Learning how to evaluate archival advertising materials

Author / Creator

Neilson, Leighann C., 1960- author

Available as

Online

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 Am...

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.

Show More