Direct Mail Advertising Association scrapbooks

Direct Mail Advertising Association scrapbooks

Descriptive Summary

Repository: Hargrett Manuscripts
Creator: Direct Mail Advertising Association.
Title: Direct Mail Advertising Association scrapbooks
Dates: 1953
Quantity: 31.6 Linear feet (19 oversized boxes)
Coll. Number: ms2961

Biographical/Historical Note

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.


Scope and Content Note

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).


Arrangement

Arranged by record type.


Index Terms

Advertisements.
Advertising, Direct-mail--Competitions.
Advertising, Direct-mail--United States.
Direct Mail Advertising Association.
Posters.
Scrapbooks.

Administrative Information

Preferred Citation

Direct Mail Advertising Association scrapbooks. MS 2961. Hargrett Rare Book and Manuscript Library, The University of Georgia Libraries.


Series Descriptions and Folder Listing

 

Consumer

OS BoxItem
11Scrapbook C7 No.1 (American Aviation Publications, American Aviation magazine)
2Scrapbook C7 No.2 (Associates Investment Company, personal loan service)
3Scrapbook C7 No.3 (Business Reports, business and financial services)
4Scrapbook C7 No.4 (Capital Airlines, transportation/airlines)
OS BoxItem
21Scrapbook C7 No.5 (Clipper Line, ocean cruises)
2Scrapbook C7 No.6 (GMC, automotive)
3Scrapbook C7 No.7 (Gerber Products, food products)
4Scrapbook C7 No.8 (Goodyear Tires, tires and batteries)
5Scrapbook C7 No.9 (The Grolier Society, mail order of Hammond's Nature Atlas of America)
OS BoxItem
31Scrapbook C7 No.10 (Grosset & Dunlap, book publishers)
2Scrapbook C7 No.11 (Hardware Mutuals, insurance, fire and casualty)
3Scrapbook C7 No.12 (James and Roach, heating/ventiliating/air-conditioning)
OS BoxItem
41Scrapbook C7 No.13 (James Lees & Sons, home furnishing)
2Scrapbook C7 No.14 (Lincoln-Mercury of the Ford Motor Company, automotive)
3Scrapbook C7 No.15 (National Wildlife Federation, conservation education)
4Scrapbook C7 No.16 (New Orleans Public Services, public utilities)
OS BoxItem
51Scrapbook C7 No.17 (Skytop Club, vacation visits to Skytop Club in Penn.)
2Scrapbook C7 No.18 (Wood Conversion Company, building materials)
 

Farm

OS BoxItem
53Scrapbook F2 No.1 (Bowey's, Dari-Rich-Non-Settling Chocolate)
4Scrapbook F2 No.2 (Minneapolis-Moline Company, farm machinery)
5Scrapbook F2 No.3 (Monarch Aluminum Manufacturing Company, custom-made aluminum)
 

Industry scrapbooks

OS BoxItem
61Scrapbook I4 No.1 (Abbott Laboratories International Company, pharmaceutical specialties)
OS BoxItem
71Scrapbook I4 No.2 (Behr-Manning Corporation, industrial machinery - light equipment and tools)
OS BoxItem
81Scrapbook I4 No.3 (Employers Mutual of Wausau, motor freight line)
2Scrapbook I4 No.4 (Business Week, publishers/advertising space)
OS BoxItem
91Scrapbook I4 No.5 (Dayton Rubber Company, printing machinery and equipment)
2Scrapbook I4 No.6 (Dayton Rubber Company, rubber products)
3Scrapbook I4 No.7 (Durene Association of America, textiles, Durene cotton yarn)
OS BoxItem
101Scrapbook I4 No.8 (Esso Standard Oil Company, petroleum products)
2Scrapbook I4 No.9 (Employers Mutual of Wausau, insurance)
OS BoxItem
111Scrapbook I4 No.10 (Evansville, career-planning)
OS BoxItem
121Scrapbook I4 No.11 (Fairy Silk Mills, large-size silk lingerie)
2Scrapbook I4 No.12 (Foote & Jenks, food products, vanillas)
3Scrapbook I4 No.13 (General Electric Company, 2-way radio communication equipment)
OS BoxItem
131Scrapbook I4 No.14 (Telechron Department of the General Electric Company, telechron clock-radio timers)
2Scrapbook I4 No.15 (Greyvan Lines, long distance moving)
OS BoxItem
141Scrapbook I4 No.16 (Minneapolis-Honeywell Regulator Company, heating/ventilating/air-conditioning)
OS BoxItem
151Scrapbook I4 No.17 (National Broadcasting Company, television)
2Scrapbook I4 No.18 (Baroid Sales Division of the National Lead Company, chemicals and equipment)
3Scrapbook I4 No.19 (Sande Rocke & Company, sales promotion by mail)
OS BoxItem
161Scrapbook I4 No.20 (The E.F. Schmidt Company, creative printing)
2Scrapbook I4 No.21 (Sharp & Dome Seminar, medicine)
OS BoxItem
171Scrapbook I4 No.22 (Stafford Brush Company, industrial and maintenance brushes)
2Scrapbook I4 No.23 (Toronto Stock Exchange, financial institutions)
OS BoxItem
181Scrapbook I4 No.24 (Tube Turns, welding fittings and flanges)
OS Box
19Scrapbook I4 No.25 - "The Dilemma of Yoon Run" by Union Bag and Paper Corporation
OS BoxItem
182Scrapbook I4 No.26 (Westinghouse Electric Corporation, television)