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Guide to the McGraw-Hill Marketing Information Center Vertical File, 1948-1991

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
McGraw-Hill Marketing Information Center
Title
McGraw-Hill Marketing Information Center Vertical File 1948-1991
Language of Material
English
Extent
121.5 Linear Feet, About 72,900 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-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.

warning Use Restrictions

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

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."

0:1-1 Organizational Charting
Box 1
0:1-2 Organizational Development (OD)
Box 1
0:1-3 Family Business Opportunities & Pitfalls (see also: ADM 0:2-4.16, Small Business, all subsections)
Box 1
0:1-4 Informal Organization
Box 1
0:1-5 Staff-Line/Staff-Staff Relationships

Includes information on span of control.

Box 1
0:1-6 Decentralization/Divisionalization (see also: MKT 65:1, Industrial Purchasing Practices and Procedures for information on decentralized buying)
Box 1

(Only when in combination with other BOD topics), Composition, Dimensions, Practices, Responsibilities, N.E.C.

0:2-1.1 Board Chairpersons
Box 1
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)
Box 2
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)
Box 2
0:2-1.4 Legal Implications for Directors
Box 2
0:2-1.5 Outside Directors
Box 2
0:2-1.6 Presidents Vis-a-vis Boards of Directors
Box 2
0:2-1.7 Selecting Corporate Directors
Box 2
0:2-1.8 Worker Participation on BODs (see also: ADM 0:2-7.18, Participative Management)
Box 2
0:2-2 Presidents and CEOs
Box 2
0:2-3 Corporate Secretaries
Box 2
[Advertising Management--see: MKT 40:1-2.1, Advertising Management, selected subsections; MKT 40:2-2, Advertising Departments]
Box 2
[Communications (External) Management--see: ADM 0:2-10, Public Affairs/Relations, selected subsections; see also: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, selected subsections.]
Box 2
[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.]
Box 2
[Customer Service Management--see: MKT 5:2-3, Customer Service Concept]
Box 2
[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)]
Box 2

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
Box 2

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
Box 2
0:2-4.2.2.1 Failure/Survival Patterns and Rates, Dun & Bradstreet Analyses
Box 2

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
Box 3
0:2-4.2.3.2 Divestment/Divestiture
Box 3
0:2-4.2.3.3 Strategies and Tactics for Fighting a Takeover (making a company unattractive to a raider)
Box 3

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)
Box 3
0:2-4.3.2 The Business History ( Atlanta Economic Review, 1960-1961)
Box 3

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
Box 3
0:2-4.4.2 Concentration: Senate Subcommittee Hearings
Box 3
0:2-4.4.3 Concentration: Outside the U.S.
Box 3

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
Box 4
0:2-4.6 Business Cycles: Analyses, Causes, Suggested Cures
Box 4

See also: ADM 0:24.7.3, Economic Indicators, Selected; what they are and how they work

0:2-4.7.1.1 McGraw-Hill Department of Economics series: The American Economy: Prospects for Growth to... (discontinued)
Box 4
0:2-4.7.2.1 McGraw-Hill Department of Economics series: The Business Outlook
Box 4
0:2-4.7.3 Economic Indicators: Selected
Box 4
0:2-4.8.1.1 McGraw-Hill Department of Economics: Special Checkups on Capital Spending Plans
Box 4
0:2-4.8.1.2 McGraw-Hill Department of Economics: How Modern is American Industry (discontinued)
Box 4
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.
Box 4
0:2-4.9 Inflation/Deflation: Causes, Consequences, Suggested Ways to Combat
Box 4
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

Box 4
0:2-4.11.1 The Conference Board studies on Changing Location of Manufacturing Employment
Box 4
0:2-4.11.2 McGraw-Hill Department of Economics: The Migration of Industry series (discontinued)
Box 4

Includes information on quality circles; zero defects; see also: MKT 30, PRODUCTIVITY IN MARKETING)

0:2-4.12.1.1 Flexible Hours, Flextime (alternative work schedules)
Box 5
0:2-4.12.2 Governmental (Federal, State, Municipal) Productivity
Box 5
0:2-4.13.1 Business Week's surveys of corporate performance - the Corporate Scoreboard
Box 5
0:2-4.13.2 McGraw-Hill Department of Economics: Annual Survey of Corporate Profit Trends (discontinued)
Box 5
0:2-4.13.3 Dun & Bradstreet, Inc.: Cost of Doing Business ... (Key Business Ratios; annual)
Box 5
0:2-4.14.1 Black Enterprise: The Top 100 Black Businesses (annual)
Box 5
0:2-4.14.2 Financial World: America's Top Growth Companies (annual)
Box 5
0:2-4.14.3.1 Forbes: The Forbes 500s The Dimensions of American Business)
Box 5
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.
Box 6
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)
Box 6
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.

Box 6
[The Fortune Directory of the Largest Industrials Outside the U.S.--see: IOP 0:7-3, Fortune; Largest Industrials Outside the U.S.]
Box 6
0:2-4.14.5 Inc. 100

Annual ranking of the fastest-growing publicly held smaller corporations in the U.S.

Box 6
0:2-4.14.6.1 Ward's Directory of Leading Private Companies
Box 6
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

Box 6

See also: MKT 60, PRODUCT DEVELOPMENT AND INTRODUCTION, selected subsections

0:2-4.15.1.1 Battelle Memorial Institute Columbus Division series: Probable Levels of R&D Expenditures in (year): Forecast and Analysis
Box 6
0:2-4.15.1.2 McGraw-Hill Department of Economics: Business' Plans for Research and Development Expenditures (annual)
Box 6
0:2-4.15.1.3 McGraw-Hill Department of Economics: Annual Survey of Pollution Control Expenditures
Box 6
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

Box 6
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
Box 6
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.

Box 6
0:2-4.15.3.1 R&D Staff, N.E.C.
Box 6
0:2-4.15.4 Budgeting, Funding, Financial Control, and Resource Allocation of R&D
Box 6
0:2-4.15.5 Corporate/Marketing - R&D Interface
Box 6
0:2-4.15.6 Technology Assessment/Transfer

See also: IOP 5:2-2.6, Technology Transfer, International

Box 6
0:2-4.16.1 Small Business; Its Role and Problems, N.E.C.
Box 7
0:2-4.16.2 Starting and Managing a Small Business
Box 7
0:2-4.16.3 Reports of the Select Committee on Small Business of the U.S. Senate
Box 7
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

Box 7

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
Box 7
0:2-5.2 Executive Motivation

See also: MKT 50:2-1.2, Behavioral Analysis/Science; Attitude/Motivational Research, N.E.C.

Box 7
[Executive Status Symbols--see: ADM 0:2-8.4.4, Compensation, Management, Perquisities (Perks)]
Box 7
0:2-5.3 U.S. Vis-a-vis Overseas Executives
Box 7
[External Affairs Management--see: ADM 0:2-10, Public Affairs/Relations, all subsections]
Box 7

See also: MKT 40:1-4, Financial/Credit Management

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.

Box 7
0:2-6.1.2 Contingency Planning
Box 7
0:2-6.1.3 ROI (Return on Investment)
Box 7
0:2-6.1.4 Zero-Base Budgeting
Box 7
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.

Box 7
0:2-6.3 Cost Control and Reduction in Business (as a profit improvement factor)
Box 7
0:2-6.4 Financial Manuals
Box 7
0:2-6.5 Financial Models and Modeling
Box 7
0:2-6.6 Profit Planning

See also: ADM 0:2-4, Economics Management, miscellaneous subsections for information on the Profit System.

Box 7

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)
Box 8
[CPM--see: ADM 0:2-7.4.2, Planning Methods, PERT, CPM, RAMPS, etc.]
Box 8
[Cognitive Dissonance--see: ADM 0:2-7.6, Decision-Making]
Box 8

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
Box 8
0:2-7.2.2 Business Calls
Box 8
0:2-7.2.3 Committees
Box 8
0:2-7.2.4 Computer Literacy
Box 8

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
Box 9
0:2-7.2.5.2 Problem-Solving Conferences
Box 9
0:2-7.2.5.3 Tele-Text/Terminal and Videoconferences

See also: ADM 0:2-7.2.12, Visual and Instructional Aids

Box 9
0:2-7.2.6 Information Systems and Retrieval
(Files 26-25)
Box 9
0:2-7.2.6 Information Systems and Retrieval

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

(Files 24-1)
Box 10
0:2-7.2.7 Language Usage

See also: SAL 5:6-8, Sales, Speaking, Listening and Vocabulary Building

Box 11

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

Box 11
[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]
Box 11
0:2-7.2.9 Reading

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

Box 11
0:2-7.2.10 Speaking

See also: SAL 5:6-8, Sales, Speaking, Listening and Vocabulary Building

Box 11
0:2-7.2.11 Statistics, Use of
Box 11
[Telephone--see: SAL 40:17, Telemarketing and references included there]
Box 11
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

Box 11

See also: ADV 50:4-5, Copywriting; MKT 50:4, Research Report Writing; SAL 5:6-7, Sales, Reading and Writing

0:2-7.2.13.1 Technical Writing
Box 11
0:2-7.3 Consultants

See also: MKT 40:1-6, Marketing Consultants

Box 12
0:2-7.4.1 Paperwork Control
Box 12
0:2-7.4.2 Planning Methods (PERT, CPM, RAMPS, etc.)
Box 12
0:2-7.4.3 Time Conservation

See also: SAL 5:6-5, Sales, Management and Control of Time

Box 12
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.

Box 12
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

Box 12
0:2-7.7 Delegation
Box 12
[Ethics: Social and Moral Responsibilities--see: ADM 0:2-10.32, Social and Ethical Responsibilities, Corporate, and all other references listed there]
Box 12
0:2-7.8 Ethnics/Minorities in Management

See also: MKT 40:3-1.1, Ethnics/Minorities in Marketing; MKT 40:3-2.1, Ethnics/Minorities in Communications; SAL 5:3, Ethnics/Minorities in Selling

Box 12
0:2-7.9 Free-Form Concept
Box 13
0:2-7.10 Group Management Concept
Box 13
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

Box 13
0:2-7.12 Management by Objectives (MBO)
Box 13
0:2-7.13.1 Innovators
Box 13
0:2-7.13.2 Organization Men/Women
Box 13
0:2-7.13.3 Production Wizards
Box 13
0:2-7.13.4 Specialists vs. Generalists
Box 13
0:2-7.13.5 Technical Management
Box 13
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.)

Box 13
0:2-7.15 Murphy's Laws, Pareto's Principle and Other Similar Dicta

See also: ADM 0:2-7.19, Peter/Paul Principles

Box 13
[OD (Organizational Development)--see: ADM 0:1-2, Organizational Development - OD]
Box 13
0:2-7.16 Operational Research
Box 13
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

Box 13
[Paperwork Control--see: ADM 0:2-7.4.1, Paperwork Control]
Box 13
0:2-7.18 Participative Management

See also: ADM 0:2-1.8, Worker Participation on BODs

Box 13
[PERT--see: ADM 0:2-7.4.2, Planning Methods - PERT, CPM, RAMPS, etc.]
Box 13
0:2-7.19 Peter/Paul Principles

See also: ADM 0:2-7.15, Murphy's Laws, Pareto's Principle and Other Similar Dicta

Box 13
[Planning Methods--see: ADM 0:2-7.4.2, Planning Methods - PERT, CPM, RAMPS, etc.]
Box 13
[RAMPS--see: ADM 0:2-7.4.2, Planning Methods - PERT, CPM, RAMPS, etc.]
Box 13
[Results-Oriented Management--see: ADM 0:2-7.1, Accountability]
Box 13
0:2-7.20 Secretaries

See also: ADM 0:2-3, Corporate Secretaries

Box 13
0:2-7.21 Situational Theory
Box 13
[Specialists vs. Generalists--see: ADM 0:2-7.13.4, Specialists vs. Generalists]
Box 13
0:2-7.22 Spouses
Box 13
0:2-7.23 Supervisor's Job
Box 13
0:2-7.24 Systems Theory in Management

See also: ADM 0:2-7.6, Decision-Making

Box 14
0:2-7.25 Task Force Management
Box 14
[Technical Management--see: ADM 0:2-7.13.5, Technical Management]
Box 14
0:2-7.26 Theories X, Y and Z

See also: ADM 0:2-7.18, Participative Management

Box 14
[Time Conservation--see: ADM 0:2-7.4.3, Time Conservation; SAL 5:6-5, Sales, Management and Control of Time]
Box 14
0:2-7.27 Tomorrow's Management
Box 14
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

Box 14
[Marketing Management: all aspects except Sales--see: MKT 40, MARKETING/COMMUNICATIONS ADMINISTRATION, all subsections; for Sales Management, see SAL 10, SALES MANAGEMENT, all subsections]
Box 14
0:2-8.1 Personnel Management/Department Structure/Staffing, N.E.C.
Box 14
0:2-8.2 Affirmative Action/EEO/Discrimination
Box 14
0:2-8.3 Attitude Surveys
Box 14
[Career Pathing--see: ADM 0:2-8.21.6, Career Advancement, Pathing and Planning]
Box 14
0:2-8.4 Compensation: Executive/Management; Salary Administration Concepts, Planning, Principles, Programs and Commentary, N.E.C.

Note: Materials in ADM 0:2-8.4 continue in Box 15.

Box 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

Note: Materials in ADM 0:2-8.4 begin in Box 14.

0:2-8.4.1.1 AMS (Administrative Management Society): Guide to Management Compensation (annual)
Box 15
0:2-8.4.1.2 Administrative Management (now, Office Administration and Automation): Administrative Managers' Compensation (biennial)
Box 15
0:2-8.4.1.3 Business Week: Annual Survey of Executive Compensation
Box 15
0:2-8.4.1.4 The Conference Board: Top Executive Compensation (biennial)
Box 15
0:2-8.4.1.5 The Dartnell Corporation: Executive Compensation (biennial)
Box 15
0:2-8.4.1.6 Financial Executive: Executive Compensation During ... (year) (biennial)
Box 15
0:2-8.4.1.7 Forbes: Who Gets the Most Pay (annual)
Box 15
0:2-8.4.1.8 Inc.: The Inc. Annual Compensation Survey
Box 15
0:2-8.4.1.9 The Wharton Annual: The Hay Report on Executive Compensation
Box 15
0:2-8.4.2 Cafeteria (flexible approach to compensation)
Box 15
0:2-8.4.3 Deferred Compensation
Box 15
0:2-8.4.4 Perquisites (PERKS); includes information on sabbaticals.
Box 15
0:2-8.4.5 Stock Options/Purchase Plans; includes information on performance shares
Box 15
0:2-8.5 Fringe Benefits
Box 15
0:2-8.6 Group Travel Restrictions
Box 15
0:2-8.7 Health: Alcoholism, Drugs, Stress, Burn-Out, etc.; includes information on company medical departments
Box 15
0:2-8.8 Human Resource Management/Manpower Planning
Box 15
0:2-8.9 Interviewing

See also: ADM 0:2-8.21.13.3, Termination; SAL 35:1-2, Sales, Interviewing

Box 15
[Job Descriptions--see: ADM 0:2-8.15, Position Descriptions/Job Posting, and reference there]
Box 15
0:2-8.10 Job Enrichment
Box 15
0:2-8.11 Lie Detectors in Employment
Box 15
[Medical Departments--see: ADM 0:2-8.7, Health]
Box 15
0:2-8.12 Motivating Employees

See also: SAL 15:5, Sales, Motivating the Staff

Box 15
0:2-8.13 Pensions: Funding and Plans
Box 16
0:2-8.14 Performance Appraisal

See also: SAL 10:5-3, Measuring Sales Performance

Box 16
0:2-8.15 Position Descriptions/Job Posting

See also: SAL 35:1-3, Sales, Job Descriptions

Box 16
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

Box 16
0:2-8.17 Retirement

See also: SAL 35:1-4, Sales, Retirement

Box 16
0:2-8.18 Suggestion Systems
Box 16
0:2-8.19 Temporary and Part-Time Workers
Box 16
0:2-8.20 Testing

See also: SAL 35:1-1, Sales Aptitude/Psychological Testing

Box 16

See also: SAL 35:2, Sales Training and Development, and subsections

0:2-8.21.1 Corporate Case Histories
Box 16
0:2-8.21.2 Action Learning/Training Techniques

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

Box 16
0:2-8.21.3 AMA (American Management Associations) Development Guides
Box 16
0:2-8.21.4 Assessment Centers
Box 16
0:2-8.21.5 Business Education, Undergraduate and Graduate; includes information on student attitudes towards business

Note: Materials in ADM 0:2-8.21.5 continue in Box 17.

Box 16

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

Note: Materials in ADM 0:2-8.21.5 begin in Box 16.

0:2-8.21.5.1 International Business Education
Box 17
0:2-8.21.6 Career Advancement; pathing, mentoring
Box 17
0:2-8.21.7 International Training

See also: Business Education, International Business Education and other ADM and IOP management subsections

Box 17
0:2-8.21.8 Job Rotation
Box 17

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
Box 17
0:2-8.21.10 Promotional Criteria

See also: ADM 0:2-8.14, Performance Appraisal

Box 17
0:2-8.21.11 Sensitivity (T-Group) Training
Box 17
0:2-8.21.12 Skills Inventories
Box 17

See also: ADV 50:5-4.15, Circulation: Turnover; SAL 15:5-6, Sales, Staff Turnover

0:2-8.21.13.1 Relocation; includes information on executive mobility
Box 17
0:2-8.21.13.2 Resumes
Box 18
0:2-8.21.13.3 Termination
Box 18
0:2-8.22 Unionization, White Collar
Box 18

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

Box 18
0:2-9.2 Strategic Planning for the Smaller Firm
Box 18
[Promotion Management--see: MKT 40:1-7, Sales Promotion Management]
Box 18
0:2-10.1 Public Relations, N.E.C.
Box 19
0:2-10.2 Public Relations...As a Marketing Tool
Box 19
0:2-10.3 Advertising as a Public Relations Tool
Box 19
0:2-10.4 Anniversaries, Corporate

See also:ADM 0:2-10.7.1, Open House and Plant Tours

Box 19
[Annual Meetings--see: Meetings, Annual
Box 19
[Annual Reports--see: Reports, Annual]
Box 19
[Brandstanding--see: ADM 0:2-10.22.1, Brandstanding]
Box 19
0:2-10.5 Budgeting for Public Relations
Box 19
[Communications Audits--see: ADM 0:2-10.11, Evaluating/Measuring the Effectiveness of PR Programs]
Box 19

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
Box 19

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
Box 19
0:2-10.7.2 Plant Location

Note: Materials in ADM 0:2-10.7.2 continue in Box 20.

Box 19
0:2-10.7.2 Plant Location

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

Note: Materials in ADM 0:2-10.7.2 begin in Box 19.

Box 20
0:2-10.7.3 Inc.'s Report Card on the States; annual studies on small business climates
Box 20
0:2-10.7.4 Industrial Parks
Box 20
0:2-10.7.5 Site Selection Handbooks
Box 20
[Company Histories--see: ADM 0:2-4.3, Business History, N.E.C.]
Box 20
0:2-10.8 Consumer Affairs Departments
Box 20
0:2-10.9 Copyrights
Box 20
0:2-10.10 Crisis Communications
Box 20
0:2-10.11 Evaluating/Measuring the Effectiveness of PR Programs (Communications Audits)
Box 20
0:2-10.12 Films: Business, PR and Sales

See also: SAL 35:2, Sales Training and Development

Box 20
0:2-10.13 Financial Relations

See also: Investor/Shareholder Relations

Box 20
[Giving, Corporate--see: Philanthropy, Corporate]
Box 20
0:2-10.14 Grapevine Communications
Box 20
0:2-10.15 House Organs/Newsletters, Internal and External
Box 20
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

Box 21
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

Box 21
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

Box 21
0:2-10.19 Legislative/Government Relations (includes information on political activism)
Box 21
0:2-10.20 Libraries, Corporate
Box 21
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

Box 21
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"

Box 21
0:2-10.23 Media Relations (meeting the press, media tours, etc.)
Box 21
0:2-10.24 Meetings, Annual

See also: ADM 0:2-10.18, Investor/Shareholder Relations

Box 21
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

Box 21
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

Box 21
[Newsletters--see: ADM 0:2-10.15, House Organs/Newsletters, Internal and External]
Box 21
0:2-10.27 Patents and Patenting
Box 21
0:2-10.28.1 The Conference Board Annual Survey of Corporate Contributions
Box 22
[Political Activism--see: ADM 0:2-10.19, Legislative/Government Relations]
Box 22
[Press Releases--see: ADM 0:2-10.22, Media Publicity/Press Releases]
Box 22
0:2-10.29 Reports, Annual and Quarterly
Box 22
0:2-10.30 Research in Public Relations
Box 22
0:2-10.31 Selecting a PR Firm
Box 22
[Slogans, Corporate--see: ADM 0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks: Corporate]
Box 22
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

Box 22
[Trade Characters/Names and Marks--see: ADM 0:2-10.21, Logos, Slogans, Trade Characters/Names and Marks]
Box 22
0:2-11 Risk Management
Box 22
[Sales Management--see: SAL 10, SALES MANAGEMENT, all subsections; SAL 15, MANAGER/SALES FORCE RELATIONS, all subsections; check all references featured in these sections]
Box 22
[Sales Promotion Management--see: MKT 40:1-7, Sales Promotion Management]
Box 22

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

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

Box 23

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?
Box 23
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

Box 23

see also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY

0:3-1 Advertising in a Recession Economy
Box 23
0:3-2.1 Advertising in a Materials Shortage Economy

See also: MKT 5:2-4, Demarketing Concept

Box 24
0:3-3 Advertising in a Defense (wartime) Economy
Box 24
0:3-4 Cyclical Behavior of Advertising
Box 24

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
Box 24
0:4-2 Industrial Advertising's Economic Influence

See also: ADV 0:2, Advertising's Socio/Economic Influence, and all subsections

Box 24
5:1-1 Industrial Agencies

See also: ADV 5:7, Agency/Media Relationships

Box 25

See also: IOP 10:2-6.1, International Advertising Agencies, Billings

5:2-1 U.S. Agency Billings and Income (agency rankings)
Box 25
ADV 5:2-2 Top Agency Billings by Medium
Box 25
5:2-3.1 Agency Business Paper Page Placement
Box 25
5:3-1 Agency/Client Relationships, N.E.C.
Box 25
5:3-2 Agency/Client Agreements and Contracts
Box 25
5:3-3 Agency Performance Evaluation, Rating (agency audits)
Box 25
5:3-4 Agency Turnover (account switching)
Box 25
5:4-1.1 Barter and Brokerage of Media Space and Time

See also: MKT 5:2-1, Barter Trading Concept

Box 25
5:4-2 House Agencies
Box 25
5:5-1 Agency Compensation: Fees vs. Commissions (includes information on liability)

See also: ADV 5:7, Agency/Media Relationships

Box 25
5:5-2.1 Price Waterhouse Guides to Accounting Controls
Box 26
5:5-2.2 Miscellaneous Costs such as Collateral, etc.
Box 26
5:5-3 Public Financing (going public, agency stocks and profits)
Box 26

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
Box 26
5:6-2 Mergers
Box 26
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

Box 26
ADV 5:8 Networks, Leagues, Associations, etc.
Box 26
ADV 5:9 New Business Development (self-promotion; agency presentations)
Box 26

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)
Box 26
5:10-2 Account Executives
Box 26
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.

Box 26
5:10-4 Executive Staff, N.E.C.
Box 26
5:10-5 Marketing Directors

See also: ADV 5:12-1, Agency Marketing Services

Box 26
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

Box 26
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

Box 26
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

Box 26
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

Box 26
5:10-10 Technical Staff
Box 26
5:10-11 Turnover (people switching)
Box 26

See also: ADV 5:3, Client Relationships, all subsections

5:11-1 Single vs. Multiple Agencies
Box 26

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

Box 26
5:12-2 Film Departments
Box 26
5:12-3 Media Departments

See also: ADV 5:10-6, Media Staff: Buyers, Directors, Planners

Box 26
5:12-4 Merchandising/Sales Promotion, Services/Departments

See also: ADV 50:6, Merchandising, all subsections; SAL 30, SALES PROMOTION, miscellaneous subsections

Box 26
5:12-5 Public Relations, Services/Departments

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

Box 26

See also: ADV 5:10-8, Research Staff; MKT 40:1-5, Market Research Management, and subsections; MKT 40:2-3, Market Research Departments

5:12-6.1 Libraries

See also: ADM 0:2-10.20, Public Affairs/Relations, Libraries, Corporate

Box 27
ADV 5:13 Starting a New Agency
Box 27

See also: MKT 40:1-2.1, Advertising Management

See also: IOP 10:3-1, International Advertising Management: Controlling the Overseas Advertising Operation

10:1-1.1 Hendry Expenditure Analysis
Box 27
10:1-2 Allocating Budget Items (determining items that should or should not be charged to the advertising budget)
Box 27
10:1-3 Advertising Budgets as a Capital Investment: Commentary
Box 27
10:1-4 Long-Term Advertising Budgets: Proposals and Commentary
Box 27
10:2-1 Cutting the Budget and Overcoming Budget Cuts
Box 27

See also: ADV 10:4, Percent of Sales Invested in Advertising, miscellaneous subsections

10:3-1 The Gallagher Report: Annual Budget Survey
Box 27
10:3-2 Business Marketing: Annual Budget Survey
Box 27
10:3-3 Laboratory of Advertising Performance Surveys
Box 27
10:3-4.1 Advertising Agency Magazine
Box 27
10:3-4.2 ANA (Association of National Advertisers, Inc.)
Box 27
10:3-4.3 NIAA (National Industrial Advertisers Association, now B/PAA, Business/Professional Advertising Association)
Box 27
10:3-4.4 Printers' Ink
Box 27
10:3-4.5 Sales Management
Box 27
10:3-4.6 Tide
Box 27
10:3-4.7 Western Advertising
Box 27
10:3-5 ANA/MIT Advisor Project (and other commentaries on the problem of determining how much is spent for industrial advertising)
Box 27
10:4-1 Advertising Age (IRS-based, circa 1950-1975; Schonfeld figures, 1976-, industry, statistics)
Box 28
10:4-2 Advertising Age 100 Leaders' Advertising as a Percent of Sales
Box 28
10:4-3 Advertising Age/University of Illinois Jointly Sponsored Study of Advertising as a Percent of Sales (1956)
Box 28
10:4-4 Printers' Ink (discontinued)/Barbour Walker Lyndon Study: What Ratio of Advertising to Sales? (historic)
Box 28
10:4-5 Miscellaneous Commentary, N.E.C. showing trends of advertising investments in relation to sales
Box 28
10:4-6.1 Percent (Share) of Advertising Budget Spent for Business Publication Space (McGraw-Hill Publications Company, Laboratory of Advertising Performance)
Box 28
ADV 15:1 Attitudes Towards Advertising, N.E.C.
Box 28
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

Box 28
ADV 15:3 Consumer Attitudes Towards Advertising

See also: MKT 35:3, Consumerism

Box 28
ADV 15:4 Students'/Teachers' Attitudes Towards Advertising

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

Box 28
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

Box 28

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
Box 28
25:2-1 Corrective/Counter Advertising, FTC Proposals and Commentary
Box 28
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
Box 28
25:4-1 Advertising Codes of Ethics

See also: MKT 50:6, Ethics in Marketing Research and accompanying text and references

Box 29
ADV 25:5 Clutter and Irritation in Advertising
Box 29
ADV 25:6 Goverment and Advertising, N.E.C. (includes information on the taxation of advertising services)
Box 29
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

Box 29

See also: ADV 0:4, Industrial - Business Publication - Advertising: The Industrial Communications Process, all subsections: ADV 15:2, Business' Attitudes Towards Advertising

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

Box 29

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
Box 29
35:1-2.2 Business Papers vis-a-vis Broadcast Media
Box 29
35:1-2.3 Business Papers vis-a-vis Direct Mail
Box 29
35:1-2.4 Business Papers vis-a-vis General Media
Box 29
35:1-2.5 Business Papers vis-a-vis Non-Profit Papers
Box 29

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
Box 30
35:1-3.2 Commentaries on the Economics of Business Paper Publishing
Box 30
35:1-4 Mechanized Selling (includes history of steps to a sale)

See also: ADV 50:4-3.1, AID[C]A/IPSO

Box 30
35:1-5 Name Changing/Restyling/Relaunching

See also: ADM 0:2-10.26, Name Changes, Corporate

Box 30
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

Box 30
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

Box 30
35:1-6.3 Electronics' Impact on Business Paper Publishing (electronic publishing, e.g. videotex and database)
Box 30
35:1-6.4 Magazine Age, Business Publications Buyers' Guide
Box 30

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

Box 30
35:2-1.1 Directories
Box 30
35:2-2.1 Design, Preparation, and Production, N.E.C.
Box 30
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

Box 30
35:2-2.3 Standardization
Box 30
35:2-2.4 Writing Catalogs

See also: ADV 50:4-3.6, Copy, Catalog Type

Box 30
35:2-3 Distribution
Box 30
35:2-4 Measuring Results
Box 30
35:2-5 Merchandising

See also: ADV 50:6, Merchandising; MKT 0:53, Retailing/Wholesaling/Merchandising

Box 30
35:2-6 Microform Systems
Box 30
35:2-7 Pre-Filed (composite)
Box 30
35:2-8 Reader Stimulation
Box 30
35:3-1 Direct Mail/Direct Marketing/Direct Response Advertising as a Marketing Medium, N.E.C.

Note: Materials in ADV 35:3-1 continue in Box 31.

Box 30

See also: ADV 35:1-7.1, Direct Response Cards

Note: Materials in ADV 35:3-1 begin in Box 30.

35:3-1.1.1 Industrial Direct Mail Mailing Lists

See also: ADV 35:3-9, Mailing Lists, all subsections

Box 31
35:3-2 Advertising Agencies and Direct Mail
Box 31
35:3-3 Cooperative Direct Mail

See also: ADV 50:3, Cooperative Advertising

Box 31
35:3-4 Copy

See also: ADV 50:4, Copy, all subsections

Box 31
35:3-5 Group Marketing Plan (Cahners Publishing Company)
Box 31
35:3-6 Handling Incoming Direct Mail (what happens to DM as it is received)
Box 31
35:3-7 Introducing a New Product with Direct Mail

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

Box 31
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

Box 31
35:3-9.1 List Building, Cleaning and Maintenance, N.E.C.
Box 31
35:3-9.2 Computerized List Control
Box 31
35:3-9.3 List Security
Box 31
35:3-9.4 List Testing and Research

See also: ADV 35:3-10, DM Readership; ADV 35:3-13, DM Testing and Research

Box 31
35:3-9.5 National Mailing-List Houses and Reference Sources
Box 31
35:3-10 Readership

See also: ADV 40:3, Readership

Box 31
35:3-11 DM as a Salesperson's Aid
Box 31
35:3-12 Seasonal Impact

See also: ADV 50:2-5, Seasonal Advertising, both subsections; ADV 45:1-1, Seasonal Inquiry Response

Box 31

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
Box 31
35:3-14 DM Volume

See also: ADV 55, ADVERTISING VOLUME AND EXPENDITURES MEDIA DATA

Box 31
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.

Box 32
35:4-2.1 Radio
Box 32
35:4-2.2.1 TV Rating System/Commentary
Box 32
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

Box 32
35:4-3 Cable TV (CATV)

See also: ADV 35:1-6.3, Electronics' Impact on Business Paper Publishing

Box 32
35:4-4 Comics
Box 32
35:4-5 Labels
Box 32
35:4-6.1 Magazine Life Cycles (Why do they die?)
Box 32

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

35:4-6.2.1 Airline (inflight) Magazines
Box 32
35:4-6.2.2 City Magazines
Box 32
35:4-6.2.3 Ethnic Magazines
Box 32
35:4-6.2.4 Farm Magazines
Box 32
35:4-6.2.5 Women's Magazines
Box 32
35:4-6.2.6 Youth Magazines
Box 32
35:4-6.2.7 Single-Advertiser Publications
Box 32
35:4-6.3 Starting a New Magazine
Box 32
35:4-6.4 The Folio 400 and Commentary
Box 33
35:4-7 Matchbooks
Box 33
35:4-8.1 Supplements

See also: ADV 50:8-3, Inserts and Spreads

Box 33
35:4-9 Outdoor
Box 33
35:4-10 Out-of-Home
Box 33
35:4-11 Point-of-Purchase (in-store)
Box 33
35:4-12 Postcards
Box 33
35:4-13 Postmark
Box 33
35:4-14 Specialty Advertising Media (calendars, combs, business gifts, etc.)
Box 33
35:4-15 Transit
Box 33
35:4-16 Word-of-Mouth
Box 33
35:4-17 Yellow Pages
Box 33
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

Box 33
ADV 35:6 Media/Advertising Terms and Definitions

See also: MKT 0:6, Terms and Definitions; MKT 50:1-2, Marketing Research Definitions and Terms

Box 33

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

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

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.

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

Box 35
40:1-2 KNOW (NIAA now B/PAA) Handbooks
Box 35
40:1-3 Radio/TV Advertising Effectiveness Measurement
Box 35
40:1-4 Inter-Media Advertising Effectiveness Measurement

See also: ADV 35:5, Media Communication Effectiveness

Box 35

See also: ADV 0:2-2, Security Values and Advertising

40:2-1.1 ABP/A.D. Little Evaluation of 1100 Research Studies on Advertising Effectiveness
Box 35
40:2-1.2 ABP Objectives & Results series and similar ABP studies
Box 35
40:2-2.1 Advertising Declines/Stops - Recognition Drops, Correlations
Box 35

See also: ADV 40:3, Readership, all subsections and accompanying text

40:2-3.1 Reader Action: Tide series
Box 35
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

Box 35
40:2-4.2 Dr. Daniel Starch's NETAPPS (net-ad-produced-purchases) Study and Commentary
Box 35
40:2-4.3 Vernon H. Van Diver, Sr.'s, Studies and Commentary on the Impact of Industrial Advertising on Sales
Box 35

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)
Box 35
40:2-5.2 U.S. Steel/Harnischfeger Studies and Commentary
Box 35

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.

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.

40:3-1 Publication Readership: Basic Conclusions, N.E.C.
Box 35
40:3-2 Do Readers Read What They Say They Read?
Box 35
40:3-3 Cooperative Readership Study, New Yardsticks of Media Value (also known as The 18 Company Study) Summaries and Commentary
Box 36
40:3-4.1 Measuring Publication Readership: Techniques
Box 36

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"

Box 36
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

Box 36
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"

Box 36
40:3-6.2 Newsweek Magazine Readership Studies by SIC
Box 36
40:3-6.3 Why and How Publications are Read, N.E.C.
Box 36
40:3-7.1 When and Where Publications are Read (includes ABP/Taylor Instrument Study of the business paper reading environment)
Box 36
40:3-7.2 Reading by Job Function
Box 36
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

Box 36
40:3-7.4 Pick-Up Rates: How often publications are picked up to be read
Box 36
40:3-7.5 Reading Regularity: Number of publications read; number of issues read
Box 36
40:3-7.6 Time Spent Reading
Box 36
40:3-7.7 Reading Fatigue
Box 36
ADV 40:4 Index(es) to The Laboratory of Advertising Performance
Box 36

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

Box 36
45:2-1 Publisher Handling Practices/Reader Inquiry Services
Box 36
45:2-2 Advertiser Evaluation, Handling and Follow-Up Practices

Note: Materials in ADV 45:2-2 continue in Box 37.

Box 36
45:2-2 Advertiser Evaluation, Handling and Follow-Up Practices

Note: Materials in ADV 45:2-2 begin in Box 36.

Box 37
ADV 45:3 Inquiry Analysis as a Media Selection Factor

See also: ADV 50:5, Media Buying, Evaluation, Planning and Selection, miscellaneous subsections

Box 37
ADV 45:4 Inquiry Costs

See also: ADV 45:2-1, Publisher Handling Practices/Reader Inquiry Services, IARI Report #18

Box 37
45:5-1 Dr. Daniel Starch's Analysis of 12 Million Inquiries
Box 37
45:5-2 A.E. Early/Meldrum and Fewsmith/Republic Steel/Media-Scope Analysis of Business Paper Inquiries
Box 37
45:5-3 800 Number

See also: SAL 40:17, Telemarketing

Box 37
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

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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

Box 37

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?
Box 37
50:2-1.1 Memory for Advertising (rates of forgetting)

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

Box 37

See also: ADV 50:5-4.11, Reach and Frequency; ADV 50:1-1, Concentration and Dominance, all subsections; ADV 50:5-5.7, Frequency of Issue. This subsection should always be used with all the Continuity and Repetition subsections as "frequency" involves everything from arguments on smooth, continuous advertising vs. pulsing to memory; in fact, the overall subject of advertising growth and decay over time.

50:2-2.1 Effect of a Single Ad
Box 37
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

Box 38

See also: ADV 25:5, Clutter in Advertising

50:2-4.1 IARI (CMC) Repeat Ad Study and Direct Commentary
Box 38
50:2-4.2 TV Commercial Wearout
Box 38

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

50:2-5.1 Summer Advertising
Box 38
50:2-5.2 Winter Advertising
Box 38
ADV 50:3 Cooperative Advertising
Box 38
50:4-1.1 Advertising Awards: Associations Presenting, How to Run, Judge, Win
Box 38
50:4-2.1 Tell All
Box 38
50:4-3.1 AID(C)A (IPSO)
Box 38
50:4-3.2 Advocacy/Controversy/Issue

See also: ADV 50:4-3.9, Image

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50:4-3.3 Anniversary

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

Box 38
50:4-3.4 Cartoon and Comic Strip

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

Box 38
50:4-3.5 Case History
Box 38
50:4-3.6 Catalog-Type Copy

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

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[Celebrities--see: ADV 50:4-3.29, Testimonial/Endorser/Celebrities)]
Box 38
50:4-3.7 Classified (including recruitment)
Box 38
50:4-3.8 Comparative/Comparison

See also: MKT 5:2-9, Positioning

Box 39

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
Box 39
50:4-3.9.2 Divisional Advertising
Box 39
[Corrective/Counter--see: ADV 25:2-1, Corrective/Counter Advertising, FTC Proposals and Commentary]
Box 39
50:4-3.10 Credibility of Messages

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

Box 39
50:4-3.11 Distributor

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

Box 39
50:4-3.12.1 Advertorials/Special Sections
Box 39
50:4-3.13 Educational-Type
Box 39
[800 Number in Advertising--see: ADV 45:5-3, 800 Number]
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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

Box 39
[Essay-Advertisements--see: ADV 50:4-3.12.1, Advertorials/Special Sections]
Box 39
[Ethnics in copy/commercials--see: ADV 50:4-3.23, Minorities/Ethnics in Copy/Commercials]
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50:4-3.15 Financial
Box 39
50:4-3.16 Generic
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50:4-3.17 Hidden Product
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50:4-3.18 Historical (comparisons with ads of yesteryear)
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50:4-3.19 House Ads
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50:4-3.20 Humorous

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

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

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

Box 39
50:4-3.23 Minorities/Ethnics in Copy/Commercials
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[New Product--see: MKT 60:2-7, New Product Promotion]
Box 39
50:4-3.24 Newsletter Form
Box 39
50:4-3.25 Political

See also: MKT 0:4, Metamarketing

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[Positioning--see: MKT 5:2-9, Positioning; also, ADV 50:4-3.8, Comparative/Comparison Copy]
Box 39
50:4-3.26 Price
Box 39

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

50:4-3.27.1 Technical Products
Box 39
[Recruitment--see: ADV 50:4-3.7, Classified: Including Recruitment]
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50:4-3.28 Special Interest
Box 39
50:4-3.29 Testimonial/Endorser/Celebrities
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50:4-3.30 Townsend Points
Box 40
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

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50:4-3.32 Women/Children/Models/Elderly in Copy/Commercials
Box 40
50:4-4 Copy: Copy/Message Testing and Research (includes information on copy claims/substantiation - pretest research)
Box 40
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.

Box 40

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.
Box 40
50:5-2 Checklists for (all media) Media Planners ( Media/Scope and others)
Box 40

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

50:5-3.1.1.1 MCC (Media Comparability Council) Information and Media Data Forms
Box 41
50:5-3.1.2 Suggested Media Data Forms, N.E.C.
Box 41
50:5-4.1 Media Buying, Evaluation, Planning and Selection Factors as Identified by Surveys (includes Folio: AdGuide)
Box 41
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

Box 41
50:5-4.2.2 Syndicated Audience Research (Simmons, TGI commentary/controversy/merger)
Box 41
50:5-4.3.1.1 ABC, Guides to Using Reports
Box 41
50:5-4.3.2.1.1 BPA, SMA (Selected Market Audit) Division
Box 41
50:5-4.3.3 Canadian Circulations Audit Board (CCAB)
Box 41
50:5-4.3.4 Verified Audit Circulation Corporation (VAC)
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50:5-4.3.5 Sworn Statements
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50:5-4.3.6 The Case for Audited Publications
Box 41
50:5-4.4 Circulation (Audience/Universe): Auditing Bureaus Around the World
Box 41
50:5-4.5 Association of National Advertisers (ANA) Magazine Circulation Rate Trends
Box 41
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

Box 41
50:5-4.7 Circulation: Franchise Circulation
Box 41
50:5-4.8 Magazine Publishers Association (MPA): Circulations of Business Publication Members
Box 41

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
Box 41
[Circulation: Pass-Along--see: ADV 40:3-7.3, Pass-Along Reading]
Box 41
50:5-4.10.1 Newsstand and Single Copy Sales
Box 41
50:5-4.10.2 Postal Service Problems (alternate delivery)
Box 41
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

Box 41
[Circulation: Readership--see: ADV 40:3, Readership, all subsections]
Box 41
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

Box 41
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

Box 41

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.)
Box 41
50:5-4.15 Circulation: Turnover: Men on the Move

See also: ADM 0:2-8.21.13, Turnover

Box 41
50:5-4.16 Circulation: Unit Counts
Box 41

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

Box 42
50:5-5.2 Rate Discounting
Box 42

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
Box 42
50:5-5.3.2.1 Business Publications
Box 42
50:5-5.3.2.2 Magazines
Box 42
50:5-5.3.2.3 Outdoor
Box 42
50:5-5.3.2.4 TV
Box 42
50:5-5.3.3.1 Marketing & Media Decisions
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50:5-5.3.3.2 Media/Scope (discontinued)
Box 42
50:5-5.3.3.3 Printers' Ink (discontinued)
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50:5-5.3.3.4 Tide (discontinued)
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50:5-5.3.3.5 International Trade Press Cost Indexes
Box 42
50:5-5.4 Production Costs
Box 42
50:5-5.5 Rate Digests: McGraw-Hill Publications
Box 42
50:5-5.6 Editorial Evaluation

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

Box 42
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

Box 42
50:5-5.8 New Medium Considerations

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

Box 42
50:5-5.9 Regional/Demographic Editions

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

Box 42
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

Box 42
50:5-5.10.2 Media-Sponsored Research: Circulation Promotion
Box 42
50:5-5.10.3 Media-Sponsored Research: Preference Studies

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

Box 42
50:5-5.10.4 Media-Sponsored Research: Promotion
Box 42
50:5-5.10.5 PIB Data: How They May Be Used By Magazines in Research/Promotion
Box 42
50:5-5.10.6 Suggested Standards/Disclosure Forms for Media Research
Box 42
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

Box 43
50:5-5.12.1 Special Issues Planned, by year, by McGraw-Hill Publications (intermittent)
Box 43

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

50:6-1 Merchandising the Advertising Program, N.E.C.
Box 43
50:6-2 Merchandising to Distributors

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

Box 43
50:6-3 Merchandising to Salespersons
Box 43
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

Box 43
50:7-2 Covers
Box 43
50:7-3 Effects of Accompanying Reading Matter (e.g. readership of advertisements facing editorial vs. those in solid advertising sections)
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50:7-4 Front vs. Back of Issue (note see alsos listed under ADV 50:7-1)
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50:7-5 Multiple Insertions in Same Issue

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

Box 43
50:7-6 Right vs. Left Hand Pages
Box 43
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

Box 43

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)
Box 43
50:8-2 Fractional vs. Full Page(s): Readership/Attention-Value Relationships (includes information on horizontal vs. vertical)
Box 43
50:8-3 Inserts and Spreads (includes information on multipages)

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

Box 43
50:8-4 Page Size (total area) ( Reader's Digest studies)
Box 43
50:8-5 Small-Space Advertising

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

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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)
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50:9-2 Bleed
Box 43
50:9-3 Color
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50:9-4.1 Typography/Graphics Technology

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

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50:9-5 Headlines/Coverlines/Advertising Slogans

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

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50:9-6 Illustrations

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

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50:9-7 Microencapsulation (for adding aromatic dimension to ads)
Box 43
50:9-8 Photographs vs. Artwork

See also: ADV 5:9-6, Illustrations

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

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

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50:9-13 Shape of Ad

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

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50:9-14 Subliminal Advertising
Box 43
50:9-15 Visual and Other Autonomic Measures (tachistoscope testing, pupil dilation, etc.)

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

Box 43

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.

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)

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)
Box 44
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)
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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)
Box 44
55:1-1.4 ABP Suggested Guidelines for Reporting Ad Volume (includes commentary on the Guidelines)
Box 44
55:1-2.1 Ad Volume in Business Publications (quarterly and annual page totals by publication)
Box 44
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.

Box 44
55:1-2.3.1 Ad Spending by Market (derived from The Rome Report data)
Box 44
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)
Box 44
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)
Box 44
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)
Box 44
55:1-5 Printers' Ink (which changed its name to Marketing/Communications before being discontinued): Page Volume by Publication (historic; examples only)
Box 44
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)
Box 44
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.)
Box 44
[Direct Mail Advertising Volume--see: ADV 35:3-14, DM Volume]
Box 44

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.

55:2-1.1 Advertising Age: The Top (#) Magazine Advertisers (occasional compilations)
Box 44
[ Folio--see: ADV 35:4-6.4, The Folio 400]
Box 44
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)
Box 44
55:2-3.1 Printers' Ink (discontinued): 150 Leading Magazine Advertisers of (year) (historic examples only)
Box 44
55:2-4.1 Magazine Totals
Box 44
55:2-4.2 Class Totals
Box 44
55:2-4.3 Brand Index
Box 44
55:2-4.4 Brand Detail, all sections
Box 44
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)
Box 44

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

Box 44
55:3-1.2 Advertising Age: 100 Leaders, Expenditures by Medium; by year
Box 44
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)
Box 45

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)
Box 45
55:3-3.2 Ad $ Summary (brands listed alphabetically showing total 6-media expenditures and media used, parent company, subsidiary and class identification)
Box 45
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)
Box 45
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)
Box 45
55:3-4 Media/Scope (discontinued) National Advertising Expenditures Index (historic examples only)
Box 45
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)
Box 45
55:3-5.2 Leading Advertisers of (year) and Their Expenditures; Barbour Walker Lyndon studies based on PIB figures, 1928-1946
Box 45
55:3-5.3 Million Dollar Advertisers; Barbour Walker Lyndon studies in various forms
Box 45
55:3-5.4 M/C's National Advertising Index
Box 45
55:3-5.5 One Hundred Top Advertisers in (year); Barbour Walker Lyndon studies
Box 45
55:3-6 Public Relations Journal: The Cost of Corporate Advertising in year annual survey of corporate advertising spending, by medium
Box 45
55:3-7.1 Advertising Index (historic examples)
Box 45
55:3-7.2 Survey of Media Buying Trends (historic example)
Box 45
55:4-1 Printers' Ink (discontinued); historic studies showing expenditure practices of typical national advertisers in so-called unmeasured media
Box 45
55:4-2 Number of Ads Seen Daily
Box 45
55:4-3 Reference Sources for Advertising Volume Information
Box 45

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."

0:1-1 Balance of Payments
Box 46
0:1-2 Eurodollars
Box 46
0:1-3 Petrodollars
Box 46
0:2-1 Patterns and Problems in U.S. Investments Overseas, N.E.C.
Box 46
0:2-2 McGraw-Hill Department of Economics series: Overseas Operations of U.S. Industrial Companies
Box 46
0:2-3 Foreign (including foreign media) Investment in the U.S.

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

Box 46

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

0:3-1 ANCOM (Andean Common Market)
Box 47
0:3-2 Arab Economic Unity Agreement
Box 47
0:3-3 ASEAN (Association of South East Asian Nations)
Box 47
0:3-4 Benelux
Box 47
0:3-5 CACM (Central American Common Market)
Box 47
0:3-6 CARIFTA (Caribbean Free Trade Area)
Box 47
0:3-7 CMEA (COMECON) (Council for Mutual Economic Assistance)
Box 47
0:3-8 East African Community
Box 47
0:3-9 EEC (European Economic Community)
Box 47
0:3-10 EFTA (European Free Trade Association)
Box 47
0:3-11 LAFTA (ALALC) (Latin American Free Trade Association)
Box 47
0:3-12 NAFTA (North American Free Trade Area)
Box 47
0:3-13 NORDEK (The Nordic Council)
Box 47
0:3-14 OCAM (Organization Commune Africaine et Malgache)
Box 47
0:3-15 Other Regional Groupings, N.E.C.
Box 47
IOP 0:4 Tariffs and Trade Policies: Imports (includes information for those exporting to the United States)
Box 47
IOP 0:5 Trade Zones
Box 47
0:6-1 McGraw-Hill Department of Economics World Business Outlook series (discontinued)
Box 47
0:6-2 The New York Times Annual International Economic Review (discontinued)
Box 47
0:6-3.1 Business International's Annual Indicators of Market Size
Box 48

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

0:7-1 Business Week: surveys of international corporate performance
Box 48
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)
Box 48
0:7-3 President Magazine: President Directory (Japan)
Box 48
0:7-4 Ward's Leading Worldwide Corporations
Box 48

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
Box 48
5:1-2 Joint Ventures Overseas
Box 48
5:1-3 Plant Site Selection

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

Box 48
5:1-4 Selecting Overseas Representatives
Box 48
IOP 5:2 Multinational Corporations: Their Place in World Markets: Problems, Profiles - including Forbes' listing of 100 Largest U.S. MNCs - and Prospects in Combination and/or N.E.C. (the evolution of MNCs)

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

Box 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.

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

5:2-1 MNCs' Impact on International Marketing
Box 49
5:2-2.1 MNC/Host Country Relations (includes problems of foreign MNCs operating in the U.S.)
Box 49
5:2-2.2 MNC/MN Union Challenges
Box 49
5:2-2.3 MNCs and the LDCs

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

Box 49
5:2-2.4 Rejoinders to Such Claims as: MNCs Rob Domestic Workers of Jobs and Adversely Affect the Balance of Payments Position
Box 49
5:2-2.5 Social Role of the MNCs
Box 49
5:2-2.6 Technology Transfer, International
Box 49
5:3-1 Evaluating Profitability (ROI) of Overseas Operations
Box 49
5:3-2 Interpretation of Overseas Financial Operations (reporting foreign operations)
Box 49
5:3-3 Overseas Production Costs

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

Box 49
5:3-4 Raising Capital for Overseas Operations (includes information on agencies that help finance foreign trade)
Box 49
5:3-5 Unusual Overseas Payments (corporate corruption)

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

Box 49
IOP 5:4 Foreign Competition

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

Box 49

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

Box 49
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

Box 49
5:5-3 Overseas Licensing/International Sales/Marketing Contracts
Box 49
IOP 5:6 International (comparative) Management: Role, Problems and Techniques of the International Manager, N.E.C. (information on international management development and specific international management functions such as international financial management)

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

Box 49
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

Box 50
5:6-2 Consultants Overseas

See also: ADM 0:2-7.3, Consultants

Box 50
5:6-3 Experiences with Overseas Work Forces (managing human resources on the global scale)
Box 50
5:6-4 Foreign Nationals in International Management
Box 50
5:6-5 Management in the Developing Countries
Box 50

See also: MKT, MARKETING, all subsections

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

10:1-1 Comparative Marketing
Box 51
10:1-2 Integrated Distribution
Box 51

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

Box 51
10:1-4 Standardized Marketing (includes information on Global Marketing)
Box 51
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

Box 51
10:2-2.1 Africa, N.E.C.
Box 51
10:2-2.2 America, Central, N.E.C.
Box 51
10:2-2.3 America, North, N.E.C.
Box 51
10:2-2.4.1 Latin America advertising references
Box 51
10:2-2.5.1 Middle East advertising references
Box 51
10:2-2.6 Australia/New Zealand
Box 51
10:2-2.7 Europe, East
Box 51
10:2-2.8 Europe, West
Box 51
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

Box 51
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

Box 51
10:2-4.1 Centralization (centrally-developed advertising campaigns)
Box 51
10:2-4.2 Decentralization (local - including co-op advertising)

See also: ADV 50:3, Cooperative Advertising

Box 51
10:2-4.3 Standardization and/or Transference

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

Box 51

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

Box 51
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

Box 51

See also: ADV 5, ADVERTISING AGENCIES, all subsections

10:2-6.1 Advertising Age Annual Compilations: foreign agency income reports and profiles
Box 51
10:2-6.2 American Association of Advertising Agencies, Inc., Directories of The Advertising Agency Business Around The World (historic)
Box 51
10:2-6.3 Advertising World's Annual Review of International Agency Billings from the U.S.
Box 51
10:2-6.4 Other Compilations of Overseas Ad Agency Billing Statistics
Box 51

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)
Box 51

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

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

10:2-7.2.1 Africa, N.E.C.
Box 51
10:2-7.2.2 America, Central, N.E.C.
Box 51
10:2-7.2.3 America, North, N.E.C.
Box 51
10:2-7.2.4.1 Latin America business paper references
Box 51
10:2-7.2.5.1 Middle East business paper references
Box 52
10:2-7.2.6 Australia/New Zealand
Box 52
10:2-7.2.7 Europe, East, N.E.C.
Box 52
10:2-7.2.8 Europe, West, N.E.C.
Box 52
10:2-7.2.9 Third World or Less Developed Country (LDC) business paper references
Box 52
10:2-7.3 Catalogs

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

Box 52
10:2-7.4 Direct Mail/Mail Marketing/Direct Response Advertising

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

Box 52

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

10:2-7.5.1 Africa, N.E.C.
Box 52
10:2-7.5.2 America, Central, N.E.C.
Box 52
10:2-7.5.3 America, North, N.E.C.
Box 52
10:2-7.5.4.1 Latin America mass media references
Box 52
10:2-7.5.5.1 Middle East mass media references
Box 52
10:2-7.5.6 Australia/New Zealand
Box 52
10:2-7.5.7 Europe, East, N.E.C.
Box 52
10:2-7.5.8 Europe, West, N.E.C.
Box 52
10:2-7.5.9 Third World or Less Developed Country (LDC) mass media references
Box 52

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
Box 52

Arranged by country within each continent or area as follows:

10:2-8.2.1 Africa, N.E.C.
Box 52
10:2-8.2.2 America, Central, N.E.C.
Box 52
10:2-8.2.3 America, North, N.E.C.
Box 52
10:2-8.2.4.1 Latin America buying, planning and selection references
Box 52
10:2-8.2.5.1 Middle East buying, planning and selection references
Box 52
10:2-8.2.6 Australia/New Zealand
Box 52
10:2-8.2.7 Europe, East, N.E.C.
Box 52
10:2-8.2.8 Europe, West, N.E.C.
Box 52
10:2-8.2.9 Third World or Less Developed Country (LDC) buying, planning and selection references
Box 52
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

Box 52
10:2-10.1 Starch INRA Hooper/IAA Compilations and Commentary
Box 52
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)
Box 52

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

10:2-11.1 Trade Fairs
Box 52
10:2-11.2 Trade Missions
Box 52
10:2-12 Public Relations as an Overseas Marketing Tool

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

Box 52
10:2-13 Sales Promotion Overseas

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

Box 52

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

Box 52

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

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

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

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

Box 52
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

Box 53
10:4-1 Africa, N.E.C.
Box 53
10:4-2 America, Central, N.E.C.
Box 53
10:4-3 America, North, N.E.C.
Box 53
10:4-4.1 Latin America marketing references
Box 53
10:4-5.1 Middle East marketing references
Box 53
10:4-6 Australia/New Zealand
Box 54
10:4-7 Europe, East, N.E.C.
Box 54
10:4-8 Europe, West, N.E.C.
Box 54
10:4-9 Third World or Less Developed Country (LDC) marketing references
Box 54
10:4-10 International Trading Markets in Combination or N.E.C.
Box 54
IOP 10:5 Trade Associations Overseas

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

Box 54

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."

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.

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.

Box 55
MKT 0:2 Marketing: Science or Process?
Box 55

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)
Box 55
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

Box 55

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

0:5-1 Cents-Off Couponing
Box 55
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

Box 55
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)
Box 55
5:2-1 Barter Trading Concept (reciprocal dealing)

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

Box 56
5:2-2 Brand and Product Line Concept

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

Box 56
5:2-3 Customer Service Concept
Box 56
5:2-4 Demarketing Concept

See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY

Box 56
5:2-5 Generic Concept
Box 56
5:2-6 Marketcentering Concept
Box 56
5:2-7 Marketing Mix Concept (includes information on the overall topic marketing communications)

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

Box 56
[Metamarketing Concept--see: MKT 0:4, Metamarketing]
Box 56
5:2-8 Pooled Marketing Concept
Box 56
5:2-9 Positioning Concept (includes information on repositioning old products)

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

Box 56
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

Box 56
5:2-11.1 Systems-Selling Sub Concept
Box 56
5:2-12 Vertical Integration/Scrambled-Marketing/Dual Distribution Concept

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

Box 56

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

10:1-1 Marketing Audits
Box 56
MKT 10:2 Cost Reduction
Box 56
MKT 10:3 Marketing Costs/Sales Ratios
Box 56
MKT 10:4 Small Orders: Problems and Solutions
Box 56
15:1-1 By-Industry Conversion Status and Impact
Box 56
MKT 15:2 Sources of Instructional Materials
Box 57
MKT 20:1 Distribution Concepts and Methods, N.E.C.

See also: MKT 5, MARKETING CONCEPTS, miscellaneous subsections

Box 57
MKT 20:2 Channel Analysis Management and Theory

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

Box 57
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

Box 57
MKT 20:4 Franchised Distribution (Franchising) (includes licensing)
Box 57
MKT 20:5 Inventory Management
Box 57
MKT 20:6 Percent of Sales by Channel of Distribution

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

Box 57
MKT 20:7 Physical Distribution (marketing logistics; includes information on physical distribution management)
Box 57
MKT 20:8 Traffic, Transportation and Distribution: Departments and Management, N.E.C.

See also: MKT 20:7, Physical Distribution

Box 57
20:9-1 Distributors: Their Place in Industry (includes distribution compensation data)
Box 57
20:9-2.1 Selecting and Evaluating Distributors
Box 57
20:9-3 Lines Handled by Distributors
Box 57
20:9-4 Operations Surveys
Box 57
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

Box 57
20:9-6 Distributor Promotion

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

Box 57
20:9-7.1 Distributor Training

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

Box 57
20:9-8 Distributor/Customer Relations
Box 57
20:9-9 Distributors' and Manufacturers' Agents' Salespeople

See also SAL, Sales, all headings

Box 57

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

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

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

Box 58
20:10-2.1 Manufacturer-Agent/Representative Agreements
Box 58
20:10-3 Agents/Representatives vs. Company Sales Force
Box 58
20:10-4 Manufacturer-Agent/Representative Relations
Box 58
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

Box 58
MKT 25:1 Exhibits and Shows as a Marketing Medium

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

Box 58
MKT 25:2 Show Selection and Participation Procedures
Box 58
MKT 25:3 Trade Show Trends: Annual Audience Statistics, Quality and Activity Indicators
Box 58
25:4-1 Exhibit Planning, Management and Operation, N.E.C.
Box 58
25:4-2 Auditing Procedures: Audience Measurement, Exhibit Effectiveness/Evaluation Yardsticks
Box 58
25:4-3 Budgeting and Cost Control
Box 58
25:4-4 Hospitality Suites

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

Box 58
25:4-5 Security
Box 58
MKT 25:5 Mobile Exhibits and Shows
Box 58
[Overseas Exhibiting--see: IOP 10:2-11]
Box 58
MKT 30. PRODUCTIVITY IN MARKETING

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

Box 58

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)
Box 58
MKT 35:2 Fair Trade
Box 58
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

Box 58
MKT 35:4 Licensing Practices

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

Box 58
MKT 35:5 Product Liability/Safety/Testing/Warranties/Quality Control

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

Box 58
MKT 35:6 Product Recalls
Box 59
MKT 35:7 Value Added Taxation (VAT)
Box 59

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

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

40:1-1.1 The Chief Marketing Executive
Box 59

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

40:1-2.1.1 Duties, Functions, Skills
Box 60
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

Box 60
40:1-2.1.3 Statistical Profiles

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

Box 60
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

Box 60
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

Box 60
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."

Box 60
40:1-3.2 Materials Management
Box 60
40:1-3.3 Production/Project Management
Box 60
40:1-4 Financial/Credit Management
Box 60

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

Box 60
40:1-6 Marketing Consultants

See also: ADM 0:2-7.3, Consultants

Box 60
40:1-7 Sales Promotion Management

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

Box 60
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

Box 60
40:2-1 Marketing/Communications Departments, in combination or N.E.C.

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

Box 61
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

Box 61
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

Box 61

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

40:3-1.1 Ethnics/Minorities in Marketing

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

Box 61
40:3-1.2 Women in Marketing

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

Box 61

See also: preceding cross-references

40:3-2.1 Ethnics/Minorities in Communications
Box 61
40:3-2.2 Women in Communications
Box 61
40:3-2.3 Communications Industry Actuarial Tables
Box 61

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
Box 61
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

Box 61

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

Box 61
40:4-2 Advertising Decision-Making
Box 61
40:4-3 Make or Buy Decisions
Box 61
40:4-4 Computers in Marketing

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

Box 62
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)
Box 62

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
Box 62
40:5-2 Developing, Designing, Managing and Using Marketing Intelligence Systems, N.E.C.
Box 62
40:5-3.1 Corporate Espionage
Box 62
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

Box 63

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

50:1-1 Marketing Research Costs

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

Box 64
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

Box 64
50:1-3 ...(Year) Survey of Marketing Research (American Marketing Association)
Box 64

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
Box 64
50:2-1.2 Behavioral Analysis/Science, Attitude/Motivational Research, N.E.C.
Box 64
50:2-1.3 Binomial Distribution

See also: Sampling

Box 64
50:2-1.4 Bivariate Analysis
Box 64
50:2-1.5 Canonical Analysis
Box 64
50:2-1.6 Causal Modeling
Box 64
50:2-1.7 Classical Statistical Analysis
Box 64
50:2-1.8 Cluster Analysis

See also: Sampling

Box 64
50:2-1.9 Cohort Analysis
Box 64
50:2-1.10 Conjoint Measurement
Box 64
50:2-1.11 Delphi Technique
Box 64
50:2-1.12 Discriminant Analysis
Box 64
50:2-1.13 Dynamic Programming
Box 64
50:2-1.14 Econometric Analysis

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

Box 64
50:2-1.15 Experimentation
Box 64
50:2-1.16 Factor Analysis

See also: Latin Squares

Box 64
50:2-1.17 Feedback
Box 64
50:2-1.18 Fourier Analysis
Box 64
50:2-1.19 GERT (Graphic Evaluation and Review Technique)

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

Box 65
50:2-1.19 GERT (Graphic Evaluation and Review Technique)

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

Box 66
50:2-1.20 Group Discussion Technique

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

Box 66
50:2-1.21 Index Numbers
Box 66
50:2-1.22 Input/Output Analysis
Box 66
50:2-1.23 Latin Squares
Box 66
50:2-1.24 Linear and Non-Linear Programming
Box 66
50:2-1.25 Logical Flow Analysis
Box 66
50:2-1.26 Longitudinal Analysis
Box 66
50:2-1.27 Markov Processes
Box 66
50:2-1.28 Multidimensional Analysis
Box 66
50:2-1.29 Multivariate Analysis
Box 66
50:2-1.30 Probability Theory
Box 66
50:2-1.31 Projective Techniques
Box 66
50:2-1.32 Psychographics (Life-Style Measurement, including VALS)
Box 66
50:2-1.33 Queuing Theory
Box 66
50:2-1.34 Regression Analysis
Box 66
50:2-1.35 Sampling
Box 66
50:2-1.36 Scaling
Box 66
50:2-1.37 Sensitivity Analysis
Box 66
50:2-1.38 Sensorigraphics
Box 66
50:2-1.39 Sequential Analysis
Box 66
50:2-1.40 Shift Method
Box 66
50:2-1.41 Simulation
Box 66
50:2-1.42 Sociobiology
Box 66
50:2-1.43 Spectral/Cross-Spectral Analysis
Box 66
50:2-1.44 Technological Forecasting
Box 66
50:2-1.45 Time Series Analysis
Box 66
50:2-1.46 Variance/Covariance Analysis
Box 66
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

Box 66
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

Box 66
50:2-2 Interviewers/Interviewing, N.E.C.

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

Box 66

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

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

50:2-2.1 Linguistic Coding
Box 67
50:2-2.2 Elite and Opinion Leader Interviewing
Box 67
50:2-2.3 Group/Focus Group Interviewing
Box 67
50:2-2.4 Telephone Interviewing/Surveys; includes telephone interviewing in ad research
Box 67
50:2-2.5 Central Location Interviewing
Box 67

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

50:2-3.1 Response Rate Improvement
Box 67
50:2-3.2 Bias in Response
Box 67
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

Box 67
50:2-4 Market Analysis and Sales Forecasting, N.E.C.

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

Box 67

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

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

50:2-4.1.1 PIMS Project and Commentary (includes PIMS-Based studies relating to industrial ad expenditures and market share change)
Box 69
50:2-4.1.2 Sales & Marketing Management, Surveys of Buying Power
Box 69
50:2-4.1.3 Sales & Marketing Management, Surveys of Industrial and Commercial Buying Power
Box 69
50:2-4.1.4 Advertising Age Top Markets (discontinued)
Box 69
50:2-4.1.5 ADWEEK Hot Markets
Box 69

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

50:2-4.2.1.1 Identified or Segmented Groups in combination or N.E.C.
Box 69
50:2-4.2.1.2 Ethnic Market

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

Box 70
50:2-4.2.1.3 Women's Market
Box 70
50:2-4.2.1.4 Youth Market
Box 70
50:2-4.3 Market Share Measurement

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

Box 70
50:2-4.4 SIC Analysis and Research

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

Box 70
50:2-4.5 ZIP Analysis and Research
Box 70
MKT 50:3 Guidelines for Buying Research
Box 70
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

Box 70
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

Box 70
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

Box 70

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

50:7-1 Techniques of Information Gathering

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

Box 70
50:7-2 Bibliographies, Book Lists, including books on advertising, and reference works, N.E.C.
Box 71
50:7-3 Catalogs and Guides to Marketing Films
Box 71
50:7-4 Informational and Statistical Programs of the U.S. Government
Box 71
50:7-5 Marketing and Industrial Directories
Box 71
50:7-6 Marketing and Industrial Maps
Box 71
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

Box 71
MKT 55:2 Administered Pricing
Box 71
MKT 55:3 Price Cutting (Price Wars)
Box 71
MKT 55:4 Price Discrimination
Box 71
MKT 55:5 Price Raising
Box 71
MKT 55:6 Pricing Under Conditions of Economic Uncertainty

See also: MKT 45, MARKETING IN AN ABNORMAL ECONOMY

Box 71
60:1-1 Product Innovation, Development, Planning and Management, N.E.C.

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

Box 71
60:1-1 Product Innovation, Development, Planning and Management, N.E.C.

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

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

Boxes 72-73
60:1-2 Venture Team Approach (corporate venturing)
Boxes 72-73
60:1-3 Diversification/Product Differentiation
Boxes 72-73

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

60:2-1.1 DEMON (management model for marketing new products)
Boxes 72-73
60:2-2 Product Life Cycles
Boxes 72-73
60:2-3 Product Obsolescence, Deletion, Phase-Out
Boxes 72-73
60:2-4 Pricing and Marketing Budgets

See also: MKT 55, PRICING, all subsections

Boxes 72-73
60:2-5 Sampling and Samples (not to be confused with sampling in marketing research; see MKT 50:2-1.35, Sampling)
Boxes 72-73
60:2-6 Test Marketing (includes concept testing)
Boxes 72-73
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

Boxes 72-73

See also SAL 40, SELLING TECHNIQUES, all subsections

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

Boxes 72-73
65:1-2.1 Emotional Aspects
Box 74
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

Box 74
65:2-1 Purchasing Power of Buying Influences
Box 74
MKT 65:3 Purchasing Committees/Groups
Box 74
MKT 65:4 Reciprocity/Trade Relations (selling's buddy system)
Box 74
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

Box 74
MKT 65:6 Value Analysis
Box 74

See also: ADV 35:5, Media Communications Effectiveness

65:7-1 Sources of Information of Consumer Purchasers
Box 74
65:7-2 Consumer/Buyer Attitudes Towards Other Countries' Products (includes information on foreigners' views of U.S. products or other countries' products)
Box 74
70:1-1 U.S. Government Purchasing, Specifications and Sales Directories
Box 74

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

Box 74
70:2-1.2 The U.S. Government as an Advertiser
Box 74
MKT 70:3 Surplus Property Buying/Marketing
Box 74
MKT 70:4 Military/Industrial Marketing Differences
Box 74
MKT 75. PACKAGING AS A MARKETING MECHANISM
Box 75
MKT 80. TRADE ASSOCIATIONS
Box 75

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

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

See also: SAL 40, SELLING TECHNIQUES, all subsections

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

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

Box 76
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

Box 76
5:6-6 Memory Training

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

Box 76
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

Box 76
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

Box 76
5:6-9 Spouses

See also: ADM 0:2-7.22, Spouses

Box 76
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

Box 76

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

Box 76
SAL 10:2 Field Sales Management
Box 76
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

Box 76
10:4-1 Auxiliary and Second Sales Forces, N.E.C. (includes information on leasing sales people)
Box 76
10:4-2 Inside Sales Forces

See also: SAL 40:17, Telemarketing

Box 76
10:4-3 Optimizing the Size of the Sales Force (includes information on the debate: more advertising expenditures or more sales staff?)
Box 76
10:4-4 Resident Sales People
Box 76

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
Box 76
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

Box 76
10:5-3 Measuring Sales Performance

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

Box 76
10:5-4 Quotas

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

Box 77
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

Box 77

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
Box 77
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

Box 77
SAL 15:3 Job Satisfaction in the Sales Force

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

Box 77
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

Box 77

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

15:5-1.1 Sales & Marketing Management, special sections only on incentives

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

Box 77
15:5-2 Incentive Travel
Box 77
15:5-3 Contests
Box 77
15:5-4 Non-Financial Incentives (commentary of a general nature on the theme, money is not the only answer)
Box 77
15:5-5 Problem Staffers
Box 77
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

Box 77

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

SAL 20:1 Sales Budgets
Box 77
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.

Box 77
SAL 20:3 Compensation, Salespersons, N.E.C.

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

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

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

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

Box 78
20:4-1 Sales & Marketing Management's Annual Survey of Selling Costs
Box 78
20:4-2 Sales Manpower Foundation - Sales Executives Club of New York - surveys of the cost of selling: historic
Box 78

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

Box 78
20:4-4.1 Vehicle Expenses (fleet cars and management)
Box 78

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

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

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

Box 78
25:1-1 Customer/Dealer Meetings
Box 79
25:1-2 Meeting Follow-Up
Box 79
25:1-3 Small Meetings
Box 79
30:1-1 Promotion Expenditures: Marketing Communications annual reports
Box 79
[Sales Promotion Management--see: MKT 40:1-7]
Box 79
SAL 30:2 Selling Promotion to Top Management
Box 79

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

30:3-1 Sales Promotion Literature
Box 79
SAL 30:4 Sales Promotion Audit/Measurement (evaluating the effects of company promotional activities)
Box 79

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

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

Box 79
35:1-2 Interviewing

See also: ADM 0:2-8.9, Interviewing

Box 79
35:1-3 Job Descriptions

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

Box 79
35:1-4 Retirement

See also: ADM 0:2-8.17, Retirement

Box 79

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

35:2-1 Sales Manuals
Box 79

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.

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.

SAL 40:1 Selling Techniques and Customer/Salesperson Relationships, N.E.C.
Box 80
SAL 40:2 Closing the Sale
Box 80
SAL 40:3 Comparative Selling
Box 80
SAL 40:4 Consultative Selling
Box 80
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.

Box 80
SAL 40:6 Follow-Ups/Follow-Through

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

Box 80
SAL 40:7 Lost Sales
Box 80
SAL 40:8 Low-Pressure Selling
Box 80
40:9-1 Key Account and Major Customer Selling
Box 80
40:10-1 Price Resistance
Box 80
[Planning--see: SAL 10:5-1.1, Sales Call Planning]
Box 80
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

Box 81
[Reciprocity--see: MKT 65:4, Reciprocity/Trade Relations, selling's buddy system]
Box 81
SAL 40:12 Sales Presentations

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

Box 81
SAL 40:13 Selective and Specialized Selling
Box 81
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

Box 81
SAL 40:15 Service Selling

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

Box 81
SAL 40:16 Summertime Selling

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

Box 81
[Systems Selling--see: MKT 5:2-11, Systems Concept, and subsection]
Box 81
SAL 40:17 Telemarketing

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

Box 81

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."

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.

Subject Headings

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.