Preliminary Inventory of the J. Walter Thompson Company. Marketing Vertical Files, 1946-1999
[top]Descriptive Summary
TitleJ. Walter Thompson Company. Marketing Vertical
Files,
1946-1999
Creator
J. Walter Thompson Company.
Extent
36 Linear Feet
21,000 Items
Repository
21,000 Items
Rare Book, Manuscript, and Special Collections Library, Duke
University
Language
English.
[top]
Administrative Information
Access RestrictionsCollection 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.
[top]
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.
[top]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.
[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--Research.
- Advertising laws.
- Marketing research--United States.
- Trademarks.
- Packaging.
- John W. Hartman Center for Sales, Advertising & Marketing History.
 | List of Series in Collection | |||||||
 |  | Accession 2000-0182 | ||||||
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)
Marketing Series
Ambush
1987-1993
Awards
1975-1982
Brands,
1970-1985
(3 folders)
Brands - Brand Equity,
1990-1998
(5 folders)
Brands - Management,
1994
Branding,
1997
Brands - Pamphlets,
1967-1980
(1 of 3 folders)
Box 2
Brands - Pamphlets,
1967-1980
(2 of 3 folders)
Brands - Cause-Related,
1996
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
International,
1985-1995
International - Pamphlets,
1962-1973
(2 folders)
Integrated Services,
1990-1993
(3 folders)
Management,
1958-1987
(2 folders)
Box 3
Management - Managers,
1961-1986
(3 folders)
Management - Pamphlets,
1953-1969
Management - Planning,
1954-1988
(2 folders)
Management - Planning - Pamphlets,
1956-1985
Management - Specific Companies,
1956-1989
Merchandising - Displays - Window
Merchandising - Tags
Merchandising - Trade-ins
Merchandising - Warranties
Merchandising - Warranties - Pamphlets
New Products
New Products - Line extension
New Products - Planning
(4 folders)
Box 4
New Products - Introduction
New Products - Newsletters
New Products - Bibliography
New Products - Specific Companies
New Products - Planning - Pamphlets
(2 folders)
New Products - Grocery
(2 folders)
New Products - Planning - Checklists
New Products - Planning - Design
New Products - Planning - Failures
Niche
Positioning
Price
Price - Cutting
Price - Discrimination
Price - Making
(2 folders)
Price - Making - Administered
Price - Maintenance
Product Reformulation
Regional
Box 5
Relationship Marketing
Research
(3 folders)
Research - Pamphlets
Research - Bibliography
Research - Criticism
Research - Data Processing
Research - Evaluation
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
Research - Techniques - Consumer Panel -
Pamphlets
Research - Techniques - Demometrics,
1985-1986
Research - Techniques - Interview
(1 of 2 folders)
Box 6
Research - Techniques - Interview
(1 of 2 folders)
Research - Techniques - Mail Survey
Research - Techniques - Motivational
Research - Techniques - Motivational -
Pamphlets
Research - Techniques - Psychographics
Research - Techniques - Psychographics - Pamphlets
(2 folders)
Research - Techniques - Questionnaire
Research - Techniques - Sample
Research - Techniques - Sample -
Probability
Research - Types
Research - Types - Consumer
(3 folders)
Research - Types - Consumer - Pamphlets
(2 folders)
Research - Types - Market Analysis
Research - Types - Market Analysis - Sales Forecasting
(1 folder, 1 book)
Research - Types - Market Analysis - Sales
Quota
Box 7
Research - Types - Market Testing - Test
cities
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
(4 folders, 1 book)
Retail - Pamphlets
Retail - Statistics
(2 folders)
Retail - Statistics - Monthly retail trade
Retail - Statistics - Retail trade annual
report
Box 8
Retail -
Weiss, E. B., articles
Retail - Appliance and electronic
(3 folders)
Retail - Automated check-out systems
(3 folders)
Retail - Automotive
(3 folders)
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
Retail - Discount houses
(4 folders)
Box 9
Retail - Discount houses - Census of discount stores
(3 folders)
Retail - Discount houses - Catalog
Retail - Discount houses - Leading discount store
chains ($100 million club)
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
Retail - Discount houses - Specific companies -
Kmart
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
Retail - Drug - Statistics - Sales - Drug topics
annual consumer spending report
Box 10
Retail - Drug - Chains
(3 folders)
Retail - Drug - Prescriptions
Retail - Franchise
(3 folders)
Retail - Franchise - Franchising in the economy
(2 folders)
Retail - Furniture
(2 folders)
Retail - Gift
Retail - Grocery
Retail - Grocery - Pamphlets
(3 folders and 1 company folder)
Retail - Grocery - Chains - Specific Companies
(2 folders)
Retail - Grocery - Convenience Stores - Specific
Companies
Retail - Grocery - Statistics
(1 of 4 folders)
Box 11
Retail - Grocery - Statistics
(3 of 4 folders)
Retail - Grocery - Statistics - Market
Profiles
Retail - Grocery - Statistics - Nielsen
Report
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
Retail - Grocery - Supermarkets
(2 of 4 folders)
Box 12
Retail - Grocery - Supermarkets
(2 of 4 folders)
Retail - Grocery - Supermarkets - Maps
Retail - Grocery - Supermarkets - Non-Food
(2 folders)
Retail - Grocery - Supermarkets - Non-Food - Health
and Beauty
(3 folders)
Retail - Grocery - Supermarkets - Pamphlets
(2 folders)
Retail - Grocery - Supermarkets -
Statistics
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 13
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)
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)
Retail - Service Stations - Pamphlets
(2 folders)
Retail - Shopping Centers
(2 folders)
Box 14
Retail - Shopping Habits
Retail - Shopping Habits - Pamphlets
Retail - Shopping Habits - Brand Loyalty
(5 folders)
Retail - Shopping Habits - Buying Decisions
(2 folders)
Retail - Shopping Habits - Buying Decisions -
Pamphlets
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
(3 folders)
Retail - Shopping Habits - By Outlet - Grocery -
Burgoyne Survey
Retail - Shopping Habits - By Outlet - Grocery -
Pamphlets
Pamphlets (1 of 7 folders)
Box 15
Retail - Shopping Habits - By Outlet - Grocery -
Pamphlets
(6 of 7 folders)
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)
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 16
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)
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
Sales Management - Salesmen - Training
(2 folders)
Sales Management - Salesmen - Selling
(2 folders)
Sales Management - Salesmen - Selling - Pamphlets
(2 folders)
Box 17
Sales Promotions
(4 folders)
Sales Promotions
(3 folders)
Sales Promotions - Pamphlets
(3 folders)
Sales Promotions - Advertising Age
Sales Promotions - Arts
Sales Promotions - Conventions, Exhibits and Shows
(2 folders)
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 18
Sales Promotions - Offers - Coupons
(1 of 3 folders)
Sales Promotions - Offers - Coupons -
Pamphlets
Sales Promotions - Offers - Coupons -
Redemption
Sales Promotions - Offers - Premiums
(5 folders)
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)
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 19
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
Wholesale - Pamphlets
Wholesale - Agents, brokers and resident
buyers
Wholesale - Agents, brokers and resident buyers - Food
brokers
Wholesale - Distributors
Wholesale - Drug
Wholesale - Grocery
Wholesale - Jobbers
Markets Series
Box 19
Consumer
(3 folders)
Box 20
Consumer - Pamphlets
(6 folders)
Consumer - By Age
(3 folders)
Consumer - By Age - Youth
(2 folders)
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
(4 folders)
Box 22
Consumer - By Age - Youth - Current Population Reports
(2 folders)
Consumer - By Income
(2 folders)
Consumer - By Sex - Women - Pamphlets
(4 folders)
Consumer - By Sex - Women - Brides
(2 folders)
Consumer - By Sex - Women - Brides - Pamphlets
(4 folders)
Consumer - By Social Class
Consumer - Consumer Protection
(3 folders)
Consumer - Consumer Protection - Pamphlets
(5 of 7 folders)
Box 22
Consumer - Consumer Protection - Pamphlets
(2 of 7 folders)
Consumer - Ethnic
(2 folders)
Consumer - Ethnic - Black
(4 folders)
Consumer - Ethnic - Black - Pamphlets
(4 folders)
Consumer - Ethnic - Black - The Gibson Report
(3 folders)
Consumer - Ethnic - Black - Social and Economic Status
(3 folders)
Consumer - Ethnic - Spanish
(2 folders)
Consumer - Ethnic - Spanish - Pamphlets
(2 of 6 folders)
Box 23
Consumer - Ethnic - Spanish - Pamphlets
(4 of 6 folders)
Consumer - Ethnic - Spanish - Persons of Spanish
Origin in the U.S.
. (2 folders)
Industrial
Industrial - Survey
(2 folders)
Institutional
Oversize Materials
Box 24
Marketing - Retail - Grocery - Statistics
Marketing - Retail - Discount Houses - Pamphlets
