J. Walter Thompson Company. Chicago Office. Media Resources and Research Department records, 1959-2000 and undated

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Summary

Creator:
J. Walter Thompson Company. Chicago Office
Abstract:
Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The Media Resources and Research Department was responsible for media research and media planning support activities within JWT's Chicago Office. The JWT Media Resources and Research Department Records spans the years 1959-2000 and primarily includes proprietary research reports on a wide variety of topics relevant to media planning, usage and evaluation. In addition, the collection includes clippings, departmental administrative files, a U-matic videocassette; and writings and speeches of key departmental executives. Topics include general media planning and effectiveness research; studies on newspapers, magazines and other print media; broadcast and cable television viewing and television commercials; outdoor advertising research; radio advertising; video and VCR usage research; demographic research, especially on media usage among women, young people, and African Americans; and international media studies. Client-specific research includes case studies of Kodak; Kraft; The U.S. Marine Corps; and Warner-Lambert. There is also a small reference library of materials published by other research firms including A.C. Nielsen; Audit Bureau of Circulations; Daniel Starch; and Magazine Publishers Association. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
8 Linear Feet
6000 Items
Language:
Material in English
Collection ID:
RL.00673

Background

Scope and content:

The JWT Media Resources and Research Department Records spans the years 1959-2000 and primarily includes proprietary research reports on a wide variety of topics relevant to media planning, usage and evaluation. In addition, the collection includes clippings, departmental administrative files, a U-matic videocassette; and writings and speeches of key departmental executives. Topics include general media planning and effectiveness research; studies on newspapers, magazines and other print media; broadcast and cable television viewing and television commercials; outdoor advertising research; radio advertising; video and VCR usage research; demographic research, especially on media usage among women, young people, and African Americans; and international media studies. Client-specific research includes case studies of Kodak; Kraft; The U.S. Marine Corps; and Warner-Lambert. There is also a small reference library of materials published by other research firms including A.C. Nielsen; Audit Bureau of Circulations; Daniel Starch; and Magazine Publishers Association.

Biographical / historical:

Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The Media Resources and Research Department was responsible for media research and media planning support activities within JWT's Chicago Office.

Acquisition information:
The J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records were received by the David M. Rubenstein Rare Book Manuscript Library as a gift in 1993-2001.
Processing information:

Processed by Richard Collier, October 2009

Encoded by Richard Collier, October 2009

Accessions 93-037, 93-042, 93-089, 95-126, 95-128, 97-013, and 2001-177 were merged into one collection, described in this finding aid.

Arrangement:

The Collection is arranged into five Series: Administrative Files; Media; Research Reports; Audiovisual Materials; and Reference Library. Administrative Files includes clippings; policy statements; press releases; departmental overviews and mission; and writings and speeches by key departmental executives. Media includes writings and reports on media, organized by medium; Research Reports includes research on media usage and effectiveness; client-specific media case studies; demographic studies and international media research. Audiovisual Materials contains non-print-format media. The Reference Library contains research reports produced by entities other than JWT.

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

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Researchers must register and agree to copyright and privacy laws before using this collection.

In addition, original audiovisual materials are closed to patron use. Technical Services staff need to produce use copies before contents can be accessed.

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:

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.

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Preferred citation:

[Identification of item], J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University