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Guide to the J. Walter Thompson Company. New York Office. Research Department Records, 1923-1986 and undated

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company. New York Office.
Title
J. Walter Thompson Company. New York Office. Research Department records, 1923-1986 and undated
Language of Material
English
Extent
6.94 Linear Feet, 5205 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

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.

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

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. The library may require up to 48 hours to retrieve these materials for research use.

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

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.

Executive Summary, 1974
Box 1
Insurance, 1973
Box 1
15-second format
(4 folders)
Box 1
30-second format
Box 1
Computer tabulations
Box 1
15-second format
(1-5 of 7 folders)
Box 1
15-second format (continued)
(6-7 of 7 folders)
Box 2
Computer tabulations
(2 folders)
Box 2
30-second format
Box 2
Unidentified format

[Some items removed to Oversize Materials]

Box 2
Computer tabulations
Box 2
Communications Plan, 1976
Box 2
Instant Cameras Communications Study, 1976-1977
Box 2
Questionnaire, undated
Box 2
15-second format
(3 folders)
Box 3
30-second format
(2 folders)
Box 3
Unidentified format

[Some items removed to Oversize Materials]

Box 3
Computer tabulations
Box 3
[Kraft, television commercial studies, circa 1986: removed to Oversize Materials]
Box 3
Unidentified format
(2 folders)
Box 3
Computer tabulations
Box 3
Pond's, interviews for Your Skin 'Dies' a Little Campaign, undated
Box 3
Report on American Jewelers' Attitudes and Habits, 1977 May
Box 3
Study of the American Consumer Market for Platinum, 1977 Nov.
Box 3

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.

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

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

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.

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

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

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

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.

Subject Headings

Related Material

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.