Purpose

This paper aims to build on Fred Beard’s study of the world’s archives to identity historical advertising and marketing ephemera, published in this journal in 2018, by focussing on resources available in Europe to augment his survey.

Design/methodology/approach

Online searching, supplemented by literature emanating from the business archive sector, led to the identification of 177 repositories or online sites in Europe holding advertising and marketing archives of significance for researchers. These are set out in two accompanying tables.

Findings

A wide diversity of European archives that are open to researchers is revealed in this paper. Many are the archives of the business themselves, but a number of collecting repositories are also listed, brought together for the first time.

Research limitations/implications

This paper focusses solely on Europe but does not claim to be comprehensive, as the study was time-limited and readers will, no doubt, know of resources that the author has missed. The findings relate mostly to Western Europe, so there is scope for further study to encompass archives in the former eastern bloc. Exploration of sources in Africa, Asia and Latin America would further supplement Beard’s original study.

Originality/value

This research brings together the broadest list of advertising and marketing sources open to researchers in Europe published to date. As Beard’s focus was more on the Americas, this examination redresses the balance with an array of European sources which, it is hoped, will contribute to the greater use of many little-known or under-researched resources by researchers across the world.

中文翻译：

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广告和营销历史的欧洲资源

目的

本文旨在建立在 Fred Beard 对世界档案的研究的基础上，以识别历史广告和营销蜉蝣，该研究于 2018 年发表在本期刊上，重点关注欧洲可用的资源来扩大他的调查。

设计/方法/方法

在线搜索，辅以来自商业档案部门的文献，在欧洲发现了 177 个存储库或在线站点，这些存储库或在线站点拥有对研究人员具有重要意义的广告和营销档案。这些在两个附表中列出。

发现

本文揭示了对研究人员开放的各种欧洲档案。许多是企业本身的档案，但也列出了一些收集库，第一次汇集。

研究限制/影响

本文只关注欧洲，但并不声称是全面的，因为这项研究是有时间限制的，毫无疑问，读者会知道作者错过的资源。调查结果主要与西欧有关，因此有进一步研究的余地，以涵盖前东欧集团的档案。对非洲、亚洲和拉丁美洲资源的探索将进一步补充比尔德最初的研究。

原创性/价值

这项研究汇集了迄今为止发布的对欧洲研究人员开放的最广泛的广告和营销资源列表。由于比尔德的重点更多地放在美洲，这项检查通过一系列欧洲资源来纠正平衡，希望这些资源将有助于世界各地的研究人员更多地利用许多鲜为人知或研究不足的资源。