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Preliminary Inventory of the J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999

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Descriptive Summary

Title
J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999
Creator
J. Walter Thompson Company. Chicago Office.
Extent
6.8 Linear Feet
250 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.
Also, 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. Chicago Office. Non-Proprietary Research Reports, Rare Book, Manuscript, and Special Collections Library, Duke University.
Provenance
The J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports were received by the Rare Book, Manuscript, and Special Collections Library as a gift in 1999.
Processing Information
Processed by Lynn E. Eaton
Completed October 17, 2002
Encoded by Lynn E. Eaton; Joshua A. Kaiser
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 (JWT) was founded in New York, N.Y., in 1864, and is one of the world's largest advertising agencies.

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Collection Overview

Collection created by the JWT Chicago Office Information Center as a reference and research tool for business use. The term "non-proprietary" is JWT's term for research prepared or collected by the company but not on behalf of specific clients. The collection includes market and consumer research reports arranged alphabetically by subject. A small number of items represent JWT research done, but most were created by market research firms (e.g., Yankelovich, Elmo Roper and Associates), cable TV stations (e.g., MTV Networks), or magazines (e.g., Seventeen, Good Housekeeping), and others. Topics include consumer demographic analyses for the United States, especially of food and beverage products and restaurant services. Marketing to women is a major subject; there is also information on marketing to men, baby boomers, teens, and children. Acquired as part of the John W. Hartman Center for Sales, Advertising and Marketing History. (02-256)
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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.
  • J. Walter Thompson Company. Chicago Office.
  • Advertising--United States.
  • Advertising--Research.
  • Marketing research--United States.
  • Consumer behavior.
  • Women consumers--United States.
  • Women--United States--Attitudes.
  • Male consumers--United States.
  • Men--United States--Attitudes.
  • Teenage consumers--United States.
  • Consumers.
  • Consumers--Attitudes.
  • Motivation research (Marketing)
  • Food--Marketing.
  • Food industry and trade--United States.
  • Child consumers.
  • Advertising and children.
  • Children--Attitudes.
  • Baby boom generation--United States--Attitudes.
  • Baby boom generation--United States.
  • John W. Hartman Center for Sales, Advertising & Marketing History.
List of Series in Collection
Accession 2002-0256
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Preliminary Description of Unprocessed Collection

Accession 2002-0256

Baby Market
Box 1
Baby Products Tracking Study - Baby Food - 1984
Baby Products Tracking Study - Baby Food - 1988
Baby Products Tracking Study - Nursing Accessories and Breastfeeding trends- 1988
Baby Products Tracking Study - Skin Care - 1984
Baby Products Tracking Study - Furniture and Nursery Accessories - 1988
Baby Products Tracking Study - Children's Clothing- 1988
Baby Boomers
The Boomer Generation as Consumers ( 1986)
Baby Boomers in Mid-Passage
The Experts Guide to the Baby Boomers ( 1985)
Children
Communicating with Children ( 1981)
Nickelodeon...Youth Monitor ( 1990)
The American Chicle Youth Poll ( 1987)
Chasing After the Kids ( 1994)
How to make successful advertising to Children (London - 1993)
Articles on Kids, Misc.
Kids Magnet (on children's magazine readership ca. 1994)
College Students
MTV College Scan - They Don't Just Watch It, They Live It. 1989
Today's College Students - misc. articles, reports
Consumers
Family Circle Consumer Panel, Winter 1994
Box 2
Wall Street Journal Series - "American Way of Buying" 1989 +
Misc. Reports (nuclear family, influential people, trends...)
The Changing American Family, 1983-1984
Male Food Shopper
The Male Food Shopper (Campbell Soup and People Magazine - 1985
Men
American Male Opinion Index - GQ ( 1990s)
Middle Aged Markets
Exploding the Myth of the Middle-Aged Market (CBS) 1993
Money
Various reports and articles ( 1990s)
Seniors + (Mature, 49 +)
Box 3
Midlife and Beyond
The Mature Americans
Misc. (OSRIP Note - 8/1995 and "A Portrait of Older Minorities" ca. 1980)
Insights into the Over 50 Market
The Shifting American Marketplace (Boomers and Aging) - CBS/Time 1989
Teens
Misc. ( 1990s)
Seventeen - My Generation ( 1986)
Teens (Food, Nutrition, Etc. - 1980s - 1990s)
America's Youth - 1977 - 1988
TRU - 1985 - Research from Seventeen ( 1985-1991)
TRU Study - No. 6 - The Teenage Market - 1985
Box 4
Seventeen Research - 1995, 1996
Women
Today's Mom - Role of Motherhood Study - 1998
Misc. Reports, early 1990s
Marketing to Women
Working Women - A Social Value Perspective - 1985
Today's American Woman - How the public sees her- 1980
Women - Mademoiselle Magazine Studies
Misc. Reports - 1990s
Women - Self Magazine
The New Diversity: A Landmark Study of American Women Vol. 1-5
Women - Cosmopolitan Studies
Box 5
Cosmopolitan - Report on the Changing Life Course of American Women - Summary of reports, and Vol. 1 - 3 - 1986
Women - Exercise
The Health and Fitness Survey, 1993
Women and Food - Condé Nast
Women and Food II: A Study for Food Marketers in the Nineties ( ca. 1988)
Automotive Industry
Aftermarket Fact Books - 1990s
1996 Dohring National Automotive Consumer Study
How Men Buy their Cars and Trucks - 1995
The Market for New Cars IV ( 1990)
ADA (American Dietetic Association)
Box 6
Surveys - 1991, 1993, 1994
Beverages
Alcohol - Use and Abuse - 1985
Beverage Preferences - NRA - 1989
Coffee Drinking Study - late 1980s
Annual Statistical Review of Distilled Spirits Industry 1983/1984
Better Homes and Gardens
Consumer Food Panel
Housecleaning
Physical Fitness
Confectionery
Confectionery Industry Consumer Attitude Survey, 1991
Diet, Nutrition and Cancer
Diet, Nutrition and Cancer: A Critique 1982
Dinner
Dinnertime USA (Better Homes and Gardens Report, 1989)
Ethnic
Blackbook - International Reference Guide - 1985
Spanish USA, 1981
Family Circle - Nutrition and The Family ( c. 1993)
Food Marketing Institute (FMI)/Better Homes and Gardens Studies
A Study of Food Patterns and Meal Consumption - 1988
FMI Trends Studies 1985-1997
Box 7
FMI Trends Studies 1985-1997 (cont.)
FMI - Misc. Studies - 1990s
Gallup Report on Eating Out ( 1986, 1987)
Good Housekeeping Food Studies ( 1987 - 1990)
Box 8
Good Housekeeping Food Studies ( 1987 - 1990) (cont.)
Good Housekeeping (GH) - Home Care Studies 1987 - 1990
Good Housekeeping - Kitchen 1989-1992
Good Housekeeping - Consumer Studies 1992, 1993
Good Housekeeping - Women/Environment 1990
Good Housekeeping - Changing Mood of America - Quarterly Newsletters 1991
Good Housekeeping - Beyond Demographics 1994
Conference Board and US Census Bureau - "How We Live - Then and Now" 1986
McCall's Study - 1994
Wisconsin
Dairy Facts - 1984-1986
Agricultural Stats - 1994
NPD Reports
Eating Trend Report - 1986
Box 9
Eating Trend Report - 1987, 1990, 1993
Meat Outlook
The Meat Outlook - 1990
Parents Magazine
Food Survey - 1992/1993
Parade Magazine
Food Studies c. 1987 - 1995
Pillsbury and Ameripoll
"What's Cooking" c. 1986
Grocery Store Habits - 1989
Prevention
1985-1993 Index of Health Issues Surveys
Nutrition as a Lifestyle (American Women) - c. 1987
Prevention Update: Fiber, Cholesterol, Omega-3, Calcium, Diet Nutrition, Cancer - 1987
Various Reports, late 1980s - early 1990s.
Ragu
Box 10
Food Trends in America, 1990
Research Alert
Report, December 1989
Restaurants
Investment Analysis Reports - 1990s
Shopping À La Cart (FMI)
The Changing Environment of the Take-Out Food Market - 1987
Home Delivery/Take-Out
Report: Home Delivery and Take-Out Foodservice Systems, c. 1990.
Dinner Decision Making
National Restaurant Association Report - 1995
The New Food Market
Rolling Stone Report, 1988
Food - Eating Habits of Mature
The Eating Habits of Mature Americans, Roper Report, 1990
Self - Nutrition
Trends in Nutrition IV - 1986
Sunset
Western Market Almanac, 1989-1990
What the Customer Wants
What the Customer Wants in the 1990s (Wall Street Journal/Roper) - 1990
Food Shopping, Misc.
Food Shopping in One-Person Households (N.A.B.) - 1983
Supermarket Shoppers in a period of Economic Uncertainty, 1982
Better Homes and Garden - Vacation Travel
1995 Survey
Cruises
1989, 1990 Reports
Marketing Science Institute (MSI)
Box 11
Reports on Marketing Topics, 1997-1999 - scattered.
Box 12
Reports on Marketing Topics, 1997-1999 - scattered. (cont.)