Purpose

This paper aims to describe written and visual data sources useful for researching the history of advertising and marketing that are held in the collections of the McCracken Research Library at the Buffalo Bill Center of the West in Cody, Wyoming.

Design/methodology/approach

Knowledge of the McCracken collections has been acquired over several years of online searches and subsequent data analyses, communications with Library staff and from a personal visit to Cody in September 2021.

Findings

Several digital collections are surveyed. The Roy Marcot Firearms Advertisement Collection visually documents industry practices and also speaks to larger issues in American gun culture. The Winchester Publications provide insights via company magazines into product and management strategies, hardware retailing and visual merchandising tactics during the 1920s. The Schuyler, Hartley and Graham archive of business correspondence illustrate business-to-business marketing from the nineteenth through the early 20th century. The Buffalo Bill Collection reveals how the culturally important Wild West shows were promoted and experienced.

Originality/value

This paper familiarizes advertising and marketing historians with the primary sources in the McCracken Research Library and suggests some potential areas for study.

中文翻译：

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西部布法罗比尔中心麦克拉肯研究图书馆的广告和营销历史资源

目的

本文旨在描述可用于研究广告和营销历史的书面和视觉数据源，这些数据源收藏在怀俄明州科迪市西部布法罗比尔中心的麦克拉肯研究图书馆的馆藏中。

设计/方法/方法

通过数年的在线搜索和随后的数据分析、与图书馆工作人员的沟通以及 2021 年 9 月对科迪的个人访问，获得了有关麦克拉肯馆藏的知识。

发现

调查了几个数字馆藏。Roy Marcot Firearms Advertising Collection 直观地记录了行业惯例，并谈到了美国枪支文化中的更大问题。温彻斯特出版物通过公司杂志提供有关 1920 年代产品和管理战略、硬件零售和视觉营销策略的见解。Schuyler、Hartley 和 Graham 的商业信函档案展示了从 19 世纪到 20 世纪初的企业对企业营销。Buffalo Bill Collection 揭示了具有重要文化意义的狂野西部表演是如何得到推广和体验的。

原创性/价值

本文让广告和营销历史学家熟悉 McCracken 研究图书馆的主要资源，并提出了一些潜在的研究领域。