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Inventory of the J. Walter Thompson Company. Information Center Records, 1890s-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.

Descriptive Summary

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

Series Quick Links

Administrative Information

Collections are on the move for the renovation of the David M. Rubenstein Rare Book & Manuscript Library. Contact Rubenstein Library staff before visiting. Read More »

warning 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.

warning Use 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.

Contents of the Collection

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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.

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).

General information, 1925-1960
Box 1
Encyclopedia of Advertising, 1924-1925
Box 1
Indexes, 1957
Box 1
Kohl, Howard, 1955-1961
Box 1
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)

Box 1
Coffee, 1912-1961

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

Box 1
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)

Box 1
Miscellaneous, 1956-1960
Box 1
1969-1978
Box 1
Additions and eliminations, 1947-1986
Box 1
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)

Box 1
Packaging, 1928-1957

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

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

Box 2
Prizes, Contests, Examples of Contests Run by Clients, 1923-1925

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

Box 2
Prizes, contests: Fleischmann's Company, 1923-1934
Box 2
Product Naming, 1919-1937:

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

Box 2
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)

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

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

Box 5
1958-1986
Box 5
Clippings, 1958-1986
Box 6
Oscar Mayer and Company, 1961-1986
Box 6
President's Council on Youth Opportunity, 1967-1968
Box 6
1927-1986
Box 6
Clippings, 1964-1986
Box 6
1955-1984
Box 6
Panels, 1962
Box 6
Scott Paper Company, 1920-1986
(3 folders)
Box 6
Sears Roebuck and Company, 1961-1973 .
Box 6
Testimonial Advertising, 1928-1977

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

Box 7
Trademarks and slogans, 1931-1979
Box 7
United States Marine Corps, 1962-1987
(3 folders)
Box 7
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)

Box 7
American Red Cross, 1965-1985
Box 7
Citizens Committee to Keep New York City Clean, 1959
Box 7
Save Grand Central Station Committee, 1975-1978
Box 7
Warner Lambert Company, 1962-1990
(2 folders)
Box 7

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.

Awards, 1967-1987
(2 folders)
Box 8
Consumer Purchase Panel, 1934-1960
(2 folders)
Box 8

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.

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

(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)

(2 folders)
Box 12
Industrial and Professional Department, 1949-1965
Box 12
Miscellaneous, 1916-1976
Box 12
Library director applications and interviews, 1953-1955
Box 12
Competitive ads files, 1954-1955
Box 12
Correspondence, 1953-1955
Box 12
Information Program Reorganization, 1954-1955
Box 12
Information Program Reorganization, 1956, undated
Box 12
J. Walter Thompson Company news excerpts, 1955
Box 12
Organization of information files, 1953-1955, undated
Box 12
Library portfolios: Library report, 1955
Box 12
Review Board notes, 1955
Box 12
Miscellaneous, 1951-1955, undated
Box 12
1956-1986
(3 folders)
Box 12
Prime Time Television Schedule, 1986-1987
Box 12
Media research, 1970-1986
(Folder 1 of 6)
Box 12
Media research, 1970-1986
(Folders 2-6 of 6)
Box 13
Media Department: Media Source Materials and Them to Find Them, 1985
Box 13
Merchandising Department, 1933-1975

(Client: Shell Oil Company)

(2 folders)
Box 13
1929-1982
(2 folders)
Box 13
Orientation packet, 19661969
Box 14
1946-1976
(2 folders)
Box 14
Account management assignment, 1944-1987
(4 folders)
Box 14
Review Board, 1916-1972
Box 14
Staff, 1931-1979
Box 14
Training: J. Walter Thompson Company Professional Forum, 1960-1976
(3 folders)
Box 15
Training: J. Walter Thompson Company Professional Forum, 1963-1971

(Client: Lever Brothers)

Box 15
Training programs, 1960-1984
(2 folders)
Box 15
San Francisco, 1940-1985
Box 15
1969-1985
Box 15
Clippings
Box 15
1930-1986

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

(Folder 1 of 4)
Box 15
1930-1986

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

(Folders 2-4 of 4)
Box 16
Clippings, 1965-1985
Box 16
Lists, 1937-1985
(2 folders)
Box 16
Press releases: Erskine, and others, 1965
Box 16
Worldwide Public Relations Directory, 1976-1978
Box 16
Worldwide Research Directory, 1976-1977
Box 16
Argentina, 1950-1977
Box 16
Australia, 1947-1984
(1 vol., 2 folders)
Box 16
Austria, 19601979
Box 17
Belgium, 1974
Box 17
Brazil, 1944-1985
(2 folders)
Box 17
Canada, 1930-1985
(4 folders)
Box 17
France, 1963-1985

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

Box 17
Germany, 1955-1984

(Client: Unilever)

(Folder 1 of 2)
Box 17
Germany, 1955-1984

(Client: Unilever)

(Folder 2 of 2)
Box 18
India, 1952-1987
(2 folders)
Box 18
Italy, 1966-1984
Box 18
Japan, 1965-1985
Box 18
Latin America, 1968
Box 18
Mexico, 1944-1985
Box 18
Middle East, 1981
Box 18
Netherlands, 1965-1985
Box 18
Peru, 1957-1983
Box 18
South Africa, 1952-1985
(2 folders)
Box 18
Spain, 1967-1985
Box 18
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)

Box 18
Clippings, 1962-1987
Box 19
Publications, 1965-1985
(Folders 1-5 of 6)
Box 19
Publications, 1965-1985
(Folder 6 of 6)
Box 20
Company anniversary list, 1977-1979
Box 20
Directors, officers, vice-presidents, lists, 1955-1986
(2 folders)
Box 20

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.

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

Box OV1 Folder 6
No. 21, J. Walter Thompson--Company Structure, undated
Box OV1
No. 36, The Effectiveness of Industrial Advertising, 1957, Nov.
Box OV1

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.

Subject Headings

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.