jwtchicagononpropreports Preliminary Inventory of the J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999 Processed by: Lynn E. Eaton; machine-readable finding aid created by: Lynn E. Eaton; Joshua A. Kaiser

(C) 2003 Duke University. All Rights Reserved.

This finding aid is NCEAD compliant.

Aleph Number: 003121541

 Machine-readable finding aid derived from automated markup system. Date of source: October 17, 2002 Processed by Lynn E. Eaton October 17, 2002; Finding Aid encoded by Lynn E. Eaton; Joshua A. Kaiser, David M. Rubenstein Rare Book & Manuscript Library, Duke University, January 27, 2003 Description is in English. 12-31-2005 PUBLIC "-//David M. Rubenstein Rare Book & Manuscript Library//TEXT (US::NDD::::J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports)//EN" "jwtchicagononpropreports.xml" converted from EAD 1.0 to 2002 by v1to02.xsl (sy2003-10-15). Also, the top level of the finding aid (above the dsc) changed to conform to current Rubenstein Library and NC EAD standards as laid out in the Inventory Style Guide and in the NCEAD Best Practice Guidelines. Within the dsc, dates for series were normalized. These changes were made by Michelle Belden. Also, container TYPE and LABEL attribute values were standardized according to the Rubenstein Library EAD 2002 manual and the NCEAD eadlocal.ent by Ruth E. Bryan. The tag list inside index was changed to indexentry by Ruth E. Bryan. Preliminary Inventory of the J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

(C) 2003 Duke University. All Rights Reserved.

 Descriptive Summary J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999 J. Walter Thompson Company. Chicago Office. 6.8 Linear Feet 250 Items David M. Rubenstein Rare Book & Manuscript Library, Duke University For current information on the location of these materials, please consult the Library's online catalog. English. 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 David M. Rubenstein Rare Book & Manuscript 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 David M. Rubenstein Rare Book & Manuscript Library.

 Preferred Citation

[Identification of item], J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

 Provenance

The J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1999.

 Processing Information

Processed by Lynn E. Eaton

Completed October 17, 2002

Encoded by Lynn E. Eaton; Joshua A. Kaiser

This finding aid is NCEAD compliant.

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

 Historical Note

The J. Walter Thompson Company (JWT) was founded in New York, N.Y., in 1864, and is one of the world's largest advertising agencies.

 Collection Overview

Collection created by the JWT Chicago Office Information Center as a reference and research tool for business use. The term non-proprietary is JWT's term for research prepared or collected by the company but not on behalf of specific clients. The collection includes market and consumer research reports arranged alphabetically by subject. A small number of items represent JWT research done, but most were created by market research firms (e.g., Yankelovich, Elmo Roper and Associates), cable TV stations (e.g., MTV Networks), or magazines (e.g., Seventeen, Good Housekeeping), and others. Topics include consumer demographic analyses for the United States, especially of food and beverage products and restaurant services. Marketing to women is a major subject; there is also information on marketing to men, baby boomers, teens, and children. Acquired as part of the John W. Hartman Center for Sales, Advertising and Marketing History. (02-256)

 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. J. Walter Thompson Company. Chicago Office. Advertising--United States. Advertising--Research. Marketing research--United States. Consumer behavior. Women consumers--United States. Women--United States--Attitudes. Male consumers--United States. Men--United States--Attitudes. Teenage consumers--United States. Consumers. Consumers--Attitudes. Motivation research (Marketing) Food--Marketing. Food industry and trade--United States. Child consumers. Advertising and children. Children--Attitudes. Baby boom generation--United States--Attitudes. Baby boom generation--United States. John W. Hartman Center for Sales, Advertising & Marketing History. Contents of Collection Accession 2002-0256 Baby Market 1 Baby Products Tracking Study - Baby Food - 1984 Baby Products Tracking Study - Baby Food - 1988 Baby Products Tracking Study - Nursing Accessories and Breastfeeding trends- 1988 Baby Products Tracking Study - Skin Care - 1984 Baby Products Tracking Study - Furniture and Nursery Accessories - 1988 Baby Products Tracking Study - Children's Clothing- 1988 Baby Boomers The Boomer Generation as Consumers ( 1986) Baby Boomers in Mid-Passage The Experts Guide to the Baby Boomers ( 1985) Children Communicating with Children ( 1981) Nickelodeon...Youth Monitor ( 1990) The American Chicle Youth Poll ( 1987) Chasing After the Kids ( 1994) How to make successful advertising to Children (London - 1993) Articles on Kids, Misc. Kids Magnet (on children's magazine readership ca. 1994) College Students MTV College Scan - They Don't Just Watch It, They Live It. 1989 Today's College Students - misc. articles, reports Consumers Family Circle Consumer Panel, Winter 1994 2 Wall Street Journal Series - American Way of Buying 1989 + Misc. Reports (nuclear family, influential people, trends...) The Changing American Family, 1983-1984 Male Food Shopper The Male Food Shopper (Campbell Soup and People Magazine - 1985 Men American Male Opinion Index - GQ ( 1990s) Middle Aged Markets Exploding the Myth of the Middle-Aged Market (CBS) 1993 Money Various reports and articles ( 1990s) Seniors + (Mature, 49 +) 3 Midlife and Beyond The Mature Americans Misc. (OSRIP Note - 8/1995 and A Portrait of Older Minorities ca. 1980) Insights into the Over 50 Market The Shifting American Marketplace (Boomers and Aging) - CBS/Time 1989 Teens Misc. ( 1990s) Seventeen - My Generation ( 1986) Teens (Food, Nutrition, Etc. - 1980s - 1990s) America's Youth - 1977 - 1988 TRU - 1985 - Research from Seventeen ( 1985-1991) TRU Study - No. 6 - The Teenage Market - 1985 4 Seventeen Research - 1995, 1996 Women Today's Mom - Role of Motherhood Study - 1998 Misc. Reports, early 1990s Marketing to Women Working Women - A Social Value Perspective - 1985 Today's American Woman - How the public sees her- 1980 Women - Mademoiselle Magazine Studies Misc. Reports - 1990s Women - Self Magazine The New Diversity: A Landmark Study of American Women Vol. 1-5 Women - Cosmopolitan Studies 5 Cosmopolitan - Report on the Changing Life Course of American Women - Summary of reports, and Vol. 1 - 3 - 1986 Women - Exercise The Health and Fitness Survey, 1993 Women and Food - Condé Nast Women and Food II: A Study for Food Marketers in the Nineties ( ca. 1988) Automotive Industry Aftermarket Fact Books - 1990s 1996 Dohring National Automotive Consumer Study How Men Buy their Cars and Trucks - 1995 The Market for New Cars IV ( 1990) ADA (American Dietetic Association) 6 Surveys - 1991, 1993, 1994 Beverages Alcohol - Use and Abuse - 1985 Beverage Preferences - NRA - 1989 Coffee Drinking Study - late 1980s Annual Statistical Review of Distilled Spirits Industry 1983/1984 Better Homes and Gardens Consumer Food Panel Housecleaning Physical Fitness Confectionery Confectionery Industry Consumer Attitude Survey, 1991 Diet, Nutrition and Cancer Diet, Nutrition and Cancer: A Critique 1982 Dinner Dinnertime USA (Better Homes and Gardens Report, 1989) Ethnic Blackbook - International Reference Guide - 1985 Spanish USA, 1981 Family Circle - Nutrition and The Family ( c. 1993) Food Marketing Institute (FMI)/Better Homes and Gardens Studies A Study of Food Patterns and Meal Consumption - 1988 FMI Trends Studies 1985-1997 7 FMI Trends Studies 1985-1997 (cont.) FMI - Misc. Studies - 1990s Gallup Report on Eating Out ( 1986, 1987) Good Housekeeping Food Studies ( 1987 - 1990) 8 Good Housekeeping Food Studies ( 1987 - 1990) (cont.) Good Housekeeping (GH) - Home Care Studies 1987 - 1990 Good Housekeeping - Kitchen 1989-1992 Good Housekeeping - Consumer Studies 1992, 1993 Good Housekeeping - Women/Environment 1990 Good Housekeeping - Changing Mood of America - Quarterly Newsletters 1991 Good Housekeeping - Beyond Demographics 1994 Conference Board and US Census Bureau - How We Live - Then and Now 1986 McCall's Study - 1994 Wisconsin Dairy Facts - 1984-1986 Agricultural Stats - 1994 NPD Reports Eating Trend Report - 1986 9 Eating Trend Report - 1987, 1990, 1993 Meat Outlook The Meat Outlook - 1990 Parents Magazine Food Survey - 1992-1993 Parade Magazine Food Studies c. 1987 - 1995 Pillsbury and Ameripoll What's Cooking c. 1986 Grocery Store Habits - 1989 Prevention 1985-1993 Index of Health Issues Surveys Nutrition as a Lifestyle (American Women) - c. 1987 Prevention Update: Fiber, Cholesterol, Omega-3, Calcium, Diet Nutrition, Cancer - 1987 Various Reports, late 1980s - early 1990s. Ragu 10 Food Trends in America, 1990 Research Alert Report, December 1989 Restaurants Investment Analysis Reports - 1990s Shopping À La Cart (FMI) The Changing Environment of the Take-Out Food Market - 1987 Home Delivery/Take-Out Report: Home Delivery and Take-Out Foodservice Systems, c. 1990. Dinner Decision Making National Restaurant Association Report - 1995 The New Food Market Rolling Stone Report, 1988 Food - Eating Habits of Mature The Eating Habits of Mature Americans, Roper Report, 1990 Self - Nutrition Trends in Nutrition IV - 1986 Sunset Western Market Almanac, 1989-1990 What the Customer Wants What the Customer Wants in the 1990s (Wall Street Journal/Roper) - 1990 Food Shopping, Misc. Food Shopping in One-Person Households (N.A.B.) - 1983 Supermarket Shoppers in a period of Economic Uncertainty, 1982 Better Homes and Garden - Vacation Travel 1995 Survey Cruises 1989, 1990 Reports Marketing Science Institute (MSI) 11 Reports on Marketing Topics, 1997-1999 - scattered. 12 Reports on Marketing Topics, 1997-1999 - scattered. (cont.)