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Learning how to evaluate archival advertising materials / author, Leighann C. Neilson (Carleton University, Ottawa, Canada).
- Format:
- Website/Database
- Author/Creator:
- Neilson, Leighann C., 1960- author. .
- Language:
- English
- Subjects (All):
- Research.
- Methodology.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource
- Place of Publication:
- Marlborough, Wiltshire : Adam Matthew Digital, 2021.
- Summary:
- This case study will help you learn how to evaluate and use primary sources when researching advertising. Exploring selected documents from the archives of J. Walter Thompson, one of the largest American advertising agencies and the first to establish a worldwide practice, will give you insight into how advertising agencies functioned historically, including how marketing research informed the campaigns they prepared for their clients. To accomplish this objective, you will first learn how to evaluate and use internal documents, such as a 1963 report on how market research can improve advertising and a 1969 report on the pretesting of magazine advertisements, that were created as a way of reporting on the company's actions in order to encourage branch offices to adopt these practices.
- Notes:
- Description based on online resource; title from home page (viewed on August 17, 2022).
- Publisher Number:
- 10.47594/RMPS_0156
- Access Restriction:
- Restricted for use by site license.
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