Advertising to Women

jwtinfocent Inventory of the J. Walter Thompson Company. Information Center Records, 1890s-1987 Processed by: Janie Morris; machine-readable finding aid created by: Stephen Douglas Miller

Aleph Number: 001135132

Machine-readable finding aid derived from Microsoft Word 6.0c Date of source: December 4, 1992 Processed by: Janie Morris December 4, 1992; Finding Aid encoded by Stephen Douglas Miller, David M. Rubenstein Rare Book & Manuscript Library, Duke University. July 1997 Description is in English. 05-08-2006 PUBLIC "-//Duke University::David M. Rubenstein Rare Book & Manuscript Library//TEXT (US::NDD::::J. Walter Thompson Company. Information Center Records, 1890s-1987)//EN" "jwtinfocent" 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. June 29, 1998 Updated to EAD Version 1.0 from EAD Beta by Stephen Miller Inventory of the J. Walter Thompson Company. Information Center Records, 1890s-1987 The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke UniversityDurham, North Carolina Processed by Janie Morris Date Completed December 4, 1992 Encoded by Stephen Douglas Miller

Descriptive Summary J. Walter Thompson Company. Information Center Records, 1890s-1987 J. Walter Thompson Company. 19.5 Linear Feet ca. 9,500 Items Duke University. David M. Rubenstein Rare Book & Manuscript Library For current information on the location of these materials, please consult the Library's online catalog. English. Administrative Information Access Restrictions

Access to some portions of the J. Walter Thompson Company Archives is restricted. For further information, consult a reference archivist.

In addition, 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.

Usage Restrictions

The copyright interests in the Information Center Records have not been transferred to Duke University. For further information, see the section on copyright in the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Preferred Citation

[Identification of item], J. Walter Thompson Company. Information Center Records, 1890s-1987, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Information Center Records were transferred to the David M. Rubenstein Rare Book & Manuscript Library from the J. Walter Thompson Company in 1987.

Processing Information

Processed by: Janie Morris

Completed December 4, 1992

Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.

This finding aid is NCEAD compliant.

Historical Note

The Information Center was founded by the J. Walter Thompson Company New York Office in 1918. The records contain several folders detailing efforts to reorganize and expand the Center's services in the mid-1950s. Included are reports describing the purpose of the Center personnel recruitment efforts, and readings about ways to organize office files. In 1980, some of these records were transferred to the J. Walter Thompson Company Archives, which was established in New York in 1979. Some of the files remained active in the Archives until the records were transferred to Duke University in 1987.

Collection Overview

The Information Center Records span the years from the 1890s to 1987 with the bulk dating from the 1940s to 1987. Reports, memoranda, clippings, financial papers, and printed materials that relate to specific J. Walter Thompson Company accounts and offices and to advertising strategies comprise the majority of the collection and are found in the Vertical Files Series and Communications Committee Reports Series. The Information Center Records provide information about a wide variety of J. Walter Thompson accounts, specific details about its operation of domestic and international offices, and an in-depth view of how specific products were evaluated and promoted. The history of the J. Walter Thompson Company, the organization of multinational advertising agencies, and advertising research and marketing are also represented in this collection.

Particularly highlighted in the Vertical Files Series is information about the T-plan and T-square, which documents the foundation upon which the J. Walter Thompson Company sought to market its clients' products. Knowledge about how particular products were studied and marketed are represented by product histories and case studies in the Vertical files Series. Typical information about a product includes its history, government standards, advertising and sales history, advertising investment sales records, packaging and labeling, consumer research, and surveys relating to the product.

Marketing research studies and media research reports are common types of data found in the J. Walter Thompson domestic and international office records. For example, New York office files contain reports titled Advertising to Women and Advertising and Spanish Speaking Americans. The United Kingdom Files contain a report about the interests of children from four to twelve. While records relating to employees are primarily located in the New York Office files, the Chicago Office files include an Employee Attitude Survey (1969) completed by Elrick and Lavidge, a marketing research company. The domestic and international office files referred to above are located in the Vertical Files Series.

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. Advertising agencies--New York (N.Y.). Advertising campaigns. Advertising--Management. Advertising--Research. Marketing research. Advertising--Brand name products. Advertising agencies-- Canada. Advertising agencies-- Europe. Advertising agencies-- India. Advertising agencies-- South Africa. Advertising agencies-- Great Britain. John W. Hartman Center for Sales, Advertising & Marketing History. List of Series in Collection 1-20 Vertical Files Accounts History Organization 20-23 Communications Committee Reports Contents of Collection Vertical Files, 1890s-1987, undated

Developed by the J. Walter Thompson Company as general reference files, they remained active until the company records were transferred to Duke University in 1987. Subdivided into three subseries: Accounts, History, and Organization.

Accounts, 1912-1987.

Contains reports, memoranda, case studies, clippings, and financial papers, chiefly redating to specific J. Walter Thompson Company accounts. Case studies can be found either undo the Case studies subsection or within the folder for the particular account, e.g. Scott Paper Company. The amount of material about specific accounts vary. For some, specific information about prizes, contests, and packaging used to promote specific products is included. Testimonial advertising developed to recruit well-known persons to endorse products and volunteer groups, who employed the J. Walter Thompson Company to promote their causes or concerns, are also represented.

The subseries is subdivided into two categories: General Information and Specific Client Accounts. General Information includes case studies and lists at the beginning, followed by an alphabetical arrangement by topic. Specific Client Accounts are arranged alphabetically by client name or type of account (e.g. volunteer accounts).

Accounts: General Information Case Studies: 1 General information, 1925-1960 Encyclopedia of Advertising, 1924-1925 Indexes, 1957 Kohl, Howard, 1955-1961 Partial List of J. Walter Thompson Company Clients, 1920s

(Clients: Lever Brothers/ Winchester Repeating Arms Company/ Swift & Company/ Andrew Jergens Company/ American Tobacco Company/ Arbuclde Brothers/ Pond's Extract Company/ Irving National Bank/ Libby, McNeil and Libby/ Northam Warren Company/ O'Sullivan Rubber Company/ Aunt Jemima Mills Company/ Julius Kayser & Company/ Tidewater Oil Company/ The Charles William Stores/ Charles W. Breneman & Company/ Odorono Company/ G. Piel Company/ Gruen Watch Manufacturing Company/ Piel Brothers)

Coffee, 1912-1961

(Clients: Yuban/ Arbuclde Brothers/ Maxwell House/ Chase & Sanbom)

Fo-W, 1939-1959

(Clients: Foundation for Commercial Banks/ Institute of Life Insurance/ Mentholatum Company/ New York Central Railroad/ Northeast Airlines/ Owens-Illinois/ Pond's Extract Company/ Jergens Lotion/ Union Central Life Insurance Company/ Woodbury's Facial Soap)

Miscellaneous, 1956-1960 Lists: 1969-1978 Additions and eliminations, 1947-1986 Packages and Labels, 1923-1936

(Clients: Aunt Jemima/ Cream of Wheat/ Quaker/ Dolly Madison Baking Corporation/ William Freihofer Baking Company/ Hathaway Bakeries/ A.C. Krumm & Son Macaroni Company/ Lever Brothers/ Fleischmann's Distilling Corporation/ Arbuckle Brothers/ Good Luck Pie Filling/ Cutex, Warren Company)

Packaging, 1928-1957

(Clients: General Cigar Company/ White Owl Cigars/ Pond's/ Aqua Velva/ Eastman Kodak Company/ Serpasil Elixir/ Good Luck Margarine)

Plans: (Including T-Plan), 1974-1983, undated (2 folders) (Including Plan and Data Record), 1918-1966 (2 folders) (Including Plan and Data Record), 1918-1966 (Folder 1 of 2) 2 (Including T-Square and New Plan and Data), 1941-1973 (Folder 2 of 2) J. Walter Thompson Company Planning Record, 1957-1964 English Slide Guide (T-Plan presentation), 1972 T-Plan: London Office, 1944-1964 Guide to, 1982 Prizes, Contests, 1922-1947

(Clients: Eastman Kodak Company/ Planter's Nut and Chocolate Company/ Lever Brothers/ Chase & Sanborn/ Magic Baking Powder/ Corning Glass Works/ United States Playing Card Company/ A. & M. Karaghensian/ Royal Baking Powder/ Standard Brands/ Penick and Ford)

Prizes, Contests, Examples of Contests Run by Clients, 1923-1925

(Clients: Cream of Wheat Company/ Lux, Lever Brothers/ Royal Baking Powder/ Sun-Maid)

Prizes, contests: Fleischmann's Company, 1923-1934 Product Naming, 1919-1937:

(Clients: Woodbury's/ Jergens Company/ Winchester/ Pond's)

Resor, Stanley, 1913-1949

(Clients: Kdvinator/ Nash Motor Company/ Procter and Gamble/ Atbuclde Brothers/ Tide Water Oil Company/ Charles W. Breneman Company/ Penick and Ford)

Publications and clippings, miscellaneous, 1931-1984 Accounts: Specific Clients 3 American Gas Association, 1955-1984 (2 folders) Eastman Kodak, 1938-1986 (2 folders) Ford Motor Company: 1942-1985 (3 folders) Dealers, 1956-1985, 4 French (R. T. French Company), 1968 Indiana Bell Telephone Company, 1966 Kraft, 1904-1984 Kraft's Miracle Whip Salad Dressing, 1938 Kraft product history: Miracle Whip cheese spreads, 1952-1953 Liquid dressings, 1957 Mayonnaise, 1957 Dinner (macaroni and cheese), 1957 Sliced natural cheese, 1957 Miracle Whip, 1957 Cracker Barrel, 1957 Deluxe Slices, 1957 5 Cheez Whiz, 1957 Philadelphia Brand Cream Cheese, 1957 Cheese spreads, 1957 Lever Brothers 1916-1986 (2 folders) Lux: Case history, 1923-1973 Lux liquid: Case history, 1952-1956 Clippings, 1950-1986 Packaging, 1900-1970 M-W: 1976-1984:

(Clients: Mexicana Airlines/ Mink International/ Orkin/ W.F. Young)

McDonnell Douglas: 1958-1986 6 Clippings, 1958-1986 Oscar Mayer and Company, 1961-1986 President's Council on Youth Opportunity, 1967-1968 Quaker Oats Company: 1927-1986 Clippings, 1964-1986 Reader's Digest: 1955-1984 Panels, 1962 Scott Paper Company, 1920-1986 (3 folders) Sears Roebuck and Company, 1961-1973 . 7 Testimonial Advertising, 1928-1977

(Clients: White Owl Cigars/ Lever Brothers/ Subert House Organ/ Pond 's/ Royal Baking Powder/ Fleischmann's Yeast/ Chase & Sanborn)

Trademarks and slogans, 1931-1979 United States Marine Corps, 1962-1987 (3 folders) Volunteer, 1959-1985:

(Clients: Advertising Council/ Alliance to Save Energy/ ADDY Awards/ Bob Hope Heart Research Institute/ Big Apple Circus/ Boy Scouts of America/ Chicago Literacy Council and Charles Levy Circulating Company/ Statue of Liberty, Ellis Island Restoration Project/ United States Food and Drug Administration/ Harbor Festival '79/ Committee for Hand Gun Control/ Los Angdes Zoo/ Help for Retarded Children/ New York Jazz Museum/ Tuskegee Institute/ Salvation Army/ United Cerebral Palsy Association/ United Givers Fund/ United States Savings Bonds/ United Way/ United States Department of Energy)

Volunteer: American Red Cross, 1965-1985 Citizens Committee to Keep New York City Clean, 1959 Save Grand Central Station Committee, 1975-1978 Warner Lambert Company, 1962-1990 (2 folders) History, 1934-1987.

News releases, clippings, memoranda, and printed materials, listing J. Walter Thompson Company advertising campaigns that have won awards. Also includes information about consume pangs, used by the company to provide information about the middle class in the United States which represented the major market for its clients. Some material in the consumer panel folders contains reports from the American Marketing Association meeting in June 1944, which had the theme, Mobilization for Market Expansion. Arranged alphabetically by folder title.

8 Awards, 1967-1987 (2 folders) Consumer Purchase Panel, 1934-1960 (2 folders) Organization, 1890s-1987 (bulk 1940s-1987.)

Reports, clippings, market studies, media analyses, memoranda, personnel listings, and new business books, relating primarily to specific domestic and international J. Walter Thompson Company offices. The amount of materials about individual offices varies. New York Office Piles comprise the bulk of the subseries. Specifically highlighted are the New York Office's Media and Public Relations Departments; employee training and orientation programs; information about product account representatives; the reorganization of the Information Center; the Grocery Merchandising Committee, which studied the promotion of supermarket products; and data about Review Board procedures and policies. Also information about specific businesses affiliated with the J. Walter Thompson Company such as Brouillard Communications, and Hill and Knowlton.

The first part of the subseries contains general information about the J. Walter Thompson Company organization and affiliates. The remainder is arranged alphabetically by topic.

Organization: General Information 8 (continued) 1890s-1980s 1952-1976 Lists, 1981-1985 A Study of the Reputation of the J. Walter Thompson. Company by Louis Harris and Associates, 1969 Affiliates, subsidiaries, and divisions: 1968-1983 9 Brouillard Communications: 1975-1985 Communications Watch, 1981-1986 Hill and Knowlton, 1970-1986, undated (2 folders) Hispania, 1980-1986 J. Walter Thompson Company: Direct Network, 1978-1985 Healthcare, 1968-1986 Lord, Geller, Federico and Einstein, 1973-1986 Simmons Market Research Bureau, 1967-1985 Survival Anglia, 1973 Thompson recruitment, 1979-1987 Organization: Alphabetical Arrangement Domestic: 10 Atlanta, 1971-1985 Chicago, 1941-1986 (3 folders) Detroit, 1919-1987 Los Angeles, 1940-1983 Los Angeles, 1965-1985 New York Office: Advertising Services Department, 1920-1980 Archives, 19841986 Art and architecture: Colonial Dining Room, 1921-1982 (2 folders) Broadcasting Department, 1949-1972 Communications Forum, 1970-1971 11 Consumer behavior, 1929-1977 Creative Department: 1960-1986 (2 folders) Creative assignments, 1960-1979 (2 folders) Fact books, 1957-1976 (Folders 1-2 of 3) 12 Fact books, 1957-1976 (Folder 3 of 3) Grocery Merchandising Committee, 1954-1957 (2 folders)

(Clients: Tender Leaf Tea/ Chun King/ Standard Brands/ Royal Nuts/ Fleischmann's Yeast/ United States Brewers Foundation/ Buitoni Foods Corporation/ Sylvania Photolamp Division/ Lever Brothers/ Wool Bureau/ Devoe and Raynolds Paint/ Blue Surf/ Prepared Puddings and Pie Fillings/ Florida Citrus Commission/ Philco Corporation/ Ward Baking Company/ Nationwide Insurance)

Industrial and Professional Department, 1949-1965 Information Center Records: Miscellaneous, 1916-1976 McCarty, Thad B., files: Library director applications and interviews, 1953-1955 Competitive ads files, 1954-1955 Correspondence, 1953-1955 Information Program Reorganization, 1954-1955 Information Program Reorganization, 1956, undated J. Walter Thompson Company news excerpts, 1955 Organization of information files, 1953-1955, undated Library portfolios: Library report, 1955 Review Board notes, 1955 Miscellaneous, 1951-1955, undated Media Department: 1956-1986 (3 folders) Media reports, 1965-1974 (5 folders) Prime Time Television Schedule, 1986-1987 Media research, 1970-1986 (Folder 1 of 6) 13 Media research, 1970-1986 (Folders 2-6 of 6) Media Department: Media Source Materials and Them to Find Them, 1985 Merchandising Department, 1933-1975 (2 folders)

(Client: Shell Oil Company)

Public Relations Department: 1929-1982 (2 folders) 14 Orientation packet, 19661969 Representatives: 1946-1976 (2 folders) Account management assignment, 1944-1987 (4 folders) Review Board, 1916-1972 Staff, 1931-1979 15 Training: J. Walter Thompson Company Professional Forum, 1960-1976 (3 folders) Training: J. Walter Thompson Company Professional Forum, 1963-1971

(Client: Lever Brothers)

Training programs, 1960-1984 (2 folders) San Francisco, 1940-1985 Finance: 1969-1985 Clippings International: General Information 1930-1986 (Folder 1 of 4)

(Client: S.C. Johnson and Son, Brite Floor Wax)

16 1930-1986 (Folders 2-4 of 4)

(Client: S.C. Johnson and Son, Brite Floor Wax)

Clippings, 1965-1985 Lists, 1937-1985 (2 folders) Press releases: Erskine, and others, 1965 Worldwide Public Relations Directory, 1976-1978 Worldwide Research Directory, 1976-1977 International: Specific Offices: Argentina, 1950-1977 Australia, 1947-1984 (1 vol., 2 folders) 17 Austria, 19601979 Belgium, 1974 Brazil, 1944-1985 (2 folders) Canada, 1930-1985 (4 folders) France, 1963-1985

(Clients: Ford Motor Company/ Lefevre-Utile/ Burroughs/ Valstar Beer/ Courtaulds)

Germany, 1955-1984 (Folder 1 of 2)

(Client: Unilever)

18 Germany, 1955-1984 (Folder 2 of 2)

(Client: Unilever)

India, 1952-1987 (2 folders) Italy, 1966-1984 Japan, 1965-1985 Latin America, 1968 Mexico, 1944-1985 Middle East, 1981 Netherlands, 1965-1985 Peru, 1957-1983 South Africa, 1952-1985 (2 folders) Spain, 1967-1985 United Kingdom, 1927-1985

(Clients: Oxo and Fray Bentos/ Oxo cubes and Fray Bentos Conned Beef/ The Wine and Spirit Association of Great Britain/ The Friends of Wine/ The Committee for the Wines of France/ South West African Persian Lamb/ English Electric Refrigerators)

19 United Kingdom, 1948-1977 (3 folders) Clippings, 1962-1987 Publications, 1965-1985 (Folders 1-5 of 6) 20 Publications, 1965-1985 (Folder 6 of 6) Staff: Company anniversary list, 1977-1979 Directors, officers, vice-presidents, lists, 1955-1986 (2 folders) Communications Committee Reports, 1956-1959, undated

The purpose of the reports was to insure maximum use of studies and projects of a broad general interest throughout the J. Walter Thompson Company offices. Committees were organized in New York, Detroit, Chicago, Los Angdes, and San Francisco in 1957. Each office was responsible for collecting material from its own members and forwarding a list of the Items to the central committee in the New York Office. The reports consist of photo-offset copies and printed material in which such topics as advertising techniques, research, media, industries, and demographics are discussed. Some reports contain excerpts or reprints of articles from external sources. The reports were arbitrarily numbered at some point; they have been arranged in order by these numbers. An information folder filed at the beginning of the series includes statistics about how many times some of the reports circulated to domestic and international offices. Some reports did not have obvious titles. In those cases, the information folder was consulted and the names given for the corresponding numbered report were listed below. Reports 25A and 26 Section I, Part B. are missing.

Information folder: 20 (continued) No. 1, Copy Testing, 1957 No. 2, Copy Reprints at Low Cost, undated No. 3, Manual of Television Basics, Media Research Department, 1957 No. 4, Consumer Product Test Marketing, undated No. 5, Local Rating Service Standards for Lever Brothers Company, 1957 No. 6, Magazine Circulation Distribution and Coverage, Media Research Department 1957 No. 7, Testing Relative Effectiveness of Sales Propositions, undated No. 8, A Successful Technique for Determining a Brand Image Discussion, n.d No. 9, The Market Promise of a New Product Discussion, undated No. 10, A Technique For Measuring Consumer Attitudes Toward Specific Airline Features, undated No. 11, A Technique In Testing A Copy Theme (Cigarettes), undated No. 12, A Technique To Determine Motivation Underlying Use of a Product, undated No. 13, Well-Known Brand Names Tend To Get Higher Readership Ratings Than They Earn, undated No. 14, A Technique To Determine The Personality. of a Business, undated No. 15, Copy Testing With a Gift Offer (Make-Up Foundation), undated No. 16, A Technique For Determining Consumer Images Of Different Modes of Travel, n.d No. 17, A Measurement of the Effectiveness of Television Advertising, n.d No. 18, Sales Forecasting, 1956, April No. 19, National And Private Brand Competition in Super Market Merchandising, Research Department, 1957, Feb. No. 20, Product Testing, n.d No. 21, J. Walter Thompson--Company Structure, undated No. 22, Copy Testing With a Gift Offer (Picture Tubes), undated No. 23, Report On Newspapers As An Advertising Medium, Media Research Department, 1957, June No. 24, Radio Study No.8--J. Walter Thompson Looks at Radio, Media Research Department, 1957, June 21 No. 25B, The Effectiveness of Repeated Advertisements, Research Department, 1956, June No. 25C, A Study Of Food Advertising Readership, Research Department, 1956, July No. 25D, Standard Brands, Royal Nuts, 1956, Oct. No. 26, Manual of Television Basics, Media Research Department, 1958, Jan. (3 folders) No. 27, How to Increase Acceptability of Display Material To Grocery Chains and Chain Store Operators, undated No. 28, Planning A Local Sales Contest For Ford, 1957, July No. 29, Using the J. Walter Thompson Company Consumer Panel In Sales Promotion Activity, 1957, May 3 No. 30, How Many Dollars For Advertising, 1955 No. 31, Advertising Budget Requirements 1957and 1958, Media Research Department, 1957, Aug. No. 32, Report On Radio As An Advertising Medium, Media Department, 1957, July No. 33, Ultru Color Demonstration In The J. Walter Thompson Company Television Workshop, undated No. 34, Analysis Of Store Distributed Magazines 1953through 1957, Media Research Department, 1957, Aug. No. 35, Report On Magazines As An Advertising Medium, 1957, Sept. No. 36, The Effectiveness of Industrial Advertising, 1957, Nov. No. 37, A Marketing Profile of the Senior Citizen Group, Research Department, 1957, May No. 38, Use Of Consumer Panel To Measure Influence of a Television Program On a Product's Sales, 1958, May No. 39, Retail Grocery Chain Buying Committee Deliberations, Research Department, 1957, Oct. 22 No. 40, Studying the Over-all Effect of an Advertising Campaign, Research Department, 1957, Sept. No. 41, Report On Outdoor As An Advertising Medium, Media Research Department, 1958, Jan. No. 42, 1956-57 Gross Advertising Revenue, Selected List of Magazines, Media Research Department, 1958, Feb. No. 43, Circulation and Linage In Multiple Newspaper Markets, 1958, Apr. No. 44, Evaluation Of An Advertising Campaign, 1958, Apr. 13 No. 45, Current Analysis of the Grocery Store Distributed Magazines, Media Research Department, 1958, Apr. No. 46, The Changing Role Of The Advertising Agency, 1958, May No. 47, A Creative Man's Gloom At The J. Walter Thompson Company Consumer Pand Personality Profile Studies, Research Department, 1958, July No. 48, A Brief Resume Of The Drug Industry, 1958, Aug. No. 49, Analysis Of Opportunities And Practices In the Premium Industry, Marketing and Merchandising Services, 1958, Spring No. 50, Consumer Contests, Marketing and Merchandising Services, 1958, July No. 51, The Creation And Production Of Animated Television Commercials With A Side Reference To The Emily Tipp Bread Series, undated No. 52, Trend Of Volume Discounts In Daily Newspaper Rates, Media Research Department, 1958, Aug. No. 53, Metro Area Television Home Ownership By State 1958, Media Research Department, 1958, July No. 54, Principles of Television Network Audience Cumulation, 1958, July No. 55, Regional Food Advertiser General Television Announcement Buying Strategy, Media Research Department, 1958, Sept. No. S6, Analysis of Split-Run Facilities Available in Magazines and Supplements, Media Research Department, 1958, Sept. No. 57, Summary of Neilsen Data on Television and Radio Audiences, Media Research Department, 1958, June No. 58, An Analysis of Syndicated Film By Spot Television Announcements, 1958, Oct. No. 59, J. Walter Thompson Company Looks At Video Tape And States Its Position, undated No. 60, Magazine Advertising And the Housewife, Social Research, 1957, Oct. No. 61, Television Terminology, 1956, Jan. No. 62, The Portable Projector Television Commercial Testing System, Marketing Research Department, 1959, June No. 63, Explanation of Broadcasting Ratings And Rating Services Available To J. Walter Thompson Company Media Research Section, 1959, Apr. No. 64A, Report On Newspapers As An Advertising Medium, Media Research, 1959, March 23 No. 64B, Report On Magazines As An Advertising Medium, Media Research, 1959, March No. 64C, Report On Radio As An Advertising Medium, Media Research, 1959, Apr. No. 64D, Report On Television As An Advertising Medium, 1959, March No. 64E, Report On Sunday Comics And Magazine Supplements As An Advertising Medium, Media Research, 1959, March No. 64F, Report On Outdoor As An Advertising Medium, Media Research, 1959, March No. 64G, Report On Theatre Advertising, Media Research, 1959, March No. 65, Eastman Kodak Company Television Media Review, Media Research, undated No. 66, Communicating With Retailas, Industrial and Professional Department, 1959, Feb. No. 67, The J. Walter Thompson Company Consumer Panel, Market Research, undated No. 68, Appraisal of Radio's Current Status And Guide To Its Future Use, Media and Programming Department, 1959, Jan. No. 69, Radio Listening Habits And Attitudes Of The United States Housewife, Research Department, 1958, Nov. No. 70, Advertising Budget Requirements 1958and 1959, Media Research Department, 1958, Oct. No. 71, Putting Copy Research In Perspective, 1958, Sept. No. 72, Evaluation of Network Television Circulation and Cost Trends, Media and Programming Departments, 1959, Feb. No. 73, What 1,244 People Think Of Druggists, Prom American Druggist, 1958, Dec. No. 74, An Analysis Of Printed Advertising Rating Methods, Research Department, 1958, Feb. Oversize Materials Vertical Files Series 1 1926-1981 2 Accounts, undated 3 Accounts: Prizes and Contests, Fleishshmann's, 1923-1924 OV1 Accounts: Lever Brothers, 1940-1982 Accounts: Volunteer, 1967-1971 History, 1959-1983 4 History: Awards, 1984 OV1 Organization, 1954-1983 Domestic: New York Office, 1950-1957? Domestic: New York Office, Training, 1964-1967 International, 1957-1983 5 Organization: International, India, undated Organization: International, United Kingdom, undated OV1 Organization: International, United Kingdom, 1953-1985 Communications Committee Reports Series OV1 Communications Committee Reports: Information Folder, 1958 6 No. 2, Copy Reports at Low Cost, undated

[Packaging and Labels for Dietz Bread/Hathaway Bakeries; advertisements for J. Walter Thompson, Indiana Bell, American Red Cross and others]

OV1 No. 21, J. Walter Thompson--Company Structure, undated No. 36, The Effectiveness of Industrial Advertising, 1957, Nov.