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Guide to the J. Walter Thompson Company. Marketing Vertical Files, 1946-1999

Collection Overview

Collection consists of subject files on a wide range of marketing topics used as reference by J. Walter Thompson Company staff. These topics range from financial information, legal perspectives, employment trends, awards, particular individuals in the industry, media, packaging, trademarks and research; all materials which further reflect the background work and research carried out by J. Walter Thompson Company in the usual course of business. Formats included are primarily newspaper clippings, articles, and pamphlets. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Descriptive Summary

Title
J. Walter Thompson Company. Marketing Vertical Files 1946-1999
Creator
J. Walter Thompson Company.
Extent
36 Linear Feet , 21,000 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

Dictionaries, Terms, 1960-1981
Box 1
Pamphlets 1955-1975
(3 folders)
Box 1
Ambush1987-1993
Box 2
Awards 1975-1982
Box 2
Brands, 1970-1985
(3 folders)
Box 2
Brands - Brand Equity, 1990-1998
(4 folders)
Box 2
Brands - Brand Equity, 1990-1998
(1 folder)
Box 3
Brands - Management, 1994
Box 3
Branding, 1997
Box 3
Brands - Pamphlets, 1967-1980
(1 of 3 folders)
Box 3
Brands - Pamphlets, 1967-1980
(2 of 3 folders)
Box 3
Brands - Cause-Related, 1996
Box 3
Brands - Clear-Color, 1992-1993
Box 4
Brands - Manufacturer vs. Distributor, 1980-1994
(3 folders)
Box 4
Brands - Manufacturer vs. Distributor - Grocery - Surveys, 1954-1960
Box 4
Brands - Mature, 1993-1994
Box 4
Channels, 1975-1986
Box 4
Event Marketing, 1994-1995
Box 4
Generational, 1995
Box 4
History, 1946-1983
Box 4
Industrial, 1964-1965
Box 4
Ingredient Branding, 1992-1998
Box 4
International, 1985-1995
Box 5
International - Pamphlets, 1962-1973
(2 folders)
Box 5
Integrated Services, 1990-1993
(3 folders)
Box 5
Management, 1958-1987
(1 folder)
Box 5
Management, 1958-1987
(1 folder)
Box 6
Management - Managers, 1961-1986
(1 folder)
Box 6
Management - Managers, 1961-1986
(2 folders)
Box 6
Management - Pamphlets, 1953-1969
Box 6
Management - Planning, 1954-1988
(2 folders)
Box 6
Management - Planning - Pamphlets, 1956-1985
Box 7
Management - Specific Companies, 1956-1989
Box 7
Merchandising - Displays - Window
Box 7
Merchandising - Tags
Box 7
Merchandising - Trade-ins
Box 7
Merchandising - Warranties
Box 7
Merchandising - Warranties - Pamphlets
Box 7
New Products
Box 8
New Products - Line extension
Box 8
New Products - Planning
(4 folders)
Box 8
New Products - Introduction
Box 9
New Products - Newsletters
Box 9
New Products - Bibliography
Box 9
New Products - Specific Companies
Box 9
New Products - Planning - Pamphlets
(2 folders)
Box 9
New Products - Grocery
(2 folders)
Box 10
New Products - Planning - Checklists
Box 10
New Products - Planning - Design
Box 10
New Products - Planning - Failures
Box 10
Niche
Box 10
Positioning
Box 10
Price
Box 11
Price - Cutting
Box 11
Price - Discrimination
Box 11
Price - Making
(2 folders)
Box 11
Price - Making - Administered
Box 11
Price - Maintenance
Box 11
Product Reformulation
Box 11
Regional
Box 12
Relationship Marketing
Box 12
Research
(3 folders)
Box 12
Research - Pamphlets
Box 12
Research - Bibliography
Box 12
Research - Criticism
Box 12
Research - Data Processing
Box 12
Research - Evaluation
Box 12
Research - International
Box 13
Research - Management
Box 13
Research - Management - Pamphlets
Box 13
Research - Types - Product testing
Box 13
Research - Nation's top (#) marketing/advertising research cos.
Box 13
Research - Techniques, 1963-1983
Box 13
Research - Techniques - Consumer Panel, 1960-1978
Box 13
Research - Techniques - Consumer Panel - Pamphlets
Box 14
Research - Techniques - Demometrics, 1985-1986
Box 14
Research - Techniques - Interview
(1 of 2 folders)
Box 14
Research - Techniques - Interview
(1 of 2 folders)
Box 14
Research - Techniques - Mail Survey
Box 15
Research - Techniques - Motivational
Box 15
Research - Techniques - Motivational -Pamphlets
Box 15
Research - Techniques - Psychographics
Box 15
Research - Techniques - Psychographics - Pamphlets
(2 folders)
Box 15
Research - Techniques - Questionnaire
Box 15
Research - Techniques - Sample
Box 16
Research - Techniques - Sample - Probability
Box 16
Research - Types
Box 16
Research - Types - Consumer
(3 folders)
Box 16
Research - Types - Consumer - Pamphlets
(2 folders)
Box 16
Research - Types - Market Analysis
Box 17
Research - Types - Market Analysis - Sales Forecasting
(1 folder, 1 book)
Box 17
Research - Types - Market Analysis - Sales Quota
Box 17
Research - Types - Market Testing - Test cities
Box 17
Research - Types - Motivation
Box 18
Research - Types - Motivation - Pamphlets
Box 18
Research - Types - Motivation - Bibliography
Box 18
Research - Types - Motivation - Consumer
Box 18
Research - Types - Motivation - Consumer - Pamphlets
Box 18
Research - Types - Motivation - Criticism
Box 18
Research - Types - Motivation - Criticism - Pamphlets
Box 18
Research - Types - Motivation - Non-Consumer
Box 18
Retail
(2 folders)
Box 18
Retail
(2 folders, 1 book)
Box 19
Retail - Pamphlets
Box 19
Retail - Statistics
Box 19
Retail - Statistics
Box 20
Retail - Statistics - Monthly retail trade
Box 20
Retail - Statistics - Retail trade annual report
Box 20
Retail - Weiss, E. B., articles
Box 20
Retail - Appliance and electronic
Box 20
Retail - Appliance and electronic
Box 21
Retail - Automated check-out systems
(3 folders)
Box 21
Retail - Automotive
(3 folders)
Box 21
Retail - Automotive - Pamphlets
Box 22
Retail - Bookstores
(2 folders)
Box 22
Retail - Combination stores
Box 22
Retail - Department stores
Box 22
Retail - Department stores - Statistics - Top 25 retailers in general merch.
Box 22
Retail - Department stores - Statistics
(3 folders)
Box 22
Retail - Department. stores - Specialty
Box 22
Retail - Discount houses
(4 folders)
Box 23
Retail - Discount houses - Census of discount stores
(3 folders)
Box 23
Retail - Discount houses - Catalog
Box 23
Retail - Discount houses - Leading discount store chains ($100 million club)
Box 23
Retail - Discount houses - Pamphlets
Box 24
Retail - Discount houses - True look of the discount industry
Box 24
Retail - Discount houses - Specific companies
(3 folders)
Box 24
Retail - Discount houses - Specific companies - Sears
Box 24
Retail - Discount houses - Specific companies - K-mart
Box 25
Retail - Discount houses - Specific companies - Wal-Mart
Box 25
Retail - Discount houses - Specific companies - Zayre
Box 25
Retail - Discount houses - Food and Drug
Box 25
Retail - Discount houses - Drug
Box 25
Retail - Drug - Statistics - Lilly Digest
(2 folders)
Box 25
Retail - Drug - Statistics - Nielsen Review of retail drugstore trends
Box 25
Retail - Drug - Statistics - Sales
Box 25
Retail - Drug - Statistics - Sales - Drug topics annual consumer spending report
Box 26
Retail - Drug - Chains
(3 folders)
Box 26
Retail - Drug - Prescriptions
Box 26
Retail - Franchise
(3 folders)
Box 26
Retail - Franchise - Franchising in the economy
(2 folders)
Box 26
Retail - Furniture
(2 folders)
Box 27
Retail - Gift
Box 27
Retail - Grocery
Box 27
Retail - Grocery - Pamphlets
(3 folders)
Box 27
Retail - Grocery - Pamphlets
( 1 company folder)
Box 28
Retail - Grocery - Chains - Specific Companies
(2 folders)
Box 28
Retail - Grocery - Convenience Stores - Specific Companies
Box 28
Retail - Grocery - Statistics
(3 of 4 folders)
Box 28
Retail - Grocery - Statistics
(1 of 4 folders)
Box 29
Retail - Grocery - Statistics - Market Profiles
Box 29
Retail - Grocery - Statistics - Nielsen Report
Box 29
Retail - Grocery - Statistics - Sales
(5 folders)
Box 29
Retail - Grocery - Statistics - Sales
(5 folders)
Box 30
Retail - Grocery - Statistics - Sales - Distribution of Food Store Sales
Box 30
Retail - Grocery - Chains
Box 30
Retail - Grocery - Chains - Location
Box 30
Retail - Grocery - Chains - Statistics
Box 30
Retail - Grocery - Convenience Stores
(2 folders)
Box 30
Retail - Grocery - Convenience Stores - CSN Industry Report
Box 30
Retail - Grocery - Supermarkets
( 4 folders)
Box 31
Retail - Grocery - Supermarkets
(2 of 4 folders)
Box 31
Retail - Grocery - Supermarkets - Maps
Box 31
Retail - Grocery - Supermarkets - Non-Food
(2 folders)
Box 31
Retail - Grocery - Supermarkets - Non-Food - Health and Beauty
(3 folders)
Box 32
Retail - Grocery - Supermarkets - Pamphlets
(2 folders)
Box 32
Retail - Grocery - Supermarkets - Statistics
Box 32
Retail - Grocery - Supermarkets - Statistics - Facts
Box 33
Retail - Grocery - Supermarkets - Statistics - Food Marketing
Box 33
Retail - Grocery - Supermarkets - Statistics -Pamphlets
(3 folders)
Box 33
Retail - Grocery - Supermarkets - Unit Pricing
(2 folders)
Box 33
Retail - Hypermarkets
Box 33
Retail - Jewelry
Box 33
Retail - Non-Store
(2 folders)
Box 34
Retail - Non-Store - Door-to-Door
Box 34
Retail - Non-Store - Mail Order
Box 34
Retail - Non-Store - Mail Order - U.S. Mail Order
Box 34
Retail - Non-Store - Mail Order - Clubs
Box 34
Retail - Non-Store - Electronic
(3 folders)
Box 34
Retail - Non-Store - Vending Machines
Box 35
Retail - Non-Store - Vending Machines - Statistics
Box 35
Retail - Non-Store - Vending Machines - Statistics - Vend Census
(2 folders)
Box 35
Retail - Non-Store - Vending Machines - Food
Box 35
Retail - Non-Store - Vending Machines - Food - Beverages
Box 35
Retail - Non-Store - Vending Machines - Food Service
Box 35
Retail - Professional Services
Box 35
Retail - Service Stations
(2 folders)
Box 35
Retail - Service Stations - Pamphlets
(2 folders)
Box 36
Retail - Shopping Centers
(2 folders)
Box 36
Retail - Shopping Habits
Box 36
Retail - Shopping Habits - Pamphlets
Box 36
Retail - Shopping Habits - Brand Loyalty
(5 folders)
Box 36
Retail - Shopping Habits - Brand Loyalty
(4 folders)
Box 37
Retail - Shopping Habits - Buying Decisions
(2 folders)
Box 37
Retail - Shopping Habits - Buying Decisions - Pamphlets
Box 37
Retail - Shopping Habits - By Age and Sex
(2 folders)
Box 38
Retail - Shopping Habits - By Outlet
Box 38
Retail - Shopping Habits - By Outlet - Department Store
Box 38
Retail - Shopping Habits - By Outlet - Drug
(2 folders)
Box 38
Retail - Shopping Habits - By Outlet - Grocery
(2 folders)
Box 38
Retail - Shopping Habits - By Outlet - Grocery
Box 39
Retail - Shopping Habits - By Outlet - Grocery - Burgoyne Survey
Box 39
Retail - Shopping Habits - By Outlet - Grocery - Pamphlets
Pamphlets (6 of 7 folders)
Box 39
Retail - Shopping Habits - By Outlet - Grocery - Pamphlets
Box 40
Retail - Shopping Habits - By Time and Location
Box 40
Retail - Shopping Habits - Impulse Buying
Box 40
Retail - Sporting Goods
Box 40
Retail - Store Hours
Box 40
Retail - Superstores
Box 40
Retail - Toy and Hobby
Box 40
Retail - Variety Stores
Box 40
Retail - Variety Stores - Specific Companies
(2 folders)
Box 40
Retail - Variety Stores - Self-Service
Box 41
Retail - Variety Stores - Statistics
Box 41
Retail - Warehouse Clubs
Box 41
Sales Management
Box 41
Sales Management - Pamphlets
Box 41
Sales Management - Survey of Selling Costs
(2 folders)
Box 41
Sales Management - Meetings
(2 folders)
Box 42
Sales Management - Sales Aids
Box 42
Sales Management - Sales Aids - Advertising
Box 42
Sales Management - Sales Managers
(2 folders)
Box 42
Sales Management - Salesmen
(3 folders)
Box 42
Sales Management - Salesmen - As an Occupation
Box 43
Sales Management - Salesmen - Auto Allowances
Box 43
Sales Management - Salesmen - Compensation
Box 43
Sales Management - Salesmen - Costs
Box 43
Sales Management - Salesmen - Incentives
(3 folders)
Box 43
Sales Management - Salesmen - Incentives - Sales and Marketing Management
Box 43
Sales Management - Salesmen - Training
(2 folders)
Box 44
Sales Management - Salesmen - Selling
(2 folders)
Box 44
Sales Management - Salesmen - Selling - Pamphlets
(2 folders)
Box 44
Sales Promotions
(4 folders)
Box 44
Sales Promotions
(3 folders)
Box 44
Sales Promotions - Pamphlets
(3 folders)
Box 44
Sales Promotions - Advertising Age
Box 45
Sales Promotions - Arts
Box 45
Sales Promotions - Conventions, Exhibits and Shows
(2 folders)
Box 45
Sales Promotions - Managers
Box 46
Sales Promotions - Offers
Box 46
Sales Promotions - Offers - Pamphlets
(2 folders)
Box 46
Sales Promotions - Offers - Advertising Age
Box 46
Sales Promotions - Offers - Contests
(2 folders)
Box 46
Sales Promotions - Offers - Coupons
(2 of 3 folders)
Box 46
Sales Promotions - Offers - Coupons
(1 of 3 folders)
Box 47
Sales Promotions - Offers - Coupons - Pamphlets
Box 47
Sales Promotions - Offers - Coupons - Redemption
Box 47
Sales Promotions - Offers - Premiums
(5 folders)
Box 47
Sales Promotions - Offers - Premiums - Pamphlets
Box 48
Sales Promotions - Offers - Premiums - Annual Industry Report
Box 48
Sales Promotions - Offers - Premiums - Rebates
Box 48
Sales Promotions - Offers - Premiums - Selecting
Box 48
Sales Promotions - Offers - Promotion Index
Box 48
Sales Promotions - Offers - Sampling
(2 folders)
Box 48
Sales Promotions - Offers - Top promos
Box 49
Sales Promotions - School
Box 49
Sales Promotions - Special Days and Weeks
(2 folders)
Box 49
Sales Promotions - Special Events
Box 49
Sales Promotions - Sports
Box 49
Sales Promotions - Sports - Olympics
(4 folders)
Box 49
Sales Promotions - Sports
(3 folders)
Box 49
Trading Stamps
(2 folders)
Box 50
Trading Stamps - Statistics
Box 50
Trading Stamps - Surveys
Box 50
Trading Stamps - Grocery
Box 50
Trading Stamps - Criticism
Box 50
Trading Stamps - Stamp companies
Box 50
Value Added by Distribution
Box 50
Warehouses
Box 50
Wholesale
Box 50
Wholesale - Pamphlets
Box 51
Wholesale - Agents, brokers and resident buyers
Box 51
Wholesale - Agents, brokers and resident buyers - Food brokers
Box 51
Wholesale - Distributors
Box 51
Wholesale - Drug
Box 51
Wholesale - Grocery
Box 51
Wholesale - Jobbers
Box 52
Consumer
(3 folders)
Box 52
Consumer - Pamphlets
(2 folders)
Box 52
Consumer - Pamphlets
(4 folders)
Box 53
Consumer - By Age
(3 folders)
Box 53
Consumer - By Age - Youth
(2 folders)
Box 53
Consumer - By Age - Youth - Pamphlets
(4 folders)
Box 54
Consumer - By Age - Youth - Children
(2 folders)
Box 54
Consumer - By Age - Youth - Teenage
(2 folders)
Box 54
Consumer - By Age - Youth - Teenage - Pamphlets
Box 54
Consumer - By Age - Youth - Teenage - Pamphlets
(3 folders)
Box 55
Consumer - By Age - Youth - Current Population Reports
(2 folders)
Box 55
Consumer - By Income
(2 folders)
Box 55
Consumer - By Sex - Women - Pamphlets
(2 folders)
Box 55
Consumer - By Sex - Women - Pamphlets
(2 folders)
Box 56
Consumer - By Sex - Women - Brides
(2 folders)
Box 56
Consumer - By Sex - Women - Brides - Pamphlets
(4 folders)
Box 56
Consumer - By Social Class
Box 57
Consumer - Consumer Protection
(3 folders)
Box 57
Consumer - Consumer Protection - Pamphlets
(4 of 7 folders)
Box 57
Consumer - Consumer Protection - Pamphlets
(3 of 7 folders)
Box 58
Consumer - Ethnic
(2 folders)
Box 58
Consumer - Ethnic - Black
(3 folders)
Box 58
Consumer - Ethnic - Black
(folder 4 of 4)
Box 59
Consumer - Ethnic - Black - Pamphlets
(4 folders)
Box 59
Consumer - Ethnic - Black - The Gibson Report
(2 folders)
Box 59
Consumer - Ethnic - Black - The Gibson Report
(folder 3 of 3)
Box 60
Consumer - Ethnic - Black - Social and Economic Status
Box 60
Consumer - Ethnic - Spanish
(2 folders)
Box 60
Consumer - Ethnic - Spanish - Pamphlets
(2 of 6 folders)
Box 60
Consumer - Ethnic - Spanish - Pamphlets
(4 of 6 folders)
Box 61
Consumer - Ethnic - Spanish - Persons of Spanish Origin in the U.S.
. (2 folders)
Box 61
Industrial
Box 61
Industrial - Survey
(2 folders)
Box 62
Institutional
Box 62
Special markets - Blacks, 1985
Box 62
Special markets - Men, undated
Box 62
Marketing - Retail - Grocery - Statistics
Box 63
Marketing - Retail - Discount Houses - Pamphlets
Box 63

Historical Note

Company founded in NY in 1864. The archives document the history, operations, policies, and accomplishments of one of the world's oldest, largest and most innovative advertising firms. These files came from the New York Office's Information Center.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Marketing Vertical Files, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company. Marketing Vertical Files were received by the David M. Rubenstein Rare Book & Manuscript Library as a transfer in 2000.

Processing Information

Processed by Lisa Stark

Completed April 28, 2000

Encoded by Ming Guo and Ruth E. Bryan

This finding aid is NCEAD compliant.

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