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Guide to the Thomas F. Garbett papers, 1908-1992 and undated

Summary

Author and advertising executive with the Doyle Dane Bernbach agency and Brouillard Communications, a division of the J. Walter Thompson Company (JWT), based in New York. Collection consists mainly of research files on various topics in corporate advertising and those prepared for Garbett's book, Corporate Advertising: the What, the Why, and the How (1981). Also contains miscellaneous files reflecting his work at Brouillard Communications, including advertisements for Textron, inc., and Eaton Corporation, as well as unsorted examples of corporate advertising taken from U.S. magazines and newspapers. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Title
Thomas F. Garbett papers
Date
1908-1992 and undated
Creator
Garbett, Thomas F.
Extent
7.6 Linear Feet, 3450 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
English.

Collection Overview

Collection consists mainly of research files on various topics in corporate advertising and those prepared for Garbett's book, Corporate Advertising: the What, the Why, and the How (1981). Also contains miscellaneous files reflecting his work at Brouillard Communications, including advertisements for Textron, inc., and Eaton Corporation, as well as unsorted examples of corporate advertising taken from U.S. magazines and newspapers. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Organized into the following series: General and Subject Files; Print Advertising and Photographs; Publications of the Association of National Advertisers (ANA); and Writings

Using These Materials

A majority of collections are stored off site and must be requested at least 2 full business days in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access to the Collection

Collection is open for research.

warning Use & Permissions

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.

More copyright and citation information

How to Cite

[Identification of item], Thomas F. Garbett papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Contents of the Collection

3M Corporate Advertising (Karl Kaufman and Bruce Sutherland), 1985
Box 1
Acquisition, 1978-1988
(2 folders)
Box 1
Advertising Age--William Bernbach: He was never a slave to the rules, 1982
Box 14
Advertising effectiveness, 1980-1983
Box 1
Advertising effectiveness--W.R. Grace case study, 1980
Box 1
Advocacy, 1977-1987
(2 folders)
Box 1
Assessing the Long-Term Value of Advertising (Nariman Dhalla), 1978
Box 1
Brouillard--The Winning Edge: Study of corporate reputations
Box 1
Business Week--Corporate Advertising Portfolio, 1986
Box 14
CEO as spokesperson, 1978-1988
(2 folders)
Box 2
Conference Board--Annual Survey of Corporate Contributions, 1986-1987
Box 2
Conference Board--Managing Corporate External Relations, 1976
Box 2
Copy testing, 1973-1993
(2 folders)
Box 2
Corporate Advertising and the Prospective Employee (Karen Smith, MA thesis), 1988
Box 2
Corporate communications, 1969-1984
Box 2
Corporate communications planning, undated
Box 17
Corporate giving/Social responsibility, 1987
Box 2
Corporate identity, 1982-1986
Box 3
Corporate image, 1971-1992
Box 3
Corporate leadership, 1982-1987
Box 3
Corporate logo quiz, undated
Box 3
Corporate name change, 1965-1988
(3 folders)
Box 3
Council for Advancement and Support of Education (CASE)--Matching gifts, etc., 1983-1987
Box 3
Creative, 1958-1990
(2 folders)
Box 4
Creativity and the Corporate Brand (Jim Johnston), 1989
Box 4
DDB (Doyle Dane Bernbach)--Focus on Effect (Ruth Ziff), undated
Box 4
DDB Needham--Lifestyle studies, 1990-1991
Box 4
DDB Needham--Understanding Brand Loyalty, 1991
Box 4
Dimensions of Advertising Research (Steve Marchant), 1983
Box 4
Diversified company data, 1991
Box 4
Does Corporate Image Advertising Work? (Donald Frenette), 1989
Box 4
Doremus--Tombstone advertising (financial services/Securities advertisements), undated
Box 4
Eaton Corporation, 1988
Box 4
Evaluating the Corporate Image Campaign (Robert Worcester), 1981
Box 4
Financial Times--Corporate Advertising: Menace, Myth or Magic Formula?, 1979
Box 14
Government influence on advertising, 1957-1979
Box 4
GTE corporate image program, undated
Box 4
Investment Community Attitudes toward Companies with Multi-Industry Exposure, 1981
Box 4
Investor relations, 1981-1986
Box 5
Issue advocacy/advertising, 1978-1986
Box 5
Marketing Revolution (Kevin Clancy, Robert Shulman), 1992
Box 5
Miscellaneous articles, 1975-1991
(2 folders)
Box 5
Mission statements, 1985-1987
Box 5
Multi-Media Service Corporate and Association Reports, 1983-1992
Box 5
Multi-Media Service Corporate and Association Reports, 1985-1991
(5 folders)
Box 6
New York City Partnership (corporate giving), 1986-1987
Box 6
Organizing corporate communications, 1971-1984
Box 6
Organizing for Global Identity (Maureen Hartigan), undated
Box 6
Picking an advertising agency, 1976-1987
Box 6
Public Relations Journal, 1980-1988
(2 folders)
Box 7
Suppliers, 1991-1992
Box 7
Survey research, 1979-1982
Box 7
Time--Bethlehem case study, 1978
Box 7
Time--Corporate Image and Trade in Europe in the 1990s, 1989
Box 14
Time--Corporate Images in Asia, 1990
Box 7
Time--EuroImages: Perception of the Top Companies in Europe, 1990
Box 7
Time--Family opinion panel on U.S. corporations, 1985
Box 7
Time--Measuring the Effectiveness of Strategic Advertising, undated
Box 7
Time--Study of Corporate Advertising Effectiveness, 1977
Box 7
Time--Strategic Advertising and Attitudes Toward Corporations, 1974
Box 7
Tracking corporate image, 1971-1986
(2 folders)
Box 7
Trends, 1985-1991
Box 8
Washington Post--Crisis Communications Seminar, 1991
Box 8
Westinghouse case study: "You Can Be Sure" campaign (Robert Lukovics), 1983
Box 8
What's Really Behind this Year's Double Digit Drip in Corporate Advertising? (Ed McEwen), 1991
Box 8
Where Is Corporate Advertising Headed?, 1991
Box 8
Yankelovich Monitor, 1991
Box 8
Advocacy, 1980s
(2 folders)
Box 8
Advocacy, 1986
Box 14
Allied Corporation, 1981-1982
Box 14
AMCA International, undated
Box 14
American Iron and Steel Institute/United Steelworkers of America, 1950 and undated
Box 14
Anaconda, 1950
Box 14
Bell Telephone/Bell System, 1951-1984 and undated
(2 folders)
Box 14
Bendix, 1982
Box 14
Borg-Warner, 1951-1953
Box 14
Chesapeake & Ohio Railway/Nickel Plate Road, 1946
Box 15
Chrysler, 1986-1988
Box 15
CIGNA, 1982
Box 15
Continental Telephone, 1982
Box 15
Corning, 1947-1950
Box 15
Dow Chemical, 1951-1952
Box 15
Eaton Corporation, 1972
Box 8
Eaton Corporation, 1972
(2 folders)
Box 9
Eaton Corporation, 1971-1980 and undated
(6 folders)
Box 15
Eaton Corporation, 1972-1980
(4 folders)
Box 17
Electric Light and Power Companies, 1950-1951
Box 16
General Motors, 1948-1953
Box 16
GTE/Sylvania, undated
Box 16
Kuppers Chemicals, 1956-1959
Box 16
McGraw-Hill, undated
Box 16
Mergers and acquisitions, 1984-1989
Box 17
Metropolitan Life Insurance, 1950s-1966
Box 16
Miscellaneous corporate ads, 1908-1991
(2 folders)
Box 9
Miscellaneous corporate ads, 1947-1989
(2 folders)
Box 16
Name change, 1981-1988 and undated
(2 folders)
Box 9
Name change, 1983-1989
Box 16
Name change, 1986-1991
(2 folders)
Box 17
Picking an advertising agency (Johnston Thoen & Lindh), undated
Box 16
Republic Steel, undated
Box 16
Stroh's beer, undated
Box 16
Textron, 1974-1976
Box 16
Ticor Title Insurance, 1982
Box 16
Trane, 1950-1951
Box 16
Transco Energy, 1982
Box 16
"Tune-In" (sponsored broadcast), 1983-1984
Box 9
Union Pacific, 1982
Box 16
United Aircraft, 1950-1952
Box 16
United States Steel, 1947-1959
Box 16
Unusual ads, 1984-1989
Box 9
Unusual ads, 1984-1990
Box 17
Western Electric, 1946-1963
Box 16
World War II-era, 1941-1945
Box 9
Proof sheet, 1983
Box 9
Address by William Simon, 1979
Box 10
Advertising and Human Nature (Donald Kanter), 1983
Box 10
Are Some Corporations More Equal Than Others? (Herbert Schmertz, Mobil), 1979
Box 10
Can the Effectiveness of Corporate Advertising Be Measured Accurately? (John Lowden, ITT), 1975
Box 10
Corporation's Responsibility to Communicate (Roger Smith, GM), 1979
Box 10
Corporate Advertising: Is It Worth the Money? (Larry Light, BBDO), 1979
Box 10
Corporate Advertising: Making It Work in a Shifting Environment (Karl Koss, GE), 1977
Box 10
Corporate Advertising Practices, 1991
Box 10
Corporate Communications: Which Alternatives? (John Howland, AT&T), 1977
Box 10
Corporate Communications Conference: Ed McEwen speech, 1991
Box 10
Current Trends in the Way Companies Are Using Corporate Advertising, 1977
Box 10
Difference is the Difference (Raymond D'Argenio), 1980
Box 10
Effect of Brand Advertising on Company Image (Lewis Winters, Standard Oil), 1983
Box 10
Growing Tomorrow's Markets with Corporate Advertising (Charles Francis, IBM), 1982
Box 10
How DuPont Uses Television for Corporate Advertising (Raymond Alfano), 1980
Box 10
How Stockholders Profit from Corporate Advertising (Jaye Niefeld, Bozell & Jacobs), 1978
Box 10
How to Improve the Return on Investment of Your Corporate Advertising, 1980
Box 10
How corporate communications will differ in the 80s vs. the 70s (Murray Hillman, Interpublic), 1980
Box 10
Identifying an Industry's Issues Among Key Audiences (Rene Zentner, Shell Oil), 1980
Box 10
Identifying Corporate Needs (Robert Lundy, TRW), 1975
Box 10
New Media (Lee Pratt, Brouillard), 1980
Box 10
Pace of Television (Herbert Krugman), 1983
Box 10
People's Expectations (Gene Pokorny), 1977
Box 10
Performance Story (Paul Cleek and Richard Peters, Phillips Petroleum), 1980
Box 10
Predictable Future (John Naisbitt), 1979
Box 10
Progress Is Our Most Important Image (General Electric), 1979
Box 10
Redefining Communication (Joel Dubow, Coca-Cola), 1983
Box 10
Selecting an Advertising Agency, 1977
Box 10
Speaking Frankly and Liking It (John Martin, Aetna), 1979
Box 10
Strategic Orientation (Robert Williams, DuPont), 1988
Box 10
Survey on Corporate Advertising Trends, 1977
Box 10
Targeting Communications to Change Public Attitudes (Gene Pokorny), 1980
Box 10
The Public: Business's Ally or Adversary? (Eric Weiss, Sun), 1977
Box 10
Tracking the Effects of Corporate Advertising (Herbert Krugman, GE), 1981
Box 10
We Can't Wait for Tomorrow (Blair Gettig and Dale Worcester, ALCOA), 1979
Box 10
Objectives, 1977
Box 10
Introduction, 1986
Box 10
Chapter 2: Corporate advertising vs. issue advertising, 1975-1982
(2 folders)
Box 11
Chapter 3: Size and scope, 1977-1979
(2 folders)
Box 11
Chapter 4: The basic pros and cons, 1975-1980
Box 11
Chapter 5: Corporate advertising's relationship to product advertising, 1974-1976
Box 11
Chapter 6: Corporate advertising to the financial community, 1971-1980
(2 folders)
Box 11
Chapter 7: Corporate advertising and employees, 1976
Box 11
Chapter 8: Corporate advertising and acquisitions, 1974
Box 11
Chapter 9: Advertising in a recession, 1981-1990
(2 folders)
Box 12
Chapter 10: Applying market disciplines to corporate advertising, 1975
Box 12
Chapter 12-13, 1978-1987
(2 folders)
Box 12
Chapter 13: Appropriate audience, 1975-1979
Box 12
Chapter 14: Budgets, 1964-1977
Box 12
Chapter 15: Creative process, 1971-1980
Box 12
Chapter 17: Media considerations, 1975-1979
Box 12
Book 3 (revise of Book 1), 1980-1981
Box 12
Book 3 (revise of Book 1), 1970-1986
(2 folders)
Box 13
Clippings, 1976-1991
Box 16
Clippings, 1977-1994
(2 folders)
Box 17
Miscellaneous notes, undated
Box 16
Ads in a Recession, 1991
Box 13
Corporate Ads and Corporate Image (interview by Rod Willis), 1991
Box 13
Corporate Advertising from Image to Advocacy, 1982
Box 13
Kaleidescope: Overview of 80s corporate advertising, 1982
Box 13
Researching Corporate Advertising, 1983
Box 13
What Happens When Corporate Ad Budgets Are Cut?, 1983
Box 13
What Happens When You Cut Corporate Advertising, 1985
Box 13
 

Historical Note

Advertising executive and author whose career included work at the Doyle Dane Bernbach agency, where he was Senior Vice President, and Brouillard Communications, Inc. (a division of the J. Walter Thompson Company).

Related Material

Related materials may be found in the following Hartman Center collections:

J. Walter Thompson Company. Brouillard Communications records;

J. Walter Thompson Company. Brouillard Communications vertical files;

J. Walter Thompson Company. Corporation vertical files;

Douglass L. Alligood papers;

John R. Blaney papers


Click to find related materials at Duke University Libraries.

Provenance

The Thomas F. Garbett papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 2003.

Processing Information

Minimally processed by Kate Crassons

Completed May 2, 2003

Encoded by Elizabeth Arnold

Fully processed and re-encoded June 2018 by Richard Collier; accession incorporated into this collection: 2003-0057