Inventory of the J. Walter Thompson Company. Information Center Records, 1890s-1987
[top]Descriptive Summary
TitleJ. Walter Thompson Company. Information Center
Records,
1890s-1987
Creator
J. Walter Thompson Company.
Extent
19.5 Linear Feet
ca. 9,500 Items
Repository
ca. 9,500 Items
Duke University Rare Book, Manuscript, and Special
Collections Library
Language
English.
[top]
Administrative Information
Access RestrictionsAccess to some portions of the J. Walter Thompson Company Archives
is restricted. For further information, consult a reference archivist.
In addition, 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.
Usage Restrictions
The copyright interests in the Information Center Records have not
been transferred to Duke University. For further information, see the section
on copyright in the Regulations and Procedures of the Rare Book, Manuscript,
and Special Collections Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. Information
Center Records, 1890s-1987, Rare Book, Manuscript, and Special Collections
Library, Duke University.
Provenance
The Information Center Records were transferred to the Rare Book,
Manuscript, and Special Collections Library from the J. Walter Thompson Company
in 1987.
Processing Information
Processed by: Janie Morris
Completed December 4, 1992
Processing of this collection was supported in part by gifts from
the J. Walter Thompson Company Fund and the John and Kelly Hartman
Foundation.
This finding aid is NCEAD compliant.
[top]
Historical Note
The Information Center was founded by the J. Walter Thompson Company New York Office in 1918. The records contain several folders detailing efforts to reorganize and expand the Center's services in the mid-1950s. Included are reports describing the purpose of the Center personnel recruitment efforts, and readings about ways to organize office files. In 1980, some of these records were transferred to the J. Walter Thompson Company Archives, which was established in New York in 1979. Some of the files remained active in the Archives until the records were transferred to Duke University in 1987.
[top]Collection Overview
The Information Center Records span the years from the 1890s to 1987
with the bulk dating from the 1940s to 1987. Reports, memoranda, clippings,
financial papers, and printed materials that relate to specific J. Walter
Thompson Company accounts and offices and to advertising strategies comprise
the majority of the collection and are found in the Vertical Files Series and
Communications Committee Reports Series. The Information Center Records provide
information about a wide variety of J. Walter Thompson accounts, specific
details about its operation of domestic and international offices, and an
in-depth view of how specific products were evaluated and promoted. The history
of the J. Walter Thompson Company, the organization of multinational
advertising agencies, and advertising research and marketing are also
represented in this collection.
Particularly highlighted in the Vertical Files Series is information
about the T-plan and T-square, which documents the foundation upon which the J.
Walter Thompson Company sought to market its clients' products. Knowledge about
how particular products were studied and marketed are represented by product
histories and case studies in the Vertical files Series. Typical information
about a product includes its history, government standards, advertising and
sales history, advertising investment sales records, packaging and labeling,
consumer research, and surveys relating to the product.
Marketing research studies and media research reports are common
types of data found in the J. Walter Thompson domestic and international office
records. For example, New York office files contain reports titled
"Advertising to Women"
and
"Advertising and Spanish Speaking
Americans."
The United Kingdom Files contain a report about the
interests of children from four to twelve. While records relating to employees
are primarily located in the New York Office files, the Chicago Office files
include an Employee Attitude Survey (1969) completed by Elrick and Lavidge, a
marketing research company. The domestic and international office files
referred to above are located in the Vertical Files Series.
[top]
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 agencies--New York (N.Y.).
- Advertising campaigns.
- Advertising--Management.
- Advertising--Research.
- Marketing research.
- Advertising--Brand name products.
- Advertising agencies-- Canada.
- Advertising agencies-- Europe.
- Advertising agencies-- India.
- Advertising agencies-- South Africa.
- Advertising agencies-- Great Britain.
- John W. Hartman Center for Sales, Advertising & Marketing History.
 | List of Series in Collection | |||||||
 |  | Vertical Files, 1890s-1987, undated | ||||||
| | Communications Committee Reports, 1956-1959, undated | ||||||
 | | Oversize Materials | ||||||
Detailed Description of Collection
Vertical Files, 1890s-1987, undated
Developed by the J. Walter Thompson Company as general reference
files, they remained active until the company records were transferred to Duke
University in
1987. Subdivided into three
subseries: Accounts, History, and Organization.
Accounts, 1912-1987.
Contains reports, memoranda, case studies, clippings, and
financial papers, chiefly redating to specific
J. Walter Thompson Company accounts. Case
studies can be found either undo the Case studies subsection or within the
folder for the particular account, e.g.
Scott Paper Company. The amount of material
about specific accounts vary. For some, specific information about prizes,
contests, and packaging used to promote specific products is included.
Testimonial advertising developed to recruit well-known persons to endorse
products and volunteer groups, who employed the
J. Walter Thompson Company to promote their
causes or concerns, are also represented.
Accounts: General Information
Case Studies:
Box 1
General information,
1925-1960
Encyclopedia of Advertising,
1924-1925
Indexes,
1957
Kohl, Howard,
1955-1961
Partial List of
J. Walter Thompson Company Clients,
1920s
(Clients:
Lever Brothers/
Winchester Repeating Arms Company/
Swift & Company/
Andrew Jergens Company/
American Tobacco Company/
Arbuclde Brothers/
Pond's Extract Company/
Irving National Bank/
Libby, McNeil and Libby/
Northam Warren Company/
O'Sullivan Rubber Company/
Aunt Jemima Mills Company/
Julius Kayser & Company/
Tidewater Oil Company/
The Charles William Stores/
Charles W. Breneman & Company/
Odorono Company/
G. Piel Company/
Gruen Watch Manufacturing Company/
Piel Brothers)
Coffee,
1912-1961
(Clients:
Yuban/
Arbuclde Brothers/
Maxwell House/
Chase & Sanbom)
Fo-W,
1939-1959
(Clients:
Foundation for Commercial Banks/
Institute of Life Insurance/
Mentholatum Company/
New York Central Railroad/
Northeast Airlines/
Owens-Illinois/
Pond's Extract Company/
Jergens Lotion/
Union Central Life Insurance Company/
Woodbury's Facial Soap)
Miscellaneous,
1956-1960
Lists:
1969-1978
Additions and eliminations,
1947-1986
Packages and Labels,
1923-1936
(Clients:
Aunt Jemima/
Cream of Wheat/
Quaker/
Dolly Madison Baking Corporation/
William Freihofer Baking Company/
Hathaway Bakeries/
A.C. Krumm & Son Macaroni Company/
Lever Brothers/
Fleischmann's Distilling Corporation/
Arbuckle Brothers/
Good Luck Pie Filling/
Cutex, Warren Company)
Packaging,
1928-1957
(Clients:
General Cigar Company/
White Owl Cigars/
Pond's/
Aqua Velva/
Eastman Kodak Company/
Serpasil Elixir/
Good Luck Margarine)
Plans:
(Including T-Plan),
1974-1983,
undated
(2 folders)
(Including Plan and Data Record),
1918-1966
(2 folders)
(Including Plan and Data Record),
1918-1966
(Folder 1 of 2)
Box 2
(Including T-Square and New Plan and Data),
1941-1973
(Folder 2 of 2)
J. Walter Thompson Company Planning
Record,
1957-1964
English Slide Guide (T-Plan presentation),
1972
T-Plan:
London Office,
1944-1964
Guide to,
1982
Prizes, Contests,
1922-1947
(Clients:
Eastman Kodak Company/
Planter's Nut and Chocolate Company/
Lever Brothers/
Chase & Sanborn/
Magic Baking Powder/
Corning Glass Works/
United States Playing Card Company/
A. & M. Karaghensian/
Royal Baking Powder/
Standard Brands/
Penick and Ford)
Prizes, Contests, Examples of Contests Run by
Clients,
1923-1925
(Clients:
Cream of Wheat Company/
Lux, Lever Brothers/
Royal Baking Powder/
Sun-Maid)
Prizes, contests:
Fleischmann's Company,
1923-1934
Product Naming,
1919-1937:
(Clients:
Woodbury's/
Jergens Company/
Winchester/
Pond's)
Resor, Stanley,
1913-1949
(Clients:
Kdvinator/
Nash Motor Company/
Procter and Gamble/
Atbuclde Brothers/
Tide Water Oil Company/
Charles W. Breneman Company/
Penick and Ford)
Publications and clippings, miscellaneous,
1931-1984
Accounts: Specific Clients
Box 3
American Gas Association,
1955-1984
(2 folders)
Eastman Kodak,
1938-1986
(2 folders)
Ford Motor Company:
1942-1985
(3 folders)
Dealers,
1956-1985,
Box 4
French
(R. T. French Company),
1968
Indiana Bell Telephone Company,
1966
Kraft,
1904-1984
Kraft's Miracle Whip Salad Dressing,
1938
Kraft product history:
Miracle Whip cheese spreads,
1952-1953
Liquid dressings,
1957
Mayonnaise,
1957
Dinner (macaroni and cheese),
1957
Sliced natural cheese,
1957
Miracle Whip,
1957
Cracker Barrel,
1957
Deluxe Slices,
1957
Box 5
Cheez Whiz,
1957
Philadelphia Brand Cream Cheese,
1957
Cheese spreads,
1957
Lever Brothers
1916-1986
(2 folders)
Lux: Case history,
1923-1973
Lux liquid: Case history,
1952-1956
Clippings,
1950-1986
Packaging,
1900-1970
M-W:
1976-1984:
(Clients:
Mexicana Airlines/
Mink International/
Orkin/
W.F. Young)
McDonnell Douglas:
1958-1986
Box 6
Clippings,
1958-1986
Oscar Mayer and Company,
1961-1986
President's Council on Youth Opportunity,
1967-1968
Quaker Oats Company:
1927-1986
Clippings,
1964-1986
Reader's Digest:
1955-1984
Panels,
1962
Scott Paper Company,
1920-1986
(3 folders)
Sears Roebuck and Company,
1961-1973 .
Box 7
Testimonial Advertising,
1928-1977
(Clients:
White Owl Cigars/
Lever Brothers/
Subert House Organ/
Pond 's/
Royal Baking Powder/
Fleischmann's Yeast/
Chase & Sanborn)
Trademarks and slogans,
1931-1979
United States Marine Corps,
1962-1987
(3 folders)
Volunteer,
1959-1985:
(Clients:
Advertising Council/
Alliance to Save Energy/
ADDY Awards/
Bob Hope Heart Research Institute/
Big Apple Circus/
Boy Scouts of America/
Chicago Literacy Council and Charles Levy
Circulating Company/
Statue of Liberty, Ellis Island Restoration
Project/
United States Food and Drug
Administration/
Harbor Festival '79/
Committee for Hand Gun Control/
Los Angdes Zoo/
Help for Retarded Children/
New York Jazz Museum/
Tuskegee Institute/
Salvation Army/
United Cerebral Palsy Association/
United Givers Fund/
United States Savings Bonds/
United Way/
United States Department of Energy)
Volunteer:
American Red Cross,
1965-1985
Citizens Committee to Keep New York City
Clean,
1959
Save Grand Central Station Committee,
1975-1978
Warner Lambert Company,
1962-1990
(2 folders)
History, 1934-1987.
News releases, clippings, memoranda, and printed materials,
listing
J. Walter Thompson Company advertising
campaigns that have won awards. Also includes information about consume pangs,
used by the company to provide information about the middle class in the
United States which represented the major
market for its clients. Some material in the consumer panel folders contains
reports from the
American Marketing Association meeting in
June 1944, which had the theme,
"Mobilization for Market Expansion."
Arranged
alphabetically by folder title.
Box 8
Awards,
1967-1987
(2 folders)
Consumer Purchase Panel,
1934-1960
(2 folders)
Organization, 1890s-1987 (bulk 1940s-1987.)
Reports, clippings, market studies, media analyses, memoranda,
personnel listings, and new business books, relating primarily to specific
domestic and international
J. Walter Thompson Company offices. The
amount of materials about individual offices varies. New York Office Piles
comprise the bulk of the subseries. Specifically highlighted are the New York
Office's Media and Public Relations Departments; employee training and
orientation programs; information about product account representatives; the
reorganization of the Information Center; the Grocery Merchandising Committee,
which studied the promotion of supermarket products; and data about Review
Board procedures and policies. Also information about specific businesses
affiliated with the
J. Walter Thompson Company such as
Brouillard Communications, and
Hill and Knowlton.
Organization: General Information
Box 8 (continued)
1890s-1980s
1952-1976
Lists,
1981-1985
"A Study of the Reputation of the
J. Walter Thompson. Company by Louis Harris and Associates,"
1969
Affiliates, subsidiaries, and divisions:
1968-1983
Box 9
Brouillard Communications:
1975-1985
Communications Watch,
1981-1986
Hill and Knowlton,
1970-1986,
undated
(2 folders)
Hispania,
1980-1986
J. Walter Thompson Company:
Direct Network,
1978-1985
Healthcare,
1968-1986
Lord, Geller, Federico and Einstein,
1973-1986
Simmons Market Research Bureau,
1967-1985
Survival Anglia,
1973
Thompson recruitment,
1979-1987
Organization: Alphabetical Arrangement
Domestic:
Box 10
Atlanta,
1971-1985
Chicago,
1941-1986
(3 folders)
Detroit,
1919-1987
Los Angeles,
1940-1983
Los Angeles,
1965-1985
New York Office:
Advertising Services Department,
1920-1980
Archives,
19841986
Art and architecture: Colonial Dining Room,
1921-1982
(2 folders)
Broadcasting Department,
1949-1972
Communications Forum,
1970-1971
Box 11
Consumer behavior,
1929-1977
Creative Department:
1960-1986
(2 folders)
Creative assignments,
1960-1979
(2 folders)
Fact books,
1957-1976
(Folders 1-2 of 3)
Box 12
Fact books,
1957-1976
(Folder 3 of 3)
Grocery Merchandising Committee,
1954-1957
(2 folders)
(Clients:
Tender Leaf Tea/
Chun King/
Standard Brands/
Royal Nuts/
Fleischmann's Yeast/
United States Brewers Foundation/
Buitoni Foods Corporation/
Sylvania Photolamp Division/
Lever Brothers/
Wool Bureau/
Devoe and Raynolds Paint/
Blue Surf/
Prepared Puddings and Pie Fillings/
Florida Citrus Commission/
Philco Corporation/
Ward Baking Company/
Nationwide Insurance)
Industrial and Professional Department,
1949-1965
Information Center Records:
Miscellaneous,
1916-1976
McCarty, Thad B.,
files:
Library director applications and
interviews,
1953-1955
Competitive ads files,
1954-1955
Correspondence,
1953-1955
Information Program Reorganization,
1954-1955
Information Program Reorganization,
1956,
undated
J. Walter Thompson Company news
excerpts,
1955
Organization of information files,
1953-1955,
undated
Library portfolios: Library report,
1955
Review Board notes,
1955
Miscellaneous,
1951-1955,
undated
Media Department:
1956-1986
(3 folders)
Media reports,
1965-1974
(5 folders)
Prime Time Television Schedule,
1986-1987
Media research,
1970-1986
(Folder 1 of 6)
Box 13
Media research,
1970-1986
(Folders 2-6 of 6)
Media Department:
Media Source Materials and Them to
Find Them,
1985
Merchandising Department,
1933-1975
(2 folders)
(Client:
Shell Oil Company)
Public Relations Department:
1929-1982
(2 folders)
Box 14
Orientation packet,
19661969
Representatives:
1946-1976
(2 folders)
Account management assignment,
1944-1987
(4 folders)
Review Board,
1916-1972
Staff,
1931-1979
Box 15
Training: J. Walter Thompson Company
Professional Forum,
1960-1976
(3 folders)
Training: J. Walter Thompson Company
Professional Forum,
1963-1971
(Client:
Lever Brothers)
Training programs,
1960-1984
(2 folders)
San Francisco,
1940-1985
Finance:
1969-1985
Clippings
International: General Information
1930-1986
(Folder 1 of 4)
(Client:
S.C. Johnson and Son,
Brite Floor Wax)
Box 16
1930-1986
(Folders 2-4 of 4)
(Client:
S.C. Johnson and Son,
Brite Floor Wax)
Clippings,
1965-1985
Lists,
1937-1985
(2 folders)
Press releases:
Erskine, and others, 1965
Worldwide Public Relations Directory,
1976-1978
Worldwide Research Directory,
1976-1977
International: Specific Offices:
Argentina,
1950-1977
Australia,
1947-1984
(1 vol., 2 folders)
Box 17
Austria,
19601979
Belgium,
1974
Brazil,
1944-1985
(2 folders)
Canada,
1930-1985
(4 folders)
France,
1963-1985
(Clients:
Ford Motor Company/
Lefevre-Utile/
Burroughs/
Valstar Beer/
Courtaulds)
Germany,
1955-1984
(Folder 1 of 2)
(Client:
Unilever)
Box 18
Germany,
1955-1984
(Folder 2 of 2)
(Client:
Unilever)
India,
1952-1987
(2 folders)
Italy,
1966-1984
Japan,
1965-1985
Latin America,
1968
Mexico,
1944-1985
Middle East,
1981
Netherlands,
1965-1985
Peru,
1957-1983
South Africa,
1952-1985
(2 folders)
Spain,
1967-1985
United Kingdom,
1927-1985
(Clients:
Oxo and Fray Bentos/
Oxo cubes and Fray Bentos Conned Beef/
The Wine and Spirit Association of Great
Britain/
The Friends of Wine/
The Committee for the Wines of France/
South West African Persian Lamb/
English Electric Refrigerators)
Box 19
United Kingdom,
1948-1977
(3 folders)
Clippings,
1962-1987
Publications,
1965-1985
(Folders 1-5 of 6)
Box 20
Publications,
1965-1985
(Folder 6 of 6)
Staff:
Company anniversary list,
1977-1979
Directors, officers, vice-presidents, lists,
1955-1986
(2 folders)
Communications Committee Reports, 1956-1959, undated
The purpose of the reports was to insure maximum use of studies
and projects of a broad general interest throughout the
J. Walter Thompson Company offices. Committees
were organized in
New York,
Detroit,
Chicago,
Los Angdes, and
San Francisco in
1957. Each office was responsible for collecting
material from its own members and forwarding a list of the Items to the central
committee in the
New York Office. The reports consist of
photo-offset copies and printed material in which such topics as advertising
techniques, research, media, industries, and demographics are discussed. Some
reports contain excerpts or reprints of articles from external sources. The
reports were arbitrarily numbered at some point; they have been arranged in
order by these numbers. An information folder filed at the beginning of the
series includes statistics about how many times some of the reports circulated
to domestic and international offices. Some reports did not have obvious
titles. In those cases, the information folder was consulted and the names
given for the corresponding numbered report were listed below. Reports 25A and
26 Section I, Part B. are missing.
Information folder:
No. 1, Copy Testing,
1957
No. 2, Copy Reprints at Low Cost,
undated
No. 3, Manual of Television Basics, Media Research
Department,
1957
No. 4, Consumer Product Test Marketing,
undated
No. 5, Local Rating Service Standards for Lever
Brothers Company,
1957
No. 6, Magazine Circulation Distribution and Coverage,
Media Research Department
1957
No. 7, Testing Relative Effectiveness of Sales
Propositions,
undated
No. 8, A Successful Technique for Determining a
"Brand Image"
Discussion, n.d
No. 9, The Market
"Promise"
of a New Product Discussion,
undated
No. 10, A Technique For Measuring Consumer Attitudes
Toward Specific Airline Features,
undated
No. 11, A Technique In Testing A Copy Theme
(Cigarettes),
undated
No. 12, A Technique To Determine Motivation Underlying
Use of a Product,
undated
No. 13, Well-Known Brand Names Tend To Get Higher
"Readership"
Ratings Than They Earn,
undated
No. 14, A Technique To Determine The Personality. of a
Business,
undated
No. 15, Copy Testing With a Gift Offer (Make-Up
Foundation),
undated
No. 16, A Technique For Determining Consumer Images Of
Different Modes of Travel, n.d
No. 17, A Measurement of the Effectiveness of
Television Advertising, n.d
No. 18, Sales Forecasting,
1956, April
No. 19, National And Private Brand Competition in
Super Market Merchandising, Research Department,
1957, Feb.
No. 20, Product Testing, n.d
No. 21,
J. Walter Thompson--Company Structure,
undated
No. 22, Copy Testing With a Gift Offer (Picture
Tubes),
undated
No. 23, Report On Newspapers As An Advertising Medium,
Media Research Department,
1957, June
No. 24, Radio Study No.8--J. Walter Thompson Looks at
Radio, Media Research Department,
1957, June
Box 21
No. 25B, The Effectiveness of Repeated Advertisements,
Research Department,
1956, June
No. 25C, A Study Of Food Advertising Readership,
Research Department,
1956, July
No. 25D, Standard Brands, Royal Nuts,
1956, Oct.
No. 26, Manual of Television Basics, Media Research
Department,
1958, Jan.
(3 folders)
No. 27, How to Increase Acceptability of Display
Material To Grocery Chains and Chain Store Operators,
undated
No. 28, Planning A Local Sales Contest For Ford,
1957, July
No. 29, Using the
J. Walter Thompson Company Consumer Panel
In Sales Promotion Activity,
1957, May 3
No. 30, How Many Dollars For Advertising,
1955
No. 31, Advertising Budget Requirements
1957and
1958, Media Research
Department,
1957, Aug.
No. 32, Report On Radio As An Advertising Medium,
Media Department,
1957, July
No. 33, Ultru Color Demonstration In The J. Walter
Thompson Company Television Workshop,
undated
No. 34, Analysis Of Store Distributed Magazines
1953through
1957, Media Research
Department,
1957, Aug.
No. 35, Report On Magazines As An Advertising Medium,
1957, Sept.
No. 36, The Effectiveness of Industrial Advertising,
1957, Nov.
No. 37, A Marketing Profile of the Senior Citizen
Group, Research Department,
1957, May
No. 38, Use Of Consumer Panel To Measure Influence of
a Television Program On a Product's Sales,
1958, May
No. 39, Retail Grocery Chain Buying Committee
Deliberations, Research Department,
1957, Oct.
Box 22
No. 40, Studying the Over-all Effect of an Advertising
Campaign, Research Department,
1957, Sept.
No. 41, Report On Outdoor As An Advertising Medium,
Media Research Department,
1958, Jan.
No. 42,
1956-57 Gross
Advertising Revenue, Selected List of Magazines, Media Research Department,
1958, Feb.
No. 43, Circulation and Linage In Multiple Newspaper
Markets,
1958, Apr.
No. 44, Evaluation Of An Advertising Campaign,
1958, Apr. 13
No. 45, Current Analysis of the Grocery Store
Distributed Magazines, Media Research Department,
1958, Apr.
No. 46, The Changing Role Of The Advertising Agency,
1958, May
No. 47, A Creative Man's Gloom At The J. Walter
Thompson Company Consumer Pand Personality Profile Studies, Research
Department,
1958, July
No. 48, A Brief Resume Of The Drug Industry,
1958, Aug.
No. 49, Analysis Of Opportunities And Practices In the
Premium Industry, Marketing and Merchandising Services,
1958, Spring
No. 50, Consumer Contests, Marketing and Merchandising
Services,
1958, July
No. 51, The Creation And Production Of Animated
Television Commercials With A Side Reference To The Emily Tipp Bread Series,
undated
No. 52, Trend Of Volume Discounts In Daily Newspaper
Rates, Media Research Department,
1958, Aug.
No. 53, Metro Area Television Home Ownership By State
1958, Media Research
Department,
1958, July
No. 54, Principles of Television Network Audience
Cumulation,
1958, July
No. 55, Regional Food Advertiser General Television
Announcement Buying Strategy, Media Research Department,
1958, Sept.
No. S6, Analysis of Split-Run Facilities Available in
Magazines and Supplements, Media Research Department,
1958, Sept.
No. 57, Summary of Neilsen Data on Television and
Radio Audiences, Media Research Department,
1958, June
No. 58, An Analysis of Syndicated Film By Spot
Television Announcements,
1958, Oct.
No. 59, J. Walter Thompson Company Looks At Video Tape
And States Its Position,
undated
No. 60, Magazine Advertising And the Housewife, Social
Research,
1957, Oct.
No. 61, Television Terminology,
1956, Jan.
No. 62, The Portable Projector Television Commercial
Testing System, Marketing Research Department,
1959, June
No. 63, Explanation of Broadcasting Ratings And Rating
Services Available To J. Walter Thompson Company Media Research Section,
1959, Apr.
No. 64A, Report On Newspapers As An Advertising
Medium, Media Research,
1959, March
Box 23
No. 64B, Report On Magazines As An Advertising Medium,
Media Research,
1959, March
No. 64C, Report On Radio As An Advertising Medium,
Media Research,
1959, Apr.
No. 64D, Report On Television As An Advertising
Medium,
1959, March
No. 64E, Report On Sunday Comics And Magazine
Supplements As An Advertising Medium, Media Research,
1959, March
No. 64F, Report On Outdoor As An Advertising Medium,
Media Research,
1959, March
No. 64G, Report On Theatre Advertising, Media
Research,
1959, March
No. 65,
Eastman Kodak Company Television Media
Review, Media Research,
undated
No. 66, Communicating With Retailas, Industrial and
Professional Department,
1959, Feb.
No. 67, The J. Walter Thompson Company Consumer Panel,
Market Research,
undated
No. 68, Appraisal of Radio's Current Status And Guide
To Its Future Use, Media and Programming Department,
1959, Jan.
No. 69, Radio Listening Habits And Attitudes Of The
United States Housewife, Research Department,
1958, Nov.
No. 70, Advertising Budget Requirements
1958and
1959, Media Research
Department,
1958, Oct.
No. 71, Putting Copy Research In Perspective,
1958, Sept.
No. 72, Evaluation of Network Television Circulation
and Cost Trends, Media and Programming Departments,
1959, Feb.
No. 73, What 1,244 People Think Of Druggists, Prom
American Druggist,
1958, Dec.
No. 74, An Analysis Of Printed Advertising Rating
Methods, Research Department,
1958, Feb.
Oversize Materials
Vertical Files Series
Oversize Cabinet
OC:V:II:
1926-1981
Oversize Cabinet
OC:V:II:
Accounts,
undated
Oversize Cabinet
OC:V:II:
Accounts: Prizes and Contests,
Fleishshmann's,
1923-1924
JWT Ovsz. Box 3
Accounts:
Lever Brothers,
1940-1982
Accounts: Volunteer,
1967-1971
History,
1959-1983
Oversize Cabinet
OC:V:II:
History: Awards,
1984
JWT Ovsz. Box 3
Organization,
1954-1983
Domestic:
New York Office,
1950-1957?
Domestic:
New York Office, Training,
1964-1967
International,
1957-1983
Oversize Cabinet
OC:V:II:
Organization: International,
India,
undated
Organization: International,
United Kingdom,
undated
JWT Ovsz. Box 3
Organization: International,
United Kingdom,
1953-1985
Communications Committee Reports Series
Communications Committee Reports:
Information Folder,
1958
Oversize Cabinet
OC:V:II:
No. 2, Copy Reports at Low Cost,
undated
[Packaging and Labels for
Dietz Bread/Hathaway Bakeries;
advertisements for
J. Walter Thompson,
Indiana Bell,
American Red Cross and others]
JWT Ovsz. Box 3
No. 21,
J. Walter Thompson--Company Structure,
undated
No. 36, The Effectiveness of Industrial Advertising,
1957, Nov.
