Inventory of the J. Walter Thompson Company. Rena Bartos Papers, 1960-1998 and undated, bulk 1975-1991

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Descriptive Summary

Repository Creator Title Language of Material Extent Abstract [top]

Administrative Information

Access Restrictions Copyright Notice Preferred Citation Provenance Processing Information             

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Biographical Note

1939	Graduated Cum Laude from Rutgers University
1964-1966	Director of Research, McCann Erickson
1966	Joined J. Walter Thompson as Head of Creative Research
1975	YWCA Salute to Women in Business Award New York Chapter of Women in Communications Matrix Award
1976	Advertising and Consumers: New Perspectives published
1977	Named Senior Vice President at J. Walter Thompson Company "The Founding Fathers of Advertising Research: A Tribute by the Advertising Research Foundation" published in the Journal of Advertising Research
1978	"What Every Marketer Should Know About Women" from the Harvard Business Review selected as a finalist for 1979 National Magazine Award
1979	Named Advertising Woman of the Year by Advertising Women of New York
1982	The Moving Target: What Every Marketer Should Know About Women published Named one of the 100 Most Important Women by Ladies Home Journal
1983	First female Chairperson of the Advertising Research Council
1985	Named Boston Professional Chapter of Women in Communications Matrix Award
1987	Inducted into the Market Research Hall of Fame Retired from J. Walter Thompson to form The Rena Bartos Company
1989	Marketing to Women Around the World published in the United States. It would later be published in Germany and Great Britain Named President of the Market Research Council

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Collection Overview

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Subject Headings

• Bartos, Rena.
• Johnston, Don.
• Sutton, Thomas (Thomas Francis)
• J. Walter Thompson Company.
• McCann-Erickson Worldwide.
• Rena Bartos Company.
• Bartos, Rena. Moving target.
• Advertising.
• Advertising--Awards.
• Advertising--Psychological aspects.
• Advertising executives.
• Aged consumers--United States.
• Marketing.
• Marketing--India.
• Marketing--Latin America.
• Market research.
• Minorities in advertising.
• Women consumers--United States.
• Women in advertising.
• Clippings (AAT)
• Photographs (AAT)
• Slides (AAT)
• Speeches (AAT)
• Audio cassettes (AAT)
• Videocassettes (AAT)
• John W. Hartman Center for Sales, Advertising & Marketing History.

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Related Material

	List of Series in Collection
		Speech and Presentation Series, 1960-1998 and undated
		Correspondence Series, 1971-1995 and undated
		Publications Series, 1966-1995 and undated
		Research Series, circa 1960-1996 and undated
		Audiovisual Materials Series, 1977-1990 and undated

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Detailed Description of Collection

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Indexes

Ads That Irritate May Erode Trust in Advertised Brands, 1981, Box 13

Beyond Derived Status, 1986, Box 14

Beyond the Cookie Cutters, 1981, Box 13

Challenging Our Assumptions, 1986, Box 14

Cinq tendences qui détermineront le marketing et la publicité dans les années 90, 1989, Box 14

Consumer View of Advertising--1974, 1975, Box 13

Exploring Mysterious Markets, 1979, Box 13

Founding Fathers of Advertising Research (with Arthur S. Pearson), 1977, Box 13

Founding Fathers of Advertising Research, 1986, Box 14

Future of the Advertising Agency Research Function, 1974, Box 13

How to Advertise to Women, 1995, Box 14

Insight on Selling the Working Woman, 1976, Box 13

International Advertising: Consumers, the Moving Target, 1984, Box 13

International Demographic Data? Incomparable! 1989, Box 14

Keeping Up With Changing Life Cycles, 1978, Box 13

Marketing Research: The Moving Target, 1976, Box 13

Moving Target, circa 1974, Box 13

Moving Target: Customer for Life Insurance, 1976, Box 13

Moving Target: The American Consumer 1970-1990, circa 1978, Box 13

Moving Target: The Impact of Women's Employment on Consumer Behavior, 1977, Box 13

New Woman, 1985, Box 14

Over 49: The Invisible Consumer Market, 1980, 1983, Box 13

Over 49: The Invisible Consumer Market, 1993, Box 14

Qualitative Research: What It Is and Where It Came From, 1985-1986, Box 14

Quiet Revolution, 1989, Box 14

Report of a Study Conducted on the Image of Women in Advertising, undated, Box 13

Research, Creativity, and Tunnel Vision, undated, Box 14

Target is Moving, 1975, Box 13

Target is Moving: The Changing Bank Customer, 1978, Box 13

Target: Latin America--The Changing Consumer Marketplace, undated, Box 13

What About the Consumer Who Brushes His Teeth With Shampoo? 1984, Box 13

What Every Marketer Should Know About Women, 1978, 1983, Box 13

What Women Like, and Don't Like, In Ads, 1982, Box 13

Why Do You Work? 1979, Box 13

Women and Advertising, 1983, Box 13

Women and Travel, 1982, Box 13

Women As a Moving Target: Will It Continue? undated, Box 14

Women: A Missed Mega Market? 1989, Box 14

Women's Forum, Inc.: The First 15 Years, 1990, Box 14

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Acceptance Speech, Market Research Council, 1989, Box 4

Advertisers and Consumers--New Perspectives, 1977, Box 1

Advertising and Credibility, 1984, Box 2

Advertising and Credibility, 1986, Box 3

Advertising and the Economy, 1975, Box 1

Advertising Research... What Should Be Measured? 1981, Box 1

Advertising: What...Why... How..., 1986, Box 3

Attitude of Mothers and Young Children Toward Toy Purchases and Toy TV Commercials, 1962, Box 1

Beyond the Cookie Cutter, 1984, Box 3

Beyond the Cookie Cutter, II, 1988, Box 4

Beyond the Rocking Chair, 1981, Box 1

Beyond the Rocking Chair, 1988, Box 4

Challenge of Change, 1986, 1988, Box 4

Challenging Our Assumption, 1986, Box 3

Challenging Our Assumptions About the Marketplace, 1990, 1992, Box 5

Changes and Challenges, 1985, 1986, Box 3

Changing Consumer Marketplace: Five Trends That Will Redefine Marketing and Advertising, 1987, 1988, Box 4

Consumer Behavior During Inflationary Times: Panel Discussion, 1981, Box 1

Consumer Profile of the 1980s, 1980, Box 1

Consumer Trends in the United States, 1989, Box 4

Customer for Life Insurance: A Moving Target, 1976, Box 1

Demographic and Social Trends in North America, 1990, Box 4

Demographics of Older Shoppers, 1982, Box 2

Do We Really Have to Make Them Mad to Sell Them? 1980, Box 1

Does Social Research Have Real Value in Marketing Decsions? 1982, Box 2

Effect of Changing Population Demographics on the Data Collection Profession, 1979, Box 1

Excellence in Advertising: Today and Tomorrow, 1984, Box 3

Exploration of Food Habits and Attitudes of Far Eastern Students, 1972, Box 1

Facts of Life, 1982, 1984, Box 2

Facts of Life: The Changing Consumer Marketplace, 1985, Box 3

Facts of Life: The Changing Consumer Marketplace, 1986, 1987, Box 4

Facts of Life: The Changing Supermarket Shopper, 1985, Box 3

Facts of Life: The Changing Supermarket Shopper, 1986, Box 4

Home Economics, 1977, Box 1

Honoring Women's Impact on the Economy: Yesterday and Today, 1998, Box 5

International Moving Target: The Changing Role of Women Around the World, 1987, Box 4

Keeping Pace with the Changing Women's Market Around the World, 1990, Box 4

Marketing Financial Services to Changing Customers, 1985, Box 3

Marketing the ERA, undated, Box 5

Marketing to the Pacific Rim, 1985, Box 3

Marketing to Women Around the World, 1988-1990, Box 4

Marketing to Women in Canada and the United States, 1990, Box 4

Marketing Yourself, 1989, Box 4

Matrix Award Acceptance Speech, 1986, Box 3

Meeting the Cosmetic Needs of Tomorrow's Consumers: Changing Demographics and Changing Attitudes, 1983, Box 2

Moving Target, 1978-1980, Box 1

Moving Target, 1982-1983, Box 2

Moving Target: A New Look at the Consumer Marketplace, 1983, Box 2

Moving Target: A New Look at the Consumer Marketplace, 1984-1985, Box 3

Moving Target: Consumer Trends in the 1980s, 1983-1984, Box 2

Moving Target: The Changing Customer for Financial Services, 1985, Box 3

Moving Target: The Changing Women's Market, 1978, Box 1

Moving Target: The Changing Women's Market, 1982, Box 2

Moving Target: The Influence of Women's Employment on Consumer Behavior, 1977, Box 1

Moving Target: The Women's Car Market, 1987, Box 4

Moving Target: What Every Marketer Should Know About Women, 1989, Box 4

Moving Target--Changing Demographics--Changing Attitudes, 1983-1984, Box 2

Opportunites, 1982, Box 2

Opportunities and How to Capitalize on Them, 1976, Box 1

Over 49, 1984, Box 3

Over 49: The Invisible Consumer Market, 1986, Box 3

Overview: Setting the Context, 1989, Box 4

Perspectives on Women in Their Consuming Roles: The Moving Target, 1990, Box 4

Presentation of Market Research Hall of Fame to Henry Brenner, 1992, Box 5

Qualitative Research: What It Is and Where It Came From, 1985, Box 3

Reaching The Moving Target, 1992, Box 5

Reaching the Young Customer: A Strategy for Success in the Nineties, 1989, Box 4

Remarks at Memorial Service to Honor Dr. Ernest Dichter, 1992, Box 5

Research Creativity and Tunnel Vision, 1973, Box 1

Savings Market, undated, Box 5

Seminar on Marketing to Women Around the World, 1989, Box 4

Social Change and the Travel Marketer, 1976, Box 1

Social Change Means New Marketing Opportunities, 1981, Box 1

Social Trends of the 80s, 1980, Box 1

Solving the Communications Puzzle, 1984, Box 2

Some Observations on Gender in Advertising, 1990, Box 4

Systems Approach to Research, 1964, Box 1

Target is Moving--The Changing Bank Customer, 1978, Box 1

Targeting the Top, 1984, Box 2

Trends in American Advertising, 1972, Box 1

Tribute to Ruth Whitney, 1993, Box 5

Use of Qualitative Evaluation: Problems, Pitfalls, and Potentials, 1983, Box 2

Use of the 1976 Survey of Income and Education, 1978, Box 1

Using Census Data, 1979, Box 1

Welcome from the Chairwoman, 1977, Box 1

Who Pipes, Who Pays, and Who Calls the Tune--The Agency Viewpoint, 1973, Box 1

Who Pipes, Who Pays, Who Calls the Tune? 1974, Box 1

Why a Full Service Industry? 1973, Box 1

Woman's Place (And Yours): A Changing Market, 1973, Box 1

Women as a Moving Target, 1978, Box 1

Women's Car Market: A Moving Target, 1990, Box 4

Working Woman Audience: The Moving Target, 1976, Box 1

Working Women: The Invisible Consumer Travel Market, 1973, Box 1

• Descriptive Summary
• Administrative Information
• Biographical Note
• Collection Overview
• Subject Headings
• Related Material
• List of Series in Collection
• Detailed Description of Collection
• Indexes