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Guide to the J. Walter Thompson Company. Chicago Office. Marketing Vertical File, 1937-1998 and undated

Summary

Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The Chicago Office opened in 1891.

Collection Details

Collection Number
RL.11055
Title
J. Walter Thompson Company. Chicago Office. Marketing Vertical File, 1937-1998 and undated
Date
1937-1998 and undated
Creator
J. Walter Thompson Company. Chicago Office
Extent
9 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English

Collection Overview

Consists mainly of internal and trade research and subject reports. Topics covered include Broadcast and cable television, general marketing and market research, magazines, out of home media. Market research firms represented include Daniel Starch, Gallup, Marketing Science Institute, Nielsen, Roper and Yankelovich. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

More Biographical / Historical Info

Arrangement

Arranged alphabetically by subject.

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.

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 & 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], J. Walter Thompson Company. Chicago Office. Marketing Vertical File, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

Action for Children's Television, 1971-1981
Box 1
ASI Market Research, 1980-1982
Box 1
Bruskin Associates--Bruskin Report, 1982-1988
(2 folders)
Box 1
Bruskin Goldring, 1992-1997
Box 1
Burke/AdTel, 1971-1983
Box 1
Burke Marketing Research, 1968-1985
(4 folders)
Box 1
Business-to-business, 1988
Box 1
Cosmos, 1985
Box 1
Direct mail, 1983
Box 1
Discover Card, 1987
Box 2
Drug stores, 1989-1990
Box 2
Food, 1986-1988
(3 folders)
Box 2
Future trends, 1983
Box 2
Gallup, 1986-1987
Box 2
Guerlain, 1993
Box 2
Home video, 1989
Box 2
Landor Associates, 1982-1997
Box 2
Magazines, 1966-1983
(10 folders)
Box 2
Magazines, 1980-1993
(10 folders)
Box 3
Magazines--Being Well, 1983
Box 3
Magazines--Business magazines, 1983-1986
(3 folders)
Box 3
Magazines--Circulation, 1982-1992
(2 folders)
Box 3
Magazines--Coupons, 1991
Box 4
Magazines--Fleischmann's Yeast, 1984
Box 4
Magazines--Inflight, 1984
Box 4
Magazines--Kodak/Time, 1983
Box 4
Magazines--Kraft, 1989
Box 4
Magazines--Kraft/General Mills, 1979
Box 4
Magazines--Kraft Miracle Whip, 1982
Box 4
Magazines--Magazine covers, 1991
Box 4
Magazines--Magazine Newsletter, 1973-1980
Box 4
Magazines--Maxfli, 1982
Box 4
Magazines--Oscar Mayer, 1982
Box 4
Magazines--Progressive Grocer, 1993
Box 4
Magazines--Reader's Digest/TV Guide, 1984
Box 4
Magazines--Readership, 1993
Box 4
Magazines--Rolex, 1983
Box 4
Magazines--S.C. Johnson, 1984-1987
Box 4
Magazines--Science magazines, 1980
Box 4
Magazines--Special interest, 1982
Box 4
Magazines--Special Interest Magazine Guide, undated
Box 4
Magazines--Vainty Fair, 1983
Box 4
Magazines--Vogue, 1987
Box 4
Magazines--W.A. Taylor, 1983-1987
(4 folders)
Box 4
Magazines--Warner-Lambert, 1984
Box 4
Magazines--Women's, 1973-1991
(3 folders)
Box 4
Magazines--Women's--Seven Sisters, 1993
Box 4
Magazines--Working women, 1982
Box 4
Manufacturers' Coupon Control Center, 1986-1989
Box 5
Marketing, 1978-1992
(5 folders)
Box 5
Marketing Evaluations, Inc., 1980-1994
(2 folders)
Box 5
Marketing Science Institute, 1991-1998
(3 folders)
Box 5
Marketing Science Institute, 1991-1998
(5 folders)
Box 6
McCollum Spielman/Topline, 1970-1994
(3 folders)
Box 6
McDonnell Douglas, 1989
Box 6
New media, 1980-1984
(3 folders)
Box 6
New media--Home shopping, 1981
Box 7
New media--Home video, 1987
Box 7
New media--Non-print communication, 1981
Box 7
New media--Oscar Mayer, 1987
Box 7
New products, 1982-1985
(2 folders)
Box 7
Niche marketing, 1988
Box 7
Nielsen, 1964-1987
(2 folders)
Box 7
Nielsen Marketing Research Services, 1969-1988
(2 folders)
Box 7
Nielsen Media Research, 1984-1988
Box 7
Nielsen New Product Services, 1981
Box 7
Nielsen Researcher, 1948-1969
(4 folders)
Box 7
Nielsen Researcher, 1970-1989
(4 folders)
Box 8
Nielsen Retail, 1972-1980
Box 8
Oscar Mayer, 1988
Box 8
Out-of-home, 1990
Box 8
Out-of-home--Baseball, 1980
Box 8
Out-of-home viewing, 1989
Box 8
Perception Research Services, 1976-1985
Box 8
Quaker Oats--Kibbles 'N Bits, 1993
Box 8
Regional marketing, 1988
Box 8
Research Systems Corp. (Advertising Research System), 1976-1983
Box 8
Roper Organization, 1983-1991
Box 8
Selling Areas Marketing Inc. (SAMI), 1968-1985
Box 9
Schoenfeld, Gerald, 1982
Box 9
Schwerin Research, 1959-1970
Box 9
Selection Research Inc. (SRI), 1980-1984
Box 9
Social Research Inc., 1956-1981
Box 9
Southland Corporation, 1992
Box 9
Starch Staff--Television commercials, 1970-1971
Box 9
Starch Staff--Tested Copy, 1937-1989
(3 folders)
Box 9
Starch INRA Hooper, 1970-1985
Box 9
Strategic Planning Institute (PIMS), 1977-1989
Box 9
Television, 1971-1992
(3 folders)
Box 9
Television, 1978-1989
(16 folders)
Box 10
Television, 1989-1992
(4 folders)
Box 11
Television--Burger King, 1987
(2 folders)
Box 11
Television--Cable, 1971-1989
(12 folders)
Box 11
Television--Cable--Home shopping, 1985-1986
Box 11
Television--Cable--Kellogg's, 1988
Box 11
Television--Cable--Nestle, 1989-1990
Box 11
Television--Cable--Quaker Oats, 1988
(2 folders)
Box 11
Television--Case studies, 1993
Box 11
Television--Case studies, 1993
Box 12
Television--CBS Basic Guide, 1979
Box 12
Television--Daytime, 1980-1985
(2 folders)
Box 12
Television--Ford, 1983-1989
(2 folders)
Box 12
Television--Game shows, 1978
Box 12
Television--Gerber, 1989
Box 12
Television--Germany, 1991
Box 12
Television--Godfather Pizza, 1987
Box 12
Television--Infomercials, 1993-1997
Box 12
Television--Kellogg's, 1985
Box 12
Television--Kodak, 1984
Box 12
Television--Kraft, 1990
Box 12
Television--Late night, 1981
Box 12
Television--Leo Burnett, 1985-1986
Box 12
Television--Mentholatum--Canada, 1975
Box 12
Television--Nestle Morsels, 1986
Box 12
Television--Network specials, 1988
Box 12
Television--Network Story, 1991
Box 12
Television--News programs, 1980-1986
(2 folders)
Box 12
Television--Northern Telecom, 1983
Box 12
Television--PBS, 1981-1996
(2 folders)
Box 12
Television--Prime time, 1975
Box 12
Television--Quaker Oats, 1987
Box 12
Television--R.T. French/Gerber, 1983
Box 12
Television--Sinutab--Game shows, 1983
Box 13
Television--Social responsibility, 1972
Box 13
Television--Southland Corporation, 1989
Box 13
Television--Specials, 1963-1991
(2 folders)
Box 13
Television--Sports, 1985
Box 13
Television--Sports--Kodak, 1982
Box 13
Television--Sports--NFL, 1984-1989
(2 folders)
Box 13
Television--Syndication, 1986-1987
Box 13
Television--TV Terms, 1976
Box 13
Television--Warner-Lambert, 1985
Box 13
Videocassette players, 1977
Box 13
Videocassette recorders, 1975-1993
(6 folders)
Box 13
ViewData, 1978
Box 13
Warner-Lambert, 1984
Box 13
Warner-Lambert--Trident, 1991
Box 13
Yankelovich Clancy Schulman, 1992-1993
(2 folders)
Box 13
Yankelovich Group, 1987
Box 13
Yankelovich Skelly White, 1970-1981
(2 folders)
Box 13
 

Historical Note

The JWT Chicago Office opened in 1891 by Charles Raymond.

Related Material

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

J. Walter Thompson Company. Chicago Office Records J. Walter Thompson Company. Chicago Office. Media Resources and Research Department records J. Walter Thompson Company. Marketing Vertical File J. Walter Thompson Company. Radio/Television Department records J. Walter Thompson Company. John Devine Papers J. Walter Thompson Company. Account Files


Click to find related materials at Duke University Libraries.

Provenance

The J. Walter Thompson Company. Chicago Office. Marketing Vertical File was received by the David M. Rubenstein Rare Book & Manuscript Library as a gift/purchase/transfer] in 2001-2002.

Processing Information

Processed by Richard Collier, September 2015.

Accessions described in this collection guide: 2001-0263, 2002-0238