Search

Back to top

Search Constraints

Start Over You searched for: Subject Marketing research Remove constraint Subject: Marketing research

Search Results

collection icon

Alvin A. Achenbaum papers, 1948-2011 and undated 117 Linear Feet — 80,000 Items

Market researcher and advertising executive who worked at several agencies; partner in a consulting practice under several names; lecturer and author of marketing textbooks. The Alvin A. Achenbaum Papers span the years 1948-2011 and document Achenbaum's career in advertising (with Grey Advertising, J. Walter Thompson and Backer Spielvogel Bates agencies) and marketing consulting (as a partner in Alvin Achenbaum Associates, Canter Achenbaum Heekin, and Achenbaum Bogda Associates). Collection includes writings and speeches, correspondence, photographs, research reports and related materials. Clients represented include 7-Eleven, American Red Cross, AT&T, Block Drug, Bristol-Myers, Campbell Soup, Chrysler, Dairy Queen, Dentsu, Franklin Mint, General Foods, GTE, Hallmark, Honda, Integrity Music, Kayser-Roth, Kia, K-Mart, Miller Brewing, MTA, Nationwide, Nestlé, Nissan/Datsun, PCA, Pfizer, Philip Morris, Quaker Oats, Revlon, Ryerson Tull, Seagram, Toyota, U.S. Dept. of Defense, and Warner-Lambert. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

The Alvin A. Achenbaum Papers span the years 1948-2011 and document Achenbaum's career in advertising (with Grey Advertising, J. Walter Thompson and Backer Spielvogel Bates agencies) and marketing consulting (as a partner in Alvin Achenbaum Associates, Canter Achenbaum Heekin, and Achenbaum Bogda Associates). Collection includes writings and speeches, correspondence, photographs, research reports and related materials. Clients represented include 7-Eleven, American Red Cross, AT&T, Block Drug, Bristol-Myers, Campbell Soup, Chrysler, Dairy Queen, Dentsu, Franklin Mint, General Foods, GTE, Hallmark, Honda, Integrity Music, Kayser-Roth, Kia, K-Mart, Miller Brewing, MTA, Nationwide, Nestlé, Nissan/Datsun, PCA, Pfizer, Philip Morris, Quaker Oats, Revlon, Ryerson Tull, Seagram, Toyota, U.S. Dept. of Defense, and Warner-Lambert.

collection icon
online icon
The Archives document the history of Benton & Bowles advertisements; the merger of the D'Arcy MacManus Masius and Benton & Bowles companies; the early careers of William Benton and Atherton W. Hobler; research and publication about the history of Benton & Bowles; employee training, recruitment, and management; corporate publications; and marketing research. Includes material from three companies: D'Arcy Masius Benton & Bowles, Benton & Bowles, and D'Arcy MacManus Masius. Specific formats include memoranda; correspondence; reports; corporate publications, such as house organs, research reports, manuals, credentials, and employee reference material; press releases and a press book; speeches; clippings; photographs in color and black-and-white, and negatives; films and DVDs of advertisements; book manuscripts; audio tapes; financial papers; and a scrapbook. Clients represented in the Advertisements Series include the Procter & Gamble Company, General Foods Corporation, Allied Chemical Corporation, Avco Corporation, Colgate Palmolive Co., Florida Citrus Commission, International Business Machines Corporation, and West Point Pepperell. The unprocessed addition (554 items, dated ca. 1950s-1980s) comprises 16-mm film reels of commercials. Brand names and clients include Crest, Post cereals, Scope, Yardley, Hardees, Grape Nuts, Hasbro, and Pampers. Acquired as part of the John W. Hartman Center for Sales, Advertising, and Marketing History. (01-103).

The D'Arcy Masius Benton & Bowles (DMB&B) Archives consists of advertising agency records spanning the years 1929 to 1995. The bulk of the material dates from the 1950s to the mid-1980s. The Archives includes material that documents aspects of three advertising agencies: D'Arcy Masius Benton & Bowles (DMB&B), Benton & Bowles (B&B), and D'Arcy-MacManus & Masius (D-MM).

The Archives as a whole provides a comprehensive overview of Benton & Bowles advertisements (1932-1995) and commercials (1950s-1980s), primarily those created by the agency's New York office. Other major topics include the advertising careers of William B. Benton and Atherton W. Hobler; research and publication about the history of Benton & Bowles by Gordon Webber and Frank Smith; television programs created by B&B in the 1950s; aspects of employee training, recruitment, and management; and marketing research. The Archives also documents the merger of the D'Arcy-MacManus & Masius agency with Benton & Bowles to form DMB&B in 1985. There is very little information in the Archives about the D'Arcy-MacManus & Masius agency prior to the merger. Also, material about Benton & Bowles offices other than New York is limited, and found mostly in B&B house organs.

The D'Arcy-MacManus Masius Files comprise a very small amount of materials in the Archives. Although the D'Arcy agency had its roots in 1906, the Items gathered here date only from 1972-1985, mainly 1981 to 1985. They consist of corporate publications, notes, and clippings. The 75th Anniversary edition of "Between Us" contains an overview of the history of D'Arcy-MacManus & Masius, especially of the D'Arcy Advertising Company, and its clients. Profiles, a resource book, provides information on all of the divisions of the D'Arcy -MacManus Masius Worldwide group of advertising agencies.

The Benton and Bowles Files are by far the largest part of the Archives. They include primarily print advertisements (the largest series in the Archives), but also over 500 films, significant documents relating to the work of the agency, photographs, and corporate publications. The Benton & Bowles Files span the years 1929 to 1985, although most of the material dates from 1950s and after. Item types in the collection include internal memoranda; reports; speeches; printed material (manuals, leaflets, pamphlets, and house organs); photographs; research notes; credentials; employee training material; press releases and clippings; book manuscripts; audio tapes of oral history interviews; and financial papers. The Benton & Bowles Files provide documentation of the history of print and television advertising; television programming; the history of the B&B agency and its corporate culture; corporate communications; marketing research; and advertising executives.

The earliest Items in the B&B Files are two small bank books recording account activity of the fledgling agency from 1929 to 1935 and copies of William ("Billie") Benton's long letters to his mother, 1929-1938, in which he confides details of his new advertising agency as well as family matters. A small number of other Items date from the 1930s and 1940s and illustrate isolated aspects of the agency's business in that period.

Long series of various agency house organs begin in 1947 and provide the most complete and continuous views of Benton & Bowles, its clients, advertising campaigns, personnel, and various offices in the U.S. and abroad.

The Advertisements Series is the largest section of the Archives and contains comprehensive files of print advertising campaigns developed mainly by Benton & Bowles from 1932-1980. The series includes primarily proofs, along with some tearsheets, of consumer and trade advertisements, most from U.S. magazines and newspapers. Files for a few clients include unusual material, such as packaging or client newsletters. Most of the advertisements were removed from large scrapbooks into which B&B employees had pasted them; many have suffered glue damage, but they remain an invaluable source for studying the development of a number of advertising campaigns over long periods of time. Longtime clients of B&B included Procter & Gamble and General Foods, among many others. Neither the Advertisements Series nor any other part of the Archives contains substantial documentation of the creative processes behind the advertisements and advertising campaigns.

For additional information about the Advertisements Series, see the data collection sheets in the Information Folders about the DMB&B Archives. The data collection sheets provide notes about: languages, other than English, used in the advertisements; countries, other than the United States, for which advertisements were produced; the use of celebrities in the advertisements; themes or social and political issues that can be studied in the advertisements; and the use of comic illustrations. The data collection sheets also note the existence of collateral literature for certain advertising campaigns. The Information Folders also contain a list of Benton & Bowles clients and the dates of agency-client relationships.

The Audiovisual Series (RESTRICTED) contains over 500 reels of 16mm film varying in lengths from 200' to 1600'. The majority of the films are compilations of commercials created mainly by Benton & Bowles for many different clients. Also included are several dozen reels of vintage television programs (shows created or sponsored by B&B), several stockholders' meetings, speeches, new business presentations, and outtakes. At the time of this writing, most of the films have not been viewed in their entirety, indexed, or reformatted. However, a selection of films has been reformatted for research use.

Addition (accession #2001-0103) (554 items, 7.5 linear ft.; dated [ca. 1950s]-[1980s]) comprises 16-mm film reels of commercials. Brand names and clients include Crest, Post cereals, Scope, Yardley, Hardees, Grape Nuts, Hasbro, and Pampers. Viewing of commercials is restricted until videocassette use copies are made. For a container list, contact Research Services.

collection icon
David W. Dole is a genealogist and former broadcasting and advertising executive (Leo Burnett agency). The Industry Standard Commercial Identification (ISCI) system is a coding system used by television stations and advertisers to identify and track television commericials. The ISCI code consists of and 8-character identifier, four letters (identifying the advertiser) and four numbers (identifying the specific commercial), in the format ABCD1234. Each version of every commercial receives a unique identifier. David Dole is also the author (in the 1990s) of the Publishers Genealogical Coding Service (PGCS), used by librarians and genealogists to codify bibliographic information for obituaries. The David W. Dole ISCI Records span the years between 1969 and 2004 and document the creation and management of the Industry Standard Commercial Indentification (ISCI) system. The collection consists of press releases, correspondence, pamphlets, clippings, articles, published registers, and technical documents that pertain to the proposal, design and implementation of the ISCI system. Materials pertain to the involvement of the Association of National Advertisers (ANA), the American Association of Advertising Agencies (AAAA), including the purchase of the ISCI system from Dole by the AAAA/ANA in the 1990s, and the replacement of ISCI with a new system, Ad-Id.

The David W. Dole ISCI Records span the years between 1969 and 2004 and document the creation and management of the Industry Standard Commercial Indentification (ISCI) system. The collection consists of press releases, correspondence, pamphlets, clippings, articles, published registers, and technical documents that pertain to the proposal, design and implementation of the ISCI system. Materials pertain to the involvement of the Association of National Advertisers (ANA), the American Association of Advertising Agencies (AAAA), including the purchase of the ISCI system from Dole by the AAAA/ANA in the 1990s, and the replacement of ISCI with a new system, Ad-Id.

collection icon

Douglass L. Alligood papers, 1963-2013 1 Linear Foot — 100 Items

Advertising executive with BBDO and Uniworld agencies, and RCA. One of the first African Americans to become an executive in the advertising industry in the United States Collection spans the years 1963-2013, with the bulk of materials spanning 1980-2006. It contains primarily of research reports focused on ethnic minority (African American, Asian, Hispanic) and youth consumer market demographics and media issues such as television viewing habits. The collection also includes clippings and a 1963 audio recording, Adventures in Negro History. Companies referenced in the materials include BBDO, RCA, Chrysler and Pepsi. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection spans the years 1963-2013, with the bulk of materials spanning 1980-2006. It contains primarily of research reports focused on ethnic minority (African American, Asian, Hispanic) and youth consumer market demographics and media issues such as television viewing habits. The collection also includes clippings and a 1963 phonograph record, Adventures in Negro History. Companies referenced in the materials include BBDO, RCA, Chrysler and Pepsi.

collection icon
John Benjamin Harris is Professor Emeritus of Management and Marketing at Virginia State University. He pioneered governmental and commercial awareness of African American advertising markets and, in the 1970s, became the Director of the Virginia State Office of Minority Business Enterprise and Special Assistant to the Governor for Minority Enterprise. The John Benjamin Harris Papers span the years 1955-1991 and include scholarly articles, corporate reports and proposals, product labels, 16mm film reels, and audio tapes. Materials represent Harris' academic and professional work at New York University and Virginia State University as well as his work for the Virginia State Office of Minority Business Enterprise. Topics touched on in the collection include minority business enterprises; minority markets and minorities (especially African Americans) as consumers; and African American mass media. In addition, the collection reflects Harris' work for the advertising industry with employers including Cunningham & Walsh, Inc., the Leo Burnett Company, Inc., and the Ted Bates Company. Brands represented include Alka-Seltzer (Miles Laboratories), Campbell Soup, Coca-Cola, Cleveland Electric, Eastman Kodak, Pillsbury, and Schlitz.

The John Benjamin Harris Papers span the years 1955-1991 and include scholarly articles, corporate reports and proposals, product labels, 16mm film reels, and audio tapes. Materials represent Harris' academic and professional work at New York University and Virginia State University as well as his work for the Virginia State Office of Minority Business Enterprise. Topics touched on in the collection include minority business enterprises; minority markets and minorities (especially African Americans) as consumers; and African American mass media. In addition, the collection reflects Harris' work for the advertising industry with employers including Cunningham & Walsh, Inc., the Leo Burnett Company, Inc., and the Ted Bates Company. Brands represented include Alka-Seltzer (Miles Laboratories), Campbell Soup, Coca-cola, Cleveland Electric, Eastman Kodak, Pillsbury, and Schlitz.

The collection is organized into three series: Writings, Package Labels, and Audiovisual Materials. The Writings Series includes scholarly articles, reports, and proposals from Harris' academic and professional career in marketing research. The Package Labels series includes images of Campbell Soup Company branded product labels. The Audiovisual Materials series includes reels of television and radio advertisements for various company brands and advertising agencies.

collection icon
Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The JWT 16mm Microfilm Investigations span the years 1913-1950 and consist of research reports, market studies, account histories, office overviews, campaign studies and other investigative documents. Clients include Andrew Jergens, Ballantine, Corning, Kodak, Emerson Drug, General Cigar, J&J Colman, J.B. Williams, J.P. Stevens, Johns-Manville, Lehn & Fink, Lever Brothers (Unilever), Lorillard, Northam Warren, Penick & Ford, Pond's, R.T. French, Scott Paper, Standard Brands and the U.S. Marine Corps. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

The JWT 16mm Microfilm Investigations span the years 1913-1950 and consist of research reports, market studies, account histories, office overviews, campaign studies and other investigative documents. Clients include Andrew Jergens, Ballantine, Corning, Eastman Kodak, Emerson Drug, General Cigar, J&J Colman, J.B. Williams, J.P. Stevens, Johns-Manville, Lehn & Fink, Lever Brothers (Unilever), Lorillard, Northam Warren, Penick & Ford, Pond's, R.T. French, Scott Paper, Standard Brands and the U.S. Marine Corps.

collection icon
Established in 1864, the J. Walter Thompson Company is one of the oldest and largest enduring advertising agencies in the United States. The Chicago Office opened in 1891. The Information Center served as a corporate research library and reference center for the agency. Collection spans the years 1971-2000 and consists largely of trade publications produced by commercial publishers, academic institutions, professional associations and market research firms. Publications address a broad range of market sectors, product categories, demographics and consumer behaviors. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection spans the years 1971-2000 and consists largely of trade publications produced by commercial publishers, academic institutions, professional associations and market research firms. Publications address a broad range of market sectors, product categories, demographics and consumer behaviors.

collection icon
The J. Walter Thompson Company (JWT), founded in 1864, is one of the largest and oldest enduring advertising agencies in the United States. Goldfarb Consultants, founded in 1966 by Canadian pollster and market researcher Martin Goldfarb, is a leading Canadian marketing consulting group that specializes in focus groups and other qualitative research methods. Martin Goldfarb sold his interest in Goldfarb Consultants to JWT's parent company, WPP, in 1998. The Goldfarb Consultants Ford Research Reports span the years 1974 to 1989 and consist of written research summaries primarily of advertising campaigns for various Ford automobiles, vans, and trucks. In addition there are reports on a range of specialized consumer markets, focused on women, African-American, Hispanic, youth, college-age consumer groups as well as some reports on regional markets.

The Goldfarb Consultants Ford Research Reports span the years 1974 to 1989 and consist of written research summaries primarily of advertising campaigns for various Ford automobiles, vans, and trucks. In addition there are reports on a range of specialized consumer markets, focused on women, African-American, Hispanic, youth, college-age consumer groups as well as some reports on regional markets.

The collection is arranged into two self-evident series: Consumer Research, and Ford Motor Company Studies. The Consumer Research Series is organized alphabetically by topic. The Ford Motor Company Studies Series is organized alphabetically by automobile model name.

collection icon
Founded in 1864, the J. Walter Thompson Company (JWT) is one of the largest and oldest enduring advertising agencies in the United States. Eleanor Newman was an Account Representative and Office Manager with JWT during the years 1976-1985. The Eleanor Newman Papers cover the years 1974-1985, with the bulk of the materials dating from 1979-1983, roughly the period during which Newman served as Office Manager of the J. Walter Thompson (JWT) Entertainment Group, and as Account Representative for the Health & Tennis Corporation account. The collection includes media plans, schedules, budgets, invoices, market research, proofs, tear sheets, photographs, conference call reports, memoranda and correspondence, and proposals related to the advertising campaigns of various JWT clients. Companies represented include Dentcare, Genesco, Circle Line Sightseeing Cruises, Jack La Lanne Spa, Vertical Club, Cover Girl, Freirich Meats, Beatrice Foods, Samsonite, Cable Shop, and Screenvision. Also included in the collection are media plans for the New York Arrows indoor soccer team, the 1981-1982 seasons of the New York City Opera, and several Broadway musicals including Mr. Lincoln, Really Rosie and Snow White.

The Eleanor Newman Papers cover the years 1974-1985, with the bulk of the materials dating from 1979-1983, roughly the period during which Newman served as Office Manager of JWT's The Entertainment Group, and as Account Representative for the Health & Tennis Corporation (later part of Bally Total Fitness Corporation) account. The collection includes media plans, schedules, budgets, invoices, market research, proofs, tear sheets, photographs, conference call reports, memoranda and correspondence, and proposals related to the advertising campaigns of various JWT clients. Companies and products represented include Dentcare, Genesco, Circle Line Sightseeing Cruises, Jack La Lanne Spa, Vertical Club, Covergirl, Freirich Meats, Beatrice Foods, Samsonite, Cable Shop, and PIAF/Screenvision. Also included in the collection are media plans for the New York Arrows indoor soccer team; the 1981-1982 seasons of the New York City Opera; and several Broadway musicals including Mr. Lincoln, Really Rosie and Snow White.

The collection is arranged into thirteen categories: General Files; Broadway; Cruise Tours; Dentcare; Fitness; Footwear; Freirich Meats; New York City Opera; Outdoor Advertising; Samsonite; Sports; Television; and Oversize Materials. The General Files include JWT directories, market research, office memoranda and forms, and correspondence relating to Mark Schoenfeld, Media Director at JWT Entertainment Group. Broadway files include media plans relating to the musicals Mr. Lincoln, Really Rosie, Snow White, Vaudeville Show, among others. The files on sightseeing cruise tours, Freirich Meats, the New York City Opera, Cable Shop and PIAF/Screenvision include advertising proofs, tear sheets, television and radio advertising schedules, and media plans. The Footwear files include proposals, advertising copy, proofs, media plans and market research for Covergirl and Genesco's Charm Step and Easy Street lines of shoes. Samsonite, the largest category of files in the collection, includes several booklets of research findings on the 1980s luggage market, marketing proposals and recommendations, and advertising tracking studies. The Outdoor Advertising files includes photographs, market research and correspondence related to billboard, bus and bus shelter advertising of Broadway musicals in New York City. Oversize Materials consist of large-format items removed from other series and housed separately.

Many of the marketing proposals and market research findings arrived in binders labeled with a title sheet or subject headings. Items were removed from binders, and original titles were used. Several sections were removed from their respective series into a separate oversize box.

collection icon
Division of the J. Walter Thompson Company, specializing in marketing communications and advertising to the North American Hispanic market. Founded in 1980, its clients and operations were folded into Mendoza Dillon & Associates upon WPP's acquisition of that agency in 1988. Collection spans the years 1980-1985 and includes correspondence, marketing research, advertising strategy reports and other items. Companies represented include Bumble Bee, Burger King, Ford, Kraft, Sears, Ward Candy (Chunky bar) and William Underwood. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.

Collection spans the years 1980-1985 and includes correspondence, marketing research, advertising strategy reports and other items. Companies represented include Bumble Bee, Burger King, Ford, Kraft, Sears, Ward Candy (Chunky bar) and William Underwood. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.