Clients, 1931-1985, undated (bulk 1970-1980s, undated)

Scope and content:

Includes correspondence, memoranda, reports, collateral literature (leaflets, brochures), press releases, notes, clippings, research records, printed material, photographs, and storyboards. Documents several aspects of advertising, including agreements for new advertising campaigns between Benton & Bowles and its clients; marketing strategies, including the early use of coupons; the adapting of advertising copy for use in local settings; the effectiveness of radio and television commercials; and the employment of celebrities in advertising campaigns. Clients most heavily represented include: Procter & Gamble Co.; General Foods; and Standard Brands . Additionally, there are research notes on consumer recall testing of television commercials for the Florida Citrus Commission, General Petroleum Company of Calif. (Mobil Oil), H.C. Moores Co. (Pream Instant Coffee Cream), and Texaco. Press releases about clients may be found in Corporate Publications. Arranged with a 1982 list of clients at the beginning of the series, then alphabetically by clients' names. Where the materials are further subdivided, they are arranged alphabetically by names of products; followed by correspondence, memoranda, and reports that are not product-specific.

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