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Special Libraries, December 1921 San Jose State University SJSU ScholarWorks Special Libraries, 1921 Special Libraries, 1920s 12-1-1921 Special Libraries, December 1921 Special Libraries Association Follow this and additional works at: https://scholarworks.sjsu.edu/sla_sl_1921 Part of the Cataloging and Metadata Commons, Collection Development and Management Commons, Information Literacy Commons, and the Scholarly Communication Commons Recommended Citation Special Libraries Association, "Special Libraries, December 1921" (1921). Special Libraries, 1921. 9. https://scholarworks.sjsu.edu/sla_sl_1921/9 This Book is brought to you for free and open access by the Special Libraries, 1920s at SJSU ScholarWorks. It has been accepted for inclusion in Special Libraries, 1921 by an authorized administrator of SJSU ScholarWorks. For more information, please contact [email protected]. Special Libraries I ADELAIDE R. HASSE, Editor. Office of the Assistant Secretarv of War Washington D. C. Vol. 12 December, 1921 No. 10 Research Work in an Advertising Agency HAROLD BUGBEE, Walter B. Snow and Staff, Boston, Mass. Research as a separate function is rela- products Or services advertised by the tively new in advertising agency operation. agency. The agency is anxious to gather Of course, to render adequate service a every available fact about a product or certain amount of investigative work has S~~V~CC,or the industry or business con- al~vaysbeen carried on, but, as the scope nected with that product or service. such and ilnportance of agency service increased, facts, cven those which are seemingly re- the creation of a definite and separate unit mote from advertising, often have an ex- devoted to research has become necessary, tremely important bearing on the produc- in the interests of efficient organization. tiveness of the advertising. In our own At present practically every large agency case, we make every effort to secure com- and many small ones haw recognized com- plete, up-to-date information for those who mercial research as an integral part of their prepare the aclvertising. business and adopted clefinite systems and Proceeding to a discussion of the methods methods for carrying out this worlc. I will used to obtain information, wc find that confine the discussion of rcscarch mcthods therc are three main divisions of research to my own agency, since the scope of the activity: work differs widely in every agency, vary- 1 The Flelcl ing importance being attached to its dif- 2 The Lllwary ferent phases. Our research work may be 3 The Cl~ent roughly divlded into three kinds: Field investigations may be made by 1 Pn~motlonnl ~'cstwrrh. Lrnined field men or by mail or by a com- 2 Cnmrnrrci.~l rew:rrch for clients. bination of the two. Investigations by 9 Cli~~nnle~r~.~lt.ebe:~~~h for the agmvy field men are, of course, more satisfactory Promotional research, as the term indi- providing the men are experienced in the cates, has to do with the obtainment of worlc and the investigation is carefully plan- new busincss for the agency. There are ned, but in many caws thc expense of such many instances where effective solicitation an investigation is too great, particularly is based on a lcnowlcclge of facts of a gen- if a large territory must be covered. Writ- eral or special nature concerning the busi- ten investigations prove very valuable if ness or inclustrsy involvcd. It is the duty painstakingly worlced out. of the research depnrtmcnt to obtain this Ficld investigations cover every conceiv- neressnry ammunit~onand it often proves able subject. Manufacturers, dcalers, or the clcciding factor in securing n new ac- consumers may constitute the field as the count. case may be and the investigation may The nature and amount of research clone range from an elaborate general analysls for clients dcpencls upon the capacity and to a single small point of information. equipment of the research department and It is hardly ncccssary to say that the on the nature of the cl~ent'sbusiness. In- greatest care must be exercised to obtain vestigations of market territory, market unbiased facts or opiniorls whether by per- conditions and development, mcrchandisin~ sonal or written investi~ation. When a methods, sales development of new prod- certain result is espectecl or desired extra ucts or in new fields nlny be made by the efforts are made to make certain that the agency research tlepartlnent or by a clicnt's true facts are obtained, uninfluencecl by own sales orjinnization, depending upon premnturely formed opinion. The agency conditions. In general, investigations which fully realizes that only actual and accurate relate specifically to advertising are con- conclusions are of lasting value, even though ducted by the agcncy, and sales investign- detrimental to the immediate interests of tions by the agency only when it is better agent or client. I am reminded of one elab- evluippcd to make the investigation than the orate investigation which was conducted cllent's sales organization. to determine the feasibility of a client's Research for the agency's own purposes making a renewed effort to make headway deals with the securing of information on with a product which had been overshadow- SPECIAL LIBRARIES December. 1021 ed hg tlwir principal product. The result pan~plilets containing statistical and in- of this invectigation led to the conclusion forlnational data classified under one hund- to continue concentration on the main prod- red and fifty headings including various uct at the expense of the side line, although intlustrics and business mid financial activi- the oppos~teconclusion would haw ncttcd the agency somewhat increased prvfits: tics. Wc have a file of artlclcs clipped in The rescarrh lihrary of an agency is in the main from Priuto-s' Inl; indexed by sub- itself of vaIuable ass~stnnceto agency antl ject and cwer~ngatlvertisin~ mcthods and clicnt and is, in addition, generally used prnctlces for a number of products arid in- to supple~nel~tfield investigations. dustrics. Directories and general catalogs are maintainctl and classified sc?r)arately The following description of the informa- covcring over fifty different subjects. We tion resources of my own agcncy slioulrl not als:, maintain a file of n~anufncturers'and be taken as a typical example, as tlicy have jobbtm' catalogs of products in which we been dcvelopcd to meet our peculiar needs. are interested. In tlie agency of moderate six, such as the pne with which I am connected, the library Census infor~nntionis ~eccivedand kept on hand as well as lists of publications of IS and shoultl be of liniitcd size. Its most important asset is its equipment to enable the various Gove~nmentDepartments Mall- thc investigator to sccurc the information in,^ lists wh~chhavc been conip~leilfor in- from outsltle sources. It .rvould be wry vestigt~t~vcpurposes are, of course, cilre- impractical to endeavor to maintain a li- fully prcserved. It is a part of our work brary which n~ouldfurnish directly the in- to prepare such hsts, as they are after all formation which is desir~dfrom time to thc most iinportanl feature of a writtsn time. investigation. Like other agencies mc keep on hand Last, but not Icast, the client is mi iin- standard books on advert is in^ mid nier- porttlnt source of information and the dc- chmitlislng, and maintain files of pcr~od~cals,velopment of a close coope~-ationbctween of which we naturally receive a large- num- all departmcnts of the client's business and ber. the agency is carefully cul~ivaied,so that We have a file of marltet surveys antl data in so far as possible everything which has pre?arctl by ourselves and by publishers any conneclion with sales or aclve~tising wh~charc separated under the following is at tlie tlisposal of the agency. hcadings and carefully cross-~ndesecl. Arlrcrtisin~ with only a rutlimrniary 1 ~I:LI~~~IIIPITa1111 31(-tsl~21~il~ dl l7r~ll~pmcl~t knojrledge of the subject aclverlisctl is fast 2 l:I~c(r IC:~T;;II[III~IH(~I!L :1i1(1the ElwL1.1~~~11In- illlhtl Y t fading into the 'Jnckground. Motlerl~ nd- :: Took vertising scrvice is base11 on tlclinite and .I Alisr i.ll:u~r.o~ls1111lu+lrll+ ;in11 Pn~dutls dctailccl informntion; accurrlte facts. It 5 h~ll<'~lltlll~H <llld ll'lll.lll T<q~ii]~~nrnl 1;. Serti(~n:tl.Stnte RII~Plly 3li1rket Dnln. is thc duty of the rcsearch department of 7 Fon7lfin 31.11'kt.t~an11 T~nlleDnl:~ an agency to sccurc and interpret this in- s ~i:c~llel~:~l forniation and thus equip the agency for We inaintaln another file of clippings or Iwlter scrvice. The Nature of Business Research LAWRENCE K. FRANK, Buslness Manager, New School for Soclal Research, New York C~ty As preliminarv to the il~scussionof the offshoot from economic research. It would specific applications of busineqs research it outline the progress and extension of tho is desirable Lo examine bncfly into the nn- goveriimcntal census and reports on popu- ture of bnsincss rcc;carcli, as a tlislinct field lation, occupatiuns, mnnuIactuxs, aaricul- of activity \vith~nbusincss enterprise. In ture and so on, n,hich have set the model discussinp: the nature of anything, especially antl supplied thc material for so niuch of of an activity such as business research, one busmess research. It would also touch unon should inquire into its origin, sincc ntlturc the history nntl tlevelopn~entof the govern- is determined by origin, as etifect by cause. ~nental cstmates of revenuee fwm t-xes, But a dett~iledstudy oF thc antecedents of customs, duties, fees antl the lilcc, as an- hnsmess research would fetch 11 wdc com- other model for business research an11 ~ts pnss and lcatl into many fields.
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