Copy Clues, 1950-1957

Scope and content:

Copy Clues were monthly reports by Brennan that capitalized on the data compiled from surveys. Each folder appears to contain data and written information used in creating an individual Copy Clues issue, which was focused on one topic. Formats include adding machine tape, hand calculations on ledger paper, and typed, hand-edited drafts. The Copy Clues issue itself usually consists of one to several pages, with one or two color photos of example billboards, data and explanatory information. Finished copies can often be found in the final ("comprehensive") folders if not earlier in the series.

Brennan used survey data to draw conclusions on advertising design and passed this information on to subscribers. For instance, he used remembrance and identification scores to decide if advertisements showing two people scored better than advertisements with only one. Did a multicolor background score better than an advertisement with a solid color in the background? Such information was valuable to advertisers and advertising agencies in designing more effective advertisements.

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Collection is open for research.

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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.

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