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Preliminary Inventory of the J. Walter Thompson Company. Marketing Vertical Files, 1946-1999

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Descriptive Summary

Title
J. Walter Thompson Company. Marketing Vertical Files, 1946-1999
Creator
J. Walter Thompson Company.
Extent
36 Linear Feet
21,000 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. Marketing Vertical Files, Rare Book, Manuscript, and Special Collections Library, Duke University.
Provenance
The J. Walter Thompson Company. Marketing Vertical Files were received by the Rare Book, Manuscript, and Special Collections Library as a transfer in 2000.
Processing Information
Processed by Lisa Stark
Completed April 28, 2000
Encoded by Ming Guo 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

Company founded in NY in 1864. The archives document the history, operations, policies, and accomplishments of one of the world's oldest, largest and most innovative advertising firms. These files came from the New York Office's Information Center.

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Collection Overview

Collection consists of subject files on a wide range of marketing topics used as reference by J. Walter Thompson Company staff. These topics range from financial information, legal perspectives, employment trends, awards, particular individuals in the industry, media, packaging, trademarks and research; all materials which further reflect the background work and research carried out by J. Walter Thompson Company in the usual course of business. Formats included are primarily newspaper clippings, articles, and pamphlets. Acquired as part of the John W. Hartman Center for Sales, Advertising & 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.
List of Series in Collection
Accession 2000-0182
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Preliminary Description of Unprocessed Collection

Accession 2000-0182

General Series
Box 1
Marketing (general) 1965-1995   (3 folders)
Dictionaries, Terms, 1960-1981
Pamphlets 1955-1975   (3 folders)
Box 2
Marketing Series
Ambush1987-1993
Awards 1975-1982
Brands, 1970-1985   (3 folders)
Brands - Brand Equity, 1990-1998   (4 folders)
Box 3
Brands - Brand Equity, 1990-1998   (1 folder)
Brands - Management, 1994
Branding, 1997
Brands - Pamphlets, 1967-1980   (1 of 3 folders)
Brands - Pamphlets, 1967-1980   (2 of 3 folders)
Brands - Cause-Related, 1996
Box 4
Brands - Clear-Color, 1992-1993
Brands - Manufacturer vs. Distributor, 1980-1994   (3 folders)
Brands - Manufacturer vs. Distributor - Grocery - Surveys, 1954-1960
Brands - Mature, 1993-1994
Channels, 1975-1986
Event Marketing, 1994-1995
Generational, 1995
History, 1946-1983
Industrial, 1964-1965
Ingredient Branding, 1992-1998
Box 5
International, 1985-1995
International - Pamphlets, 1962-1973   (2 folders)
Integrated Services, 1990-1993  (3 folders)
Management, 1958-1987  (1 folder)
Box 6
Management, 1958-1987  (1 folder)
Management - Managers, 1961-1986   (1 folder)
Management - Managers, 1961-1986   (2 folders)
Management - Pamphlets, 1953-1969
Management - Planning, 1954-1988   (2 folders)
Box 7
Management - Planning - Pamphlets, 1956-1985
Management - Specific Companies, 1956-1989
Merchandising - Displays - Window
Merchandising - Tags
Merchandising - Trade-ins
Merchandising - Warranties
Merchandising - Warranties - Pamphlets
Box 8
New Products
New Products - Line extension
New Products - Planning   (4 folders)
Box 9
New Products - Introduction
New Products - Newsletters
New Products - Bibliography
New Products - Specific Companies
New Products - Planning - Pamphlets  (2 folders)
Box 10
New Products - Grocery   (2 folders)
New Products - Planning - Checklists
New Products - Planning - Design
New Products - Planning - Failures
Niche
Positioning
Box 11
Price
Price - Cutting
Price - Discrimination
Price - Making   (2 folders)
Price - Making - Administered
Price - Maintenance
Product Reformulation
Box 12
Regional
Relationship Marketing
Research  (3 folders)
Research - Pamphlets
Research - Bibliography
Research - Criticism
Research - Data Processing
Research - Evaluation
Box 13
Research - International
Research - Management
Research - Management - Pamphlets
Research - Types - Product testing
Research - Nation's top (#) marketing/advertising research cos.
Research - Techniques, 1963-1983
Research - Techniques - Consumer Panel, 1960-1978
Box 14
Research - Techniques - Consumer Panel - Pamphlets
Research - Techniques - Demometrics, 1985-1986
Research - Techniques - Interview   (1 of 2 folders)
Research - Techniques - Interview   (1 of 2 folders)
Box 15
Research - Techniques - Mail Survey
Research - Techniques - Motivational
Research - Techniques - Motivational -Pamphlets
Research - Techniques - Psychographics
Research - Techniques - Psychographics - Pamphlets   (2 folders)
Research - Techniques - Questionnaire
Box 16
Research - Techniques - Sample
Research - Techniques - Sample - Probability
Research - Types
Research - Types - Consumer   (3 folders)
Research - Types - Consumer - Pamphlets   (2 folders)
Box 17
Research - Types - Market Analysis
Research - Types - Market Analysis - Sales Forecasting   (1 folder, 1 book)
Research - Types - Market Analysis - Sales Quota
Research - Types - Market Testing - Test cities
Box 18
Research - Types - Motivation
Research - Types - Motivation - Pamphlets
Research - Types - Motivation - Bibliography
Research - Types - Motivation - Consumer
Research - Types - Motivation - Consumer - Pamphlets
Research - Types - Motivation - Criticism
Research - Types - Motivation - Criticism - Pamphlets
Research - Types - Motivation - Non-Consumer
Retail   (2 folders)
Box 19
Retail   (2 folders, 1 book)
Retail - Pamphlets
Retail - Statistics
Box 20
Retail - Statistics
Retail - Statistics - Monthly retail trade
Retail - Statistics - Retail trade annual report
Retail - Weiss, E. B., articles
Retail - Appliance and electronic
Box 21
Retail - Appliance and electronic  (2 folders)
Retail - Automated check-out systems   (3 folders)
Retail - Automotive   (3 folders)
Box 22
Retail - Automotive - Pamphlets
Retail - Bookstores  (2 folders)
Retail - Combination stores
Retail - Department stores
Retail - Department stores - Statistics - Top 25 retailers in general merch.
Retail - Department stores - Statistics   (3 folders)
Retail - Department. stores - Specialty
Box 23
Retail - Discount houses   (4 folders)
Retail - Discount houses - Census of discount stores  (3 folders)
Retail - Discount houses - Catalog
Retail - Discount houses - Leading discount store chains ($100 million club)
Box 24
Retail - Discount houses - Pamphlets
Retail - Discount houses - True look of the discount industry
Retail - Discount houses - Specific companies   (3 folders)
Retail - Discount houses - Specific companies - Sears
Box 25
Retail - Discount houses - Specific companies - K-mart
Retail - Discount houses - Specific companies - Wal-Mart
Retail - Discount houses - Specific companies - Zayre
Retail - Discount houses - Food and Drug
Retail - Discount houses - Drug
Retail - Drug - Statistics - Lilly Digest   (2 folders)
Retail - Drug - Statistics - Nielsen Review of retail drugstore trends
Retail - Drug - Statistics - Sales
Box 26
Retail - Drug - Statistics - Sales - Drug topics annual consumer spending report
Retail - Drug - Chains   (3 folders)
Retail - Drug - Prescriptions
Retail - Franchise   (3 folders)
Retail - Franchise - Franchising in the economy   (2 folders)
Box 27
Retail - Furniture   (2 folders)
Retail - Gift
Retail - Grocery
Retail - Grocery - Pamphlets   (3 folders)
Box 28
Retail - Grocery - Pamphlets   ( 1 company folder)
Retail - Grocery - Chains - Specific Companies   (2 folders)
Retail - Grocery - Convenience Stores - Specific Companies
Retail - Grocery - Statistics   (3 of 4 folders)
Box 29
Retail - Grocery - Statistics   (1 of 4 folders)
Retail - Grocery - Statistics - Market Profiles
Retail - Grocery - Statistics - Nielsen Report
Retail - Grocery - Statistics - Sales   (5 folders)
Box 30
Retail - Grocery - Statistics - Sales   (5 folders)
Retail - Grocery - Statistics - Sales - Distribution of Food Store Sales
Retail - Grocery - Chains
Retail - Grocery - Chains - Location
Retail - Grocery - Chains - Statistics
Retail - Grocery - Convenience Stores   (2 folders)
Retail - Grocery - Convenience Stores - CSN Industry Report
Box 31
Retail - Grocery - Supermarkets   ( 4 folders)
Retail - Grocery - Supermarkets   (2 of 4 folders)
Retail - Grocery - Supermarkets - Maps
Retail - Grocery - Supermarkets - Non-Food   (2 folders)
Box 32
Retail - Grocery - Supermarkets - Non-Food - Health and Beauty   (3 folders)
Retail - Grocery - Supermarkets - Pamphlets   (2 folders)
Retail - Grocery - Supermarkets - Statistics
Box 33
Retail - Grocery - Supermarkets - Statistics - Facts
Retail - Grocery - Supermarkets - Statistics - Food Marketing
Retail - Grocery - Supermarkets - Statistics -Pamphlets   (3 folders)
Retail - Grocery - Supermarkets - Unit Pricing   (2 folders)
Retail - Hypermarkets
Retail - Jewelry
Box 34
Retail - Non-Store   (2 folders)
Retail - Non-Store - Door-to-Door
Retail - Non-Store - Mail Order
Retail - Non-Store - Mail Order - U.S. Mail Order
Retail - Non-Store - Mail Order - Clubs
Retail - Non-Store - Electronic   (3 folders)
Box 35
Retail - Non-Store - Vending Machines
Retail - Non-Store - Vending Machines - Statistics
Retail - Non-Store - Vending Machines - Statistics - Vend Census   (2 folders)
Retail - Non-Store - Vending Machines - Food
Retail - Non-Store - Vending Machines - Food - Beverages
Retail - Non-Store - Vending Machines - Food Service
Retail - Professional Services
Retail - Service Stations   (2 folders)
Box 36
Retail - Service Stations - Pamphlets   (2 folders)
Retail - Shopping Centers   (2 folders)
Retail - Shopping Habits
Retail - Shopping Habits - Pamphlets
Retail - Shopping Habits - Brand Loyalty   (5 folders)
Box 37
Retail - Shopping Habits - Brand Loyalty   (4 folders)
Retail - Shopping Habits - Buying Decisions   (2 folders)
Retail - Shopping Habits - Buying Decisions - Pamphlets
Box 38
Retail - Shopping Habits - By Age and Sex   (2 folders)
Retail - Shopping Habits - By Outlet
Retail - Shopping Habits - By Outlet - Department Store
Retail - Shopping Habits - By Outlet - Drug   (2 folders)
Retail - Shopping Habits - By Outlet - Grocery   (2 folders)
Box 39
Retail - Shopping Habits - By Outlet - Grocery
Retail - Shopping Habits - By Outlet - Grocery - Burgoyne Survey
Retail - Shopping Habits - By Outlet - Grocery - Pamphlets   Pamphlets (6 of 7 folders)
Box 40
Retail - Shopping Habits - By Outlet - Grocery - Pamphlets
Retail - Shopping Habits - By Time and Location
Retail - Shopping Habits - Impulse Buying
Retail - Sporting Goods
Retail - Store Hours
Retail - Superstores
Retail - Toy and Hobby
Retail - Variety Stores
Retail - Variety Stores - Specific Companies   (2 folders)
Box 41
Retail - Variety Stores - Self-Service
Retail - Variety Stores - Statistics
Retail - Warehouse Clubs
Sales Management
Sales Management - Pamphlets
Sales Management - Survey of Selling Costs   (2 folders)
Box 42
Sales Management - Meetings   (2 folders)
Sales Management - Sales Aids
Sales Management - Sales Aids - Advertising
Sales Management - Sales Managers   (2 folders)
Sales Management - Salesmen   (3 folders)
Box 43
Sales Management - Salesmen - As an Occupation
Sales Management - Salesmen - Auto Allowances
Sales Management - Salesmen - Compensation
Sales Management - Salesmen - Costs
Sales Management - Salesmen - Incentives   (3 folders)
Sales Management - Salesmen - Incentives - Sales and Marketing Management
Box 44
Sales Management - Salesmen - Training   (2 folders)
Sales Management - Salesmen - Selling   (2 folders)
Sales Management - Salesmen - Selling - Pamphlets   (2 folders)
Sales Promotions   (4 folders)
Sales Promotions   (3 folders)
Sales Promotions - Pamphlets   (3 folders)
Box 45
Sales Promotions - Advertising Age
Sales Promotions - Arts
Sales Promotions - Conventions, Exhibits and Shows   (2 folders)
Box 46
Sales Promotions - Managers
Sales Promotions - Offers
Sales Promotions - Offers - Pamphlets   (2 folders)
Sales Promotions - Offers - Advertising Age
Sales Promotions - Offers - Contests   (2 folders)
Sales Promotions - Offers - Coupons   (2 of 3 folders)
Box 47
Sales Promotions - Offers - Coupons   (1 of 3 folders)
Sales Promotions - Offers - Coupons - Pamphlets
Sales Promotions - Offers - Coupons - Redemption
Sales Promotions - Offers - Premiums   (5 folders)
Box 48
Sales Promotions - Offers - Premiums - Pamphlets
Sales Promotions - Offers - Premiums - Annual Industry Report
Sales Promotions - Offers - Premiums - Rebates
Sales Promotions - Offers - Premiums - Selecting
Sales Promotions - Offers - Promotion Index
Sales Promotions - Offers - Sampling   (2 folders)
Box 49
Sales Promotions - Offers - Top promos
Sales Promotions - School
Sales Promotions - Special Days and Weeks   (2 folders)
Sales Promotions - Special Events
Sales Promotions - Sports
Sales Promotions - Sports - Olympics   (4 folders)
Sales Promotions - Sports   (3 folders)
Box 50
Trading Stamps   (2 folders)
Trading Stamps - Statistics
Trading Stamps - Surveys
Trading Stamps - Grocery
Trading Stamps - Criticism
Trading Stamps - Stamp companies
Value Added by Distribution
Warehouses
Wholesale
Box 51
Wholesale - Pamphlets
Wholesale - Agents, brokers and resident buyers
Wholesale - Agents, brokers and resident buyers - Food brokers
Wholesale - Distributors
Wholesale - Drug
Wholesale - Grocery
Box 52
Wholesale - Jobbers
Markets Series
Consumer   (3 folders)
Consumer - Pamphlets   (2 folders)
Box 53
Consumer - Pamphlets   (4 folders)
Consumer - By Age   (3 folders)
Consumer - By Age - Youth   (2 folders)
Box 54
Consumer - By Age - Youth - Pamphlets   (4 folders)
Consumer - By Age - Youth - Children   (2 folders)
Consumer - By Age - Youth - Teenage   (2 folders)
Consumer - By Age - Youth - Teenage - Pamphlets
Box 55
Consumer - By Age - Youth - Teenage - Pamphlets   (3 folders)
Consumer - By Age - Youth - Current Population Reports   (2 folders)
Consumer - By Income   (2 folders)
Consumer - By Sex - Women - Pamphlets   (2 folders)
Box 56
Consumer - By Sex - Women - Pamphlets   (2 folders)
Consumer - By Sex - Women - Brides   (2 folders)
Consumer - By Sex - Women - Brides - Pamphlets   (4 folders)
Box 57
Consumer - By Social Class
Consumer - Consumer Protection   (3 folders)
Consumer - Consumer Protection - Pamphlets   (4 of 7 folders)
Box 58
Consumer - Consumer Protection - Pamphlets   (3 of 7 folders)
Consumer - Ethnic   (2 folders)
Consumer - Ethnic - Black   (3 folders)
Box 59
Consumer - Ethnic - Black  (folder 4 of 4)
Consumer - Ethnic - Black - Pamphlets   (4 folders)
Consumer - Ethnic - Black - The Gibson Report   (2 folders)
Box 60
Consumer - Ethnic - Black - The Gibson Report  (folder 3 of 3)
Consumer - Ethnic - Black - Social and Economic Status  (3 folders)
Consumer - Ethnic - Spanish   (2 folders)
Consumer - Ethnic - Spanish - Pamphlets   (2 of 6 folders)
Box 61
Consumer - Ethnic - Spanish - Pamphlets   (4 of 6 folders)
Consumer - Ethnic - Spanish - Persons of Spanish Origin in the U.S.   . (2 folders)
Industrial
Box 62
Industrial - Survey   (2 folders)
Institutional
Special markets - Blacks, 1985
Special markets - Men, undated
Oversize Materials
Box 63
Marketing - Retail - Grocery - Statistics
Marketing - Retail - Discount Houses - Pamphlets