AUDIENCE / READERSHIP SERIES, 1957-1976 (bulk 1957-1965)

Scope and content:

The series highlights one of the key areas of concern to the outdoor advertising industry, that of ensuring that their efforts to advertise actually reached potential consumers. Included here are numerous studies on a wide range of products and campaigns, for such varied products as Kellogg's, Ford, Morton Salt, and Swift meats. These studies focused on audience reception of outdoor advertising campaigns, testing variables such as reach and frequency, copy identification, recall and remembrance of advertising messages. While most of these studies used actual campaigns, some test campaigns were developed specifically for research use, like Calvin Coolidge (Hooper), Woodrow Wilson (Turner Advertising) and the fictional "Testa" automobile (OAI). In addition to the studies and research reports, the series also includes reports on market segmentation (like the youth market) and analyses of research methodologies. These materials are important to the understanding of how the outdoor industry perceived the marketplace during a period of rapid change within American consumer culture.

Arranged alphabetically by topic and report title.

Contents

Using These Materials