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Guide to the Shepard Kurnit papers, 1978-1983 and undated

Summary

Advertising executive and market researcher with several agencies, including his own, in New York. Collection includes correspondence, research data printouts, photo- and storyboards of advertisements submitted by various agencies, videotapes and film reels that primarily document Kurnit's Television Advertising Perception (TAP) research project, that sought to map television and radio audience perceptions and readership of commercials against advertising agencies' creative expectations. Participant agencies include BBDO; Compton; Dancer Fitzgerald Sample; Della Femina Travisano; Foote Cone & Belding; Manoff Geer Gross; SSC&B; and Tracy Locke; and Young & Rubicam. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection Details

Collection Number
RL.11682
Title
Shepard Kurnit papers
Date
1978-1983 and undated
Extent
4.0 Linear Feet
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
Materials in English

Collection Overview

Collection includes correspondence, research data printouts, photo- and storyboards of advertisements submitted by various agencies, videotapes and film reels that primarily document Kurnit's Television Advertising Perception (TAP) research project, that sought to map television and radio audience perceptions and readership of commercials against advertising agencies' creative expectations. Participant agencies include BBDO; Compton; Dancer Fitzgerald Sample; Della Femina Travisano; Foote Cone & Belding; Manoff Geer Gross; SSC&B; and Tracy Locke; and Young & Rubicam. 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 Files; Research Test Data; Audiovisual Materials.

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], Shepard Kurnit papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Contents of the Collection

Correspondence--Agencies and unions, 1978-1979
(1 folder)
Box 1
Correspondence and miscellaneous, 1979-1982
Box 1
Notes, clippings, etc., 1983 and undated
Box 2
Photoboards, 1979
Box 1
Photoboards--Compton, 1979
Box 1
Photoboards--Dancer Fitzgerald Sample, 1979
Box 1
Photoboards--Foote Cone & Belding, 1979
Box 1
Photoboards--Lee, King & Partners, 1979
Box 1
Photoboards--Manoff Geers Gross, 1979
Box 1
Photoboards--SSC&B, 1979
Box 1
Photoboards--Spreadsheets, 1979
Box 1
Photoboards--Tracy-Locke, 1979
Box 1
Photoboards--Young & Rubicam, 1979
Box 1
Print material--Communique (Advertising Club of Louisville), 1979

Features article announcing Kurnit speech at club meeting

Box 2
Radio presentation, Anchorage, approximately 1979
Box 2
Reel 2 data sheets, undated
Box 1
Reel 3 data sheets, undated
Box 1
TAP (Television Audience Perception)--Book project, 1981

Television Advertising Perception (TAP) was a research project designed to determine whether consumers view advertisements in the same way as advertising professionals. Television commercials from 27 agencies were used with a questionnaire asking participants to rate the commercials on a scale in terms of "creative" and "convincing."

Box 1
TAP (Television Audience Perception)--Description and notes, undated
Box 1
Breakouts by type, group, product, approximately 1980
Box 3
By agency, approximately 1980
Box 3
Demographics of judges, approximately 1980
Box 3
Products ranked by total creative mean score, approximately 1980
Box 3
QUBE on-air responses, Columbus, approximately 1980

QUBE (1977-1984) was an experimental, interactive cable television system launched in Columbus, Ohio.

Box 3
Ranked by "convincing" mean score, approximately 1980
Box 3
Ranked by "creative" mean score, approximately 1980
Box 3
Reel 1, approximately 1980
Box 3
Reel 2, approximately 1980
Box 3
Reel 3, approximately 1980
Box 3
Reel 4, approximately 1980
Box 4
Reel 5, approximately 1980
Box 4
Shepard's master set, approximately 1980
Box 4
Testing site data, approximately 1980
Box 4
Participating Agencies 1, 1978

Della Femina, Travisano +; Dancer Fitzerald Sample; Young & Rubicam; Norman Craig & Kummel; Foote Cone & Belding; BBDO; Case & McGrath; Benton & Bowles; Waring & LaRosa; Kenyon & Eckhardt

Box AV1
Video-cassette RL11682-Umatic-001
Participating Agencies 2, 1978

SSC& B; Ted Bates; Doyle Dane Bernbach; Compton; Campbell-Ewald; NW Ayer ABH International; McCaffree-McCall; Scali McCabe & Sloves; DKG; Ally & Gargano

Box AV1
Video-cassette RL11682-Umatic-002
QUBE reel, 1980
Box AV1
Video-cassette RL11682-Umatic-003
Selections for Wall Street Journal (Bill Abrams), 1980

Includes Bounty; Bolt; Baby Ruth; 5th Avenue Bar; Palmolive dishwashing; Ajax dishwashing; Guestware disposa ble plate; Chevrolet truck; Sunsensor; Polaroid One Step; Jello Pudding; Ford corporate; Lipton tea; Wheaties; Dunkin Donuts; Winchell's; Tonka; Fisher Price; AMF; Funk & Wagnalls; American Tourister; Dr. Scholl's; MGA-TV; Climatrol; Federal Express; AAMCO; Hertz; Avis; Foster Farms; Mrs. Pauls; Whataburger; Krystal Fried Chicken; Diet Pepsi; Muriel cigar; Aviance; Charlie; Cie; Chanel #5; Desitin; Johnson & Johnson Baby Shampoo; Fiat; Mercury Monarch; AMC Concord

Box AV1
Video-cassette RL11682-Umatic-004
Television Audience Perception reel 1, undated
Box AV1
Video-cassette RL11682-Umatic-005
Television Audience Perception reel 2, undated
Box AV1
Video-cassette RL11682-Umatic-006
Television Audience Perception reel 3, undated
Box AV1
Video-cassette RL11682-Umatic-007
Television Audience Perception reel 4, undated
Box AV1
Video-cassette RL11682-Umatic-008
Television Audience Perception reel 5, undated
Box AV1
Video-cassette RL11682-Umatic-009
Television Audience Perception reel 5, undated
Box AV1
Video-cassette RL11682-Umatic-010
Television Audience Perception reel 1, undated
Reel 1
Film-reel RL11682-F16-001
Television Audience Perception reel 2, undated
Reel 2
Film-reel RL11682-F16-002
Television Audience Perception reel 3, undated
Reel 3
Film-reel RL11682-F16-003
Television Audience Perception reel 4, undated
Reel 4
Film-reel RL11682-F16-004
Television Audience Perception reel 5, undated
Reel 5
Film-reel RL11682-F16-005
 

Historical Note

Advertising executive and market researcher with several agencies, including his own, in New York.

Born 1924, New York; Parsons School of Design 1941-1942; U.S. Army Air Force 1943-1945; Sterling Advertising 1945; Harry Serwer Advertising 1945-1957; C.J. Herrick Associates 1947-1949; Diamond Barnett Advertising 1949; founded Kurnit Associates 1950-1954; President, Kurnit Geller Associates 1954-1956; Executive Vice President, Calet Hirsch Kurnit & Spector (formerly Delahanty Kurnit & Geller/DKG Advertising) 1956-1981 (Chairman 1981-1983); Chairman, Ephron Raboy Tsao & Kurnit 1983-1986; founded Kurnit & Partners 1986; died 2001.

Related Material

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

American Association of Advertising Agencies records;

Charles McKinney papers;

J. Walter Thompson Company. Information Center records;

J. Walter Thompson Company. Ronald B. Kaatz papers;

J. Walter Thompson Company. Chicago Office. Media Resources and Research Department records;

J. Walter Thompson Company. New York Office. Research Department records


Click to find related materials at Duke University Libraries.

Provenance

The Shepard Kurnit papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1993.

Processing Information

Processed by Richard Collier, Nov. 2018;

Accessions described in this collection guide: 93-044