|Creator:||Direct Mail Advertising Association.|
|Title:||Direct Mail Advertising Association scrapbooks|
|Quantity:||31.6 Linear feet (19 oversized boxes)|
The Direct Mail Advertising Association, founded in 1917, was later renamed as the Direct Marketing Association. The Association regulated and worked with businesses wanting to use direct mail as a way to advertise to customers. Direct mail provides direct marketing from businesses and businessmen to citizens, encouraging them to buy certain products or trust specific lines or companies. Direct mail only truly emerged in the 20th century. It was considered a fairly unique form of advertisement for many decades.
The Direct Mail Advertising Association "Best in Industry" contest occurred regularly for much of the Association's history. It invited entries from all users of Direct Mail to compete. The contest was judged by "a capable and impartial Board of Judges" who decided the winner for each business category (consumer, farm, and industry). These then were exhibited at the Association's Annual Convention.
The 1953 contest was judged by: S.R. Bernstein, editor of "Advertising Age"; Henry Hoke, publisher of "Reporter of Direct Mail Advertising"; Paul Penfield, supervisor of Advertising for the Detroit Edison Company; Percce Harvey, the president of the Harvey Advertising Agency; Paul Bringe, of the Milwaukee Dustless Brush company; A.S. Gibbins, advertising manager of Canadian Industries; and Robert Walker, supervisor of Field Service for the Mutual Life Insurance Company.
The collection consists of scrapbooks for the Direct Mail Advertising "Best of Industry" contest. These provide examples and explanations about a successful campaign the business put forth the previous year. They contain posters, mail advertisements, clippings, mounted samples and the like.
For the purposes of the contest and now the collection, the scrapbooks are divided in three groups: consumer (18 volumes), farm and low-cost campaigns (3 volumes), and industry (26 volumes).
Most scrapbooks contain a "1953 Best of Industry Direct Mail Leaders" campaign sheet detailing what the Direct Mail Association wants in its entries for the "Best of Industry" Direct Mail contest. Soon after there is the "Contest Entry Form." On this form, each business (one per scrapbook) has filled out its name, address, city/zone/state, product or service promoted, and the signature of the executive submitting the entry. Later on the form, the business has filled out the objectives of the campaign and record of results or effectiveness of the campaignn. The dates of the campaign and the mailing schedule are also listed, as are the campaignn credits (the individuals who helped in the campaign).
Arranged by record type.
Direct Mail Advertising Association scrapbooks. MS 2961. Hargrett Rare Book and Manuscript Library, The University of Georgia Libraries.