ADV 5:1-1 International : IOP 10:2-6 (*) Advertising Age's compilation of foreign agency income, reports and profiles : IOP 10:2-6.1 Choosing an Associate Agency : IOP 10:2-6 Legal Aspects : ADV 5:6 (*) Marketing Directors : ADV 5:10-5 Media Relationships : ADV 5:7 Media Staff (buyers, directors, planners) : ADV 5:10-6 Mergers : ADV 5:6-2 Networks, Leagues, Associations, etc. : ADV 5:8 New Business Development : ADV 5:9 Performance Evaluation : ADV 5:3-3 Personnel : ADV 5:10 (*) Presentations : ADV 5:9 Public Financing (Going Public: agency stocks and profits) : ADV 5:5-3 Rankings : ADV 5:2-1 Recruitment, Training and Development : ADV 5:10-7 Research Staff : ADV 5:10-8 Salaries : ADV 5:10-9 Selection : ADV 5:11 Selection, single vs. multiple agencies : ADV 5:11-1 Self-Promotion : ADV 5:9 Services and Departments : ADV 5:12 (*) Starting a New One : ADV 5:13 Technical Staff : ADV 5:10-10 Turnover (account switching) : ADV 5:3-4 Turnover (people switching) : ADV 5:10-11 What They Do; How They Do It (the agency business) : ADV 5:1 Agents/Representatives vs. Company Sales Force : MKT 20:10-3 Airline (inflight) Magazines : ADV 35:4-6.2.1 Alcoholism : ADM 0:2-8.7 Allis-Chalmers Study : ADV 40:2-2 Alternate Delivery : ADV 50:5-4.10.2 Alternative Work Schedules : ADM 0:2-4.12.1.1 American Competitive Enterprise System, N.E.C. : ADM 0:2-4.1 American Marketing Association: Surveys of Marketing Research : MKT 50:1-3 Anniversaries, corporate : ADM 0:2-10.4 Anniversary Copy : ADV 50:4-3.3 Annual Meetings : ADM 0:2-10.24 Annual Reports : ADM 0:2-10.29 Appearance, salespersons : SAL 5:6-2 Appropriations, advertising : ADV 10 (*) Aptitude/Psychological Testing, sales : SAL 35:1-1 Arab Economic Unity Agreement : IOP 0:3-2 Archivists, corporate : ADM 0:2-4.3 Assessment Centers : ADM 0:2-8.21.4 Associations, overseas : IOP 10:5 Associations, trade : MKT 80 Attitude/Motivational Research : MKT 50:2-1.2 Attitude Surveys : ADM 0:2-8.3 Attitudes Towards Advertising : ADV 15 (*) Attitudes Towards Advertising, international : IOP 10:2-3 Attitudes Towards Businesspapers, ad managers' : MKT 40:1-2.1.4 Attitudes Towards Other Countries' Products, consumer : MKT 65:7-2 Attracting Industry : ADM 0:2-10.7.2 Audience Measurement, international : IOP 10:2-9 Audience, media, measurement techniques : MKT 50:2-3.3 Audience/Universe Measurement and Research Concepts/Management and Principles : ADV 50:5-4.2 Audit Bureau of Circulations, Inc., Functions, History, etc. : ADV 50:5-4.3.1 Guides to Using Reports : ADV 50:5-4.3.1.1 Audited Publications, the case for : ADV 50:5-4.3.6 Auditing Bureaus Around the World : ADV 50:5-4.4 Auditing: circulation, overseas : IOP 10:2-9 Autonomic Measures of Visual Perception : ADV 50:9-15 Auxiliary Sales Forces : SAL 10:4-1 Awards, advertising : ADV 50:4-1.1 B B/PAA Media Data Form Commentary : ADV 50:5-3.1.1 Balance of Payments : IOP 0:1-1 Barter and Brokerage of Media Space and Time : ADV 5:4-1.1 Barter Trading Concept : MKT 5:2-1 Bayesian Approach, in marketing research : MKT 50:2-1.1 Beckman Study : MKT 0:3-1 Behavioral Analysis : MKT 50:2-1.2 Benelux : IOP 0:3-4 Bias in Response : MKT 50:2-3.2 Binomial Distribution : MKT 50:2-1.3 Bivariate Analysis : MKT 50:2-1.4 Black Capitalism : ADM 0:2-4.1.1 Bleed, in advertising : ADV 50:9-2 Boards of Directors : ADM 0:2-1 (*) Board Chairpersons : ADM 0:2-1.1 Compensation of Directors : ADM 0:2-1.2 Ethnic Board Members : ADM 0:2-1.3 Legal Implications for Directors : ADM 0:2-1.4 Outside Directors : ADM 0:2-1.5 Presidents Vis-a-vis Boards of Directors : ADM 0:2-1.6 Selecting Corporate Directors : ADM 0:2-1.7 Women Board Memories : ADM 0:2-1.3 Worker Participation on BODs : ADM 0:2-1.8 Brainstorming : ADM 0:2-7.2.1 Brand and Product Line Concept : MKT 5:2-2 Branding : MKT 40:1-3.1.1 Brandstanding : ADM 0:2-10.22.1 Broadcast Media : ADV 35:4-2 (*) Budgeting and Cost Control, exhibit : MKT 25:4-3 Budgeting, capital : ADM 0:2-6.1.1 Budgeting for Public Relations : ADM 0:2-10.5 Budgeting, zero-base : ADM 0:2-6.1.4 Budgets, advertising : ADV 10:1 (*) Allocating Budget Items (determining items that should or should not be charged to the ad budget) : ADV 10:1-2 As a Capital Investment : ADV 10:1-3 Budget Studies and Analyses : ADV 10:3 (*) Cutting the Budget and Overcoming Budget Cuts : ADV 10:2-1 Discontinued Studies and Analyses (representative samplings to show methods of compilation) : ADV 10:3-4 (*) Long-Term : ADV 10:1-4 Preparation and Control : ADV 10:1-1 Presenting to Management : ADV 10:2 Budgets: marketing, new products : MKT 60:2-4 Burn-Out : ADM 0:2-8.7 Business Calls : ADV 0:2-7.2.2 Business Customs Abroad : IOP 10:3-3 Business Cycles: analyses, causes, suggested cures : ADM 0:2-4.6 Business Etiquette, salespersons : SAL 5:6-3 Business Finance, N.E.C. : ADM 0:2-6.2 Business History Business History, N.E.C. : ADM 0:2-4.3 A History of American Business ( Fortune series, 1961-1962) : ADM 0:2-4.3.1 The Business History ( Atlanta Economic Review, 1960-1961) : ADM 0:2-4.3.2 Business International's Annual Indicators of Market Size : IOP 0:6-3.1 Business Marketing: advertising budget studies : ADV 10:3-2 Business Papers : ADV 35:1 (*) Editorial Integrity and Editors : ADV 35:1-1.1 Overseas : IOP 10:2-7 (*) Past and Future Trends; commentary and predictions, N.E.C. : ADV 35:1-6.1 Past and Future Trends; James Kobak/Industrial Marketing and Media/Scope predictions : ADV 35:1-6.2 Role, Functions, Influence : ADV 35:1-1 Services, Marketer-Aid : ADV 35:1-7 Vis-a-vis Other Media : ADV 35:1-2 (*) Business Publication Advertising, the industrial communications process : ADV 0:4 Business Publications Audit of Circulation, Inc. (BPA) Functions, History : ADV 50:5-4.3.2 Guides to Using Reports : ADV 50:5-4.3.2.1 SMA (Selected Market Audit) Division : ADV 50:5-4.3.2.1.1 Business Week Annual Surveys of Executive Compensation : ADM 0:2-8.4.1.3 Surveys of Corporate Performance: the Corporate Scoreboard : ADM 0:2-4.13.1 Surveys of International Corporate Performance : IOP 0:7-1 Buyer Behavior and Motivation, industrial : MKT 65:1-2 Buying Attitudes, Behavior, Decisions, Motivations: consumer : MKT 65:7 (*) Buying Decision Process, industrial : MKT 65:1 (*) Buying Services vs. Full Service Agencies : ADV 5:4-1 C CACM (Central American Common Market) : IOP 0:3-5 CARIFTA (Caribbean Free Trade Area) : IOP 0:3-6 CATV : ADV 35:4-3 CEOs and Presidents : ADM 0:2-2 CMEA (COMECON), Council for Mutual Economic Assistance : IOP 0:3-7 CPM (Critical Path Method) : ADM 0:2-7.4.2 Cable TV : ADV 35:4-3 Cafeteria Compensation : ADM 0:2-8.4.2 Call Follow-Up/Follow-Through, sales : SAL 40:6 Call Planning, sales : SAL 10:5-1.1 Call Reports/Reporting, sales : SAL 10:5-2 Calls, business : ADM 0:2-7.2.2 Calls, sales : SAL 10:5 (*) Calls, sales (making calls with the staff) : SAL 15:4 Campaign and Media Planning : ADV 20 Canadian Circulation Audit Board (CCAB) : ADV 50:5-4.3.3 Canonical Analysis : MKT 50:2-1.5 Capital Budgeting : ADM 0:2-6.1.1 Capital Expenditure Forecasts : ADM 0:2-4.8 (*) Career Advancement : ADM 0:2-8.21.6 Career Pathing : ADM 0:2-8.21.6 Career Planning : ADM 0:2-8.21.6 Careers, Education, Recruitment, Training and Development: marketing/communications : MKT 40:3 (*) Cartoon Copy : ADV 50:4-3.4 Case History Copy : ADV 50:4-3.5 Catalog-Type Copy : ADV 50:4-3.6 Catalogs and Directories : ADV 35.2 (*) Catalogs, overseas : IOP 10:2-7.3 Causal Modeling : MKT 50:2-1.6 Celebrities in Copy : ADV 50:4-3.29 Central Location Interviewing : MKT 50:2-2.5 Centralization (centrally-developed international advertising campaigns) : IOP 10:2-4.1 Challenges to Advertising, global : IOP 10:2-3 Channel Analysis : MKT 20:2 Children and TV : ADV 35:4-2.2.2 Children in Copy : ADV 50:4-3.32 CIRCULATION (see specific topics carried under keywords; for example, Paid vs. Free Circulation; Turnover, circulation; Audit Bureau of Circulations, etc.) : ADV 50:5-4.2 (*) City Magazines : ADV 35:4-6.2.2 Classical Statistical Analysis : MKT 50:2-1.7 Classified Advertising : ADV 50:4-3.7 Closing the Sale : SAL 40:2 Cluster Analysis : MKT 50:2-1.8 Clutter in Advertising : ADV 25:5 Robert J. Coen, ad volume statistics : ADV 55:3-1 Cognitive Dissonance : ADM 0:2-7.6 Cohort Analysis : MKT 50:2-1.9 Color, in advertising : ADV 50:9-3 Comic Strip Copy : ADV 50:4-3.4 Comics : ADV 35:4-4 Commission Rates, manufacturers' agents and representatives : MKT 20:10-5 Communications Audits : ADM 0:2-10.11 Corporate: Fortune Series, Crosscurrents in Corporate Communications : ADM 0:2-10.6.1 Internal : ADM 0:2-10.6 Manager/Manager and Manager/Subordinate, techniques, N.E.C. : ADM 0:2-7.2 Organizational/Corporate : ADM 0:2-10.6 Committees : ADM 0:2-7.2.3 Community Relations (development/promotion) : Company Histories, how to write : Comparability/Standardization of Circulation (audience/universe) Data : Comparative Advertising : Comparative Management : Comparative Marketing : Comparative Selling : Compensation Agency Salaries : ADV 5:10-9 Board Directors : ADM 0:2-1.2 Cafeteria : ADM 0:2-8.4.2 Deferred : ADM 0:2-8.4.3 Executive/Management; Salary Administration Concepts, Planning, Principles, Programs and Commentary : ADM 0:2-8.4 (*) Executive/Management; selected, regularly-published studies AMS (Administrative Management Society): Guide to Management Compensation (annual) : ADM 0:2-8.4.1.1 Administrative Management (now, Office Administration and Automation): Administrative Managers' Compensation (biennial) : ADM 0:2-8.4.1.2 Business Week: Annual Survey of Executive Compensation : ADM 0:2-8.4.1.3 The Conference Board: Top Executive Compensation (bienniel) : ADM 0:2-8.4.1.4 The Dartnell Corporation: Executive Compensation (bienniel) : ADM 0:2-8.4.1.5 Financial Executive: Executive Compensation During (year) (bienniel) : ADM 0:2-8.4.1.6 Forbes: Who Gets the Most Pay (annual) : ADM 0:2-8.4.1.7 Inc.: The Inc. Annual Compensation Survey : ADM 0:2-8.4.1.8 The Wharton Annual: The Hay Report on Executive Compensation : ADM 0:2-8.4.1.9 International Management : IOP 5:6-1 Marketing Communications Functions : MKT 40:1-8 Performance Shares : ADM 0:2-8.4.5 Perquisities (PERKS) : ADM 0:2-8.4.4 Sales Executives and Managers : SAL 20:2 Salespersons : SAL 20:3 (*) Stock Options/Purchase Plans : ADM 0:2-8.4.5 Competetitive Intelligence : MKT 40:5-3 Complaints: sales, overcoming : SAL 40:10 Computer Literacy : ADM 0:2-7.2.4 Computers in Marketing : MKT 40:4-4 Computers in the Media Planning/Selection Process : ADV 50:5-3 Concentration : Concentration/Advertising Debate : ADM 0:2-4.4.1 Concentration, in advertising : ADV 50:1-1 Concentration in Industry: Concepts, Convictions, Issues, Facts : 0:2-4.4 (*) Concentration, outside the U.S. : 0:2-4.4.3 Concentration, Senate subcommittee hearings : ADM 0:2-4.4.2 Concept Advertising, new product : MKT 60:2-7 Concept Testing, new product : MKT 60:2-6 Conferences : ADM 0:2-7.2.5 (*) Problem-Solving : ADM 0:2-7.2.5.2 Tele-Text/Terminal : ADM 0:2-7.2.5.3 Video : ADM 0:2-7.2.5.3 Conjoint Measurement : MKT 50:2-1.10 Consultants, management : ADM 0:2-7.3 Consultants, marketing : MKT 40:1-6 Consultants, overseas : IOP 5:6-2 Consultative Selling : SAL 40:4 Consumer Affairs Departments : ADM 0:2-10.8 Consumer Panels : MKT 50:2-3.3 Consumerism : MKT 35.3 Contests, sales : SAL 15:5-3 Contingency Planning : ADM 0:2-6.1.2 Continuity, in advertising : ADV 50:2-1 Control Techniques, management : ADM 0:2-7.4 (*) Contributions, corporate: The Conference Board's annual surveys : ADM 0:2-10.28.1 Controversy Advertising : ADV 50:4-3.2 Conventions : ADM 0:2-7.2.5 (*) Cooperative Advertising : ADV 50:3 Cooperative Direct Mail : ADV 35:3-3 Cooperative Readership Study (the 18 Company Survey, New Yardsticks of Media Value) : ADV 40:3-3 Copy Approaches and Themes : ADV 50:4 (*) Copy, direct mail : ADV 35:3-4 Copy Techniques, international : IOP 10:2-5 (*) Copy Testing and Research : ADV 50:4-4 Copy Translation and Writing Problems, in international advertising : IOP 10:2-5.2 Copyrights : ADM 0:2-10.9 Copywriting : ADV 50:4-5 Corporate Corruption (unusual overseas payments) : IOP 5:3-5 Corporate Espionage : MKT 40:5-3.1 Corporate Image Advertising : ADV 50:4-3.9 Corporate Image vs. Product Copy : ADV 50:4-3.9.1 Corporate Media Directors : MKT 40:1-2.1.5 Corporate Messages in International Advertising : IOP 10:2-5.1 Corrective Advertising : ADV 25:2-1 Cost Control, and Reduction in Business : ADM 0:2-6.3 Cost Control, sales : SAL 20:4 (*) Cost Per Contact, advertising's : ADV 40:2-5 Cost Per Sales Call : SAL 20:4-3 Cost Reduction, marketing : MKT 10:2 Cost to Close a Sale : SAL 20:4-3.1 Costs Advertising Costs and Rates, discussions : ADV 50:5-5 (*) Economics of Business Paper Publishing: ABP Confidential Reports : ADV 35:1-3.1 Marketing and Distribution : MKT 10 (*) Marketing Research : MKT 50:1-1 Production, advertising : ADV 50:5-5.4 Sales : SAL 20 (*) Sales Ratios, marketing : MKT 10:3 Selling: S&MM's annual surveys : SAL 20:4-1 Selling: Sales Manpower Foundation, historic : SAL 20:4-2 Counter Advertising : ADV 25:2-1 Coupons, cents-off : MKT 0:5-1 Coupons, for inquiry stimulation : ADV 45:5 Coverlines : ADV 50:9-5 Covers : ADV 50:7-2 Creative Selling : SAL 40:5 Creative Staff, agency : ADV 5:10-3 Creative Techniques and Creativity : ADM 0:2-7.5 Credibility of Messages : ADV 50:4-3.10 Credit Management : MKT 40:1-4 Crisis Communications : ADM 0:2-10.10 Culture Shock : IOP 10:3-3 Customer Service Concept and Management : MKT 5:2-3 Cyclical Behavior of Advertising : ADV 0:3-4 D Dagmar Research (ANA's Project X) : ADV 40:1-1 Database Publishing : ADV 35:1-6.3 Dealer Margins/Commissions : MKT 20:9-5 Decentralization/Divisionalization : ADM 0:1-6 Decentralization (locally-developed, including co-op, international advertising campaigns) : IOP 10:2-4.2 Deception, Ethics, Truth and Taste in Advertising : ADV 25 (*) Decision-Making, in administration : ADM 0:2-7.6 Decision-Making, in marketing/advertising : MKT 40:4 (*) Defense Economy, advertising in : ADV 0:3-3 Deferred Compensation : ADM 0:2-8.4.3 Definitions and Terms Advertising/Media : ADV 35:6 Economic : ADM 0:2-4.5.1 Marketing : MKT 0:6 Marketing Research : MKT 50:1-2 Delegation : ADM 0:2-7.7 Delphi Technique : MKT 50:2-1.11 Demarketing Concept : MKT 5:2-4 Demographic/Regional Editions, in media selection : ADV 50:5-5.9 DEMON (management model for marketing new products) : MKT 60:2-1.1 Direct Mail/Direct Marketing, Direct Response Advertising : ADV 35:3 (*) Advertising Agencies : ADV 35:3-2 Copy : ADV 35:3-4 Handling Incoming DM (what happens to dm as it is received) : ADV 35:3-6 Incentives : ADV 35:3-8 Industrial : ADV 35:3-1.1 Mailing Lists : ADV 35:3-9 (*) Overseas : IOP 10:2-7.4 Readership : ADV 35:3-10 Direct Response Cards : ADV 35:1-7.1 Directories and Catalogs : ADV 35:2 (*) Discriminant Analysis : MKT 50:2-1.12 Discrimination : ADM 0:2-8.2 Distribution : MKT 20 (*) Distributor Copy : ADV 50:4-3.11 Distributors : MKT 20:9 (*) Diversification/Product Differentiation : MKT 60:1-3 Divisional Advertising : ADV 50:4-3.9.2 Dominance, impact advertising : ADV 50:1-2 Doyle Dane Bernbach: Media Trends : ADV 55:3-2 Drugs : ADM 0:2-8.7 Dual Distribution : MKT 5:2-12 DuPont Study : ADV 0:4 Dynamic Programming : MKT 50:2-1.13 E EEC (European Economic Community) : IOP 0:3-9 EEO : ADM 0:2-8.2 EFTA (European Free Trade Association) : IOP 0:3-10 East African Community : IOP 0:3-8 Econometric Analysis : MKT 50:2-1.14 Econometric Models/Modeling : ADM 0:2-4.5 Economic and Business Forecasting : ADM 0:2-4.5 Economic Forecasts and Reviews, world business : IOP 0:6 (*) Economic Indicators, selected : ADM 0:2-4.7.3 Economic Influence of Advertising : ADV 0:2 Economic Influence of Industrial Advertising : ADV 0:4-2 Economic Terms : ADM 0:2-4.5.1 Economics and Costs of Business Paper Publishing : ADV 35:1-3 (*) Editorial Evaluation, as a media selection device : ADV 50:5-5.6 Editorial-Type Copy : ADV 50:4-3.12 Editors and Editorial Integrity, business paper : ADV 35:1-1.1 Education Business : ADM 0:2-8.21.5 Business, international : ADM 0:2-8.21.5.1 Distribution : MKT 20:3 Marketing/Communications : MKT 40:3 (*) Educational-Type Copy : ADV 50:4-3.13 Effectiveness of Advertising: Proven Results : ADV 40:2 (*) ABP Objectives and Results series, and similar ABP studies : ADV 40:2-1.2 ABP/A.D. Little Evaluation of 1100 Research Studies on Advertising Effectiveness : ADV 40:2-1.1 Advertising and the Cost of Selling : ADV 40:2-5 (*) Advertising Declines/Stops - Recognition Drops: correlations : ADV 40:2-2.1 Allis-Chalmers Study : ADV 40:2-2 ...in Terms of Awareness, Image, Recognition, Sales, etc. in combination, or N.E.C. : ADV 40:2-1 ...in Terms of Awareness, Image, Recognition, singly : ADV 40:2-2 ...in Terms of Reader Action, N.E.C. : ADV 40:2-3 ...in Terms of Reader Action, Tide series : ADV 40:2-3.1 ...in Terms of Sales, N.E.C. : ADV 40:2-4 (*) McGraw-Hill Studies on How Advertising Affects the Cost of Selling : ADV 40:2-5.1 John Morrill/McGraw-Hill Studies : ADV 40:2-4.1 Dr. Daniel Starch's NETAPPS Study : ADV 40:2-4.2 U.S. Steel/Harnischfeger Studies : ADV 40:2-5.2 Van Diver Studies : ADV 40:2-4.3 Westinghouse Study : ADV 40:2-4 Effectiveness Measurement, advertising (discussions, methods, research and theory on the measurement of advertising's effectiveness) : ADV 40:1 (*) 800 Number : ADV 45:5-3 Eighteen Company Study (also known as the Cooperative Readership Study and New Yardsticks of Media Value) : ADV 40:3-3 Elderly in Copy : ADV 50:4-3.32 Electronics' Impact on Business Paper Publishing : ADV 35:1-6.3 Elite and Opinion Group Interviewing : MKT 50:2-2.2 Emotional Appeal Copy : ADV 50:4-3.14 Emotional Aspects of Industrial Purchasing : MKT 65:1-2.1 Endorsement Copy : ADV 50:4-3.29 Entrepreneurs : ADM 0:2-7.13.1 Espionage, corporate : MKT 40:5-3.1 Essay-Advertisements : ADV 50:4-3.12.1 Ethical and Social Responsibilities, corporate : ADM 0:2-10.32 Ethics Advertising : ADV 25 (*) Marketing Research : MKT 50:6 Selling : SAL 5:2 Social and Moral Responsibilities, corporate : ADM 0:2-10.32 Ethnic(s)/Minority(ies) Board Members : ADM 0:2-1.3 in Communications : MKT 40:3-2.1 in Copy : ADV 50:4-3.23 in Management : ADM 0:2-7.8 in Marketing : MKT 40:3-1.1 in Selling : SAL 5:3 Magazines : ADV 35:4-6.2.3 Marketing to : MKT 50:2-4.2.1.2 Executive Isolation : ADM 0:2-5.1 Executive Management : ADM 0:2-5 (*) Executive Motivation : ADM 0:2-5.2 Executive Status Symbols (PERKS) : ADM 0:2-8.4.4 Executives: U.S. Vis-a-vis Overseas Executives : ADM 0:2-5.3 Exhibits and Shows : MKT 25 (*) Auditing Procedures : MKT 25:4-2 Budgeting and Cost Control : MKT 25:4-3 Hospitality Suites : MKT 25:4-4 Mobile : MKT 25:5 Overseas : IOP 10:2-11 (*) Planning, Management and Operation : MKT 25:4 (*) Security : MKT 25:4-5 Selection and Participation Procedures : MKT 25:2 Trends, audience statistics, etc. : MKT 25:3 Expenditures, Advertising, in Major Media (Ad Volume) : ADV 55 (*) Business Publications : ADV 55:1 (*) Direct Mail : ADV 35:3-14 General Magazines : ADV 55:2 (*) Multi-Media : ADV 55:3 (*) Reference Sources : ADV 55:4-3 Worldwide : IOP 10:2-10.1 Expenses, selling (T&E, etc.) : SAL 20:4-4 Expenses, vehicle, sales : SAL 20:4-4.1 Experimentation : MKT 50:2-1.15 Eurodollars : IOP 0:1-2 F Factor Analysis : MKT 50:2-1.16 Failure, business : ADM 0:2-4.2 Failure/Survival Patterns and Rates, Dun & Bradstreet Analyses : ADM 0:2-4.2.2.1 Failure/Survival Patterns and Rates, N.E.C. : ADM 0:2-4.2.2 Fair Trade : MKT 35:2 Family Business Opportunities and Pitfalls : ADM 0:1-3 Farm Magazines : ADV 35:4-6.2.4 Fast Facts : ADV 55:1-1.1 Feedback, marketing research : MKT 50:2-1.17 Feedback, reader : ADV 40:3-4 Feedback, sales force : SAL 10:5-2 Fees vs. Commissions, agency : ADV 5:5-1 Film Departments, agency : ADV 5:12-2 Films Business : ADM 0:2-10.12 Marketing, catalogs and guides : MKT 50:7-3 PR : ADM 0:2-10.12 Sales : ADM 0:2-10.12 Financial Copy : ADV 50:4-3.15 Financial Manuals : ADM 0:2-6.4 Financial Models and Modeling : ADM 0:2-6.5 Financial Planning : ADM 0:2-6.2 Financial Relations (PR) : ADM 0:2-10.13 Flexible Hours/Flextime : ADM 0:2-4.12.1.1 Flighting, in advertising : ADV 50:2-3 Focus Group Interviewing : MKT 50:2-2.3 Folio: AdGuide : ADV 50:5-4.1 Folio 400 : ADV 35:4-6.4 Forecasting, economic and business : ADM 0:2-4.5 Forecasting, sales/market : MKT 50:2-4 (*) Forecasts: Capital Expenditure McGraw-Hill Department of Economics: Annual Surveys; Business' Plans for New Plants and Equipment : ADM 0:2-4.8.1 McGraw-Hill Department of Economics: Special Checkups on Capital Spending Plans : ADM 0:2-4.8.1.1 McGraw-Hill Department of Economics: How Modern is American Industry (discontinued) : ADM 0:2-4.8.1.2 Forecasts compiled by sources other than McGraw-Hill Department of Economics : ADM 0:2-4.8.2 Forecasts, Economic Long-Range Forecasts, N.E.C. : ADM 0:2-4.7.1 McGraw-Hill Department of Economics series: The American Economy: Prospects for Growth to... (discontinued) : ADM 0:2-4.7.1.1 McGraw-Hill Department of Economics series: The Business Outlook : ADM 0:2-4.7.2.1 Short-Range Forecasts, N.E.C. : ADM 0:2-4.7.2 Foreign Competition : IOP 5:4 Foreign Divestment : IOP 5:1-1 Foreign Investment in the U.S. : IOP 0:2-3 Foreign Nationals in International Management : IOP 5:6-4 Foreigners' Views of U.S., or Other Countries', Products : MKT 65:7-2 Forgetting (learning process) : ADM 0:2-8.21.9 Forgetting of Advertising : ADV 50:2-1.1 Fortune 500 and Other Fortune Rankings of U.S. Corporations : ADM 0:2-4.14.4 (*) Fortune: largest industrials outside the U.S. : IOP 0:7-3 Four-Day Week : ADM 0:2-4.12.1 Fourier Analysis : MKT 50:2-1.18 Fractional vs. Full Pages, readership/attention values : ADV 50:8-2 Franchise Circulation : ADV 50:5-4.7 Franchised Distribution (Franchising) : MKT 20:4 Free-Form Concept (in management) : ADM 0:2-7.9 Frequency in Advertising : ADV 50:2-2 Fringe Benefits : ADV 50:5-5.7 Front vs. Back of Issue : ADV 50:7-4 Full Pages vs. Fractional Pages, readership/attention values : ADV 50:8-2 G GERT (Graphic Evaluation and Review Technique) : MKT 50:2-1.19 The Gallagher Report Advertising Budget Studies : ADV 10:3-1 Annual Business Publication Scorecard : ADV 55:1-3 Annual Consumer Magazine Advertising Scorecard : ADV 55:2-2 Gaming and Modeling in Marketing : MKT 40:4-5 Generalists vs. Specialists : ADM 0:2-7.13.4 Generic Concept (of marketing) : MKT 5:2-5 Generic Copy : ADV 50:4-3.16 Giving, corporate : ADM 0:2-10.28 Global Marketing : IOP 10:1-4 Goals, setting advertising : ADV 40:1 (*) Government and Advertising : ADV 25:6 Government Market : MKT 70 (*) Grapevine Communications : ADM 0:2-10.14 Graphic Arts Processes and Developments : ADV 50:9-4 Group Discussion Technique : MKT 50:2-1.20 Group/Focus Group Interviewing : MKT 50:2-2.3 Group Management Concept : ADM 0:2-7.10 Group Travel Restrictions : ADM 0:2-8.6 Growth & Failure, business : ADM 0:2-4.2 Growth Records of U.S. Industries : ADM 0:2-4.2.1 H Harnischfeger Studies : ADV 40:2-5.2 Headhunting : ADM 0:2-8.16 Headlines, in advertising : ADV 50:9-5 Health : ADM 0:2-8.7 Health, salespersons : SAL 5:6-4 Hendry Expenditure Analysis : ADV 10:1-1.1 Hidden Product Copy : ADV 50:4-3.17 Historical-Type Copy : ADV 50:4-3.18 Histories of Advertising : ADV 0:1 Hospitality Suites, exhibit : MKT 25:4-4 House Ads : ADV 50:4-3.19 House Agencies : ADV 5:4-2 House Organs/Newsletters, internal and external : ADM 0:2-10.15 How Much Does No Advertising Cost? : ADV 0:2-1 Human Resource Management/Manpower Planning : ADM 0:2-8.8 Human Values in Management: Human Relations - Manager/Manager Relations, Manager/Subordinate Relations : ADM 0:2-7.11 Humorous Copy : ADV 50:4-3.20 I IPSO in Advertising : ADV 50:4-3.1 Identity/Image Building, corporate : ADM 0:2-10.16 Identity/Image Research, corporate : ADM 0:2-10.17 Illustrations, in advertising : ADV 50:9-6 Image Advertising, corporate : ADV 50:4-3.9 Image/Identity Building, corporate : ADM 0:2-10.16 Image/Identity Research, corporate : ADM 0:2-10.17 Impact Advertising : ADV 50:1-2 Inc. 100 : ADM 0:2-4.14.5 Inc. 500 : ADM 0:2-4.14.7 Inc.'s Report Card on the States : ADM 0:2-10.7.3 Incentive Travel, sales : SAL 15:5-2 Incentives: plans, programs; sales : SAL 15:5-1 Incentives, sales: non-financial : SAL 15:5-4 Incentives, sales: S&MM's special sections : SAL 15:5-1.1 Index Numbers : MKT 50:2-1.21 Industrial (Business Publication) Advertising, the industrial communications process : ADV 0:4 (*) Industrial Parks : ADM 0:2-10.7.4 Inflation/Deflation: causes, consequences; suggested ways to combat : ADM 0:2-4.9 Inflight Magazines : ADV 35:4-6.2.1 Info/File : ADV 55:1-1.2 Information Gathering Techniques : MKT 50:7-1 Information and Intelligence Systems, marketing : MKT 40:5 Information Sources, Marketing: see writeup at beginning of the Marketing Series : MKT 50:7 (*) Information Systems, management : ADM 0:2-7.2.6 Innovators : ADM 0:2-7.13.1 Input/Output Analysis : MKT 50:2-1.22 Inquiries : ADV 45 (*) Inquiry Analyses A.E. Early/Meldrum and Fewsmith/Republic Steel/Media-Scope Analysis of Business Paper Inquiries : ADV 45:5-2 Dr. Starch's Analysis of Twelve Million Inquiries : ADV 45:5-1 Inquiry Analysis as a Media Selection Factor : ADV 45:3 Inquiry Costs : ADV 45:4 Inquiry Evaluation, Handling and Follow-up : ADV 45:2 (*) Inquiry Response, seasonal : ADV 45:1-1 Inquiry Stimulation Elements, couponing, etc. : ADV 45:5 Inserts and Spreads : ADV 50:8-3 Inside Sales Forces : SAL 10:4-2 Integrated Distribution, international : IOP 10:1-2 INTERNATIONAL (see alphabetized keywords followed by descriptors international or overseas, e.g. Licensing, overseas) : IOP (*) Advertising and Communications, by country : IOP 10:2-2 (*) Business Fundamentals : IOP 5 (*) Comparative Management : IOP 5:6 (*) Economic Indicators, N.E.C. : IOP 0:6-3 Operations: practices, problems, principles, procedures and strategies : IOP 10:2-1 Interviewers/Interviewing, marketing research : MKT 50:2-2 (*) Interviewing, personnel : ADM 0:2-8.9 Interviewing, sales : SAL 35:1-2 Investments Overseas, U.S. : IOP 0:2-1 Investor/Shareholder Relations : ADM 0:2-10.18 Irritation in Advertising : ADV 25:5 Issue Advertising : ADV 50:4-3.2 J Job Descriptions : ADM 0:2-8.15 Job Descriptions, sales : SAL 35:1-3 Job Enrichment : ADM 0:2-8.10 Job Posting : ADM 0:2-8.15 Job Rotation : ADM 0:2-8.21.8 Job Satisfaction, salespersons : SAL 15:3 Joint Ventures Overseas : IOP 5:1-2 K Key Account Selling : SAL 40:9-1 KNOW Handbooks (NIAA now B/PAA) : ADV 40:1-2 L LAFTA (ALALC) (Latin American Free Trade Association) : IOP 0:3-11 Labels : ADV 35:4-5 Laboratory of Advertising Performance (LAP) Indexes : ADV 40:4 Language Usage : ADM 0:2-7.2.7 Law of Diminishing Returns : ADV 50:1-1 Latin Squares : MKT 50:2-1.23 Law, international : IOP 5:5 (*) Leading Advertisers in Business Publications (ABP) : ADV 55:1-1.3 Leading Advertisers in Business Publications (Business Marketing) : ADV 55:1-2.3 Leading National Advertisers, Inc. : ADV 55:3-3 (*) Learning Process : ADM 0:2-8.21.9 Legal Aspects of Advertising : ADV 30 Legal Aspects of Marketing : MKT 35 (*) Legislative/Government Relations (PR) : ADM 0:2-10.19 Length of Copy : ADV 50:4-3.21 Letter Costs : ADM 0:2-7.2.13 Liability, agency : ADV 5:5-1 Liability, product : MKT 35:5 Libraries, corporate : ADM 0:2-10.20 Licensing (Franchising) : MKT 20:4 Licensing, overseas : IOP 5:5-3 Licensing Practices, as a marketing legal process : MKT 35:4 Lie Detectors in Employment : ADM 0:2-8.11 Life Cycles, magazines : ADV 35:4-6.1 Life Cycles, product : MKT 60:2-2 Life of an Advertisement : ADV 50:2-4 Linear and Non-Linear Programming : MKT 50:2-1.24 Linguistic Coding : MKT 50:2-2.1 List Building, Cleaning and Maintenance : ADV 35:3-9.1 List Control, computerized : ADV 35:3-9.2 List Houses and Reference Sources : ADV 35:3-9.5 List House Catalogs : ADV 35:3-9.5 List Security : ADV 35:3-9.3 List Testing and Research : ADV 35:3-9.4 Listening : ADM 0:2-7.2.8 Listening, salespersons : SAL 5:6-8 Listening, Speaking, Writing (in combination) : ADM 0:2-7.2.8.1 Logical Flow Analysis : MKT 50:2-1.25 Logos, corporate : ADM 0:2-10.21 Longitudinal Analysis : MKT 50:2-1.26 Lost Sales : SAL 40:7 Low-Pressure Selling : SAL 40:8 M Magazines, general : ADV 35:4-6 (*) Mail Surveys : MKT 50:2-3 (*) Mailing Lists, direct mail : ADV 35:3-9 (*) Major Customer Selling : SAL 40:9-1 Make or Buy Decisions : MKT 40:4-3 MANAGEMENT Advertising : MKT 40:1-2.1 (*) Boards of Directors : ADM 0:2-1 (*) Brand : MKT 40:1-3.1 Budget : ADM 0:2-6.1 Channel Analysis : MKT 20:2 Chief Marketing Executive : MKT 40:1-1.1 Circulation : ADV 50:5-4.2 Communications, external and internal : ADM 0:2-10 (*) Comparative : IOP 5:6 Consumer Affairs : ADM 0:2-10.8 Corporate Secretaries : ADM 0:2-3 Crisis Communications : ADM 0:2-10.10 Customer Service : MKT 5:2-3 Distribution : MKT 20:8 Economics : ADM 0:2-4 (*) Ethnics/Minorities : ADM 0:2-7.8 Executive : ADM 0:2-5 (*) External Affairs : ADM 0:2-10 (*) Field Sales : SAL 10:2 Financial : ADM 0:2-6 (*) Financial/Credit, in marketing : MKT 40:1-4 General : ADM 0:2-7 (*) Human Resource : ADM 0:2-8.8 Human Resource, global scale : IOP 5:6-3 Information Systems and Retrieval : ADM 0:2-7.2.6 International : IOP 5:6 (*) Advertising/Marketing : IOP 10:3 (*) Comparative : IOP 5:6 (*) Marketing Research : IOP 10:3-2 Inventory : MKT 20:5 Marketing : MKT 40 (*) Marketing/Communications : MKT 40:1-2 (*) Marketing Research : MKT 40:1-5 Marketing Research, international : IOP 10:3-2 Materials : MKT 40:1-3.2 Matrix : ADM 0:2-7.14 Minorities/Ethnics : ADM 0:2-7.8 Overseas, concepts and styles : ADM 0:2-7.17 Participative : ADM 0:2-7.18 Personnel : ADM 0:2-8 (*) Presidents : ADM 0:2-2 Product : MKT 40:1-3.1 Production : MKT 40:1-3.3 Project : MKT 40:1-3.3 Public Affairs/Relations : ADM 0:2-10 (*) Research and Development : ADM 0:2-4.15.3.1 (*) Results-Oriented : ADM 0:2-7.1 Risk : ADM 0:2-11 Sales : SAL 10 (*) Sales Promotion : MKT 40:1-7 Small Business : ADM 0:2-4.16.2 Specialists vs. Generalists : ADM 0:2-7.13.4 Task Force : ADM 0:2-7.25 Technical : ADM O:2-7.13.5 Territory, sales : SAL 10:5-5 Traffic : MKT 20:8 Transportation : MKT 20:8 Women, in Management : ADM 0:2-7.28 Management by Objectives (MBO) : ADM 0:2-7.12 Management Types, N.E.C. : ADM 0:2-7.13 Manners, salespersons : SAL 5:6-3 Manpower Planning : ADM 0:2-8.8 Manuals, financial : ADM 0:2-6.4 Manufacturers' Agents and Representatives : MKT 20:10 (*) Maps, marketing : MKT 50:7-6 Market Analysis and Sales Forecasting : MKT 50:2-4 (*) Marketcentering Concept : MKT 5:2-6 Market Research Departments : MKT 40:2-3 Marketing Research Staff : MKT 40:1-5.1 Market Segmentation : MKT 50:2-4.2 (*) Market Share Measurement : MKT 50:2-4.3 MARKETING (see also alphabetized keywords followed by descriptor marketing; for example: Women, in marketing; Information and Intelligence Systems, marketing; Metrication in Marketing; Minorities, in marketing, etc.) Audits : MKT 10:1-1 Communications : MKT 5:2-7 Communications, international : IOP 10:2 (*) Concepts : MKT 5 (*) Department Organization : MKT 40:2 (*) Directors, agency : ADV 5:10-5 Industrial vs. Consumer : MKT 0:3 (*) Information, international sources : IOP 10:3-2.1.1 Information Sources (see writeup at beginning of the Marketing Series) Information Systems : MKT 40:5 Intelligence Systems : MKT 40:5 (*) International : IOP 10 (*) Issues, historical and contemporary : MKT 0:1 Management : MKT 40 (*) Management, international : IOP 10:3 (*) Marketing/Communications Departments : MKT 40:2-1 Marketing in ... by country and/or region : IOP 10:4 (*) Marketing Mix Concept : MKT 5:2-7 Research : MKT 50 (*) Research Techniques, international : IOP 10:3-2.1 Role and General Theory : MKT 0 (*) Science or Process? : MKT 0:2 Services, agency : ADV 5:12-1 Markov Processes : MKT 50:2-1.27 Mass Media : ADV 35:4 (*) Mass Media, overseas : IOP 10:2-7.5 Matchbooks : ADV 35:4-7 Mathematical Models in the Media Planning/Selection Process : ADV 50:5-3 Mechanized Selling : ADV 35:1-4 Media Buying, Evaluation, Planning and Selection : ADV 50:5 (*) Media Buying, Planning and Selection, in international marketing : IOP 10:2-8 (*) Media Comparability Council (MCC) Media Data Form Commentary : ADV 50:5-3.1.1.1 Media Data Forms, N.E.C. : ADV 50:5-3.1.2 Media Departments, agency : ADV 5:12-3 Media Directors, corporate : MKT 40:1-2.1.5 Media Kits : SAL 5:5 Media Planning, campaigns : ADV 20 Media Planning Checklists : ADV 50:5-2 Media Publicity/Press Releases : ADM 0:2-10.22 Media Relations (PR) : ADM 0:2-10.23 Media Research, suggested standards/disclosure forms : ADV 50:5-5.10.6 Media Salespersons : SAL 5:5 Media-Sponsored Research/Promotion, as a media buying, selection aid : ADV 50:5-5.10 (*) Media Tours : ADM 0:2-10.23 Media Trends (Doyle Dane Bernbach) : ADV 55:3-2 Medical Departments, company : ADM 0:2-8.7 Meeting Sites, directories of : ADM 0:2-7.2.5.1 Meeting the Press : ADM 0:2-10.23 Meetings, annual : ADM 0:2-10.24 Meetings, employee : ADM 0:2-10.25 Meetings, general management : ADM 0:2-7.2.5 Meetings, sales : SAL 25 (*) Customer/Dealer Meetings : SAL 25:1-1 Meeting Follow-Up : SAL 25:1-2 Planning, Staging, Conducting, N.E.C. : SAL 25:1 Small Meetings : SAL 25:1-3 Memory (learning process) : ADM 0:2-8.21.9 Memory for Advertising : ADV 50:2-1.1 Memory Training, salespersons : SAL 5:6-6 Mentoring : ADM 0:2-8.21.6 Merchandising Departments, agency : ADV 5:12-4 Merchandising, marketing : MKT 0:5 Merchandising the Advertising Program : ADV 50:6 (*) Mergers, agency : ADV 5:6-2 Mergers and Acquisitions : ADM 0:2-4.2.3 (*) Divestment/Divestiture : ADM 0:2-4.2.3.2 Effect of Mergers on Advertising : ADM 0:2-4.2.3.1 FTC and the Conference Board Announcements and Statistical Reports : ADM 0:2-4.10 Planning, Actions, Effects : ADM 0:2-4.2.3 Strategies and Tactics for Fighting a Takeover : ADM 0:2-4.2.3.3 Metamarketing : MKT 0:4 Metrication in Marketing : MKT 15 (*) Microencapsulation : ADV 50:9-7 Migration of Industry: The Geography of Manufacturing : ADM 0:2-4.11 Military Advertising : MKT 70:20-1.1 Military/Industrial Marketing Differences : MKT 70:4 Military Marketing: The Defense Procurement System : MKT 70:2 Military-Theme Copy : ADV 50:4-3.22 Minorities as Board Members : ADM 0:2-1.3 in Communications : MKT 40:3-2.1 in Copy : ADV 50:4-3.23 in Management : ADM 0:2-7.8 in Marketing : MKT 40:3-1.1 in Selling : SAL 5:3 marketing to : MKT 50:2-4.2.1.2 Mobility, executive : ADM 0:2-8.21.13.1 Modeling in Marketing : MKT 40:4-5 Models and Modeling, financial : ADM 0:2-6.5 Models in Copy : ADV 50:4-3.32 Morrill Study : ADV 40:2-4.1 Motivating Employees : ADM 0:2-8.12 Motivation, salespersons : SAL 15:5 Motivational Research : MKT 50:2-1.2 Multidimensional Analysis : MKT 50:2-1.28 Multinational Corporations : IOP 5:2 (*) Multipagers : ADV 50:8-3 Multiple Insertions in Same Issue : ADV 50:7-5 Multivariate Analysis : MKT 50:2-1.29 Murphy's Laws : ADM 0:2-7.15 N NAFTA (North American Free Trade Area) : IOP 0:3-12 NORDEK (The Nordic Council) : IOP 0:3-13 Name Changes, corporate : ADM 0:2-10.26 Name Changing/Restyling/Relaunching, publications : ADV 35:1-5 National Accounts: Selling, Servicing, Managing : SAL 40:9 NETAPPS Study (Dr. Daniel Starch) : ADV 40:2-4.2 New Business Development, agency : ADV 5:9 New Business Development, sales : SAL 40:11 New Medium Considerations, in media selection : ADV 50:5-5.8 New Product Development and Introduction : MKT 60 (*) New Product Introduction, overseas : IOP 10:1-3 New Product Introduction, using direct mail : ADV 35:3-7 New Product Marketing : MKT 60:2 (*) New Yardsticks of Media Value (also known as the 18 Company Study and the Cooperative Readership Study) : ADV 40:3-3 Newsletter-Form Copy : ADV 50:4-3.24 Newsletters/House Organs, internal and external : ADM 0:2-10.15 Newspaper Supplements : ADV 35:4-8.1 Newspapers : ADV 35:4-8 Newsstand Sales : ADV 50:5-4.10.1 No Advertising (ideas of what it would be like if there was no advertising) : ADV 0:2-1 Number of Ads Seen Daily : ADV 55:4-2 O OCAM (Organization Commune Africaine et Malgache) : IOP 0:3-14 OD (Organizational Development) : ADM 0:1-2 Objections: sales, overcoming : SAL 40:10 Objectives and Results (ABP O&R series and similar ABP studies) : ADV 40:2-1.2 Objectives, setting advertising : ADV 40:1 (*) Obsolescence, product : MKT 60:2-3 Open House : ADM 0:2-10.7.1 Operational Research : ADM 0:2-7.16 Opinion Leader Interviewing : MKT 50:2-2.2 Organization, corporate; Standards and Practices : ADM 0:1 (*) Organization, informal : ADM 0:1-4 Organization Men/Women : ADM 0:2-7.13.2 Organizational Charting : ADM 0:1-1 Organizational Development (OD) : ADM 0:1-2 Outdoor Advertising : ADV 35:4-9 Out-of-Home, media : ADV 35:4-10 Overseas Licensing : IOP 5:5-3 Overseas Operations, financial aspects : IOP 5:3 (*) P PARM (ARF) Study : ADV 40:3-4.2.1 PERKS : ADM 0:2-8.4.4 PERT : ADM 0:2-7.4.2 PIMS Project : MKT 50:2-4.1.1 Packaging as a Marketing Mechanism : MKT 75 Page Size (total area) : ADV 50:8-4 Paid vs. Free Circulation : ADV 50:5-4.9 Paid vs. Free Circulation: Tide Series : ADV 50:5-4.9.1 Paperwork Control : ADM 0:2-7.4.1 Part-Time Workers : ADM 0:2-8.19 Pareto's Principle : ADM 0:2-7.15 Pass-Along Reading : ADV 40:3-7.3 Patents and Patenting : ADM 0:2-10.27 Pensions: Funding and Plans : ADM 0:2-8.13 People Switching, agency turnover : ADV 5:10-11 Percent of Sales by Channel of Distribution : MKT 20:6 Percent of Sales Invested in Advertising : ADV 10:4 (*) Performance Appraisal : ADM 0:2-8.14 Performance Shares : ADM 0:2-8.4.5 PERSONNEL MANAGEMENT AND RELATIONS (see alphabetized keywords dealing with personnel topics; e.g. Job Enrichment; Suggestion Systems, etc.) : ADM 0:2-8 (*) Peter/Paul Principles : ADM 0:2-7.19 Petrodollars : IOP 0:1-3 Philanthropy, corporate : ADM 0:2-10.28 Photographs vs. Artwork : ADV 50:9-8 Physical Distribution and P.D. Management : MKT 20:7 Planning Advertising : ADV 20 Campaign and Media : ADV 20 Corporate, strategic : ADM 0:2-9 (*) Financial : ADM 0:2-6.2 Marketing : MKT 50:2-4.1 (*) Methods (PERT, CPM, RAMPS, etc.) : ADM 0:2-7.4.2 Profit : ADM 0:2-6.6 Sales Call : SAL 10:5-1.1 Plant Location and Site Selection : ADM 0:2-10.7.2 Plant Site Selection, overseas : IOP 5:1-3 Plant Tours : ADM 0:2-10.7.1 Point-of-Purchase (In-Store) : ADV 35:4-11 Political Activism : ADM 0:2-10.19 Political Copy : ADV 50:4-3.25 Pooled Marketing Concept : MKT 5:2-8 Position Descriptions : ADM 0:2-8.15 Position Values, in advertising : ADV 50:7 (*) Positioning Concept : MKT 5:2-9 Postcards : ADV 35:4-12 Postmark Advertising : ADV 35:4-13 Preference Studies, as a media selection aid : ADV 50:5-5.10.3 Preference Study Research Techniques : MKT 50:2-3.3 Presentations : Agency : ADV 5:9 Media Sales : SAL 5:5 Sales : SAL 40:12 President Directory (Japan) : IOP 0:7-4 Presidents and CEOs : ADM 0:2-2 Presidents Vis-a-vis Boards of Directors : ADM 0:2-1.6 Press Releases : ADM 0:2-10.22 Price Cutting : MKT 55:3 Price in Copy : ADV 50:4-3.26 Price Discrimination : MKT 55:4 Price Raising : MKT 55:5 Price Resistance, in selling : SAL 40:10-1 Price Waterhouse Guides to Agency Accounting Controls : ADV 5:5-2.1 Prices/Earnings Around the World : IOP 10:3-3 Pricing : MKT 55 (*) Pricing, new product : MKT 60:2-4 Pricing Under Conditions of Economic Uncertainty : MKT 55:6 Print vs. Electronic (media communication effectiveness) : ADV 35:5 Probability Theory : MKT 50:2-1.30 Problem-Solving Conferences : ADM 0:2-7.2.5.2 Problem Staffers, sales : SAL 15:5-5 Product Copy : ADV 50:4-3.27 Product Life Cycles : MKT 60:2-2 Product Obsolescence, Deletion, Phase-Out : MKT 60:2-3 Production Costs : ADV 50:5-5.4 Production Wizards : ADM 0:2-7.13.3 Productivity: federal, state, municipal : ADM 0:2-4.12.2 Productivity, in marketing : MKT 30 Productivity, N.E.C. : ADM 0:2-4.12 Products featured (number in ad) : ADV 50:9-10 Profit Planning : ADM 0:2-6.6 Profits : Business Week's surveys of corporate performance: the Corporate Scoreboard : ADM 0:2-4.13.1 Dun & Bradstreet, Inc. Cost of Doing Business ... (Key Business Ratios; annual) : ADM 0:2-4.13.3 McGraw-Hill Department of Economics: Annual Survey of Corporate Profit Trends (discontinued) : ADM 0:2-4.13.2 Profits: their place in economy : ADM 0:2-4.13 Programmed Instruction : ADM 0:2-8.21.9.1 Project X (DAGMAR) : ADV 40:1-1 Projective Techniques : MKT 50:2-1.31 Promotion, distributor : MKT 20:9-6 Promotion, new product : MKT 60:2-7 Promotion, sales : SAL 30 (*) Promotional Criteria (Personnel) : ADM 0:2-8.21.10 Property Rights, international : IOP 5:5-2 Prospecting, sales : SAL 40:11 Psychographics : MKT 50:2-1.32 Psychological Testing, sales : SAL 35:1-1 PUBLIC AFFAIRS/RELATIONS (see alphabetized keywords dealing with PR; for example: Name Changes, corporate; Annual Reports, etc.) : ADM 0:2-10 (*) Public Affairs/Relations, international : IOP 10:2-12 Pupil Dilation : ADV 50:9-15 Pulsing, in advertising : ADV 50:2-3 Purchasing Agents/Managers/Departments : MKT 65:2 (*) Purchasing Committees/Groups : MKT 65:3 Purchasing Patterns : MKT 65 (*) Purchasing Practices, industrial (how industry buys) : MKT 65:1 (*) Q Quality Circles : ADM 0:2-4.12 Quality Control, product : MKT 35:5 Questionnaire Construction : MKT 50:2-3.3 Queuing Theory : MKT 50:2-1.33 Quotas, sales : SAL 10:5-4 RAMPS : ADM 0:2-7.4.2 Radio, as an advertising medium : ADV 35:4-2.1 Rankings of Top Companies, Worldwide : IOP 0:7 (*) Rankings of U.S. Corporations Black Enterprise: The Top 100 Black Businesses (annual) : ADM 0:2-4.14.1 Financial World: America's Top Growth Companies (annual) : ADM 0:2-4.14.2 Forbes: Annual Report on American Industry : ADM 0:2-4.14.3 Forbes: The Forbes 500s (The Dimensions of American Business) : ADM 0:2-4.14.3.1 Fortune: The Fortune Directory of the 500 Largest U.S. Corporations (annual) : ADM 0:2-4.14.4 Fortune: The Fortune Directory of the Second 500 Largest Industrial Corporations (annual; suspended in 1983) : ADM 0:2-4.14.4.1 Fortune: The Fortune Directory of the 50 Top Non-Inudstrial Companies (annual; suspended in 1983) : ADM 0:2-4.14.4.2 Fortune: The Fortune Service 500 (expanded ranking of the 50 Top Non-Industrial Corporations) : ADM 0:2-4.14.4.3 Inc.: Inc., 100 : ADM 0:2-4.14.5 Ward's Directory of Largest U.S. Corporations : ADM 0:2-4.14.6 Ward's Leading Private Companies : ADM 0:2-4.14.6.1 Other Rankings, N.E.C. : ADM 0:2-4.14.7 Rate Discounting : ADV 50:5-5.2 Rate Trends (circulation) Association of National Advertisers (ANA) : ADV 50:5-4.5 Rates/Costs Predictions and Indexes, past, present and future : ADV 50:5-5.3 (*) Reach and Frequency : ADV 50:5-4.11 Readership : ADV 40:3 (*) Readership, direct mail : ADV 35:3-10 Readership Levels Throughout a Publication : ADV 40:3-5 Readership Study Research Techniques : MKT 50:2-3.3 Reading : ADM 0:2-7.2.9 Reading Environment : ADV 40:3-7 (*) Reading Habits : ADV 40:3-6 (*) Reading, salespersons : SAL 5:6-7 Recalls, product : MKT 35:6 Recession Economy, advertising in : ADV 0:3-1 Reciprocity : MKT 65:4 Recognition Research Techniques : MKT 50:2-3.3 Recruiting, Selection and Training: sales : SAL 35 (*) Recruitment Copy : ADV 50:4-3.7 Recruitment for Marketing/Communications : MKT 40:3 (*) Recruitment (Personnel) : ADM 0:2-8.16 Recruitment, sales : SAL 35 (*) Recruitment, Training and Development; agency : ADV 5:10-7 Regional/Demographic Editions, in media selection : ADV 50:5-5.9 Regional Trade Groupings : IOP 0:3 (*) Regression Analysis : MKT 50:2-1.34 Relocation (Personnel) : ADM 0:2-8.21.13.1 Renegotiation : MKT 70:2-1 Renewals, circulation : ADV 50:5-4.12 Repeat Ad Study (IARI/CMC) : ADV 50:2-4.1 Repetition, in advertising : ADV 50:2-4 Representatives: overseas, selecting : IOP 5:1-4 Reports, annual and quarterly : ADM 0:2-10.29 Request Circulation : ADV 50:5-4.13 Research Advertising : ADV 40 (*) Departments, agency : ADV 5:12-6 Departments, marketing : MKT 40:2-3 Guidelines for Buying : MKT 50:3 Marketing : MKT 50 (*) Marketing ... by country and/or region : IOP 10:4 (*) Public Relations : ADM 0:2-10.30 Researcher/Management Relations : MKT 50:5 Selling management on the value of : MKT 50:5 Staff, agency : ADV 5:10-8 Staff, marketing : MKT 40:1-5.1 Techniques, international marketing : IOP 10:3-2.1 Techniques, marketing : MKT 50:2 (*) Research and Development Battelle Memorial Institute; Columbus Division series: Probable Levels of R&D Expenditures in (year): Forecast and Analysis : ADM 0:2-4.15.1.1 McGraw-Hill Department of Economics: Annual Survey of Pollution Control Expenditures : ADM 0:2-4.15.1.3 McGraw-Hill Department of Economics: Business Plans for Research and Development Expenditures (annual) : ADM 0:2-4.15.1.2 McGraw-Hill Department of Economics: Survey of Technological Breakthroughs and Widespread Application of Significant Technical Developments (discontinued) : ADM 0:2-4.15.1.4 National Science Foundation: National Patterns of R&D Resources; Funds and Manpower in the U.S. and Surveys of Science Resources : ADM 0:2-4.15.1.5 Budgeting, Funding, Financial Control, and Resource Allocation of R&D : ADM 0:2-4.15.4 Corporate/Marketing - R&D Interface : ADM 0:2-4.15.5 R&D Organization and Management : ADM 0:2-4.15.3 R&D Philosophies : ADM 0:2-4.15.2 R&D Staff : ADM 0:2-4.15.3.1 Resident Salespeople : SAL 10:4-4 Resistances in Selling, overcoming : SAL 40:10 Response Rate Improvement : MKT 50:2-3.1 Resumes : ADM 0:2-8.21.13.2 Retailing : MKT 0:5 Retirement : ADM 0:2-8.17 Retirement, sales : SAL 35:1-4 Re-Use of Ad Elements : ADV 50:9-11 Reverse Plates : ADV 50:9-12 Reverse Culture Shock : IOP 10:3-3 Right vs. Left Hand Pages : ADV 50:7-6 ROI (Return on Investment) : ADM 0:2-6.1.3 Rome Report of Business Publication Advertising : ADV 55:1-6 Rome Report of Expenditures in International Media : ADV 55:2-5 Ryan Study : ADV 50:5-4.2.1 S Sabbaticals : ADM 0:2-8.4.4 Safety, product : MKT 35:5 SALES (See also alphabetized keywords dealing with sales topics; e.g. Women in Selling; Quotas; Territories; etc.) : SAL (*) Control : SAL 10:5 (*) Departments : SAL 10:4 (*) Forecasting : MKT 50:2-4 (*) Management Training : SAL 10:3 Manager/Sales Force Relations : SAL 15 (*) Manuals : SAL 35:2-1 Performance, measuring : SAL 10:5-3 Profession : SAL 5 (*) Promotion : SAL 30 (*) Aids : SAL 30:3 Audit/Measurement : SAL 30:4 Departments, agency : ADV 5:12-5 Expenditures: Marketing Communications annual reports : SAL 30:1-1 International : IOP 10:2-13 Literature : SAL 30:3-1 Management : MKT 40:1-7 Role in Marketing : SAL 30:1 Selling Promotion to Management : SAL 30:2 Proposals, written : SAL 5:6-7 Sales & Marketing Management, Survey(s) of Buying Power : MKT 50:2-4.1.2 Sales & Marketing Management, Survey(s) of Industrial and Commercial Buying Power : MKT 50:2-4.1.3 Salespeople, distributors' and manufacturers' agents : MKT 20:9-9 Sampling, in marketing research : MKT 50:2-1.35 Sampling, new product : MKT 60:2-5 Scaling : MKT 50:2-1.36 Scrambled-Marketing : MKT 5:2-12 Seasonal Advertising : ADV 50:2-5 (*) Seasonal Impact, direct mail : ADV 35:3-12 Seasonal Inquiry Response : ADV 45:1-1 Second Sales Forces : SAL 10:4-1 Secretaries : ADM 0:2-7.20 Secretaries, corporate : ADM 0:2-3 Security, exhibit : MKT 25:4-5 Security Values and Advertising : ADV 0:2-2 Segmentation, marketing : MKT 50:2-4.2 (*) Selective and Specialized Selling : SAL 40:13 Self-Development, salespersons : SAL 5:6 (*) Self-Regulation, advertising industry : ADV 25:4 Sellers' Market, advertising in : ADV 0:3-2 Selling Management on Industrial Advertising : ADV 0:4-1 Selling Management on the Value of Research/Information : MKT 50:5 Selling in Modern Marketing : SAL 0 Selling Techniques : SAL 40 (*) Seminars : ADM 0:2-7.2.5 Sensitivity Analysis, in research : MKT 50:2-1.37 Sensitivity Training : ADM 0:2-8.21.11 Sensorigraphics : MKT 50:2-1.38 Sequential Analysis : MKT 50:2-1.39 Service Selling : SAL 40:15 Setting Advertising Goals and Objectives : ADV 40:1 Shape of Ad : ADV 50:9-13 Share of Market, measurement : MKT 50:2-4.3 Shareholder/Investor Relations : ADM 0:2-10.18 Shift Method : MKT 50:2-1.40 Shortage Economy, advertising in : ADV 0:3-2.1 Shorter Work Week : ADM 0:2-4.12.1 Show Selection and Participation Procedures : MKT 25:2 SIC Analysis, circulation : ADV 50:5-4.14 SIC Analysis, research : MKT 50:2-4.4 Simulation : 50:2-1.41 Single Ad Effects : ADV 50:2-2.1 Single Advertiser Publications : ADV 35:4-6.2.7 Single Copy Sales : ADV 50:5-4.10.1 Site Selection Handbooks : ADM 0:2-10.7.5 Situational Theory : ADM 0:2-7.21 Size of Issue : ADV 50:5-5.11 Size of Sales Force, optimizing : SAL 10:4-3 Size of Space : ADV 50:8 (*) Skills Inventories : ADM 0:2-8.21.12 Slogans, corporate : ADM 0:2-10.21 Small Business Its Role and Problems : ADM 0:2-4.16.1 Reports of the Select Committee on Small Business of the U.S. Senate : ADM 0:2-4.16.3 SBA Publications : ADM 0:2-4.16.4.1 Starting and Managing : ADM 0:2-4.16.2 The Small Business Administration: What it is; What it does : ADM 0:2-4.16.4 Small Orders : MKT 10:4 Social and Ethical Responsibilities, corporate : ADM 0:2-10.32 Social/Ethical Concept in marketing : MKT 5:2-10 Sociobiology : MKT 50:2-1.42 Socio/Economic Influence of Advertising : ADV 0:2 Sources of Information of Consumer Purchasers : MKT 65:7-1 Sources of Information (Marketing); see writeup at beginning of Marketing Series : MKT 50:7 (*) Sources of Information of Purchasing Influences : MKT 65:5 Sources of Overseas Marketing Information : IOP 10:3-2.1.1 Span of Control : ADM 0:1-5 Speaking : ADM 0:2-7.2.10 Speaking, salespersons : SAL 5:6-8 Special Interest Copy : ADV 50:4-3.28 Special Issues, as an advertising medium : ADV 50:5-5.12 Special Issues Planned by McGraw-Hill Publications : ADV 50:5-5.12.1 Special Sections, copy : ADV 50:4-3.12.1 Specialists vs. Generalists : ADM 0:2-7.13.4 Specialty Advertising Media (calendars, combs, business gifts, etc.) : ADV 35:4-14 Specialty Magazines : ADV 35:4-6.2 Spectral/Cross-Spectral Analysis : MKT 50:2-1.43 Spouses : ADM 0:2-7.22 Spouses, sales : SAL 5:6-9 Spread vs. Bunched (publication format for advertising) : ADV 50:7-7 Spreads and Inserts : ADV 50:8-3 Staff-Line/Staff-Staff Relationships : ADM 0:1-5 Standardization (in international advertising) : IOP 10:2-4.3 Standardized Marketing : IOP 10:1-4 Standards/Disclosure Forms for Media Research : ADV 50:5-5.10.6 Starch-INRA Hooper/IAA World Advertising Expenditures : IOP 10:2-10.1 Starting a New Agency : ADV 5:13 Starting a New Magazine : ADV 35:4-6.3 Statistics, use of : ADM 0:2-7.2.11 Steps to a Sale: History : ADV 35:1-4 Stock Options/Purchase Plans : ADM 0:2-8.4.5 Strategic Planning : ADM 0:2-9 (*) Stress : ADM 0:2-8.7 Subliminal Advertising : ADV 50:9-14 Subscription Sales, circulation : ADV 50:5-4.14.1 Suggestion Systems : ADM 0:2-8.18 Summer Advertising : ADV 50:2-5.1 Summertime Selling : SAL 40:16 Supervisor's Job : ADM 0:2-7.23 Surplus Property Buying/Marketing : MKT 70:3 Survey(s) of Buying Power, S&MM : MKT 50:2-4.1.2 Survey(s) of Industrial and Commercial Buying Power, S&MM : MKT 50:2-4.1.3 Sworn Statements : ADV 50:5-4.3.5 Syndicated Audience Research (Simmons, TGI Commentary/Controversy/Merger) : ADV 50:5-4.2.2 Syracuse Study : ADV 50:5-4.2.1 Systems Concept : MKT 5:2-11 Systems Selling : MKT 5:2-11 (*) Systems Theory in Management : ADM 0:2-7.24 T T & E Expenses : SAL 20:4-4 T-Group Training : ADM 0:2-8.21.11 TV, as an advertising medium : ADV 35:4-2.2 TV Rating System : ADV 35:4-2.2.1 Tachistoscope Testing : ADV 50:9-15 Tariffs and Trade Policies: Imports : IOP 0:4 Taste in Advertising : ADV 25 (*) Taxing of Advertising Services : ADV 25:6 Taylor Instrument Study (of the business paper reading environment) : ADV 40:3-7.1 Teaching Machines : ADM 0:2-8.21.9.1 Technical Staff, agency : ADV 5:10-10 Technical Writing : ADM 0:2-7.2.13.1 Technological Forecasting : MKT 50:2-1.44 Technology Assessment/Transfer : ADM 0:2-4.15.6 Technology Transfer, international : IOP 5:2-2.6 Telemarketing : SAL 40:17 Telephone Interviewing/Surveys : MKT 50:2-2.4 Tele-Text/Terminal and Videoconferences : ADM 0:2-7.2.5.3 Tell All, copy : ADV 50:4-2.1 Temporary Workers : ADM 0:2-8.19 Termination : ADM 0:2-8.21.13.3 Terms and Definitions, economic : ADM 0:2-4.5.1 Terms and Definitions, marketing : MKT 0:6 Terms and Definitions, marketing research : MKT 50:1-2 Terms and Definitions, media/advertising : ADV 35:6 Territories, sales : SAL 10:5-5 Terrorism, international : IOP 10:3-3 Testimonial Copy : ADV 50:4-3.29 Test Marketing : MKT 60:2-6 Testing and Research, direct mail : ADV 35:3-13 Testing: aptitude/psychological, sales : SAL 35:1-1 Testing, personnel : ADM 0:2-8.20 Testing, product : MKT 35:5 The New York Times, annual international economic review (discontinued) : IOP 0:6-2 Theories X, Y and Z : ADM 0:2-7.26 Thick vs. Thin Publications : ADV 50:5-5.11 Tide: reader action series : ADV 40:2-3.1 Time and Territory Management and Control, salespersons : SAL 5:6-5 Time Conservation : ADM 0:2-7.4.3 Time Series Analysis : MKT 50:2-1.45 Time Spent Reading : ADV 40:3-7.6 Tomorrow's Management : ADM 0:2-7.27 Top Management's Involvement in the Industrial Communications Process : ADV 0:4-1 Top Management's Role in Marketing : MKT 40:1-1 Top Markets, Advertising Age (discontinued) : MKT 50:2-4.1.4 Townsend Points : ADV 50:4-3.30 Trade Associations : MKT 80 Trade Associations, overseas : IOP 10:5 Trade Characters : ADM 0:2-10.21 Trade Fairs : IOP 10:2-11.1 Trade Missions : IOP 10:2-11.2 Trade Names : ADM 0:2-10.21 Trade Relations/Reciprocity : MKT 65:4 Trade Show Trends, audience statistics : MKT 25:3 Trade Zones : IOP 0:5 Trademarks : ADM 0:2-10.21 Trademarks in Copy : ADV 50:4-3.31 Trading Markets, by country and/or region : IOP 10:4 (*) Training and Development : ADM 0:2-8.21 (*) Agency : ADV 5:10-7 International : ADM 0:2-8.21.7 Marketing/Communications : MKT 40:3 (*) Personnel : ADM 0:2-8.21 (*) Sales : SAL 35:2 Sales Management : SAL 10:3 Transference (in international advertising) : IOP 10:2-4.3 Transit Advertising : ADV 35:4-15 Truth in Advertising : ADV 25 (*) Turnover, circulation : ADV 50:5-4.15 Turnover, sales staff : SAL 15:5-6 Turnover (why people leave jobs) : ADM 0:2-8.21.13 U U.S. Government as an Advertiser : MKT 70:2-1.2 U.S. Government Purchasing, Specifications and Sales Directories : MKT 70:1-1 U.S. Steel/Harnischfeger Studies : ADV 40:2-5.2 Umbrella Advertisements : ADV 50:9-1 Unionization, white collar : ADM 0:2-8.22 Unit Counts : ADV 50:5-4.16 Universe/Total Audience Measurement and Research Concepts/Management and Principles : ADV 50:5-4.2 Unusual Overseas Payments : IOP 5:3-5 V Validity/Verification/Reliability Procedures and Controls : MKT 50:2-1.47 VALS : MKT 50:2-1.32 Value Added Taxation (VAT) : MKT 35:7 Value Analysis : MKT 65:6 Van Diver Studies (on the impact of industrial advertising on sales) : ADV 40:2-4.3 Variance/Covariance Analysis : MKT 50:2-1.46 Angelo R. Venezian, ad volume forecasts and historical statistics : ADV 55:1-2.2 Venture Team Approach, to new product development : MKT 60:1-2 Verification/Validity/Reliability Procedures and Controls : MKT 50:2-1.47 Verified Audit Circulation (VAC) : ADV 50:5-4.3.4 Vertical Integration : MKT 5:2-12 Video-Based Training : ADM 0:2-8.21.9.1 Videoconferences : ADM 0:2-7.2.5.3 Videotex(t) Publishing : ADV 35:1-6.3 Visual and Instructional Aids : ADM 0:2-7.2.12 Visual Presentation of Advertising (the characteristics of well-read ads) : ADV 50:9 (*) Vocabulary Building, salespersons : SAL 5:6-8 Voice Pitch Analysis (VOPAN) : MKT 50:2-1.48 W Warranties, product : MKT 35:5 Wartime Economy, advertising in : ADV 0:3-3 Wave Scheduling, in advertising : ADV 50:2-3 Wearout : ADV 50:2-4 (*) L.D.H. Weld, ad volume statistics : ADV 55:3-1 Westinghouse Study : ADV 40:2-4 Wholesaling : MKT 0:5 Winter Advertising : ADV 50:2-5.2 Women as Board Members : ADM 0:2-1.3 in Communications : MKT 40:3-2.2 in Copy : ADV 50:4-3.32 in Management : ADM 0:2-7.28 in Marketing : MKT 40:3-1.2 in Selling : SAL 5:4 Marketing to : MKT 50:2-4.2.1.3 Women's Magazines : ADV 35:4-6.2.5 Word-of-Mouth Advertising : ADV 35:4-16 Worker Participation on BODs : ADM 0:2-1.8 World Advertising Expenditures, Starch-INRA Hooper/IAA : IOP 10:2-10.1 World Business/Economic Forecasts and Reviews : IOP 0:6 (*) Writing : ADM 0:2-7.2.13 Writing, research report : MKT 50:4 Writing, salespersons : SAL 5:6-7 Writing, technical : ADM 0:2-7.2.13.1 Y Charles Yang, ad volume statistics : ADV 55:3-1.1 Yellow Pages : ADV 35:4-17 Youth Magazines : ADV 35:4-6.2.6 Youths, marketing to : MKT 50:2-4.2.1.4 Z Zero-Base Budgeting : ADM 0:2-6.1.4 Zero Defects : ADM 0:2-4.12 Zip Analysis and Research : MKT 50:2-4.5