DACS

jwtnewyorkresearchdept Inventory of the J. Walter Thompson Company. New York Office. Research Department Records, 1923-1986 and undated Processed by: Jessica Wood; machine-readable finding aid created by: Jessica Wood The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003086943

Machine-readable finding aid derived from XML authoring program. Date of source: December 2009Processed by Jessica Wood, December 2009; finding aid encoded by Jessica Wood, David M. Rubenstein Rare Book & Manuscript Library, Duke University, December 2009 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the J. Walter Thompson Company. New York Office. Research Department Records, 1923-1986 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. New York Office. J. Walter Thompson Company. New York Office. Research Department Records, 1923-1986 and undated Material in English 6.94 Linear Feet 5205 Items For current information on the location of these materials, please consult the Library's online catalog. The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. The Research Department was responsible for undertaking market research projects and disseminating research information, primarily for JWT's New York Office. The Research Department Records contain market research reports and other studies conducted for JWT. Includes some reports outsourced to a research firm, ASI Market Research, Inc. Research reports include television commercial studies; consumer opinion polls; product-specific studies; and market demographic reports including small town/rural markets; newspaper and magazine circulation; and African American consumer behavior. Clients represented include Chesebrough-Pond's, Coca-Cola, Kodak, Ford, Kellogg's, Kraft, and Rustenburg Platinum Mines. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

Collection is open for research.

However, certain original reports are closed to researchers for preservation concerns. Use Copies are available in collection.

In addition, collection may contain materials to which the Acknowledgment of Legal Responsibilities and Privacy Rights form applies. Patrons must sign this 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.

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.

Preferred Citation

[Identification of item], J. Walter Thompson Company. New York Office. Research Department Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company. New York Office. Research Department Records were received by the David M. Rubenstein Rare Book & Manuscript Library as gifts in 1987 and 1993.

Processing Information

Processed by Jessica Wood, December 2009

Encoded by Jessica Wood, December 2009

Accessions 790814A, 820210, 821118, 830516, 860611B, 870206B, 93-057 were merged into one collection, described in this finding aid.

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

This finding aid is NCEAD compliant.

Historical Note

The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. The Research Department was responsible for undertaking market research projects and disseminating research information, primarily for JWT's New York Office.

Collection Overview

The Research Department Records contain market research reports and other studies conducted for JWT. Includes some reports outsourced to a research firm, ASI Market Research, Inc. Research reports include television commercial studies; consumer opinion polls; product-specific studies; and market demographic reports including small town/rural markets; newspaper and magazine circulation; and African-American consumer behavior. Clients represented include Chesebrough-Pond's, Coca-Cola, Kodak, Ford, Kellogg's, Kraft, and Rustenburg Platinum Mines.

Collection Arrangement

The collection has been arranged into three series: the Account Files Series, the Reports Series, and the Oversize Materials Series. The Account Files Series contains market research reports and other studies conducted for specific JWT clients. The Reports Series contains reports and market research presentations not associated with a specific client. The Oversize Materials Series includes client-specific reports removed from the Account 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. J. Walter Thompson Company. New York Office. Chesebrough-Pond's. Coca-Cola Company. Eastman Kodak Company. Ford Motor Company. Kellogg Company. Kraft Foods Company. Warner-Lambert Company. Advertising agencies. Advertising agencies--History. Advertising agencies--United States. African American consumers. Consumer behavior--United States. Demographic surveys--United States. Marketing research--United States. American newspapers--Circulation--United States. Television commercials--United States. Reports. Photographs. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related materials may be found in the following Hartman Center of the J. Walter Thompson Company Archives:

Advertising and Marketing Intelligence Database Records

Advertising Vertical Files

Marketing Vertical Files

Chicago Office Non-Proprietary Research Reports

Detroit Office Goldfarb Consultants Ford Research Reports

Eleanor Newman Papers

Thomas Sutton Papers

Contents of Collection Account files, 1973-circa 1986 and undated (3 boxes)

Contains market research reports and other studies conducted for specific JWT clients. Includes television commercial studies for several clients, with breakdowns of age, income, viewing habits and product preferences among television commercial viewers from the 1980s. Also includes short reports of consumer opinion on particular products, including the Pond's Your Skin 'Dies' A Little campaign. Original folder titles were maintained and items were arranged alphabetically. Television commercial studies are organized by commercial format.

1Blue Cross/Blue Shield Strategic Study on Health Prepayment Executive Summary, 1974 Insurance, 1973 Diet Coke, television commercial studies, circa 1986 15-second format(4 folders) 30-second format Computer tabulations Ford Tempo, television commercial studies, circa 1986 15-second format(1-5 of 7 folders) 215-second format (continued)(6-7 of 7 folders) Computer tabulations(2 folders) Kellogg's Bran Flakes, television commercial studies, circa 1986 30-second format Unidentified format

[Some items removed to Oversize Materials]

Computer tabulations Kodak Communications Plan, 1976 Instant Cameras Communications Study, 1976-1977 Questionnaire, undated 3Television commercial studies, circa 1986 15-second format(3 folders) 30-second format(2 folders) Unidentified format

[Some items removed to Oversize Materials]

Computer tabulations [Kraft, television commercial studies, circa 1986: removed to Oversize Materials] Listerine, television commercial studies, circa 1986 Unidentified format(2 folders) Computer tabulations Pond's, interviews for Your Skin 'Dies' a Little Campaign, undated Rustenburg Platinum Mines, Ltd. Report on American Jewelers' Attitudes and Habits, 1977 May Study of the American Consumer Market for Platinum, 1977 Nov. Reports, 1923-1986 and undated (4 boxes)

Series contains reports and market research presentations not associated with a specific client. Some reports from the 1920s and 1930s account for lifestyles in rural markets in New York and Indiana. Series also includes television commercial studies performed by ASI Market Research, Inc. detailing viewers' demographic information, viewing habits and product preferences in several regions in California and the Midwest. Items are divided into Open Files and Restricted Files subseries, and arranged alphabetically by title.

Restriction on Access: Originals of certain reports have been closed to researchers for preservation concerns. Use Copies are available in the collection.

Open Files

Subseries includes Use Copies of materials held in the Restricted Files subseries.

3Analysis of Retail Grocery Sales by Type of Outlet [Use Copy], 1936 Analysis of the Subscription Circulation of 44 Magazines in Metropolitan Cincinnati [Use Copy], 1923(1 of 2 folders) 4Analysis of the Subscription Circulation of 44 Magazines in Metropolitan Cincinnati [Use Copy], 1923 (continued)(2 of 2 folders) Area Distribution of Drug and Grocery Outlets, Utica, NY [Use Copy], 1924 Can We Sell a Manufacturing Combine Our Idea of Centralizing Advertising Control? [Use Copy], 1929 Cigarettes: Their Role and Function, A Study for the Chicago Tribune, undated Consumer Behavior Group Presentation, undated Continuous Contact with the Trade--Reactions from Dealer, Jobber and Chain Store [Use Copy], 1924 Economic Conditions that Have Forced Us Out of a 'Seller's Market' to a 'Buyer's Market' [Use Copy], 1924 Evolution and Function, Department of Information and Records [Use Copy], 1923-1938 Finger-Tip Touch with Ever-Changing Market Conditions [Use Copy], 1924 Future of the American Family, undated Magazine Circulation Distribution and Coverage by JWT Market Classification [Use Copy], circa 1954 Mock Readership Survey, 1956 June Negro Market Negro Lifestyle, 1962 Negroes and Media, 1962 Negro Attitudes Toward Food, 1963 Newspapers in Utica, NY [Use Copy], 1924 Preliminary Beer Study, 1954 Jul. Preliminary Comparison of Price Policies of Clients [Use Copy], 1926 Research Conference, 1975 Oct. 16 Research Conference, 1977 Nov. 10(1 of 2 folders) 5Research Conference, 1977 Nov. 10 (continued)(2 of 2 folders) Research and Planning: A Research Seminar Reference Book, 1982(2 folders) Role of Research in the Advertising Development Process, 1979 Apr. 10 Rural and Small Town Investigation, Putnam County, NY [Use Copy], 1923 Rural and Small Town Investigation, Randolph County, IN [Use Copy], 1924(2 folders) Small Town and Rural Investigation Among Subscribers to People's Home Journal [Use Copy], 1925(2 folders) 6Study of Public Attutides Toward Financing the Public Schools, 1974 June Summary of Findings on Report of Investigation into the Market for Hair Tonics, 1937 Syndicated Advertising Research Services, 1958 Utica: City of Opportunity [Use Copy], 1923 Visualization of Crossley Nationwide Survey of Beer and Ale Consumption, 1954 15-Second Commercial Project, 1986(6 folders) Restricted Materials

Subseries contains original reports from the 1920s-1930s. Includes some photographs of small towns, townspeople and farmers in New York and Indiana.

Restrictions on access: originals restricted for preservation purposes. Use Copies available in collection.

7Analysis of Retail Grocery Sales by Type of Outlet, 1936 Analysis of the Subscription Circulation of 44 Magazines in Metropolitan Cincinnati, 1923(2 folders) Area Distribution of Drug and Grocery Outlets, Utica, NY, 1924 Can We Sell a Manufacturing Combine Our Idea of Centralizing Advertising Control?, 1929 Continuous Contact with the Trade--Reactions from Dealer, Jobber and Chain Store, 1924 Economic Conditions that Have Forced Us Out of a 'Seller's Market' to a 'Buyer's Market,' 1924 Evolution and Function, Department of Information and Records, 1923-1938 Finger-Tip Touch with Ever-Changing Market Conditions, 1924 Magazine Circulation Distribution and Coverage by JWT Market Classification, circa 1954 Newspapers in Utica, NY, 1924 Preliminary Comparison of Price Policies of Clients, 1926 Rural and Small Town Investigation, Putnam County, NY, 1923 Rural and Small Town Investigation, Randolph County, IN, 1924(2 folders) Small Town and Rural Investigation Among Subscribers to People's Home Journal, 1925(2 folders) Small Town and Rural Investigation Among Subscribers to People's Home Journal,1925(2 folders) Utica: City of Opportunity, 1923 Oversize Materials, circa 1986 (3 boxes)

Series contains television commercial reports removed from Account Files Series. Items arranged alphabetically by client.

8Account Files Kellogg's, television commercial studies, circa 1986(1-3 of 6 folders) 9Kellogg's, television commercial studies, circa 1986 (continued)(4-6 of 6 folders) Kodak, television commercial studies, circa 1986 Kraft, television commercial studies, circa 1986