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Guide to the J. Walter Thompson Company. Advertising Vertical Files, 1950-1994

Collection Overview

The Advertising Vertical File contains subject files on a wide range of advertising topics, and is primarily comprised of news clippings, articles, and pamphlets. Topics range from financial information, legal aspects of marketing, employment trends, awards, information on individuals in the industry, media, packaging, trademarks, and marketing research. The file was created and maintained as an internal reference file by the Information Center in JWT's New York Office. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Descriptive Summary

Title
J. Walter Thompson Company. Advertising Vertical Files 1950-1994
Creator
J. Walter Thompson Company.
Extent
54 Linear Feet, 32,400 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Location
For current information on the location of these materials, please consult the Library's online catalog.
Language
English.

Administrative Information

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warning Access Restrictions

Collection is open for research.

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. There may be a 48-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

warning 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 David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

Advertising (4 folders)
Box 1
Advertising
Box 2
Advertising--Bibliography
Box 2
Advertising--Agencies
(2 folders)
Box 2
Advertising--Agencies--Billings
Box 3
Advertising--Agencies--Billings--Adweek--East Agency Directory
Box 3
Advertising--Agencies--Billings--Adweek--Midwest Agency Directory
Box 4
Advertising--Agencies--Billings--Adweek--Southeast Agency Directory
Box 4
Advertising--Agencies--Billings--Adweek--West Agency Directory
Box 4
Advertising--Agencies--Billings--By Media
Box 4
Advertising--Agencies--Billings--By Media--Radioand TV
Box 4
Advertising--Agencies--Billings--By Media-- Newspaper
Box 4
Advertising--Agencies--Billings--International
Box 4
Advertising--Agencies--By Locality
Box 5
Advertising--Agencies--By Locality--Chicago
Box 5
Advertising--Agencies--By Locality-- New York
Box 5
Advertising--Agencies-- Dictionaries
Box 5
Advertising--Agencies--Employment
Box 5
Advertising--Agencies--Finances
Box 5
Advertising--Agencies--Finances
(2 folders)
Box 6
Advertising--Agencies--Finances--Compensation
Box 6
Advertising--Agencies--Finances--House
Box 7
Advertising--Agencies--Finances--Profit sharing/pension
Box 7
Advertising--Agencies--Finances--Rubel Service
Box 7
Advertising--Agencies--Finances--Slow Payment
Box 7
Advertising--Agencies--Finances--Wall Street Transcript
Box 7
Advertising--Agencies--Forecasts
Box 7
Advertising--Agencies--House
(3 folders)
Box 8
Advertising--Agencies--International
(2 folders)
Box 8
Advertising--Agencies--Management
Box 8
Advertising--Agencies--Management
Box 9
Advertising--Agencies--Medical
Box 9
Advertising--Agencies--Organization
Box 9
Advertising--Agencies--Philosophy
Box 9
Advertising--Agencies--Relations
(2 folders)
Box 9
Advertising--Agencies--Selection of
(2 folders)
Box 10
Advertising--Agencies--Services and Departments (2 folders)
Box 10
Advertising--Agencies--Services and Departments--Accounting and Planning
Box 11
Advertising--Agencies--Services and Departments
Box 11
Advertising--Agencies--Services and Departments--Fragmentation/Partial Services
Box 11
Advertising--Agencies--Services and Departments--Marketing
Box 11
Advertising--Agencies--Services and Departments--Media
Box 11
Advertising--Agencies--Services and Departments--Size
Box 11
Advertising--Agencies--Services and Departments--Solicitations
Box 11
Advertising--Agencies--Services and Departments--Specialized
Box 12
Advertising--Agencies--Specific Agencies
Box 12
Advertising--Agencies--Specific Agencies--A
Box 12
Advertising--Agencies--Specific Agencies--Advertising to Women
Box 12
Advertising--Agencies--Specific Agencies--Ally and Gargano (Carl Ally)
Box 12
Advertising--Agencies--Specific Agencies--Altschiller, Reitzfeld, Jackson
Box 12
Advertising--Agencies--Specific Agencies--Ammirati and Puris
Box 12
Advertising--Agencies--Specific Agencies--Angotti, Thomas, Hedge
Box 12
Advertising--Agencies--Specific Agencies--Arnell and Bickford
Box 12
Advertising--Agencies--Specific Agencies--Arnold and Co.
Box 12
Advertising--Agencies--Specific Agencies--Ayer, N.W.
Box 12
Advertising--Agencies--Specific Agencies--B
Box 12
Advertising--Agencies--Specific Agencies--Backer and Spielvogel
Box 12
Advertising--Agencies--Specific Agencies--Backer Spielvogel Bates
Box 12
Advertising--Agencies--Specific Agencies--Barickman Advertising
Box 12
Advertising--Agencies--Specific Agencies--Barnum Communications
Box 12
Advertising--Agencies--Specific Agencies--Bates, Ted
Box 12
Advertising--Agencies--Specific Agencies--Batten, Barton, Durstine, and Osborn
Box 13
Advertising--Agencies--Specific Agencies--Bayer Bess Vanderwarker
Box 13
Advertising--Agencies--Specific Agencies--Beber Silverstein
Box 13
Advertising--Agencies--Specific Agencies--Bloom Co.
Box 13
Advertising--Agencies--Specific Agencies--Boase Massimi Pollitt
Box 13
Advertising--Agencies--Specific Agencies--Bozell and Jacobs(3 folders)
Box 13
Advertising--Agencies--Specific Agencies--Brandwynne Associates
Box 14
Advertising--Agencies--Specific Agencies--Burnett, Leo Co. (3 folders)
Box 14
Advertising--Agencies--Specific Agencies--Burrell Advertising
Box 14
Advertising--Agencies--Specific Agencies--Burson Marsteller
Box 14
Advertising--Agencies--Specific Agencies--C
Box 14
Advertising--Agencies--Specific Agencies--Cadwell Davis Savage
Box 14
Advertising--Agencies--Specific Agencies--Calet, Hirsch, Kurnit and Spector
Box 14
Advertising--Agencies--Specific Agencies--Campbell Mithun
Box 14
Advertising--Agencies--Specific Agencies--Cargill Wilson Acree
Box 14
Advertising--Agencies--Specific Agencies--Carson Roberts
Box 14
Advertising--Agencies--Specific Agencies--Chiat/Day
Box 14
Advertising--Agencies--Specific Agencies--Chin, Ted and Co.
Box 14
Advertising--Agencies--Specific Agencies--Chirburg and Cairns
Box 14
Advertising--Agencies--Specific Agencies--Cochrane Chase Livingstone
Box 14
Advertising--Agencies--Specific Agencies--Cockfield Brown
Box 14
Advertising--Agencies--Specific Agencies--Cohen Pasqualina and Lowe
Box 14
Advertising--Agencies--Specific Agencies--Collett Dickenson Pearce
Box 14
Advertising--Agencies--Specific Agencies--Compton Advertising
Box 14
Advertising--Agencies--Specific Agencies--Conill Advertising Associates
Box 14
Advertising--Agencies--Specific Agencies--Crain Communications
Box 14
Advertising--Agencies--Specific Agencies--Cramer Krasselt
Box 14
Advertising--Agencies--Specific Agencies-- Cunningham and Walsh
Box 14
Advertising--Agencies--Specific Agencies--D
Box 14
Advertising--Agencies--Specific Agencies--Dancer Fitzgerald Sample
Box 14
Advertising--Agencies--Specific Agencies--D'Arcy Masius Benton and Bowles (2 folders)
Box 14
Advertising--Agencies--Specific Agencies--Della Femina
Box 15
Advertising--Agencies--Specific Agencies--Dentsu
Box 15
Advertising--Agencies--Specific Agencies--Deutsch, David Associates
Box 15
Advertising--Agencies--Specific Agencies--Doner, W.B.
Box 15
Advertising--Agencies--Specific Agencies--Dorland
Box 15
Advertising--Agencies--Specific Agencies--Doyle, Dane, Bernbach(2 folders)
Box 15
Advertising--Agencies--Specific Agencies--DDB Needham
Box 15
Advertising--Agencies--Specific Agencies-E-H
Box 15
Advertising--Agencies--Specific Agencies--Fallon McElligott
Box 15
Advertising--Agencies--Specific Agencies--Foot, Cone and Belding
Box 15
Advertising--Agencies--Specific Agencies--Foot, Cone and Belding(7 folders)
Box 16
Advertising--Agencies--Specific Agencies--Freeman, Cliff and Partners
Box 16
Advertising--Agencies--Specific Agencies--Geer Dubois
Box 17
Advertising--Agencies--Specific Agencies--Geers Gross
Box 17
Advertising--Agencies--Specific Agencies--Goodby Berlin Silverstein
Box 17
Advertising--Agencies--Specific Agencies--Grey Advertising (5 folders)
Box 17
Advertising--Agencies--Specific Agencies--Griffin Bacal
Box 17
Advertising--Agencies--Specific Agencies-
Box 5B
Advertising--Agencies--Specific Agencies--GSD and M
Box 5B
Advertising--Agencies--Specific Agencies--Havas
Box 5B
Advertising--Agencies--Specific Agencies--HBM/Creamer
Box 5B
Advertising--Agencies--Specific Agencies--Henderson Advertising
Box 5B
Advertising--Agencies--Specific Agencies--Hill, Holiday
Box 5B
Advertising--Agencies--Specific Agencies--I-L
Box 5B
Advertising--Agencies--Specific Agencies--Ingalls Associates
Box 5B
Advertising--Agencies--Specific Agencies--Interpublic
Box 5B
Advertising--Agencies--Specific Agencies--Interpublic (4 folders)
Box 18
Advertising--Agencies--Specific Agencies--Kelly Nason
Box 18
Advertising--Agencies--Specific Agencies--Kenyon and Eckhardt
Box 18
Advertising--Agencies--Specific Agencies--Ketchum Advertising
Box 18
Advertising--Agencies--Specific Agencies--Ketchum Macleod and Grove
Box 18
Advertising--Agencies--Specific Agencies--Keye/Donna/Pearlstein
Box 18
Advertising--Agencies--Specific Agencies--Kirshenbaum and Bond
Box 18
Advertising--Agencies--Specific Agencies--Laurence Charles and Free
Box 18
Advertising--Agencies--Specific Agencies--Leber and Katz
Box 18
Advertising--Agencies--Specific Agencies--Lefton, Al Paul Co.
Box 18
Advertising--Agencies--Specific Agencies--Lennen and Newell
Box 18
Advertising--Agencies--Specific Agencies--Lintas
Box 18
Advertising--Agencies--Specific Agencies--Lois Holland Callaway (Lois Pitts Gershon)
Box 18
Advertising--Agencies--Specific Agencies--M
Box 18
Advertising--Agencies--Specific Agencies--Marschalk
Box 18
Advertising--Agencies--Specific Agencies--Marsteller
Box 18
Advertising--Agencies--Specific Agencies--Martin, J.P. Associates
Box 18
Advertising--Agencies--Specific Agencies--MCA
Box 18
Advertising--Agencies--Specific Agencies--McCaffrey and McCall
Box 18
Advertising--Agencies--Specific Agencies--McCann Erickson
Box 18
Advertising--Agencies--Specific Agencies--Mickleberry
Box 19
Advertising--Agencies--Specific Agencies--Mingo Jones
Box 19
Advertising--Agencies--Specific Agencies--N-P
Box 19
Advertising--Agencies--Specific Agencies--Needham, Harper and Steers (2 folders)
Box 19
Advertising--Agencies--Specific Agencies--Noble and Associates
Box 19
Advertising--Agencies--Specific Agencies--Norton Simon
Box 19
Advertising--Agencies--Specific Agencies--Ogilvy and Mather (4 folders)
Box 19
Advertising--Agencies--Specific Agencies--Ogilvy Group(2 folders)
Box 19
Advertising--Agencies--Specific Agencies--Omnicom
Box 20
Advertising--Agencies--Specific Agencies-
Box 20
Advertising--Agencies--Specific Agencies--Omnicom
Box 20
Advertising--Agencies--Specific Agencies--Papert Koenig Lois
Box 20
Advertising--Agencies--Specific Agencies--Plapler
Box 20
Advertising--Agencies--Specific Agencies--PMS and VW
Box 20
Advertising--Agencies--Specific Agencies--Proctor and Gardner
Box 20
Advertising--Agencies--Specific Agencies--Publicis
Box 20
Advertising--Agencies--Specific Agencies--Q-Z (2 folders)
Box 20
Advertising--Agencies--Specific Agencies--Rafshoon
Box 20
Advertising--Agencies--Specific Agencies--Rice and Rice
Box 20
Advertising--Agencies--Specific Agencies--Richards Group
Box 20
Advertising--Agencies--Specific Agencies--Riney, Hal
Box 20
Advertising--Agencies--Specific Agencies--Rogers, Peter
Box 20
Advertising--Agencies--Specific Agencies--Saatchi and Saatchi (3 folders)
Box 20
Advertising--Agencies--Specific Agencies--Scali McCabe Sloves
Box 20
Advertising--Agencies--Specific Agencies--Smith Burke and Azzam
Box 20
Advertising--Agencies--Specific Agencies--Sosa and Associates
Box 20
Advertising--Agencies--Specific Agencies--Tatham Laird and Kudner
Box 20
Advertising--Agencies--Specific Agencies--Tatham RSCG
Box 20
Advertising--Agencies--Specific Agencies--TBWA
Box 20
Advertising--Agencies--Specific Agencies--Tinker, Jack
Box 20
Advertising--Agencies--Specific Agencies--Tucker Wayne
Box 20
Advertising--Agencies--Specific Agencies--Uniworld
Box 20
Advertising--Agencies--Specific Agencies--Wade Advertising
Box 20
Advertising--Agencies--Specific Agencies--Wells Rich Greene
Box 21
Advertising--Agencies--Specific Agencies--Wieden and Kennedy
Box 21
Advertising--Agencies--Specific Agencies--Yardang, Ed and Associates
Box 21
Advertising--Agencies--Specific Agencies--Young and Rubicam (3 folders)
Box 21
Advertising--Agencies--Specific Agencies--Zebra Advertising
Box 21
Advertising--Appropriations
Box 21
Advertising--Appropriations--Industrial (3 folders)
Box 21
Advertising--Appropriations--Budget (3 folders)
Box 22
Advertising--Art(2 folders)
Box 22
Advertising--Awards(including "Badvertising," Andy, Dandy, Echo, and Stephen E. Kellys) (4 folders)
Box 23
Advertising--Awards(including "Badvertising," Andy, Dandy, Echo, and Stephen E. Kellys) (2 folders)
Box 24
Advertising--Awards-- Adman of the Year
Box 24
Advertising--Awards--Hall of Fame
Box 24
Advertising--Awards--Saturday Review
Box 24
Advertising--Awards--American Business Press (ABP)
Box 24
Advertising--Awards--Newsmakers
Box 24
Advertising--Awards--Popai
Box 24
Advertising--Awards--TV
Box 24
Advertising--Biography
Box 25
Advertising--Biography--A-D
Box 25
Advertising--Biography--E-K
Box 25
Advertising--Biography--L-P
Box 25
Advertising--Biography--Q-Z
Box 25
Advertising--Biography--Commercial Directors
Box 25
Advertising--Biography--Women
Box 25
Advertising--Cartoons
Box 26
Advertising--Casting
Box 26
Advertising--Censorship
Box 26
Advertising--Coincidental Similarities
Box 26
Advertising--Color
Box 26
Advertising--Commercials
Box 27
Advertising--Commercials--Jingles
Box 27
Advertising--Commercials--Length
Box 27
Advertising--Commercials--Music
Box 27
Advertising--Commercials--Public Opinion--Video Storybooks
Box 27
Advertising--Commercials--Repetition
Box 28
Advertising--Commercials--Talent
Box 28
Advertising--Commercials--TV
(2 folders)
Box 28
Advertising--Commercials--TV--Animation
Box 29
Advertising--Commercials--TV--Production
Box 29
Advertising--Commercials--"Zapping"
Box 29
Advertising--Consultants
Box 29
Advertising--Copy
(2 folders)
Box 30
Advertising--Copy--Price Quoting
Box 30
Advertising--Copy--Tyler
Box 30
Advertising--Copy--Writing
Box 31
Advertising--Costs
Box 31
Advertising--Costs--Trends( JWT)
(2 folders)
Box 31
Advertising--Criticism
(2 folders)
Box 32
Advertising--Criticism--PAM
Box 32
Advertising--Criticism--Public Opinions
Box 33
Advertising--Deceptive Ads
Box 33
Advertising--Departments
Box 33
Advertising--Ethics
Box 33
Advertising--Expenditures
Box 33
Advertising--Expenditures--Annual Review
Box 34
Advertising--Expenditures--As % of sales
Box 34
Advertising--Expenditures--by Associations
Box 34
Ad vertising--Expenditures--Coen estimates
Box 34
Advertising--Expenditures--by Companies
(2 folders)
Box 34
Advertising--Expenditures--by Companies--Adweek--East Client Budget Directory
Box 35
Advertising--Expenditures--by Companies-- Adweek--West Client Budget Directory
Box 35
Advertising--Expenditures--by Companies--Top advertised brands
Box 35
Advertising--Expenditures--by Companies--Top 100 national advertised--1955-1956
Box 36
Advertising--Expenditures--by Companies--Top 100 national advertised--1957-1958
Box 36
Advertising--Expenditures--by Companies--Top 100 national advertised--1959-1960
Box 36
Advertising--Expenditures--by Companies--Top 100 national advertised--1961-1962
Box 36
Advertising--Expenditures--by Industry--General
(2 folders)
Box 36
Advertising--Expenditures--by Industry--Agriculture
Box 36
Advertising--Expenditures--by Industry--Alcoholic Beverages (2 folders)
Box 37
Advertising--Expenditures--by Industry-- Automobiles
Box 37
Advertising--Expenditures--by Industry-- Banking
Box 37
Advertising--Expenditures--by Industry-- Banking
Box 38
Advertising--Expenditures--by Industry-- Clothing
Box 38
Advertising--Expenditures--by Industry--Drugs and Toiletries
Box 38
Advertising--Expenditures--by Industry--Brand by brand
Box 38
Advertising--Expenditures--by Industry--Top 5 by category
Box 38
Advertising--Expenditures--by Industry--Electronics
Box 38
Advertising--Expenditures--by Industry--Food
Box 39
Advertising--Expenditures--by Industry--Food Service
Box 39
Advertising--Expenditures--by Industry-- Insurance
Box 39
Advertising--Expenditures--by Industry--LNA Leading Advertised brands
(2 folders)
Box 39
Advertising--Expenditures--by Industry-- Retail
Box 39
Advertising--Expenditures--by Industry--Soft Drinks
Box 40
Advertising--Expenditures--by Industry--Tobacco products
Box 40
Advertising--Expenditures--by Industry--Toys and games
Box 40
Advertising--Expenditures--by Industry-- Transportation
Box 40
Advertising--Expenditures--by Industry--Travel (2 folders)
Box 40
Advertising--Expenditures--by Industry--Travel-- HKF Travel and Tourism Report
Box 41
Advertising--Expenditures--by Industry--Travel-- Domestic
(2 folders)
Box 41
Advertising--Expenditures--by Industry--Travel--Local (State/Area/Community)
Box 41
Advertising--Expenditures--by Industry--Travel-- International
Box 41
Advertising--Expenditures--by Media
Box 41
Advertising--Expenditures--by Media--Business Papers
Box 42
Advertising--Expenditures--by Media--Consumer Magazines
Box 42
Advertising--Expenditures--by Media--Farm Papers
Box 42
Advertising--Expenditures--by Media-- Newspapers
Box 42
Advertising--Expenditures--by Media-- Newspapers-- 1948-1969
Box 42
Advertising--Expenditures--by Media--Newspapers-- 1970-198?
Box 42
Advertising--Expenditures--by Media--Outdoor
Box 42
Advertising--Expenditures--by Media--Radio and TV
Box 43
Advertising--Expenditures--by Media--Radio and TV --Radio-- 1966-1973
Box 43
Advertising--Expenditures--by Media--Radio and TV --Radio-- 1974-1980
Box 44
Advertising--Expenditures--by Media--Radio and TV --Radio-- 1981-1986
Box 45
Advertising--Expenditures--by Media--Radio and TV --Radio--Clippings
Box 45
Advertising--Expenditures--by Media--Radio and TV-- Television
Box 46
Advertising--Expenditures--by Media--Radio and TV-- Television-- TvBS Spot TV Investment Annual Reports
Box 47
Advertising--Expenditures--by Media--Radio and TV-- Television--International
Box 47
Advertising--Expenditures--International
(3 folders
Box 47
Advertising--Expenditures--International-- World Advertising Expenditures
Box 48
Advertising--Expenditures--International--Asia
Box 48
Advertising--Expenditures--International--Canada
Box 48
Advertising--Expenditures--International--Great Britain
Box 48
Advertising--Forecasts
Box 48
Advertising--History
Box 49
Advertising--History--GuinnessAds
Box 49
Advertising--Inquiry
Box 49
Advertising--International
(2 folders)
Box 50
Advertising--International--Africa
Box 50
Advertising--International-- Asia
Box 50
Advertising--International-- Japan
Box 51
Advertising--International-- Australia
Box 51
Advertising--International-- Europe
Box 51
Advertising--International-- Europe--France
Box 51
Advertising--International-- Europe--Germany
Box 51
Advertising--International--Europe--Great Britain
Box 51
Advertising--International--Europe--Italy
Box 52
Advertising--International-- Europe--Scandinavia
Box 52
Advertising--International-- Europe--USSR
Box 52
Advertising--International-- Latin America
Box 52
Advertising--International--Middle East
Box 52
Advertising--Laws and Regulations
Box 53
Advertising--Laws and Regulations--4A
Box 53
Advertising--Laws and Regulations--AAF
Box 53
Advertising--Laws and Regulations--Copyright and Reproduction
Box 53
Advertising--Laws and Regulations--Endorsements
Box 53
Advertising--Laws and Regulations--Federal
Box 53
Advertising--Laws and Regulations--Federal--Antitrust and Monopoly
Box 54
Advertising--Laws and Regulations--Federal--Federal Communications Commission
Box 54
Advertising--Laws and Regulations--Federal--Federal Trade Commission
(2 folders)
Box 54
Advertising--Laws and Regulations--Federal--Federal Trade Commission--FTC News
Box 54
Advertising--Laws and Regulations--Federal--Federal Trade Commission-- Corrective Advertising
Box 55
Advertising--Laws and Regulations--Federal--Federal Trade Commission--HearingsOct. 1971
(2 folders)
Box 55
Advertising--Laws and Regulations--Federal--Federal Trade Commission--Substantiation
Box 55
Advertising--Laws and Regulations--Federal--Federal Trade Commission--Tax Aspects
Box 55
Advertising--Laws and Regulations--International (2 folders)
Box 56
Advertising--Laws and Regulations--Pricing
Box 56
Advertising--Laws and Regulations--Self Regulation
(2 folders)
Box 57
Advertising--Laws and Regulations--Self Regulation--by Media
Box 57
Advertising--Laws and Regulations--Self Regulation--by Media--Code News
Box 57
Advertising--Laws and Regulations--Self Regulation--by Media--NAB
Box 57
Advertising--Laws and Regulations--Self Regulation--by Media--NAD-NARB
(2 folders)
Box 57
Advertising--Laws and Regulations--Self Regulation--by Media--NAD-NARB
Box 58
Advertising--Laws and Regulations--Specific Industries
Box 58
Advertising--Laws and Regulations--Specific Industries--Automobile
Box 58
Advertising--Laws and Regulations--Specific Industries--Drugs
Box 58
Advertising--Laws and Regulations--Specific Industries--Food
Box 59
Advertising--Laws and Regulations--Specific Industries--Tobacco
Box 59
Advertising--Laws and Regulations--Specific Industries--Toiletries
Box 59
Advertising--Laws and Regulations--Specific Industries--Toys
Box 59
Advertising--Laws and Regulations--State and Local
Box 59
Advertising--Laws and Regulations--State and Local--AAF
Box 59
Advertising--Laws and Regulations--State and Local --State Legislature Monitor
Box 59
Advertising--Laws and Regulations--State and Local--Taxation
Box 59
Advertising--Media
Box 59
Advertising--Media
(2 folders)
Box 60
Advertising--Media--Buying services
Box 61
Advertising--Media--Comics
Box 61
Advertising--Media--Direct Mail (2 folders)
Box 61
Advertising--Media--Direct Mail--Specific Mailing Lists
Box 62
Advertising--Media--Ethnic
Box 62
Advertising--Media--Inserts
Box 63
Advertising--Media--Interactive
Box 63
Advertising--Media--Magazines (2 folders)
Box 63
Advertising--Media--Magazines--Business
Box 63
Advertising--Media--Magazines--Business
Box 64
Advertising--Media--Magazines--Consumer
Box 64
Advertising--Media--Magazines--Consumer statistics
Box 64
Advertising--Media--Magazines--Specific companies
Box 64
Advertising--Media--Magazines--Supplements
Box 64
Advertising--Media--Newspapers
(6 folders)
Box 65
Advertising--Media--Newspapers--Statistics
Box 66
Advertising--Media--Newspapers--Supplements
Box 66
Advertising--Media--Newspapers--Pamphlets
Box 66
Advertising--Media--Outdoor (2 folders)
Box 66
Advertising--Media--Point of Purchase(2 folders)
Box 67
Advertising--Media--Point of Purchase--Advertising Agencies
Box 67
Advertising--Media--Point of Purchase--Dealer Acceptance
Box 67
Advertising--Media--Point of Purchase--Evaluation
Box 67
Advertising--Media--Point of Purchase--Research
Box 67
Advertising--Media--Point of Purchase--Video
Box 67
Advertising--Media--Radio
Box 68
Advertising--Media--Specialty
Box 69
Advertising--Media--Specialty--Matchbooks
Box 69
Advertising--Media--Television (2 folders)
Box 70
Advertising--Media--Television--Cable(2 folders)
Box 70
Advertising--Media--Television--Spot
Box 71
Advertising--Media--Television--Syndication
Box 71
Advertising--Media--Television--Theatre screen
Box 71
Advertising--Media--Television--Transit
Box 72
Advertising--Media--Television--Word of Mouth
Box 72
Advertising--Packaging(2 folders)
Box 72
Advertising--Packaging--Design
Box 72
Advertising--Packaging--Labeling
Box 73
Advertising--Packaging--Labeling--Food
Box 73
Advertising--Packaging--Labeling--Tags
Box 73
Advertising--Packaging--Labeling--Multiple
Box 73
Advertising--Packaging--Labeling--Size
Box 73
Advertising--Packaging--Labeling--Testing
Box 73
Advertising--Product Placements
Box 73
Advertising--Production
Box 73
Advertising--Production--Type faces
Box 74
Advertising--Public Opinion
Box 74
Advertising--Research(3 folders)
Box 74
Advertising--Research
Box 75
Advertising--Research--Bibliography
Box 76
Advertising--Research--Broadcast
(2 folders)
Box 76
Advertising--Research--Broadcast--TV
(2 folders)
Box 77
Advertising--Research--Media Evaluation
(4 folders)
Box 78
Advertising--Research--Media Evaluation
Box 79
Advertising--Research--Physiological
Box 79
Advertising--Research--Sales effectiveness
(3 folders)
Box 79
Advertising--Research--Sales effectiveness
(2 folders)
Box 80
Advertising--Research--Sales effectiveness--Bibliography
Box 80
Advertising--Research--Types--Marketing
(3 folders)
Box 80
Advertising--Slogans
Box 81
Advertising--Social Aspects
Box 81
Advertising--Target Group
(2 folders)
Box 81
Advertising--Target Group--Children(5 folders)
Box 82
Advertising--Target Group--Ethnic
Box 83
Advertising--Target Group--Women(2 folders)
Box 83
Advertising--Techniques
Box 84
Advertising--Techniques--Bleed vs. Non-bleed
Box 84
Advertising--Techniques--Color vs. BandW
Box 84
Advertising--Techniques--Comparative
(2 folders)
Box 84
Advertising--Techniques--Continuity
Box 84
Advertising--Techniques--Frequency
Box 84
Advertising--Techniques--Headlines and Captions
Box 85
Advertising--Techniques--Long and short Copy
Box 85
Advertising--Techniques--Position
Box 85
Advertising--Techniques--Repetition
Box 85
Advertising--Techniques--Seasonal
Box 85
Advertising--Techniques--Size
Box 85
Advertising--Techniques--Size--Multiple page and spreads
Box 85
Advertising--Techniques--Size--Small
Box 85
Advertising--Techniques--Umbrella
Box 85
Advertising--Trademarks
(2 folders)
Box 86
Advertising--Trademarks--Change
Box 86
Advertising--Trademarks--Creation
Box 86
Advertising--Trademarks--History
Box 86
Advertising--Trademarks--Licensing
Box 87
Advertising--Trademarks--Names
Box 87
Advertising--Trademarks--Names--Creation
Box 87
Advertising--Trademarks--Names--Image
Box 87
Advertising--Trademarks--Specific Company Manuals
Box 87
Advertising--Types
(2 folders)
Box 88
Advertising--Types--Association
Box 88
Advertising--Types--By Industry
(2 folders)
Box 88
Advertising--Types--By Industry--Alcoholic Beverages
Box 89
Advertising--Types--By Industry--Automobiles
Box 89
Advertising--Types--By Industry--Banking
Box 90
Advertising--Types--By Industry--Clothing
Box 90
Advertising--Types--By Industry--Drugs and Toiletries
(3 folders)
Box 90
Advertising--Types--By Industry--Electronics
Box 90
Advertising--Types--By Industry--Entertainment
(2 folders)
Box 91
Advertising--Types--By Industry--Food
Box 91
Advertising--Types--By Industry--Food Service
Box 91
Advertising--Types--By Industry--Insurance
(2 folders)
Box 91
Advertising--Types--By Industry--Petroleum
Box 92
Advertising--Types--By Industry--Tobacco
Box 92
Advertising--Types--By Industry--Transportation
Box 92
Advertising--Types--By Industry--Travel
Box 92
Advertising--Types--By Industry--Utilities
Box 92
Advertising--Types--By Profession
Box 93
Advertising--Types--Classified
(2 folders)
Box 93
Advertising--Types--Cooperative
(3 folders)
Box 94
Advertising--Types--Cooperative
Box 94
Advertising--Types--Direct response
Box 94
Advertising--Types--Disabled
Box 94
Advertising--Types--Financial
Box 94
Advertising--Types--Generic
Box 95
Advertising--Types--Government
Box 95
Advertising--Types--Humorous
Box 95
Advertising--Types--Industrial (2 folders)
Box 95
Advertising--Types--Industrial
Box 96
Advertising--Types--Institutional
(3 folders)
Box 96
Advertising--Types--Institutional--Advocacy
Box 97
Advertising--Types--Political
(2 folders)
Box 97
Advertising--Types--Plant City/community
Box 98
Advertising--Types--Public Service
(2 folders)
Box 98
Advertising--Types--Retail
(2 folders)
Box 98
Advertising--Types--Retail (2 folders)
Box 99
Advertising--Types--Subliminal
Box 99
Advertising--Types--Testimonial
Box 99
Advertising--Types--Testimonial--Sports
Box 100
Advertising--Types--Tie-in
Box 100
Advertising--Vocation
(4 folders)
Box 100
Advertising--Vocation
(2 folders)
Box 101
Advertising--Types--Women
Box 101

Historical Note

The J. Walter Thompson Company was founded in New York in 1864. The advertising agency's archives document the history, operations, policies, and accomplishments of one of the world's oldest, largest and most innovative advertising firms.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company Advertising Vertical File, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Advertising Vertical File was transferred to the David M. Rubenstein Rare Book & Manuscript Library in September 1999.

Processing Information

This collection is minimally processed: materials may not have been ordered and described beyond their original condition.

Encoded by Lisa Stark and Richard Collier

This finding aid is NCEAD compliant.