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Ernest Dichter papers, Series I. Research proposals and reports
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Ernest Dichter papers, Series I. Research proposals and reports

Accession 2407A

Manuscripts and Archives Department, Hagley Museum and Library


PO Box 3630
Wilmington, Delaware, 19807
302-658-2400
research@hagley.org

This finding aid was produced using the Archivists' Toolkit 2013-04-29T13:53-0400

Finding aid prepared using best local practices and Describing Archives: A Content Standard

Cite items for this collection in the following format:
[Description and dates], Box/folder number, Ernest Dichter papers, Series I. Research proposals and reports (Accession 2407A), Hagley Museum and Library, Wilmington, DE 19807

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Descriptive Summary

Title: Ernest Dichter papers, Series I. Research proposals and reports
Dates: 1937-1988
Accession Number: 2407A
Creator: Dichter, Ernest, 1907-1991
Extent: 125 linear feet
Language of Material: English, German, French
Repository: Hagley Museum and Library: Manuscripts and Archives Department
Abstract: This series, which accounts for over half the collection, is comprised of Dr. Dichter's research proposals and studies, created by Ernest Dichter and his staffs between his arrival in the United States in 1938 and 1988.
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Administrative Information


Provenance

Gift of the Dichter family, 2007

Existence and Location of Copies

A large number of Ernest Dichter's research proposals and reports were digitized by Adam Matthew Digital (AMD) in 2013 and are available to on-site users and database subscribers via the AMD database, American Consumer Culture, 1935-1965 .

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Biographical Note

See the online finding aid for the Ernest Dichter Papers (Accession 2407)

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Scope and Content

This series, which accounts for over half the Ernest Dichter Papers collection, is comprised of Dr. Dichter's research proposals and studies. As such, it is both the heart of the archive and the most important part of Dichter's prodigious intellectual output, containing not only the fullest expression of his own ideas, but also an unparalleled window into consumer behavior and attitudes over more than four decades and on five continents.

Proposals and research studies created by Ernest Dichter and his staffs between his arrival in the United States in 1938 and 1988. They include a few pre-Dichter reports from J. Stirling Gatchell, Inc., the earliest dated 1937. The studies have been kept just as they were removed from the Dichters' house in 2008. Some studies may have been given away or not refiled, so that some important studies, such as those on the Plymouth and the "Tiger in your tank" campaign, are now missing. Additionally, a very high percentage of the proposals did not result in commissions. However, the researcher should keep in mind that in some cases the proposal remains, while the final report has been removed from the files. Dr. Dichter's own card index, which cross-referenced the studies by report number, client, and topic is included.

The studies begin with Dichter's work for J. Stirling Gatchell and the Columbia Broadcasting System. The CBS reports employ the Lazarsfeld methods of measuring audience response and include analyses of single programs, of daytime soap operas, of Franklin D. Roosevelt's use of radio, and of public service programming, including one on anxieties raised by the atomic bomb. The mid-1950s to early 1960s are the high summer of Dichter's independent work. Studies from the London office first appear in 1958 and run through 1969. Beginning in 1968, German-language studies from the Zurich and then Frankfurt offices make up an increasing share of the total. By the early 1970s, the percentage of the proposals being rejected is increasing, and by the mid-1970s, the volume of business is much reduced, and more of what remains deals with non-profits and employee motivation. The last surviving report dates from 1988, three years before Dichter's death.

Researchers should be careful to observe the distinction between proposals and studies. As noted, a substantial number of the proposals sent out failed to generate a response. Together, the proposals are most important as evidence of Dichter's general stock of ideas (which may also be gleaned from his published writings) and the extent of his resourcefulness in seeking ways to apply them and sell his services to potential clients.

The studies, on the other hand, offer a rare, if somewhat skewed entry into the minds of ordinary consumers in the U.S., Western Europe, and to a lesser extent Canada, Mexico and Israel. Unfortunately, Dichter himself destroyed his original raw data, including the full records of his depth interviews and the identity of his test subjects. Some supporting information survives only for a few of the very last studies. The only surviving example of something close to a full set of depth interviews is a series with residents of Arizona on their lifestyles and hobbies in 1985, and it does not match any of the completed, typed and bound studies. The surviving extracts that Dichter worked into his reports are still important and often make fascinating or occasionally outrageous reading, but the researcher should always remember that what remains has passed through the filter of Dr. Dichter's own sensibilities. He clearly found the play of a Wednesday Addams-like little girl who imagines that her Barbie doll has a baby that soon dies more intriguing than less morbid scenarios.

That said, Dichter was able to elicit rather candid responses from his subjects, in the case of the woman who used an interview on home cooking to tear into her nagging mother-in-law and her (in her view) spoiled husband, unexpectedly so. Dichter also paid more attention to class (as measured both by education and income) and racial/ethnic divisions in his research than Daniel Horowitz has implied. To the extent that the nature and test market of the product allowed, Dichter would try to include the differing responses of minorities, including African Americans, Puerto Ricans, French Canadians and the like. He also tried to balance his samples by age and gender, although in the latter case, the researcher needs to be ever-mindful of his tendency to classify women into a few types based on the polarity of the "new" woman and the traditional homemaker.

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Arrangement

Original order was maintained. The studies are arranged according to Dr. Dichter's own numerical system which assigned numbers to clients in more-or-less chronological order with the report number first, followed by the client (if applicable), and the report topic. Preliminary proposals generally carry an "A" suffix, while full studies are denoted with higher letters, and projects for a single client that resulted in successive reports are typically designated "12.1," "12.2," etc.

During the later years, Dichter did not maintain his filing system with the same level of accuracy and occasionally filed reports for the same project under different numbers or out of chronological sequence. A very high percentage of the proposals did not result in commissions. However, the researcher should keep in mind that in some cases the proposal remains, while the final report has been removed from the files.

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Series Descriptions and Inventory

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1 30D: CBS Research Department Program Analysis Division - The Sparrow and Hawk (Progress Report), 1945
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1 31: CBS Research Department Program Analysis Division - Report on listener reactions based on Lagerfeld-Stanton program analyzer "As the Nation Waited," 1945
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1 32A: Woolen Corporation of America - Proposal for the development of a public relations and advertising policy for the Woolen Corporation of America, 1945
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1 33: Crowell-Collier Research Department - Homemaking and appliances - a psychological survey, 1945
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1 1: J. Stirling Getchell, Inc. - Picking a Name for Socony Household Products, 1937
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1 1A: Socony-Vacuum Oil Co. - Research Plan for Home Heating Survey, undated
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1 2E: Winius Brandon - Psychological Attitude of the Salesman and the Retailer, 1954
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1 3: Esquire, The Magazine for Men - The Buying Habits of the Esquire-Magazine Reader, 1939
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1 3A: Esquire magazine - Proposals re: a study "to influence the advertiser to take a second look at the new Esquire.," 1957
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1 3C: The Esquire Magazine - A Motivational Research Study of The New Esquire: Magazine of "Shared Excitement," 1958
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1 3.1A: Esquire Magazine - Our Method, Procedure and Sample for a Motivational Research Study for Esquire Magazine, 1957
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1 3.2A: Esquire Magazine - Letter to Samuel Ferber outlining the basic points of the motivational research study, 1957
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1 3.3A: Esquire Magazine - Esquire and the College Market, the Automobile Market and the Egg-Head Market, 1959
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1 4C: Milk Industry Foundation - A Study of What People Think About the Milk Industry, 1938
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1 5: J. Stirling Getchell, Inc. - Survey Among Gasoline Buyers on the Value of 1939 Baseball Broadcast Advertising in the Socony-Vacuum New York City Division, 1939
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1 6: J. Stirling Getchell, Inc. - A Study of the Psychological and Sociological Functions of the Gasoline Station, undated
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1 7: Additional Descriptive Language to Accompany the Mobilgas and Mobiloil Psychological Survey, undated
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1 7A: Research Plan for Gasoline Brand Association Survey, undated
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1 8: Motion Picture Tie-Ups, undated
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1 9: J. Stirling Getchell, Inc. - The Psychology of Eating Yeast for Health, undated
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1 09: J. Stirling Getchell, Inc. - The Psychology of Breakfast Cereals, undated
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1 10: J. Stirling Getchell, Inc. - Sobol Brothers Gasoline Station Survey, 1940
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1 11: J. Stirling Getchell, Inc. - Suggestions for the Containers of Tavern Products, 1940
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1 12: CBS Research Division - The Continuing Study of Newspaper Reading, 1940
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1 013: J. Stirling Getchell, Inc. - The Psychology of Car Buying in the De Soto Price Class, 1940
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1 13: J. Stirling Getchell, Inc. - The Psychology of Car Buying - A Psychological Study Undertaken to Answer Two Vital Questions about Car Buying, 1940
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1 "Seven League Boots," undated
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1 013.1: J. Stirling Getchell, Inc. - Survey on State-of-Mind of Potential Buyers of 1942 Cars, 1942
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1 14: J. Stirling Getchell, Inc. - The Psychology of Tavern Household Products, 1940
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1 16: J. Stirling Getchell, Inc. - The Psychology of Gasoline and Oil Buying, 1940
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1 016: J. Stirling Getchell, Inc. - The Psychology of Gasoline - A Brief Analysis, 1940
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1 17: CBS Research Department - The Ford Sunday Evening Hour - Popularity Awards and Mentions in Radio Polls, 1941
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1 18: CBS Research Department - A Tentative Outline of Problems for Inclusion in a Study of Daytime Radio Programs and Listeners, 1942
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1 19: CBS Research Department Program Analysis Division - Lazersfeld - Stanton Program Analyzer, "Mother and Dad" #1 Broadcast August 10, 1942, Report on Listener Reactions, 1942
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1 019: CBS Research Department Program Analysis Division - Report on Listener Reactions Based on Lazersfeld-Stanton Program Analyzer, "Wilderness Road," 1945
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1 20: Columbia Broadcasting System - President Franklin D. Roosevelt's Radio History, 1942
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1 21: CBS Research Department Program Analysis Division - Report on Listener Reactions Based on Lazarsfeld-Stanton Program Analyzer, "People's Platform" Broadcast November 6, 1943, 1944
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1 22: CBS Research Department - Gray-Leary and Lorge Indices for Programs, Commercials and Audience Mail Summary of Findings, 1942
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1 23: CBS Research Department - Progress Report on a Pilot Study on Daytime Serial Listening, 1943
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1 24: CBS Research Department - Progress Report on Content Analysis of Selected Daytime Serial Programs, 1943
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1 25: Columbia Broadcasting System - Summary of Meeting Held by CBS Committee on Daytime Program Research, 1943
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1 25.1 Columbia Broadcasting System - Summary of Meeting Held by CBS Committee on Daytime Program Research, 1942
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1 26: CBS Research Department Script Analysis Division - Progress Report on Script Analysis, 1943
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1 27: CBS Research Department - Trueness to Life in the Daytime Serials (A Psychological Analysis), 1944
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1 28: CBS Research Department - CBS Diary Study, September, 1943, Listening Section, 1944
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1 29: Anfenger Advertising Agency - The Psychology of Pipe Smoking, 1944
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1 30: CBS Research Department Program Analysis Division - Report on Listener Reactions Based on Lazarsfeld-Stanton Program Analyzer, "The Sparrow and the Hawk", Episode 40, July 6, 1945 and Episode 41, July 9, 1945, 1945
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1 33.1A: The Crowell-Collier Publishing Co. - "Collier's at Work" A Promotion Plan Submitted to The Crowell-Collier Publishing Co., undated
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1 34: CBS Research Department - The Atomic Bomb and Atomic Energy - A Summary and Analysis of Public Opinion Poll Findings, 1946
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1 36: A Psychological Analysis of Collier's and The Saturday Evening Post Readership, 1946
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1 37: The Klein Institute - Proposal for a Study on the Sales Potentials of Aptitude Testing as a Tool of Management, 1946
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2 38C: Hexol, Inc. - A Psychological Research Study on the Sales and Advertising Problems of Hexol, 1949
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2 39: Audience Records, Inc. - "Top Ten" A Psychological Analysis of the Potential Appeals and Difficulties of Comedy Records, 1946
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2 41A: Proposal for a Psychological Study of Thom McAn Shoes, 1946
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2 41C: A Psychological Study of Thom McAn's Boys' Market, 1947
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2 42A: A Proposal for a Psychological Research Study of the Problems Involved in Selling and Advertising of Pepto-Bismol, 1947
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2 42C: A Psychological Study of Pepto-Bismol's Copy Appeals, 1947
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2 42E: Klein Institute - Pre-test Survey on Stomach Remedies for Pepto-Bismol, 1947
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2 43C: An Exploratory Psychological Study of Consumer Reactions to Cellophane And Wax Paper Wrapped Bread, 1947
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2 43.1C: J. Stirling Getchell, Inc. - The Psychology of Bread - A Psychological Study of the Appeals and Motives at Work in Bread Advertising and Merchandising, undated
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2 44-II: A Psychological Analysis of the Jewel Home Route Service, 1949
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2 44-III: A Psychological Analysis of the Ad Effectiveness of the "Betty the Bride" Series, 1949
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2 44A: Jewel Tea Company Food Stores - Why Do People Come to the Jewel Tea Company Food Stores - A Proposal for a Psychological Analysis of the Sales Problems of the Jewel Tea Company Food Stores, 1947
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2 44C: Jewel Tea Company Food Stores - A Psychological Analysis of the Sales Problems of the Jewel Tea Company Food Stores, 1948
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2 44E: Jewel tea route business - Memorandum from Dr. Dichter to Mr. Gerbosi, 1948
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2 45: Bureau of Communication Research, Inc. - Reaction Profile of Safe Harbor for Staaus and Haas, 1947
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2 46A: Personal Finance Company - Proposal for a Psychological Study of the Problems of Personal Finance Company, 1947
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2 46C: Personal Finance Company - A Psychological Research Study for the Personal Finance Company, 1947
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2 46.1: Personal Finance Company - Personal Finance Company, undated
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2 46.2: Personal Finance Company - Do You Know, Mr. Manager...? Treatment of a Psychological Sales Training Film, 1948
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2 47A: Narragansett Brewing Company - Proposal for a Psychological Pilot Study on Narragansett Ale to be Conducted in the Rhode Island-Massachusetts Area, 1947
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2 47C: Narragansett Brewing Company - A Psychological Study of the Personality of Narragansett, 1947
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2 47F: Narragansett Brewing Company - Memo - Narragansett Advertising, undated
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2 47.1A: Narragansett Brewing Company - Proposal for a Product Test of Narragansett Beer and Ale, 1947
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2 48C: Why People Chew - Warrens Mint Cocktail Chewing Gum and Bub Bubble Gum - A Psychological Study, 1947
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2 49A: Hood Company - Proposal for a Psychological Study of Hood's Milk Containers, 1947
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2 49.1A: H. P. Hood & Sons - Proposal for a Study on Ice Cream Sales Territories, 1947
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2 50D: Why Women Read The Hillman Women's Group Magazines, 1947
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2 51B: Geyer, Newell & Ganger, Inc. - Progress Report on a Psychological Research Study on the Sales and Advertising Problems of Nash Cars, 1950
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2 51C: Geyer, Newell & Ganger, Inc. - A Psychological Research Survey on the Sales and Advertising Problems Of Nash Cars, 1949
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2 51F: Geyer, Newell & Ganger, Inc. - Composite Results and Analysis of Nash and Tests, 1949
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2 52: A Psychological Study of the Personality of the Chicago Tribune, 1949
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2 52.1: Chicago Tribune Study - Part I: What are the Real Goals of an Advertising Program?, 1949
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2 52.2: Chicago Tribune Study - Part II: From Numbers to People, 1949
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2 52.3: Chicago Tribune Study - Part III: Not the Amount of Lineage but the Intention Behind It, 1949
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2 52A: Proposal for a Research Study on the Adequacy of Advertising Placed in The Chicago Tribune, 1948
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2 53A: Marshall Field & Company - Proposal for a Psychological Research Study on the Sales, Advertising, And Public Relations Problems of Marshall Field & Company, 1948
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2 54A: Philip Morris Co. - Proposal for a Psychological Analysis of the Sales and Advertising Problems of Philip Morris Cigarettes, 1948
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2 54C: Gordon & Mottern, Inc. - A Plan for Selling Advertising Space on the Rowe Diplomat, undated
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2 54D: Philip Morris Co. - A Presentation to the Philip Morris Co. concerning the Value and Prestige Of "Round the Clock" Advertising on The Rowe Diplomat Cigarette Vending Machine, undated
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3 55: Crowell Collier Publishing Corp. - Electrical Home Appliances in the Postwar World (A Psychological Study on Women's Attitudes), undated
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3 55.1E: Leo Burnett, Inc. - Electrical Home Appliances (Freezers, washing machines, refrigerators, Etc.), 1952
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3 56A: The American Broadcasting Company - Proposal for a Psychological Study of Mood as a Distinguishing Factor of Radio Listening, 1947
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3 57A: The Personna Blade Company, Inc. - Proposal for a Psychological Analysis of the Sales and Advertising Problems of The Personna Blade Company, Inc., 1948
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3 57C: J. D. Tarcher & Co. - A Psychological Research Study for the Sales and Advertising Problems of Personna, undated
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3 58A: American Airlines - Proposal for a Psychological Study to be Undertaken for American Airlines, 1947
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3 58B: American Airlines - Temporary Progress Report on the Psychological Sales Problems of American Airlines, 1947
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3 58C: American Airlines - A Psychological Study of American Airlines, undated
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3 59: Book-of-the-Month Club - A Psychological Analysis of the Sales and Advertising Problems of the Book-of-the-Month Club, 1948
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3 60A: Proposal for a Psychological Study of the Sales and Advertising Problems Of Chase and Sanborn Coffee, undated
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3 60D: A Psychological Pilot Study of Chase and Sanborn Coffee, undated
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3 60.1A: Chase & Sanborn Pilot Study - Suggested Outline, 1948
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3 60.2A: Proposal for a Psychological Research Study of the Advertising Problems of Chase & Sanborn Coffee, 1949
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3 61: Grupo de Hilaturas de Rayon Barcelona - Informe Preliminar de un Estudio de Motivacion Sobre el Rayon en Espana, 1960
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3 61A: Marlin Blades - Proposal for a Psychological Analysis of the Sales and Advertising Problems of Marlin Blades, 1948
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3 62A: Proposal for a Psychological Analysis of the Sales and Advertising Problems of Lucky Strike Cigarettes, 1948
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3 62.B (1,2,3): American Tobacco Company - American Tobacco Company interim report - A Motivational Study of Three Brands: Pall Mall, Lucky Strike, Dual Filter Tareyton, 1961
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3 62.1A: American Tobacco Company - A Proposal for a Motivational Research Study of Consumer Attitudes Towards Dual Filter Tareyton, 1961
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3 62.1C: American Tobacco Company - The Present Position of Dual Filter Tareyton in the Cigarette Market: A Motivational Research Study, 1961
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3 62.2A: American Tobacco Company - A Proposal for a Motivational Research Study of Consumer Attitudes Towards Pall Mall Cigarettes, 1961
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3 62.2C: American Tobacco Company - The Present Position of Pall Mall in the Cigarette Market - A Motivational Research Study, 1961
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3 62.3A: American Tobacco Company - A Proposal for a Motivational Research Study of Consumer Attitudes Towards Lucky Strike Cigarettes, 1961
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3 62.3C: American Tobacco Company - The Present Position of Lucky Strike in the Cigarette Market: A Motivational Research Study, 1961
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3 62.4A: American Tobacco Company - Proposal for a Motivational Research Project on the Menthol Cigarette Market, 1961
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3 62.4C: American Tobacco Company - The Present Menthol Cigarette Market: A Motivational Research Study, 1961
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3 62.4C-Sup.: American Tobacco Company - The Menthol Cigarette - The Main Findings and Their Practical Implications (Excerpt from: Motivational Research Study on The Menthol Cigarette), 1961
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3 62.4E: Memorandum on the Research Approach to the Testing of New Packages and Copy Appeals, 1961
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3 62.Tab on 1C, 2C, 3C: American Tobacco Company - Statistical Reference Data for Cigarette Survey, 1962
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3 63A: Westinghouse Electric Company - Proposal for a Psychological Research Study for the Westinghouse Electric Company on Consumer Reactions to the Electric Comforter, 1948
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3 63.1A: Westinghouse Electric Corporation - A Problem Analysis and Proposal for a Motivational Research Study On Consumer Attitudes Toward Four Westinghouse Products and the Corporate Image of Westinghouse, 1959
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3 63.2A: Westinghouse Electric Corporation - The Role of Advertising in the Sales of Washing Machines - A Problem Analysis and Proposal for a Motivational Research Study, 1959
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3 64: Are TIME Readers Tire-Minded?, 1948
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3 64A: The Psychological Function of TIME Magazine - A Proposal for a Psychological Research Study, 1946
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3 64B: Time, Inc. - Progress Report on the Motivational Research Study for Time Magazine On the Why of Time's Success, 1946
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3 64.CE: Time Incorporated - A Creative Memorandum Aimed at Improving the Circulation Letters of Time Magazine, 1959
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3 64E: Time Incorporated - Time Magazine Letter, 1956
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3 64.1A: Proposal for a Psychological Study of TIME Magazine's Influence on Its Advertising Content, 1947
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3 64.2A: Time Magazine - Proposal for a Motivational Research Study for Time Magazine, 1956
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3 64.3A: Time, Inc. - Time Magazine letter re: study, 1956
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3 64.4A: Time, Inc. - Proposal for a Motivational Research Study for Time Magazine on the Why of Time's Success, 1956
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3 64.5: Summary of Psychological Study for Time Magazine, 1947
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3 64.5A: Time Magazine - Time Magazine letter, 1947
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3 64.6A: Time, Inc. - Time Magazine letter, 1959
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4 65A: The American Brake Shoe Company - Preliminary Proposal for a Psychological Study of the Personality of The American Brake Shoe Company, 1948
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4 66A: Proposal for a Psychological Analysis of the Sales and Advertising Problems of Swan, 1948
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4 66B: Temporary Progress Report on the Psychological Analysis of the Sales and Advertising Problems of Swan Soap, undated
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4 66C: A Psychological Analysis of the Sales and Advertising Problems of Swan Soap, 1948
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4 67A: The Dictaphone Company - Proposal for a Psychological Analysis of the Sales Problems of the Dictaphone Company, 1947
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4 67E: Memo on Dictaphone, undated
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4 68: The Institute of Life Insurance Companies - A Psychological Analysis of an Advertising Campaign of the Institute of Life Insurance Companies, 1948
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4 68F: Preliminary Report: Comparison of Three Versions of an Ad Ending, 1948
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4 69A: Proposal for a Psychological Analysis of the Sales and Advertising Problems of Flexees Brassieres, 1948
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4 70A: The Harry Doehla Company - Proposal for a Research Study of the Sales and Advertising Problems of The Harry Doehla Company, 1948
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4 70AA: The Doehla Greeting Cards Company - Proposal for a Study of Labor-Management Problems at the Doehla Greeting Cards Company, 1949
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4 70C: The Doehla Greeting Card Company - A Psychological Analysis of the Sales and Advertising Problems of The Doehla Greeting Card Company, 1948
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4 70E: Memo from Dr. Dichter to Dr. Harry Doehla, undated
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4 71: An Experimental Study on "What Makes a Good Greeting Card," 1948
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4 71.1: Harry Doehla Company - The Difficulty of Selling Christmas Cards in August - A Psychological Analysis, 1949
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4 72A: The Arthur Murray Dance Studios - The Sales and Advertising Problems of the Arthur Murray Dance Studios: Proposal for a Psychological Research Study for the Arthur Murray Dance Studios, 1949
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4 72.1A: Arthur Murray Studios of Southern California - Proposal for a Motivational Research Study of the Sales and Advertising Problems of the Arthur Murray Studios of Southern California, 1959
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4 73A: Mojud Hosiery Company - The Sales and Advertising Problems of Mojud Hosiery: A Proposal for a Psychological Research Study for the Mojud Hosiery Company, 1949
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4 74A: The Greater Portland Research Council - Proposal for a Research Study to Determine the Real Reasons why Portland Citizens do not Vote, 1949
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4 74C: Greater Portland Research Council - Psychological Study of the City of Portland, Maine, 1949
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4 74D: Greater Portland Research Council - Why Portland Citizens do not Vote: A Psychological Pilot Study, 1949
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4 74E: Voting, undated
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4 74.1A: Proposal on "What Can be Done to Make More Americans Vote?," undated
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4 74.1E: Memo on "Get Out The Vote" Campaign, 1952
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4 74.2E: Voting for the Heritage Foundation, 1955
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4 75A: Proposal for a Psychological Study of Vogue Magazine, 1949
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4 76A: Proposal for a Psychological Analysis of Life Magazine, 1949
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4 76E: Life Magazine - Report on June 20th Dichter Meeting on Life Magazine, 1951
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4 76.1A: Life Magazine - Proposal for a Psychological Research Study on Life's "What's in a Picture" Series, undated
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4 76.1E: Life Magazine - Analysis of Subscription Letters - Life Magazine, 1955
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4 77A: Doubleday & Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Book Clubs of Doubleday & Company, 1949
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4 78A: Proposal for a Psychological Research Study on the Sales and Advertising Problems of Borden's Evaporated Milk, 1949
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4 78AA: Proposal for a Psychological Research Study on the Sales Effectiveness of Elsie the Cow, 1949
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4 78E: Young and Rubicam - Borden's Cottage Cheese, 1952
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4 78.1E: Young and Rubicam - Borden's Chocolate Milk, 1952
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4 78.2E: Young and Rubicam - Borden's Elsie, 1952
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4 78.3E: Young and Rubicam - Borden's Mayonnaise & Salad Dressing, 1952
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4 78.4E: Young and Rubicam - Borden's None Such Mince Meat, 1952
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4 78.5E: Young & Rubicam - Borden's Evaporated Milk, 1951
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4 78.6E: Young and Rubicam - Lady Borden's Ice Cream, 1952
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4 78.7E: Young and Rubicam - Borden's Cream, 1952
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4 78.8E: Young and Rubicam - Borden's Milk, 1952
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4 78.9E: Young and Rubicam - Starlac, 1952
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4 78.10E: Young and Rubicam - Borden's Buttermilk, 1952
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4 79A: Alameda County Medical Association - Research Proposal for a Psychological Analysis of the Physician-Patient Relationship to be done for the Alameda County Medical Association, 1949
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4 79C: California Medical Association and Alameda County Medical Association - A Psychological Study of the Doctor-Patient Relationship, 1950
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4 80: A Preliminary Psychological Study of Consumer Reactions to Three Feathers' Merchandising and Advertising, 1949
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4 81D: Geyer, Newell & Ganger - The Sales and Advertising Problems of Embassy Cigarettes: A Psychological Pilot Study, 1949
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4 82A: The Colgate Palmolive Peet Company - The Sales Potentials for Ammoniated Dentifrice: Proposal for a Psychological Research Study for The Colgate Palmolive Peet Company, 1949
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4 82AA: The Colgate Palmolive Peet Company - The Sales and Advertising Problems of Colgate Dentifrice: Proposal For a Psychological Research Study for The Colgate Palmolive Peet Company, 1949
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4 082AAA: The Colgate Palmolive Peet Company - The Sales and Advertising Problems of Colgate Dentifrice: Proposal For a Psychological Research Study for The Colgate Palmolive Peet Company, 1949
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4 82AAA: The Colgate Palmolive Peet Company - The Sales and Advertising Problems of Colgate Dental Cream Proposal for a Psychological Research Study, 1949
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4 82D: Ted Bates and Company - An Experimental Research Study of The Sales and Advertising Problems of Colgate Toothpaste, 1950
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4 82.1D: Colgate-Palmolive-Peet Company - A Psychological Analysis of Interviews Conducted with Twelve "Strike It Rich" Applicants, 1952
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4 83: The Journal of Consumer Marketing - Segmenting the Senior Citizen Market, undated
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4 83A: Proposal for a Psychological Analysis of the Sales and Advertising Problems of Haddon Hall Cigars, 1949
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4 84A: The J. Walter Thompson Company - Proposal for a Psychological Study of Testimonials in Advertising for The J. Walter Thompson Company, 1949
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4 85F: Leo Burnett Company, Inc. - A Psychological Ad Effectiveness Test on the Competitors of the Santa Fe Railroad, undated
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4 86A: The B. F. Goodrich Company - Proposal for a Research Study on the Advertising and Sales Problems of The Passenger Tire Division of the B. F. Goodrich Company, 1949
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4 86C: The B. F. Goodrich Company - A Psychological Research Study on the Advertising and Sales Problems of The Passenger Tire Division of the B. F. Goodrich Company, 1949
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4 86.1A: The B. F. Goodrich Company - Proposal for a Motivational Research Study - Subject: To Determine Which Grade of Tires B. F. Goodrich Should Feature to Achieve Maximum Sales Next Summer, 1957
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4 87A: General Motors Corporation - General Motors letter proposal, 1957
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4 87-I: General Motors Corporation - What Works in Employee Relations: A Psychological Analysis for General Motors, 1949
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4 87-II: A Psychological Analysis of the Relative Importance of Themes in MJC, 1949
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4 87-III: What You Can Learn from the Differences Between Your Division and The Corporation Average in MJC, 1949
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5 88A: The Toni Company - Sales and Advertising Problems of The Toni Company Proposal for a Psychological Research Study, undated
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5 88C: Esso - Schlussbericht Einer Motivstudie Ueber Die Mit Dem Verkauf Von Benzin Und Oel Im Zusammenhang Stehenden Probleme der Firma Esso Standard (Switzerland) Zurich, 1961
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5 88E: Memo on Toni, 1951
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5 88F: Foote, Cone & Belding - Toni Ad Test - A Psychological Test Conducted to Determine the Effectiveness of Two Toni Advertisements, 1950
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5 88.1A: Foote, Cone and Belding - Sales and Advertising Problems of The Toni Company - Proposal for a Psychological Research Study, undated
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5 88.1E: Foote, Cone & Belding - Memo - Toni Interviews, 1952
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5 88.1F: Memo on New Toni Trio Ad, undated
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5 88.2A: Weiss & Geller, Inc. - A Proposal for a Psychological Research Study on the Children's Market for Toni Products, 1953
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5 89F: Monroe Greenthal Company, Inc. - A Psycho-metric Test of One County Fair Advertisement, 1950
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5 90: Draft of a Pamphlet for Forest Lawn Memorial Park, undated
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5 90A: Forest Lawn Memorial Park - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Forest Lawn Memorial Park, undated
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5 90B: Work-in-Progress Outline for Forest Lawn Study, undated
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5 90C: Forest Lawn Memorial Park - A Psychological Research Study on the Sales and Advertising Problems of Forest Lawn Memorial Park, 1952
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5 91A: The American Civil Liberties Union - Proposal for a Research Study to be done for The American Civil Liberties Union, undated
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5 92G: The Equitable Life Assurance Society - Social Maturity Test Developed for The Equitable Life Assurance Society, 1950
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5 93: Ted Bates Company, Inc. - The Adolescent Soap Market: Development of Soap Attitudes in Young Women and Girls with Specific Reference to Palmolive Soap, undated
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5 93C: Ted Bates Agency - Summary of a Psychological Research Study on the Sales and Advertising Problems of Palmolive Soap, 1952
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5 93D: A Psychological Approach to the Problem of Soap-Buying: Progress Report, undated
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5 94D: A Pilot Study on the Relationship Between the TV and Motion Picture Industries, undated
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5 95A: Lippincott & Margulies - An Outline Proposal for a Motivational Research Study on the Sales, Advertising; and Packaging Problems of Lord Calvert Whiskey, 1955
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5 95B: Distillers Corp., LTD. - Progress Report for a Study of new Directions in the Marketing of Seagram, Calvert, and Adams Canadian Whiskies, 1958
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5 95C: Geyer, Newell & Ganger, Inc. - A Psychological Survey of the Sales and Advertising Problems of Lord Calvert Whiskey, 1950
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5 95E: Ogilvy, Benson & Mather, Inc. - A Creative Memo on the Sales and Advertising Problems of Lord Calvert, 1956
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5 95.1A: The House of Seagram - New Directions for the Marketing of Seagram, Calvert and Adams: A Creative Problem Analysis and Proposal for a Motivational Research Study, 1958
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5 95.1C: The House of Seagram - A Motivational Research Study on the Drinking Patterns of the Geneva Gin Market in Quebec Province: Part One - The Psychological Foundations For a Seagram Geneva Gin, 1958
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5 95.2A: Distillers Corp., Seagram Ltd. - A Draft Outline for Field Testing Bottles and Labels (Geneva Gin), 1958
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5 95.2C: The House of Seagram - Symbolic Direction for a Seagram Geneva Gin Bottle and Label Part 2, 1958
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5 95.3A: The House of Seagram - A Motivational Research Study on the Drinking Patterns of the Geneva Gin Market in Quebec Province: Appendix to Part I The Psychological Foundations for a Seagram Geneva Gin, 1958
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5 95.3C: The House of Seagram - A Motivational Research Study on the Drinking Patterns of the Geneva Gin Market in Quebec Province: Appendix to Part I The Psychological Foundations for a Seagram Geneva Gin, 1958
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5 95.4A: Distillers Corporation-Seagrams Limited - An Integrated Package Research Program for Distillers Corporation - Seagrams Ltd., 1959
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5 95.4C: Distillers Corporation-Seagram Limited - A Motivational Research Study of New Directions for the Marketing of Seagram, Calvert and Adams Brands, 1959
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5 95.5A: The House of Seagram, Ltd. - Letter Proposal re: Geneva Gin, 1958
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5 95.6A: House of Seagram Ltd. - Letter Proposal re: Ad Testing - Seagrams, Calverts and Adams, 1959
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5 96A: Monroe Greenthal Co., Inc. - The Sales and Advertising Problems of Castle Films: Proposal for a Psychological Research Study, 1950
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5 96C: United World Film Co. - Castle Films Division - A Psychological Survey on Castle Films, 1950
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5 97A: Paravox, Inc. - The Sales and Advertising Problems of Paravox Hearing Aids Proposal For a Psychological Research Study, 1950
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5 97C: Paravox, Inc. - A Psychological Research Study of the Sales and Advertising Problems of Paravox Hearing Aids, undated
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5 98.1: Leo Burnett Company, Inc. - What People Like and Dislike in Margarine: A Brief Psychological Study - Part I: Analysis and Conclusions, 1951
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5 99C: Foote, Cone and Belding - A Psychological Research Study on the Sales and Advertising Problems Of Kleenex Paper Napkins, 1951
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5 99E: Memo re: Kleenex, undated
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5 99F: Foote, Cone & Belding, Inc. - Kleenex Ad Test: Little Lulu - "Timely Tips" (called Ad #1) and "Comic Strip" (called Ad #2), 1951
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5 099F: Kleenex Ad Effectiveness Test Conducted by Dr. Ernest Dichter, Psychological Consultant, 1951
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5 99.1E: Memorandum re: Kleenex, 1951
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5 99.1F: Foote, Cone & Belding - Kleenex Ad Test, 1951
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5 99.2A: Cheesbrough-Pond's, Inc. - Summary Outline of a Proposed Research Study on Pond's Cold Cream in the South African Market, 1959
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5 99.2E: Memo on Kleenex, 1951
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5 99.2F: Comparative Study on Three Kleenex Surveys Conducted by Ernest Dichter, Inc., undated
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5 100C: Russel M. Seeds Co. - Psychological Research Study on the Sales and Advertising Problems of Helene Curtis Spray Net, 1951
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5 100E: Russel M. Seeds Co. - Helene Curtis Shampoo, undated
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5 100F: Russel M. Seeds Advertising Co. - A Psychological Research Study on the Effectiveness of Helene Curtis Advertising, 1951
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5 100.1A: Gorden Best Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Suave and Helene Curtis Products, 1952
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5 100.1F: The Russel M. Seeds Co. - A Psychological Survey on the Comparative Effectiveness of Helene Curtis Milky Shampoo Advertising, 1952
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6 101A: William Esty & Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Packaged Soap Field with Special Emphasis on FAB, undated
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6 101B: Executive Summary - Our Major Findings and Their Practical Implications for FAB, 1959
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6 101C: The William Esty Company - A Psychological Research Study on the Sales and Advertising Problems of FAB, 1951
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6 101.1A: Colgate-Palmolive - Proposed Motivation Research Study for FAB, 1958
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6 101.1C: Colgate-Palmolive Company - A Motivational Research Study on New Opportunities for New FAB in the Detergent Market, 1959
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6 102A: Leo Burnett Company - Letter re: Tea Drinking, 1951
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6 102C: Leo Burnett Company, Inc. - How to Make More People Drink Tea - A Psychological Research Study, 1951
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6 102E: Tea Bureau, Inc. - Tea Today in the U. S. A., undated
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6 102F: Leo Burnett, Inc. - A Psychological Ad Effectiveness Test on a Tea Competitor, 1951
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6 103: An Outline of the Package Testing Program, undated
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6 103B: Packaging Progress Report, undated
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6 103C: Paraffined Carton Research Council - Research Study on the Sales and Advertising Problems Connected with the Use of Paraffined Cartons for Butter, Ice Cream, Lard, Shortening, Oleomargarine, 1951
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6 103.1A: Paraffined Carton Research Council - A Proposal for Packaging Research to Determine What Makes One Type of Package More Effective Than Another, 1953
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6 103.1B: Paraffined Carton Research Council - Packaging Research, 1953
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6 103.1C: Paraffined Carton Research Council - What Makes an Effective Package? - A Series of Four Booklets Prepared by Institute for Research in Mass Motivations for the Paraffined Carton Research Council, 1953
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6 103.1E: Paraffined Carton Research Council - Competition by Foil in Paraffined Carton Field, 1956
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6 103.2A: Paraffined Carton Research Council - A Proposed Motivational Research Project - The Paraffined Carton Its Past, Present and Future, 1957
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6 103.2C: Paraffined Carton Research Council - What Makes and Effective Package? Part II: The Package - A Bridge or Barrier to the Product; A Series of Four Booklets Prepared by Ernest Dichter, PH.D. Institute for Research in Mass Motivations for the Paraffined Carton Research Council, 1954
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6 103.2E: Paraffined Carton Research Council - The Package - The Modern Salesman, 1956
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6 103.3A: Paraffined Carton Research Council - Letter - Proposal re: Packaging, 1958
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6 103.3B: Paraffined Carton Research Council - Progress Report on 3rd Packaging Study - The Package in the Competitive Climate, 1954
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6 103.3C: Paraffined Carton Research Council - What Makes an Effective Package? Part III - The Package in the Competitive Climate of Display; A Series of Four Booklets prepared by Ernest Dichter, PH.D. Institute for Research in Mass Motivations for the Paraffined Carton Research Council, 1955
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6 103.4C: Paraffined Carton Research Council - How to Design a Psychologically Effective Package Part IV - A Summary of the Main Findings of Three Motivation Research Studies on Modern Packaging Conducted by the Institute for Research in Mass Motivations for the Paraffined Carton Research Council, 1954, 1954
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6 103.4C(1): Paraffined Carton Research Council - Supplementary Memo on Paraffined Cartons in the Competitive Context, 1955
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6 104A: Russel M. Seeds Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Raleigh Cigarettes, undated
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6 104C: Russel M. Seeds Company - A Psychological Research Study on the Sales and Advertising Problems of Raleigh Cigarettes, 1951
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6 104F: Russel M. Seeds Company - A Psychological Study of Eight Raleigh Cigarette Advertisements, 1952
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6 104.1C: Raleigh Cigarette Advertising Survey - Statistical Appendix, undated
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6 104.1E: Russel M. Seeds Co. - Memo on Raleigh Coupons, 1952
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6 104.2E: Russel M. Seeds Co. - Raleigh King Size Cigarettes, 1953
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6 104.3E: Russel M. Seeds Co. - Rewrites Raleigh Premium Catalogue, 1953
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6 105A: Proposal for a Study of the Sales and Advertising Problems of Libby's Pineapple Products, undated
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6 105E: Memo on Libby Ads, 1951
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6 105F: Foote, Cone & Belding - Psychological Study on the Effectiveness of Libby Advertising, 1951
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6 105.1E: Memo on Pineapple, undated
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6 105F: Foote, Cone & Belding - Libby Ad Effectiveness Test, 1951
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6 106B: Progress Report - Higher Priced Automobiles, undated
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6 106C: Arthur Kudner, Inc. - Power vs. Economy - A Psychologicl Study, 1951
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6 107B: The Biow Company - Progress Report on a Psychological Study of the Sales and Advertising Problems of Pepsi Cola, 1951
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6 107F: Norman, Craig & Kummel, Inc. - Testing of Five Soft Drink Ads, 1959
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6 108C: Fawcett Publications - Why People Read TRUE - A Psychological Research Study, 1951
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6 109F: Foote, Cone & Belding - A Psychological Study on the Effectiveness of the "Krinkles" Slogans, 1951
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6 110A: Samuel Goldwyn Productions, Inc. - Proposal for a Psychological Research Study on the Advertising Problems of Hans Christian Andersen, 1952
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6 110C: Monroe Greenthal & Company - A Psychological Pilot Study on the Advertising and Promotion of "Hans Christian Andersen" - A forthcoming Samuel Goldwyn Production, 1951
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6 111A: Young & Rubicam, Inc. - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Sanka Coffee, 1951
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6 112A: Russel M. Seeds Co. - Proposal for a Psychological Research Study on the Effectiveness of Television Programs and Commercials, 1952
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6 112C: The Psychology of T. V. Commercials - A Research Study, undated
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6 112E: Russel M. Seeds Company - Golden Gloves Commercial, undated
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6 113A: H. M. Gross Company - Proposal for a Psychological Research Study for the Illinois Baking Company on the Sales and Advertising Problems of Safe-T-Cones, undated
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6 114: Compton Advertising Inc. - Psychology of Cooking, undated
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6 114E: Walter Neild (Young and Rubicam) and Ellen Ann Dunham (General Foods Corp.) - Memo - The Psychology of the Modern Woman in Relation to Cooking and Homemaking, 1952
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6 114.1E: Sally Gibson (Knox Reeves Advertising, Inc.) - Memo - The Psychology of the Modern Woman in Relation to Cooking and Homemaking, undated
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7 115C: Foote, Cone & Belding - A Psychological Research Study on the Sales and Advertising Problems of Dial Soap, 1952
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7 115E: Foote, Cone & Belding - Dial Soap, 1952
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7 116A: McCall Corporation - Proposal for a Psychological Research Study on the Readers of Red Book Magazine, 1952
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7 117F: Leo Burnett - A Psychological Ad Effectiveness Test on Three Competitors of Durkee's Margarine, 1952
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7 117.1F: Leo Burnett Company - A Psychological Test of Durkee's Margarine Carton -- Preliminary Analysis, undated
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7 118A: Geyer, Newell and Ganger - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Conoco Gasoline and Oil, 1952
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7 118B: Geyer, Newell and Ganger - Progress Report -- A Psychological Research Study on the Sales and Advertising Problems of Conoco Gas and Oil, 1952
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7 118E: Interviewing Conoco Station Attendants, undated
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7 118.1E: Benton and Bowles, Inc. - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Continental Oil Company, 1953
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7 118.2A: Continental Oil Company - Proposal on MRP Testing, 1957
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7 119F: The J. J. Weiner Company - A Psychological Research Study on the Effectiveness of Eight Bank of America Advertisements, undated
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7 119.1A: Avon Products, Inc. - A Research Program for Testing a New Product for Avon, 1960
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7 120A: Sterling Advertising Agency - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Swansdown, 1952
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7 121A: H. M. Gross Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Beltone Hearing Aid Company, undated
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7 122A: Quality Bakers - A Proposal for a Psychological Research Study on the Sales and Advertising Problems of Bread, 1953
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7 122C: Quality Bakers of America - A Psychological Research Study on the Sales and Advertising Problems of the Quality Bakers of America, 1952
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7 122E: Quality Bakers of America - Techniques Employed in Quality Bakers Study, 1952
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7 122F: Quality Bakers of America - A Psychological Survey on the Effectiveness of the Quality Bakers of America Advertising, undated
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7 122.1A: Quality Bakers of America Cooperative, Inc. - Quality Bakers of America Letter Proposal May 13, 1952 (for study 122C), 1952
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7 122.2A: Quality Bakers of America Cooperative, Inc. - Letter Proposal to Quality Bakers of America, June 22, 1959, re: Sunbeam Bread Slogan, 1959
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7 123A: Dancer-Fitzgerald-Sample, Inc. - A Proposal for a Psychological Research Project on the Effectiveness of TV Commercials, 1953
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7 124A: Aldens, Inc. - Proposal for a Psychological Research Study on the Personality of Aldens' New Store in Lansing, Michigan, 1952
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7 125C: California Medical Association Committee on CPS - The California Physicians' Service -- A Psychological Research Study of its Structure, Function and Effect, 1952
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7 126A: The Parker Pen Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Parker Pen, 1952
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7 127A: Young & Rubicam - A Proposal for a Psychological Research Project on the Effectiveness of TV Commercials, 1953
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7 127E: Young and Rubicam - Memo on Television Commercials, 1952
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7 127.1E: Young and Ribicam - Memo re: Television Commercials, undated
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7 128A: Botsford, Constantine & Gardner - Proposal for a Psychological Research Study on the Problems of Spelling and Advertising Prunes, 1952
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7 128B: Summary and Outline of the Prune Report, undated
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7 128H: Prunes, undated
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7 129A: Ted Bates and Co. - Proposal for a Psychological Research Study on the Selling and Advertising Problems of Carter's Little Liver Pills, 1952
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7 130E: Foote, Cone & Belding - A Memo on the Sales and Advertising Problems of Satina, 1952
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7 131C: Foote, Cone & Belding - A Psychological Research Study on the Sales and Advertising Problems of Delsey, 1952
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7 131E: Foote, Cone & Belding - Delsey Toilet Paper, 1952
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7 132A: Knox Reeves Advertising, Inc. - A Proposal for a Psychological Research Study on the Effectiveness of Single Versus Multiple Television Commercials, 1953
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7 132E: Knox Reeves Advertising, Inc. - Television Commercials, undated
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7 133C: John's Plants and Seeds - A Psychological Analysis of the Motivations at Work in the Purchase of Indoor Growing Evergreen Plants, 1952
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7 134A: J. J. Weiner Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Cresta Blanca Wine, 1952
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7 134B: Cresta Blanca Work-in-Progress Report, undated
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7 134E: The J. J. Weiner Company - Memo on Cresta Blanca Wine Company, undated
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7 134F: The J. J. Weiner Company - An Ad Effectiveness Test on the New Cresta Blanca Ads, undated
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7 134.1E: J. J. Weiner - Cresta Blanca Wine Sales, 1953
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7 134.1F: The J. J. Weiner Company - A Psychological Research Study on the Effectiveness of Six Ads for Cresta Blanca Triple Cream Sherry, 1953
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7 135A: Russel M. Seeds Company - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Sheaffer Pens, 1952
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7 135E: Russel M. Seeds - A Blueprint for Christmas Advertisements of Sheaffer Pens, 1952
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7 135.1A: Carl Byoir & Associates, Inc. - Letter re: Sheaffer Pens, 1957
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7 135.1E: Russel M. Seeds Co. - New Sheaffer Announcement Advertisements, 1952
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7 135.2A: W. A. Sheaffer Pen Company - A Creative Problem Analysis and Proposal for a Motivational Research Study on Sheaffer Pens, 1957
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7 135.2E: Russel M. Seeds Co. - Sheaffer Pen, 1953
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7 135.3E: Potential Office Market for a Sheaffer Automatic Pencil, 1958
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7 136A: Lennen and Mitchell, Inc. - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Bromo-Seltzer, 1952
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7 136E: Foote, Cone & Belding - Memo on Bromo-Seltzer, undated
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7 136.1E: Foote, Cone & Belding - Memo on Bromo-Seltzer, undated
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7 137A: Simons, Schur & Straus - Proposal for a Psychological Study of the Impact of Taxation upon Commerce and Industry, 1952
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7 138A: Simons, Schur & Straus - Proposal for a Psychological Research Study on the Sale and Consumption of Liquor, 1952
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7 140A: Knox Reeves Advertising, Inc. - Proposal for a Psychological Research Study on the Sales and Advertising Problems of Betty Crocker Crustquick, 1952
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7 140C: Knox Reeves Advertising, Inc. - A Psychological Research Study on the Sales and Advertising Problems of Betty Crocker Crustquick, undated
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7 140.1: Knox Reeves Advertising, Inc. - The Personality Profile of Betty Crocker Pie Mix, 1952
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7 141A: Benton and Bowles, Inc. - Proposal for a Psychological Research Study of the Sales and Advertising Problems of Nucoa Margarine, 1952
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7 142E: American Broadcasting Company - Does TV Sponsorship of a Blondie Program Carry over to the Blondie Comic Stip? -- A Memo Based on Scientific Psychological Facts, 1952
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7 143C: Geyer, Newell & Ganger - A Psychological Research Study on the Role of the Gas Station in Our Modern Culture and the Advertising and Promotion Problems of the Gas Station, 1952
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7 144C: Hoffman and York - A Psychological Research Study on the Sales and Advertising Problems of Berghoff and Gettelman Beers, 1952
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7 145A: The Lincoln Electric Company - Proposal for a Psychological Research Study of the Sales and Advertising Problems of the Lincoln Electric Company, 1952
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7 146A: American Broadcasting Company - Proposal for a Psychological Research Study on the Personality of Station WJZ-TV, 1952
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7 146E: American Broadcasting Company - Memo -- My Radio, Our Television, 1952
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7 146.1E: American Broadcasting Company - Memo -- The Problem of Identification of Channel 7, WJZ, 1952
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7 146.2E: American Broadcasting Company - Change of Call Letters, 1953
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7 146.3E: American Broadcasting Company - Discover the New Channel Seven, 1953
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7 147A: Lucky Stores, Inc. - Proposal for a Psychological Research Study on the Labor-Management Problems of Lucky Stores, 1952
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7 148C: Knox Reeves Advertising, Inc. - A Psychological Research Study on the Sales and Advertising Problems of Bisquick, 1952
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7 148F: Knox-Reeves Advertising - A Psychological Ad Test on the Effectiveness of Five Bisquick Advertisements, undated
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7 148.1F: Knox Reeves Advertising, Inc. - A Psychological Analysis of the Comparative Effectiveness of a Duncan Hines Biscuit Advertisement and a Bisquick Advertisement, 1953
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7 148.2F: Knox Reeves Advertising, Inc. - Two Bisquick TV Commercials: A Comparative Evaluation, 1955
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7 149E: J. J. Weiner - A Psychological Research Memo on the Labeling and Advertising Problems of "A/M" -- Alkaline-Mineral Water, 1952
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7 150C: The Tolle Company - A Psychological Research Report on the Wholesale-Buyer Relationships of the Klauser-Wangenheim Company, 1952
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7 150.1C: The Tolle Company - A Psychological Research Report on the Sales and Advertising Problems of Point Loma Products, 1952
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8 151C: The Tolle Company - A Psychological Research Report on the Sales and Advertising Problems of Hage's Dairy, 1952
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8 152C: The Tolle Company - A Psychological Research Study on the Sales and Advertising Problems of Nelson Thomas and Company, 1952
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8 153A: The Carpet Institute, Inc. - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Carpet Institute, Inc., 1952
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8 153.1F: Alexander Smith, Inc. - Alexander Smith, Inc. (Thunderbolt), 1952
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8 154A: Grey Advertising Agency - Proposal for a Psychological Analysis of the Sales and Advertising Problems Connected with Shaving Products, 1952
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8 154C: Grey Advertising Agency - A Psychological Study on the Saltes and Advertising Problems of Gem, 1953
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8 154D: Grey Advertising Agency - A Pilot Study on the Psychological Problems Involved in the Sales and Advertising of Men's Toiletries, 1953
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8 154E: Grey Advertising Agency - Memo on Three Gem Cartoons, 1953
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8 154.1A: Duane Jones Company, Inc. - Sales, Marketing and Advertising Problems of Spray Deodorant for Men -- Proposal for a Psychological Research Study for The Mennen Company, 1950
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8 154.2A: Grey Advertising Agency - A Proposal for a Psychological Research Study on the Sales and Advertising Problems of Mennen Baby Oil, Lotion and Baby Powder, 1953
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8 155B: Knox Reeves Advertising, Inc. - Progress Report on a Psychological Research Study on OAB Flour, 1952
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8 155C: Knox Reeves Advertising, Inc. - A Psychological Research Study on the Sales and Advertising Problems of OAB Flours, 1953
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8 155E: Russel M. Seeds Company - Memo re: Flour, 1953
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8 156C: Knox Reeves Advertising, Inc. - A Psychological Research Study on the Sales and Advertising Problems of Wheaties, 1952
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8 157A: Kudner Agency, Inc. - Sales and Advertising Problems of Schick Electric Shave -- Proposal for a Psychological Research Study for Schick Incorporated, 1950
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8 158A: General Mills - A Proposal for a Psychological Research Study on Betty Crocker, 1953
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8 158B: General Mills - Work-in-Progress Report on a Psychological Study on the Sales and Advertising Effectiveness of Betty Crocker, 1953
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8 158C: General Mills - A Psychological Research Study on the Effectiveness of Betty Crocker in Promoting General Mills Products, 1953
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8 159C: Foote, Cone and Belding - A Psychological Research Study on the Sales and Advertising Problems of Rheingold Beer, 1952
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8 160A: The Houston Chronicle - Proposal for a Psychological Research Study on Why People Read or Do Not Read The Houston Chronicle, undated
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8 160.1A: The Houston Chronicle - A Proposal for a Motivational Research Study of the Personality and Circulation Problems of the Houston Chronicle, 1955
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8 161A: Audience Tested Advertising, Inc. - Proposal for a Psychological Research Study on the Theme: What People Want in a Home, undated
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8 161B: Audience Tested Advertising, Inc. - What People Want in Homes -- A Psychological Research Study Preliminary Progress Report, undated
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8 162: What is the Mood of the Nation?, 1951
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8 163A: Proposal for a Psychological Research Study on the Sales and Advertising Problems of Carnation Evaporated Milk, 1951
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8 163C: The Carnation Company - A Motivational Research Study of the Sales and Advertising Problems of the Carnation Company in the Field of Evaporated Milk, 1955
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8 163.1A: The Carnation Company - Extension of a Proposal for a Motivational Research Study for the Carnation Company, 1954
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8 163.2A: Carnation Company - Proposal re: Carnation Company, 1955
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8 164A: Young & Rubicam - Proposal for a Pilot Study on the Sales and Advertising Problems of Trushay Hand Lotion, undated
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8 164E: Report on Dichter Meeting on Bufferin, undated
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8 164.2E: Report on September 21st Dichter Meeting on Trushay, undated
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8 164.1E: Report on Dichter Meeting on Sal Hepatica, undated
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8 165A: Gourfain-Cobb Advertising Agency - Sales and Advertising Problems of Motorola TV -- Proposal for a Psychological Research Study for Motorola Inc. (Proposal Number 1), undated
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8 165E: Leo Burnett, Inc. - Motorola Television Sets, 1952
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8 165.1A: Gourfain-Cobb Advertising Agency - Sales and Advertising Problems of Motorola TV -- Proposal for a Psychological Ad-Effectiveness Study for Motorola TV (Proposal Number 2), undated
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8 165.1E: Motorola TV Report, undated
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8 166E: Leo Burnett, Inc. - Television Sets, 1952
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8 167A: The National Broadcasting Company - Proposal for a Psychological Research Study on Some of the Problems of Daytime Television, 1950
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8 167TV: National Broadcasting Company - Motivating Responnse Patterns to "Impact" a Network Television Program, 1957
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8 167.1A: National Broadcasting Company - Proposal for a Psychological Pilot Study on the Effectiveness of Television Commercials, undated
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8 167.1TV: National Broadcasting Company - Motivating Response Patterns to Wells Fargo a Network Television Program, 1957
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8 167.2A: The National Broadcasting Company - Proposal for a Study to Determine How the NBC Television Network Can Achieve Audience Leadership Monday Nights, 1957
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8 167.3A: The National Broadcasting Company - Proposal lfor a Motivational Research Study to Determine the Comparative Effectiveness of Program Versus Spot Television Advertising, 1957
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8 167.4A: National Broadcasting Company - Letter re: Proposal for Advertising Research Projects, 1957
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8 167.5A: National Broadcasting Company - Letter re: Proposal for Qualitative Studies of Nine Radio Stations Affiliated with NBC, 1959
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8 168E: Young and Rubicam - Grape Nuts Flakes, 1952
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8 169E: The Psychology of Mattresses and Sleeping, undated
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8 170E: Young and Rubicam - Goodyear Truck Tires, 1952
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8 170.1E: Young and Rubicam - Goodyear Tires, 1952
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8 171E: Corn Soya, 1951
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8 172E: Memo on Pillsbury, 1951
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8 172.1E: Leo Burnett Co., Inc. - What is the Reason for the Apparent Lack of Brand Loyalty in the Flour and Ready-Mix Field?, 1953
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8 172.2E: Leo Burnett Co., Inc. - Memo on Pillsbury Pedestal Cake, 1955
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8 172.3E: Pillsbury: Pie Mix, Cake Mix, Pancake Mix, undated
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8 173A: Pure Oil Company - Proposal for a Psychological Research Study of the Sales and Advertising Problems of the Pure Oil Company, undated
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8 173E: Leo Burnett Company - Memo on Pure Oil, 1952
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8 173.1E: Memo on Pure Oil Research, 1951
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8 173.2E: Leo Burnett - Pure Oil Research, undated
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8 174A: Schlitz Brewing Company - Schlitz Brewing Company, 1958
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8 174C: Jos. Schlitz Brewing Company - Nine Guideposts to Marketing Strategy to Consolidate and Expand Schlitz Sales Leadership, undated
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8 174.1A: Jos. Schlitz Brewing Company - Letter -- Proposal to Joseph Schlitz Brewing Co. re: Consultant Service, 1959
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8 174.2E: Memo on Schlitz Beer, 1952
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8 175E: The Leo Burnett Company, Inc. - Refrigerator Replacement, undated
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8 175.2E: Electric Refrigerators, undated
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8 175.1E: Foote, Cone and Belding - Frigidaire, 1952
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8 176E: Frigidaire Room Conditioners, 1955
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8 177E: Leo Burnett - Memo on Vim Milk, undated
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8 178E: Leo Burnett - Uncle Ben's Fluffy Rice, undated
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8 179A: Leo Burnett, Inc. - Proposal for a Research Study on the Psychology of Food, undated
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8 180E: Mars Candy, undated
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8 180F: Leo Burnett Co., Inc. - A Psycho-Metric Test of One Mars Milky Way Advertisement, 1951
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8 180.1E: Mars' Super Circus, undated
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8 180.2E: Leo Burnett Company, Inc. - Peanut Candy, 1953
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9 181A: Foote, Cone & Belding - Why Women Buy -- A Proposal for a Psychological Research Project, 1950
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9 181.1E: The Readers Digest Int. Editions, Inc. - Why Women Buy?, 1950
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9 182E: Russel M. Seeds Co. - Pipe Tobacco - Sir Walter Raleigh, 1952
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9 183E: Russel M. Seeds Co. - Bread, undated
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9 184A: The Hat Research Foundation - Proposal for a Psychological Research Study on the Dynamics of Hatlessness, 1950
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9 185TV: Carter Products - MRP Creative Analysis of the Motivating Response Patterns to Five Arrid Television Commercials, 1957
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9 185A: Proposal for a Psychological Study of Arrid, undated
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9 186A: H. M. Gross Company - Proposal for a Research Study on an Effective Name for the L & H Home Appliances, 1951
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9 187: Public Relations Program for Guideposts Associates, 1950
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9 188A: A Proposal for a Psychological Research Study on the Sales and Advertising Problems of Gourmet Magazine, 1949
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9 189A: The Cory Company and H. M. Gross - Proposal for a Psychological Research Study of the Sales and Advertising Problems of the Cory Glass Coffee Brewer, undated
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9 191A: Proposal for a Psychological Research Study on the Effectiveness of the Emblem for the Kimberly Clark Corporation, undated
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9 192A: Bureau of Advertising - Proposal for a Research Project on Advertising Effectiveness, 1948
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9 193A: Weiss and Geller - Proposal for a Psychological Research Study on the Sales and Advertising Problems of the Bankers Life and Casualty Company, undated
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9 193E: Weiss and Geller - Memo on Bankers Life and Casualty Company, 1951
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9 193.8D: Speech by Dr. Ernest Dichter at Scottsdale, Arizona - The Peacock Revolution -- The Psychology of the Young Men's Market, 1966
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9 194A: Publicker Industries - Proposal for a Research Study on the Advertising and Sales Problems of Philadelphia Whiskey, 1951
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9 195A: Proposal for a Psychological Study of Pabst Beer, undated
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9 195E: Walker Saussy Advertising, Inc. - Draft of Creative Analysis of Pabst Beer Campaign, 1956