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Preliminary Inventory of the J. Walter Thompson Company. Advertising and Marketing Intelligence Database Records, 1977-1983 and undated

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Descriptive Summary

Title
J. Walter Thompson Company. Advertising and Marketing Intelligence Database Records, 1977-1983 and undated
Creator
J. Walter Thompson Company.
Extent
1.8 Linear Feet
1125 Items
Repository
Rare Book, Manuscript, and Special Collections Library, Duke University
Language
English.
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Administrative Information

Access Restrictions
Collection is open for research.
However, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form before using this collection.
In addition, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.
Please contact Research Services staff before visiting the Rare Book, Manuscript, and Special Collections Library to use this collection.
Use Restrictions
The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the Rare Book, Manuscript, and Special Collections Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. Advertising and Marketing Intelligence Database Records, Rare Book, Manuscript, and Special Collections Library, Duke University.
Provenance
The J. Walter Thompson Company. Advertising and Marketing Intelligence Database Records were received by the Rare Book, Manuscript, and Special Collections Library as a transfer in 1987.
Processing Information
Processed by Andrea Franzius and Ruth E. Bryan
Completed November 26, 2003
Encoded by Andrea Franzius and Ruth E. Bryan
This finding aid is NCEAD compliant.
This collection is unprocessed: materials may not have been ordered and described beyond their original condition.
            

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Historical Note

The J. Walter Thompson Company was founded in New York in 1864 and is one of the world's oldest and largest advertising firms.

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Collection Overview

The J. Walter Thompson Company, Advertising and Marketing Intelligence Database Records date from 1977 to 1983, with some undated material. The collection contains information on the development and early years of the Advertising and Marketing Intelligence (AMI) database, successor to the Issues Monitoring System (1970s) produced by the New York Times (NYT) Information Bank and the White House; a JWT/NYT advertising and marketing news database (1979) drawn from over 60 major business publications; and AD/KIT, or "Advertising Key Information Tracking System." Available by subscription and via telnet, AMI began in 1980 and tracked news items according to an advertising keyword index. The collection details the conception, announcement, and initial years of operation of AMI with financial data, marketing and management information, marketing research, and slide presentation scripts. Acquired as part of the John W. Hartman Center for Sales, Advertising, and Marketing History.
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Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.
  • J. Walter Thompson Company.
  • Advertising--United States.
  • Advertising--Databases.
  • Advertising--United States--History--Databases.
  • Marketing--United States--History--Databases.
  • Databases.
  • Database management.
  • Information storage and retrieval systems--Marketing.
  • Information storage and retrieval systems--History.
  • Information retrieval--History.
  • John W. Hartman Center for Sales, Advertising & Marketing History
List of Series in Collection
Accession 2003-0218
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Preliminary Description of Unprocessed Collection

Accession 2003-0218

Box 1
Contents of Box 1:
[Attention: Contains pictorial materials]
AMI: Advertising and Marketing Intelligence User Guide, undated
Ad/K.I.T. I, 1979
Speeches and Slides Materials
Information Management Speech, undated
AMI Speech [including original color photo, correspondence], 1980
AMI Press Kit Originals [contains original color photograph], 1980
Information management - Slide Presentation, undated
Advertising/Marketing Intelligence - Slide Presentation, 1980
AMI Financial Info Revenues
AMI Revenue, 1980, 1981
AMI Revenue Forecasts [1982 estimates]
Quarterly Profit Plan [for 1981, 1981 Apr. 28]
AMI Proposed Charge-Back Mechanism, 1981
Profit Forecasts, Revenue Forecasts, 1981
Box 2
Contents of Box 2:
AMI Marketing Plans and Reviews
AMI Issues and People, undated
AMI/MIS, 1981
3 Year Market Plan, 1981-1983, includes legal size but folded material (empty chart for Marketing Plan 1981-1983)
J. Peters/AMI Reviews, 1980, 1981
Review of the AMI Relationship, 1981 June[including 1981 July]
Advertising/Marketing Intelligence [1980]
I-O-D: Business Plan, 1981
Binder with misc. materials on AMI, 1980, 1981
Projects
Speech, undated
MIS Creative Library Proposal, 1977, 1981
SMRB Project, 1980
Retail Info. Proposals, Worksheets, 1981
User Committee [includes organizational proposal for Information Resource Management], 1980, 1981
Box 3
Contents of Box 3:
AMI Promotional/Manuals AD Response
AMI Manuals [includes small and large glossy AMI brochures]
AMI Script, undated
[AMI misc.]
AMI-Japan (NKS), 1980
AMI-Europe, 1980
AMI Usage
Clients/ Survey/Contracts: J. Walter Thompson-New York Times Joint Venture, undated
The Advertising and Marketing Intelligence Data Base-Preliminary Market Study, undated
New York Times Information Bank Subscribers, undated
AMI Contract List, 1980, 1981
AMI Client Usage, 1981
AMI Usage: Returned Questionnaires, 1981 (2 folders)
AMI Usage: Database User Survey, 1980