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Guide to the J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, 1974-1989

Abstract

The J. Walter Thompson Company (JWT), founded in 1864, is one of the largest and oldest enduring advertising agencies in the United States. Goldfarb Consultants, founded in 1966 by Canadian pollster and market researcher Martin Goldfarb, is a leading Canadian marketing consulting group that specializes in focus groups and other qualitative research methods. Martin Goldfarb sold his interest in Goldfarb Consultants to JWT's parent company, WPP, in 1998.

The Goldfarb Consultants Ford Research Reports span the years 1974 to 1989 and consist of written research summaries primarily of advertising campaigns for various Ford automobiles, vans, and trucks. In addition there are reports on a range of specialized consumer markets, focused on women, African-American, Hispanic, youth, college-age consumer groups as well as some reports on regional markets.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company. Detroit Office.
Title
J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports 1974-1989
Language of Material
English
Extent
2.4 Linear Feet, 1800 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

Collection Overview

The Goldfarb Consultants Ford Research Reports span the years 1974 to 1989 and consist of written research summaries primarily of advertising campaigns for various Ford automobiles, vans, and trucks. In addition there are reports on a range of specialized consumer markets, focused on women, African-American, Hispanic, youth, college-age consumer groups as well as some reports on regional markets.

The collection is arranged into two self-evident series: Consumer Research, and Ford Motor Company Studies. The Consumer Research Series is organized alphabetically by topic. The Ford Motor Company Studies Series is organized alphabetically by automobile model name.

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

General, 1980-1986
Box 1
Black consumer market, 1982
Box 1
California, 1983
Box 1
Competition, 1982-1983
Box 1
Hispanic consumer market, 1983-1984
Box 1
Mid-America, 1983
Box 1
Women consumers, 1980
Box 1
Youth and college-age consumers, 1982-1985
Box 1
General, 1976-1984
(3 folders)
Bronco, 1978-1984
Box 2
Escort, 1979-1989
(3 folders)
Box 2
EXP, 1980-1986
Box 2
Fairmont, 1976-1981
Box 2
Fiesta, 1978-1987
Box 2
Fox (Comet, Maverick), 1976-1979
Box 2
Futura, 1977-1981
Box 3
Granada, 1976-1981
Box 3
LTD, 1977-1984
(2 folders)
Box 3
Mercury Capri, 1978
Box 3
Mercury Marquis, 1978
Box 3
Mustang, 1976-1984
Box 3
4x2, 1978-1984
Box 3
4x4, 1976-1984
Box 4
Pinto, 1976-1979
Box 4
Probe, 1988
Box 4
Taurus, 1985-1986
Box 4
Tempo/Topaz, 1981-1986
(2 folders)
Box 4
Thunderbird, 1978-1988
(3 folders)
Box 4
Vans, 1974-1981
Box 4

Historical Note

The J. Walter Thompson Company (JWT), founded in 1864, is one of the largest and oldest enduring advertising agencies in the United States. Goldfarb Consultants, founded in 1966 by Canadian pollster and market researcher Martin Goldfarb, is a leading Canadian marketing consulting firm that specializes in focus groups and other qualitative research methods. Martin Goldfarb sold his interest in Goldfarb Consultants to JWT's parent company, WPP, in 1998.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports, David M. Rubenstein Rare Book & Manuscript Library.

Provenance

The J. Walter Thompson Company. Detroit Office. Goldfarb Consultants Ford Research Reports were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 2002.

Processing Information

Processed by Richard Collier, Ashley Urquhart, April 2007

Encoded by Richard Collier

Completed April 2007

Accession 2002-0126 is described in this finding aid.

Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and our local Style Guide.