J. Walter Thompson Company. New York Office. Research Department records, 1923-1986 and undated
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Summary
- Creator:
- J. Walter Thompson Company. New York Office
- Abstract:
- The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. The Research Department was responsible for undertaking market research projects and disseminating research information, primarily for JWT's New York Office. The Research Department Records contain market research reports and other studies conducted for JWT. Includes some reports outsourced to a research firm, ASI Market Research, Inc. Research reports include television commercial studies; consumer opinion polls; product-specific studies; and market demographic reports including small town/rural markets; newspaper and magazine circulation; and African American consumer behavior. Clients represented include Chesebrough-Pond's, Coca-Cola, Kodak, Ford, Kellogg's, Kraft, and Rustenburg Platinum Mines. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
- Extent:
- 6.94 Linear Feet
5205 Items - Language:
- Material in English
- Collection ID:
- RL.00735
Background
- Scope and content:
-
The Research Department Records contain market research reports and other studies conducted for JWT. Includes some reports outsourced to a research firm, ASI Market Research, Inc. Research reports include television commercial studies; consumer opinion polls; product-specific studies; and market demographic reports including small town/rural markets; newspaper and magazine circulation; and African-American consumer behavior. Clients represented include Chesebrough-Pond's, Coca-Cola, Kodak, Ford, Kellogg's, Kraft, and Rustenburg Platinum Mines.
- Biographical / historical:
-
The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. The Research Department was responsible for undertaking market research projects and disseminating research information, primarily for JWT's New York Office.
- Acquisition information:
- The J. Walter Thompson Company. New York Office. Research Department Records were received by the David M. Rubenstein Rare Book Manuscript Library as gifts in 1987 and 1993.
- Processing information:
-
Processed by Jessica Wood, December 2009
Encoded by Jessica Wood, December 2009
Accessions 790814A, 820210, 821118, 830516, 860611B, 870206B, 93-057 were merged into one collection, described in this finding aid.
- Arrangement:
-
The collection has been arranged into three series: the Account Files Series, the Reports Series, and the Oversize Materials Series. The Account Files Series contains market research reports and other studies conducted for specific JWT clients. The Reports Series contains reports and market research presentations not associated with a specific client. The Oversize Materials Series includes client-specific reports removed from the Account Files Series.
- Physical location:
- For current information on the location of these materials, please consult the Library's online catalog.
- Rules or conventions:
- Describing Archives: A Content Standard
Subjects
Click on terms below to find related finding aids on this site. For other related materials in the Duke University Libraries, search for these terms in the Catalog.
- Subjects:
- Television commercials -- United States
Demographic surveys -- United States
Consumer behavior -- United States
American newspapers -- Circulation -- United States
Marketing research -- United States
Advertising agencies -- History
Advertising agencies
African American consumers
Advertising agencies -- United States - Format:
- Reports
Photographs - Names:
- Eastman Kodak Company
Ford Motor Company
Chesebrough-Pond's.
Coca-Cola Company
Warner-Lambert Company
Kellogg Company
Kraft Foods Company
J. Walter Thompson Company
John W. Hartman Center for Sales, Advertising & Marketing History
J. Walter Thompson Company. New York Office
J. Walter Thompson Company. New York Office
Contents
Using These Materials
- Using These Materials Links:
-
Using These Materials
- Restrictions:
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Collection is open for research.
However, certain original reports are closed to researchers for preservation concerns. Use Copies are available in collection.
Researchers must register and agree to copyright and privacy laws before using this collection.
All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48 hours to retrieve these materials for research use.
Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.
- Terms of access:
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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 David M. Rubenstein Rare Book & Manuscript Library.
- Before you visit:
- Please consult our up-to-date information for visitors page, as our services and guidelines periodically change.
- Preferred citation:
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[Identification of item], J. Walter Thompson Company. New York Office. Research Department Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University.