Menu

Guide to the J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999

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)

Descriptive Summary

Title
J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports 1980-1999
Creator
J. Walter Thompson Company. Chicago Office.
Extent
6.8 Linear Feet, 250 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

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

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

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

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.

Subject Headings

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

This finding aid is NCEAD compliant.

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