Advertising

Essential Advertising Resources

Factiva
A massive database that delivers detailed company financials, company-to-industry ratios, and full-text articles from over 6,000 business-related sources. Indexes many top advertising and marketing journals including:

Advertising Age
Adweek
American Demographics
Brand Strategy
Brandweek
Factiva Advertising & Media Digest
Journal of Advertising
Marketing Management

Related Web Sites
Ad Age
Select the Data Center link to download (.pdf) the Advertising Ages's Special Report: Profiles Supplement: 100 Leading National Advertisers
Includes: Top 100 Ranking - The nation's leading marketers ranked by U.S. advertising expenditures. Includes data from TNS Media Intelligence and Ad Age's proprietary estimates of unmeasured spending. Company Profiles - Lead marketing personnel, brands, agencies, agency contacts, as well as advertising spending by media and brand, sales, earnings and more for the country's 100 largest advertisers.

RAB.com
RAB.com offers several key RAB publications in Adobe Acrobat, like the new Radio Marketing Guide and Fact Book.

ComPile

Brandera.com

Know This?

Ad*Access - Duke University

TV Acres

McCann WorldGroup
Offers a wide range of advertising information including a link to Insider's Report: Robert Coen Presentation on Advertising Expenditures

Historical Advertising Campaigns

American Memory Collection - Library of Congress

Print Resources - Advertising Directories

The Advertiser Red Book (Standard Directory of Advertisers)
REF HF 5805 .S7
Features data on over 13,500 companies that spend a minimum of $200,000 on national and regional advertising.

O'Dwyer's Directory of Public Relations Firms
REF HM 263 .037
Contains listings on 2,900 public relations firms and public relations departments of advertising agencies and their branches. Visit O'Dwyer's Web Page

Advertising Growth Trends
Schonfeld & Associates
REF HF 5813 .U6 A384
Information on publicly owned corporations that spend on advertising. The study is ordered by SIC and alphabetically by company name within each SIC. A summary page is also provided listing ad-to-sales ratios by year for fifteen industry sectors. Covers:

advertising and sales data by SIC and company name
alphabetical summary by company name
industry summary by SIC
industry summary by name
industry summary by sector
sector summary

Plunkett's Advertising & Branding Industry Almanac
REF HF 5805 .P58
A complete guide to al facets of the business of advertising and branding. Complete profiles of the Advertising and Branding Industry 350 Firms, and the latest statistics and trends in marketing, advertising, branding, online strategies, media strategies, positioning strategies and consulting.

Broadcasting and Cable Yearbook
REF TK6540 .B863
This directory includes US and Canadian television and radio stations, advertising agencies.

Specialized Encyclopedias

Encyclopedia of Major Marketing Campaigns
REF HF 5837 .E53

Encyclopedia of Consumer Brands
REF HF 5415.3 .E527

Encyclopedia of Advertising
REF HF 5803 .A38

The Law of Advertising
REF KF 1614 .R68

Brands and Media

MRI (Mediamark) Online

Most business faculty and students are familiar with Mediamark and Simmons print volumes - Simmons (1994) and MRI MediaMark (1998). In fall of 2004, Mediamark released a Web version of the print volumes.

The online version, like the 20 print volumes, provide accurate and timely information for a variety of media and marketing applications. The online version allows you to create customized reports in Excel and to save or print instantly! Data includes over 450 product categories, including:

Overall incidence of users
Users by demographics
Users by media exposure
Users by readership of nearly 170 magazines
Volume of usage
Usage by brand

Answers questions such as:

What percent of the population uses the product at all?
What percent uses your brand?
How does that compare to competing brands?
What is the demographic profile of the product category?
Which media reach the users of this category?

TIP: To view sample MRI Interview Surveys, Questionnaires, Cross Tabs, and other related documents visit Mediamark.com and select MRI Shortcuts from the upper right navigation area. Accessing MRI Online

Media Costs - SRDS
SRDS Radio Advertising Source
REF HF 5905 S74
Organized by five major sections:

AM/FM Commercial Stations
Sales Representatives
Networks
Syndicators
Group Owners
Market Profiles (Arbitron metro markets)

SRDS TV & Cable Source
REF HF 5905 S745
Covers a wide range of market data including:

Consolidated DMA Markets (profiles and rankings, TV stations, Cable)
TV Rep Index
TV & Cable Representatives
Out-of-Home TV-based Advertising Options
Plus much more!

SRDS Consumer Magazine Advertising Source
REF HF 5905 S725
Offers a huge collection of data including:

3,000 Domestic, international and farm magazines organized into 85 market classifications
Consumer Magazine Reps
Consumer Card Decks
Advertising Rates

International Data

International Television & Video Almanac
REF HE 8698 .I55
Covers Television, Video, Cable and Satellite Statistics including television advertising, DMAs, and the Nielsen TV Index Ranking.

Consumer Market Size - Sector/Category

Global Market Information Database
Covers world consumer markets for thousands of products and services.

The 8 Modules are:
Module 1. Marketing Parameters - 1,200 economic and demographic
parameters for 210 countries
Module 2. Consumer Lifestyles - Full text reports for 60 countries on
consumer behavior and key market drivers
Module 3. Consumer Market Sizes - We track the retail sales of 330
consumer product sectors across 52 countries
Module 4. Forecasts - Economic and Market data forecast to 2005
Module 5. Companies and Brands - The top 150,000 brands worldwide along
with profiles of the companies that own them
Module 6. Information Sources - Our own internal database of 30,000
sources of business information worldwide
Module 7. Major Market Profiles - Snapshot briefings of the worlds major
consumer and industrial markets
Module 8. Retail Trade International - Full text reports and statistics
following worldwide retailing trends

Example:
Search Consumer Markets - Soft Drinks - Functional Drinks

MarketResearch.com
Market research reports are very costly - the reason is simple: they are comprehensive in scope and include massive amounts of statistical data and market including market size, growth, world market, new product trends, retail level data, consumer, competitive profile, and more!
MarketResearch.com Academic, formerly Kalorama Academic, offers access to previously unavailable market research reports. This fully searchable and browseable repository offers the complete text of over 500 market research reports on dozens of topics, complete with graphs, tables and charts.

Example:
MarketLooks: The U.S. Market for Fortified Foods and Drinks
MarketLooks - Packaged Facts 4/1/2002 - 23 Pages

Overview
The Products
Market Size and Growth
Projected Market Growth
The Marketers
Marketing and New Product Trends
Retail Trends
The Consumer
General Mills, Inc.
PepsiCo, Inc.

Market Shares

TableBase
TableBase is a database comprised of tabular information of a strategic nature. The tables provide such information as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts and demographics.

Top energy drinks by brand

Brand Dollar Sales

RED BULL
ROCKSTAR
SOBE ADRENALINE RUSH
AMP
MONSTER ENERGY
SOBE NO FEAR
HANSEN'S ENERGY
KMX
BLUE OX
EAS PIRANHA
$120,330,056
$15,742,497
$14,051,204
$13,032,334
$9,367,802
$7,506,167
$3,546,663
$3,437,564
$1,473,845
$1,110,173

Source: TableBase, Information Resources Inc., Total food, drug and mass
merchandise for the 52 weeks ending July 11, 2004. Copyright 2004 Stagnito Publishing Company

Market Share Reporter
REF HF5410 .M33
MSR is a compilation of market share reports from periodical literature. Use to gather marketing research, economic analysis, planning, etc.

Business Rankings Annual
REF HG 4050 .B88
Lists of companies, products, services and activities compiled from a wide variety of published sources. The rankings included everything from accounting firms to yogurt!

New Products & Line Extensions

Business & Industry
Business & Industry is a broad-based business information database that focuses on facts, figures, events and market information about companies, industries, products and markets. It covers all industries and is international in scope. B&I draws content from over 1000 trade and industry publications, regional, national and international newspapers, business dailies and newsletters. Use B&I when you want to find company, industry, market and product information.

Sample search:
Marketing Term - line extension*
Industry - sports drinks

Limit:
Concept Term - Marketing campaign

ABI Inform
ABI/INFORM provides in-depth coverage of business issues, management techniques, competitive information, and a variety of other topics. It indexes and abstracts articles from more than 1,000 leading business and management publications, including over 350 English-language titles from outside the United States. More than half of the articles are available in full-text or full-image. Indexes many top marketing journals including:

Direct Marketing
Journal of Marketing Research
Journal of Consumer Marketing
Journal of International Marketing
Journal of Marketing
Journal Of Marketing Theory & Practice
Marketing Management
Marketing News
Marketing Research
Marketing
Target Marketing

Sample search:
Subject - Product introduction and energy drinks
New Concept - Advergaming - Red Bull

Lexis Nexis
Lexis-Nexis Academic Universe provides a menu-driven interface to business, current events, legal and medical information. It has full-text coverage of nearly 5,000 newspapers, magazines, wire services, federal and state court opinions, federal and state statutes, federal regulations, and SEC filings such as 10-Ks and 10-Qs. There is access to company profiles, industry and market research, and trade journal articles.

Sample search:
Ticker KO
ARS, 10-K, SIC (2038) - five years data
Edit > find on this page: new product

Books

PolyCAT
The Kennedy Library maintains a large collection of marketing resources. Search the online catalog to locate marketing materials. Search by Subject:

Advertising
Consumer behavior
Comparison advertising
Consumers -- Psychology
Customer relations
Internet advertising
Marketing
Product life cycle
Relationship marketing
Sales promotion
Sex in advertising
Target marketing
Television advertising

Sample titles:
Advertising Pure and Simple by Hank Seiden

20 Ads That Shook the World: The Century's Most Groundbreaking Advertising and How IT Changed Us All by James Twitchell

Advertising by Design: Creating Visual Communications With Graphic Impact by Robin Landa

How Customers Think : Essential Insights Into the Mind of the Market by Gerald Zaltman

Statistics & Demographic Data

Government Resources

Census

ACS

FactFinder

Rand CA

Demographic and Lifestyle Data - Print Resources

Sourcebook of Zip Code Demographics
HB849.4 .S68 - Ask at Reference Desk
Provides detailed information about every Zip code and county in the U.S. Includes:

2000 updates and 2005 forecasts
All residential and non-residential U.S. Zip Codes
Business data including total firms and total employees
Spending potential indices for 20 product and service categories
Dominant ACORN lifestyle segmentation type for each ZIP Code

Lifestyle Market Analyst
REF HF 5415.33U6 .L54
Provides preliminary market analysis at the local, regional or national level. Includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.
Please note that San Luis Obispo is in the Santa Barbara-Santa Maria-San Luis Obispo, CA section.

Market Guide (Editor & Publisher)
REF HF 5905.E38
Includes MSAs, Market Rankings by County, MSA, and City, Population Demographics, Retail Sales, Housing Income, E&P Indices, etc.

Related Research Guides

4 Ps of Marketing

Business and Marketing Plans