Radio and Television Advertising

Bibliography

BOOKS

The Anatomy of a Television Commercial; The Story of Eastman Kodak's "Yesterdays," Winner of Thirteen International Awards . Edited and with an introduction by Lincoln Diamant. New York, Hastings House, 1970. BCAST HF6146.T42A6.

Arnold, Frank A. Broadcast Advertising, The Fourth Dimension . New York: J. Wiley & Sons, Inc. 1931. BCAST HF 6146.R3A6.

Baldwin, Huntley. Creating Effective TV Commercials . Chicago, IL : Crain Books, 1982. BCAST HF6146.T42B34.

Barnouw, Erik. The Sponsor: Notes On A Modern Potentate . New York: Oxford University Press, 1978. HF6146.T42B35.

Beck, Chris. Sales Strategy: The Next Generation of Sales Solutions. Edited by Holly Sklar and Don Waller. Los Angeles, CA: R & R Books, 1989. BCAST HF5438.25.B43 1989.

Book, Albert C. and Norman D. Cary and Stanley I.Tannenbaum. Radio & Television Commercial . 2nd edition. Lincolnwood, Ill.: NTC Business Books, 1984. BCAST HF 6146.B74B6.

Brand, Leslie, L. editor. 1988 Radio Copy Book: Ideas and Inspiration for Radio Copywriters. New York: Radio Advertising Bureau, 1986. BCAST HF6146.R3R3.

Brown, Les. Television: The Business Behind the Box. New York, Harcourt Brace Jovanovich 1971. BCAST HE8700.8.B75.

Campbell, Richard. Media and Culture: An Introduction to Mass Communication. New York : St. Martin's Press, 1998. BCAST P 92.U5C26 1998.

Children and the Faces of Television: edited by Edward L. Palmer, Aimée Dorr. New York: Academic Press, 1980. BCAST HQ784.T4C49.

Conference on Radio and Business (2d: 1946 : City College of New York) Radio and business; proceedings. D.E. Moser, editor. New York: City College of New York, 1946. BCAST HE8690.C6.

Cross, Donna Woolfolk. Mediaspeak: How Television Makes Up Your Mind. New York: Coward-McCann, 1983. BCAST PN1992.8.L35C7.

David, Miles. Making money with co-op: the complete radio co-op course. New York: Radio Advertising Bureau, 1986. BCAST HF6146.R3D38.

Day, Enid. Radio Broadcasting for Retailers. New York: Fairchild Pub. Co. 1947. BCAST HF6146.R3D3.

Diamant, Lincoln. Television's Classic Commercials: The Golden Years, 1948-1958. [1st ed.] New York: Hastings House 1971. BCAST HF6146.T42D5.

Doyle, Marc. The Future of Television: A Global Overview of Programming, Advertising, Technology, and Growth. Lincolnwood, Ill., USA : NTC Business Books, 1992. BCAST HE8700.4.D69.

Dunlap, Orrin Elmer. Advertising By Radio. ...foreword by Merlin Hall by Aylesworth. New York: The Ronald Press Company, 1929. BCAST HF6146.R3D8.

Dygert, Warren B. Radio As An Advertising Medium. 1st ed. New York, London: McGraw-Hill Book Company, inc., 1939. BCAST HF6146.R3D9.

Evans, Jacob A. Selling and Promoting Radio and Television. New York: Printers' Ink Pub. Co. 1954. BCAST HF5439.A33E8.

Felix, Edgar Herbert. Using Radio in Sales Promotion; A Book for Advertisers, Station Managers and Broadcasting Artists. 1st ed. New York: McGraw-Hill, 1927. BCAST TK6570.B7F4.

Firestone, O. J. Broadcast Advertising in Canada; Past and Future Growth. Ottawa, University of Ottawa Press, 1966. BCASTHF6146.R3F5.

Foreman, Robert L. An Ad Man Ad-libs On TV. Illustrated by Alphonse Normandia. New York: Hastings House 1957. BCAST HF6146.T42F6.

Geis, Michael L. The Language of Television Advertising. New York: Academic Press, 1982. BCAST HF6146.T42G44.

Goode, Kenneth Mackarness. What About Radio?. New York, London: Harper & Brothers, 1937. BCAST TK6570.B7G64.

Garver, Robert I., Successful Radio Advertising with Sponsor Participation Programs. New York: Prentice-Hall, 1949. HF6146.R3G3.

Heighton, Elizabeth J. Advertising in the Broadcast and Cable Media. 2nd ed. Belmont, Calif.: Wadsworth Pub. Co., 1984. BCAST HF6146.B74H44.

Hettinger, Herman S. A Decade of Radio Advertising. Chicago: The University of Chicago Press, 1933. BCAST HF 6146.R3H4 1933a.

Howard, Herbert H. and Michael S. Kievman, with the assistance of Darrel Holt, Kent Sidel, Mark Banks. Radio and TV Programming. Columbus, Ohio: Grid Pub., 1983. BCAST PN1991.55.H68.

Lewis, Agnes L. From Crystal Sets to tTelevision. Written for General Mills, Inc. BCAST HE8696.L3.

Lockhart, Ron and Dick Weissman. Audio in Advertising: A Practical Guide to Producing and Recording Music, Voiceovers, and Sound Effects. New York : F. Unger Pub. Co., 1982. BCAST ML3790.L6.

Mason, Edward. Professional Broadcast Sales Today. El Paso, Texas, 1979. BCAST HF5439.R36M27.

McMahan, Harry Wayne. TV Tape Commercials; New Techniques of Creating and Producing Television Advertising. New York: Hastings House, 1960. BCAST HF6146.T42M3.

Meringoff, Laurene. Children and Advertising: An Annotated Bibliography. 1980 ed. New York, NY.: Children's Advertising Review Unit, National Advertising Division, Council of Better Business Bureaus, 1980. BCAST HF6146.T42M47.

Mesiah, Leza Mardean. Radio Sales for Fun and Profit: How to Use Common Sense and Statistical Data to Target Your Advertising. Thesis (Ph.D.)--Clayton University, 1987. BCAST HF6146.R3M47.

Midgley, Ned. The Advertising and Business Side of Radio. New York: Prentice-Hall, 1948. HE8698.M5.

Murphy, Jonne. Handbook of Radio Advertising Radnor, Pa.: Chilton Book Co., 1980. BCAST HF6146.R3M87.

National Association of Broadcasters. Dept. of Research. Radio Market Data Handbook; comp. by Department of Research under the direction of Research Committee. Washington: National Association of Broadcasters, Inc., 1943. BCAST HF6146.R3N28.

Orowitz, E. M. What is Wrong With Commercial Broadcasting? New York: The EMO Co., 1932. BCAST HF6146.R3O76.

Peck, William A. Anatomy of Local Radio-TV Copy. New 4th ed. Blue Ridge Summit, Pa.: G/L Tab Books, 1976. BCASTHF6146.R3P4.

Ruthrauff & Ryan, Inc. Human! Handle With Care. New Chicago, 1939. HF6146.R3R88.

Sandage, C. H. (Charles Harold), Radio Advertising for Retailers. Cambridge: Harvard University Press, 1948. BCAST HF6146.R3S2.

Settel, Irving, and Norman Glenn, and associates: Howard P. Abrahams, and others. Television Advertising and Production Handbook. New York: Crowell, 1953. BCAST PN1992.5.S4.

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ARTICLES

Smulyan, Susan. "Radio Advertising to Women in Twenties America: A latchkey to every home." Historical Journal of Film, Radio and Television. Vol 13, No. 3. 1993. Pp. 299-314.

Broadcasting Magazine - various articles too numerous to mention.

AUDIO RECORDINGS

Radio Advertising Bureau Collection - please see Special Collections.

This is a partial listing of all our holdings. Please refer to the Audio and Film and Video pages of our web site for a complete list or contact the Library directly.

Overview/Samples

au rl orig 2361
NBC Radio Promos
NBC Radio Promo Tape, approximately 1970. A collection of promotional announcements and commercials, local and national.

au ac orig 595
A Tribute to the Friends of Radio: A Celebration of 65 Years of Great Radio Advertising
Compiled in 1987 by McGavren Guild Radio. Selected radio commercials / spots, 1920-1980. Contents of this tape, side A: (1950s-1960s) Pabst Blue Ribbon Beer (1948) Lucky Strike (Jack Benny Show, 1949) Lipton Soup (Arthur Godfrey had 63 sponsors on his morning program and a long list of advertisers waiting to get on his show because of his unique style of commercial delivery, 1948) Pabst Blue Ribbon Beer (1950) Schlitz Beer (1950) Anacin (1950) Winston Wildroot Cremeoil Household Finance Company American Airlines Budweiser Ford Marlboro Old Spice Northwest Orient Airlines Pepsi Cola Schlitz Flying "A" (World Series, 1965) Thom McAn Pine Brothers Cough Drops Doublemint Gum Budweiser Del Monte Tomato Sauce Breyer's Ice Cream Jayto Spray Cleaner Tastee Cakes Nationwide Insurance (1966) Underwood Deviled Ham Pepsi Cola (1960) Contents of this tape, Side B (1970s-1980s): Jack in the Box Ray O Vac Hinkley Schmidt Bottle Water Pepsi Cola (1976) The Peace Corps (1976) Fuller Paint Company Blue Nun Wine Molson Golden Ale Aztec Suntan Lotion Time Magazine McDonald's Jimmy Carter (1976) Doublemint Gum Kretchmer Wheat Germ Beanie Weenie K-Mart Burger King Coca Cola (1978) Marathon Ultra D National Bohemian Beer Ruffies Trash Bags Jamaica Tourist Board Adweek (1980) Empire Savings (1981) Brightsberg Real Estate Frontier Airlines Tennessee Bankers Lotto (Maryland State Lottery) Pitney Bowes (1985) Hartford Insurance

au ac orig 131
Fifty Radio Commercials, from the early days of radio to 1960. (NOTE: Actually contains 40 radio commercials / spots.) Advertising . Early radio. Produced by Radio Reruns on Cassette.

au rl orig 774
Roll Call - Around the Town, as aired on WAUX, Waukesha, Wisconsin, on May 17, 1957. Runs about 3:00. Community announcements, radio commercial, spot for National Tea grocery chain, instrumental theme music. Representative example of 1950s homemaker, housewife-oriented radio programming. Popular standard, easy listening music.

Interviews

au rl orig 958
Shelley Smith interviews Margaret Lowery
TRANSCRIPT: Yes ; AT # 494
Shelley Smith interviews Margaret Lowery, partner, Jan Gardner and Associates advertising agency. WKNO, WHBQ television, Memphis, Tennessee. Strong views regarding women in broadcasting. Discusses media sales techniques. Recorded May 1, 1977, in Memphis, Tennessee.

au rl orig 83
Len Johnson interviews Stuart Ludlum
TRANSCRIPT: Yes ; AT # 57
Len Johnson interviews Stuart Ludlum. TV advertising and commercial production. McCann-Erickson. Walt Disney Productions. Description of commerical production in pre-World War Two period and after. Recorded at 42nd annual NAB convention at Conrad Hilton Hotel, Chicago, Illinois, April 8, 1964.

Awards/Best of

au rl orig 181
Great Moments in Radio, Volume 1. Narrated by Jack Benny
Samples of daytime radio programs (soap operas) and commercials - spots, great radio comedians, radio adventure and mystery drama, classic radio news broadcast. Lorenzo Jones; The Romance of Helen Trent; Just Plain Bill; Mary Noble, Backstage Wife; Ma Perkins (the last broadcast); Mary Margaret McBride with Mr. and Mrs. Alben Barkley. Commercials: Interwoven socks; Chesterfield Smoke Dreams; Barbasol; Pepsi-Cola; Rinso; Lava; Crisco; The Longines-Wittnauer Watch Company. Comedians: Fred Allen and "Allen's Alley" with Senator Claghorn, Titus Moody, and Mrs. Nusbaum. Drama: The Lone Ranger; The Shadow. News: The Hindenburg air disaster, 1937.

au rl orig 975
First Fifty Years of Radio: Historical montage of sound recordings, 1920-1970 Group W Presents the First Fifty Years of Radio: Historical montage of sound recordings, 1920-1970. Released in 1970. Tape recordings made from phonograph discs. This reel: The 1920s, part 3. Veteran radio personality Jimmy Wallington narrates. Also Andre Baruch, Howard Barlow, Ben Grauer, Carl Haverlin, Graham McNamee. Return of Charles Lindbergh, Spirit of St. Louis, 1927; return of Admiral Byrd from the Antarctic; Dempsey-Tunney "long count" boxing match; Al Smith and Franklin D. Roosevelt; performances by Billy Jones and Ernie Hare (Happiness Boys); Ben Bernie's Orchestra, Rudy Vallee, Paul Whiteman and Orchestra, Al Jolson, Sir Harry Lauder, Fanny Brice, Will Rogers, Eddie Cantor, Sam and Henry (later known as Amos 'n Andy), Cliquot Club Eskimos, along with sample commercials / spots of period. Early radio.

Workshops/Lectures

au ac orig 912
National Association of Broadcasters (NAB) convention: Radio workshop: Radio Co-op Advertising (1976) 03/21/1976 National Association of Broadcasters (NAB) convention, Chicago, Illinois. March 21-24, 1976. Radio workshop: Radio Co-op Advertising sales.

au ac orig 1170
Children's TV Advertising, Regulated?
3/25/1979
National Association of Broadcasters (NAB) 57th Annual Convention, Dallas, TX. March 25 - 29, 1979. Television sessions; Resolved; The FTC should regulate children's TV advertising. NB9-35, Approximately 60 minutes.

au rl orig 448
BMI Program Clinic for Television: Beverly Hills, California
05/26/1952
This tape: BMI Program Clinic for Television. Clinic at Beverly Hills, California (Beverly-Wilshire Hotel). Recorded May 26, 1952. Open forum; various California and western broadcasters. Topic: Cooperative advertising for television. Note: The book, "22 Television Talks," (New York: Broadcast Music, Inc., 1953) contains a transcript of this session.

au ac orig 1013
RAB Weekly Sales Meetings
11/1/1995
Radio Advertising Bureau weekly sales meetings. Meeting#1, "Taking First Quarter To The Bank, 11.95.1". Meeting#2, "Avoiding Low Rate Limbo Rock, 11.95.2". Meeting #3, First Quarter: Nothing Trivial, 11.95.3". Meeting#4, "Motivating The Troops, 11.95.4. Side A approximately 22 minutes, side B approximately 23 minutes (Part of the Chester Coleman Collection.)

Demo Tapes

au rl orig 1056
Radio advertising samples: demo tapes of commercials / spots. This tape: Peter Thomas, Jr. : Revlon, Florida Orange Juice, Jim Croce record, Baby Baby (doll toy), Tuborg beer, Textron L. Conroy: GT&E, King Cole, Olympic Towers, Daily Enquirer, Pennsylvania Bell, Miracle White Liquid Bob Bernard: Foster Farms, Purina, Ajax, Foremost Dairy, Philips Tires, Buick Roy Otis: Air Jamaica, TV- Night Gallery, Pentax Cameras, Chevrolet, Double-Mint Gum, Ethan Allen No date, probably 1980.

au ac orig 989
Z - Rock Demo
11/8/1991
Satellite Music Network (SMN), "Z - Rock" air format demonstration, 90's rock & roll hits, a 24 hr. satellite radio service/program which local broadcasters would insert commercials into. Includes station testimonials. Sides 1 and 2 are identical. (Part of the Chester Coleman Collection)

Programs with Commercials

au ac orig 137
The Shadow, with Orson Welles, as aired during summer 1938 (exact date not available). Episode: "The Power of the Mind". Lamont Cranston. Radio drama, including commercials / spots (Goodrich).

au rl orig 789
Clicquot Club Eskimos broadcast from July 1950 (exact date not available). Recording furnished by WLKW Providence, Rhode Island. Program sponsored by Clicquot Club Ginger Ale. Dance music by popular, long-running dance band. Commercials / spots.

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MOVING IMAGE

Overview / Samples

mi um orig 40
Commercial Mania
Collection of TV commercials from the 50s and 60s for products including Colgate, Anacin, Wildroot hair cream, Salada tea, Halo shampoo, Vitalis, Gleem toothpaste, Lustre Cream, Hellman's, Quaker, Listerine, Antizyme, Phillip Morris King-sized Cigarettes, Hula Hoop and Frisbee, '57 Chevy, '58 Edsel, Oscar Meyer, et al. TIO Collection.
LENGTH: 60 min.

mi um orig 41
International Commercials
6/14/1987
Collection of international commercials. TIO Collection.
LENGTH: 60 min.

mi um orig 187
Provocative Promos
Television promos and commercials, some of them international, featuring "provocative" content; generally meaning they have some (usually fairly tame) sexual content. TIO Collection.

Controversies

mi um orig 103
Nightline: Contraceptive advertising
1/21/1987
Discussion of controversy over advertising condoms on TV. TIO Collection.

mi um orig 126
Nightline: Program-length commercials
10/11/1983
Program-length commercials attacked by Peggy Charren, rebutted by Squire Rushnell of ABC. Segment includes Dr. Jerome Singer of Yale, producers of toy-based shows. TIO Collection.

Award Winning Advertising

mi vhs orig 73
30th Annual TV& Cinema Advertising Campaign, 1987 Gold Medal-winning Commercials Campaign. 1987 Contains winning commercials. Not a TIO Production. TIO Collection.
LENGTH: 70 min.

Promotional advertising for radio and TV stations

mi vhs orig 199
Filmhouse Inc.
Behind the Scenes -Spring 1994
Promotional video for Filmhouse Inc. Behind the scenes look at the marketing company and a look at their television advertising work for several radio stations. From the Chester Coleman Collection

Workshops / Lectures for the Broadcasting Industry

mi vhs orig 24
Increasing Your Revenues with RAB
"An instructive tape on how to add to your bottom line by making the most of RAB's products and services."
LENGTH: 89 min.

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PAMPHLETS

LAB has over 380 pamphlets on television and radio advertising. Please refer to the Pamphlet Database on our web page or the database printout at the end of this subject guide for a complete listing.

PERIODICALS

This is a partial listing. Please refer to the Periodical page of our web site for a complete list.

The Advertiser, 1943-1949
Advertising Age, 1969-1990
Advertising Age Yearbook, 1981-1984
Advertising Agency, 1948-1958
Broadcast Advertising, 1929-1932
Broadcast Advertising Bureau Sale Aid, 1951-1954
Broadcast Merchandising, 1933-1937
Broadcasting, 1931-Present
Broadcasting cablecasting yearbook.
Journal of Advertising Research, 1972
Media Decisions
Radio Showmanship, 1940-1949
Radio-Television Daily, 1946-1964
Radio Television Mirror, 1935-1963
Sponsor, 1946-1964
SRDS Network Rates/Data, 1951-1961
SRDS Radio Rates/Data, 1931-1989
SRDATelevsiion Rates/Data, 1954-1987
Television

SPECIAL COLLECTIONS

BMI Program Clinic Collection
The BMI (Broadcast Music, Inc.) Program Clinic Collection consists of over 500 tape recordings of broadcast programming conferences held from 1951 to 1957. These one-day conferences, or "clinics," were presented throughout the United States and Canada. These clinics addressed a wide range of issues affecting broadcasters including programming strategy, advertising sales, station promotion, public service, news and specialized audience programs.

Radio Advertising Bureau Collection The Radio Advertising Bureau is a national radio advertising trade organization whose history dates back to 1950. RAB's main function is to promote the medium of radio as an effective tool for national and local advertisers. To showcase radio's potential, RAB began collecting examples of ads from all over the country. Many of these ads were used in workshops and presentations. By the mid - 1960's RAB had teamed with the Clio Awards in order to recognize the best of radio advertising each year. Ads collected for these purposes form what is now the Radio Advertising Bureau Collection.

Radio commercials in the collection are predominantly from the years 1954-1968, with the bulk of the material falling between 1958-1964.

WHB Station Collection The WHB Station Collection consists of scrapbooks relating to publicity for radio station WHB, located in Kansas City, Missouri. The scrapbooks contain newspaper clippings, correspondence, advertisements and photographs. They span the years from 1922 to 1953 with the bulk of the material dating from the 1930s and 1940s. Of particular interest is "Swing" magazine, which was launched in 1943 by station WHB and the Cook Paint & Varnish Company. This magazine was an advertising tool for WHB and each cover featured a photo of a "Swing girl".

The Papers of Dr. Herman S. Hettinger Herman S. Hettinger (1902-1972), American executive, legal advisor, academic, and author, had a long and varied career that frequently brought him into the business of radio broadcasting. He conducted one of the nation's first radio listener studies in Philadelphia in 1928. He was active in listener research and served as the first research director of the National Association of Broadcasters, from 1934 to 1935. In 1933, he completed the first study of broadcasting economics, published by the University of Chicago Press, entitled, " A Decade of Radio Advertising". He also wrote, "Practical Radio Advertising", in 1938.

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SUBJECT FILES

Advertising (broadcast) - Alcohol
Advertising (broadcast) - Children
Advertising (broadcast) - Commercials - Jingles
Advertising (broadcast) - Commercials - Tobacco
Advertising (broadcast) - Costs
Advertising (broadcast) - Criticism
Advertising (broadcast) - General
Advertising (broadcast) - Program Sponsorship
Advertising (broadcast) - Public Service
Advertising (broadcast) - Rates
Advertising (broadcast) - Special Interest Groups
Advertising (broadcast) - Spot (3 folders)
Advertising (broadcast) - Statistics (2 folders)
Advertising (broadcast) - Subliminal
Advertising (broadcast) - Success Stories
Advertising (broadcast) - Surveys (2 folders)
Advertising (non-broadcast) - History
Advertising (non-broadcast) - Statistics (2 folders)
Advertising (non-broadcast) - Surveys
Advertising Agencies
Associations - Radio Advertising Bureau
Listening/Viewing Habits

TRANSCRIPTS

Gordon D. Lewis - AT 516
Horton Heath - AT 172
Martha Muse - AT 492
Ernest S. Johnston - AT 1226
Martha Laney - AT 531
Muriel Kennedy - AT 1346
Dorsey Ownings - AT 84
Malcolm LaPrade - AT 219
Margaret Lowery - AT 494
Mildred Carlson - AT 1051
Curt Peterson - AT 38
Stuart Ludlum - AT 57
Neal Edwards - AT 1474
Elaine R. Pitts - AT 1344
Joan White - AT 491
Arthur B. Church - AT 162
Martha Pell Stanville - AT 590
Wayland Fullington - AT 76
Walter Craig - AT 143
Ed Rice - AT 540
Gertrude Hardeman - AT 1055
Neal Edwards - AT 1143
Arnold Fine - AT 1478
Frank Weston - AT 100
H. Preston Peters - AT 179
Emerson Foote - AT 218
Jeanne DeVivier Brown - AT 1125
William S. Hedges - AT 157
Gardner - AT 496
Parker Smith - AT 67
A.J. McGinness - AT 111
Noran 'Nick' E. Kersta - AT 130
John Wiggin - AT 184
Louis J. Hazam - AT 488
Linus Travers - AT 171
Atherton Hobler - AT 220
Harry Herrmann - AT 539
Montez Tjaden - AT 458
Stanley Quinn (transcript)
Henry W. Harris: speech to National Association of Broadcasters (NAB), 1975 - AT 1035
Story of an Early Station Rep: Len Johnson interviews Humboldt V. Greig - AT 14
Charles Bernard - AT 64
H. Lawrence 'Larry' Holcomb - AT 51
Sam C. Pierce - AT 201
William N. Robson - AT 202
Harry B. Smart - AT 1452
Krin Holzhauser and Mary Denman - AT 1126
Peter H. 'Pete' Bontsema - AT 497
Jody Lo Medico - AT 1479
Roy Harlow; Hayden Huddleston - AT 1030
Herbert Schlosser (side 1); Gerald Levin (side 2) - AT 1038
John W. Kluge - AT 1482

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