MKTG 347 - Advertising
Introduction
History & Examples
Directories
Media/Target Markets
Media Rates/Budgets
International
Internet Advertising
Advertising FAQs
Additional resources can be found on the...
The Marketing A-Z Resource Guide
PLEASE NOTE: All Print Resources referenced in this guide are located in the West Campus Library's Barclay Reference Center unless otherwise indicated.
Getting Started:
- Concise Encyclopedia of Advertising
HF5803 C59 2005) - Encyclopedia of Business and Finance
(HF1001 E466 2007) - Plunkett Research Online - Advertising & Branding Industry Center
(TAMU Electronic database)- Full-text of the Plunkett's coverage of the Advertising & Branding Industry.
Comprehensive Websites:
- Advertising World
(Internet resource)- The Department of Advertising at UT Austin created this well known advertising website which supplies an extensive collection of advertising links on the web.
Journals:
- Advertising Age
(Electronic journal)
(Also available as a print resource located in the Barclay Reference Center - Current Journals Room)- An important weekly newspaper of interest to advertising and marketing professionals. Publishes several annual issues or features of special interest:
- 100 Leading Media Companies (last June issue)
- The Top 200 Brands (quarterly, usually in mid-February, May, August and November)
- The Advertising Factbook (first January issue)
Dictionaries & Encyclopedias:
- AcronymFinder.com
(Internet resource)- Especially useful in understanding SRDS source books regarding media/production information.
- Brands and Their Companies
(HD69 B7 B75) - Companies and Their Brands
(T223 V41 A253) - Encyclopedia of Consumer Brands
(HF 5415.3 .E527) - Encyclopedia of Major Marketing Campaigns
(HF 5837 .E53 Vol. 1-2)- Profiles 500 of the most notable advertising and marketing initiatives of the 20th Century. Covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies.
- NTC's Dictionary of Advertising
(HF 5803 .W54)
Advertising Law:
- Advertising Law Internet Site
(Internet resource)
Electronic Databases:
- ABI/Inform Global
(TAMU Electronic database) - Business Source Complete
(TAMU Electronic database) - Business & Industry
(TAMU Electronic database)- Business and Industry on the Web provides access to articles appearing in the business and trade press from around the world with a strong focus on facts, figures, and key events dealing with the public and private companies, industries, markets, and products for all manufacturing and service industries. Excellent search tools for marketers and advertisers.
- LEXIS-NEXIS Academic Universe
(TAMU Electronic database) - TableBase
(TAMU Electronic database)- Provides access to thousands of tables that provide statistical data on market share, company and brand rankings, industry and product forecasts, trends, demographics and more.
- 19th Century Advertising History
(Internet Resource) - Ad*Access
(Internet Resource)- Digital images of print advertisements published in the U.S. and Canada from 1911-1957.
- AdCritic
(Stand-alone electronic database only available in the Barclay Reference Center)- Source for current advertising spots from television and print media. Also contains news in the commercial production and advertising industry.
- AdFlip
(Internet Resource)- Searchable archive of classic automobile and other ads from the 1940's to the 1990's.
- Advertiser's Annual Blue Book
(HF 5802 .A23)- "The essential guide to statistical trends and league tables, agencies and their clients, major advertisers and their brands, and advertising media."
- Advertising Organizations and Publications: A Resource Guide
(HF 5813 .U6 A654)- Directory of key organizations and publications in the field of advertising and
marketing communications.
- Adweek Directory
(HF 5805 .A4)- Directory of US advertising agencies, public relations firms, media buying services, and specialized marketing companies.
- BrandWeek Directory
(HF 6182 .U5 A39)- Profiles brands, products, and services marketed in the United States, as well as the
organizations that market them. Look in the front of the publication for a listing of
the top 2000 Superbrands ranked by media spending and categories in 43 industry
categories.
- Direct Marketing Market Place: The Networking Source of the Direct Marketing Industry
(HF 5415.1 .D57)- Directory of over 10,000 organizations in the direct marketing industry. Also includes direct marketing statistics and lists of prominent direct response advertising agencies, and mail-order companies.
- SRDS Interactive Advertising Source
(HF 5415.1264 .S65)- Includes directory information and listings for: B2B sites, consumer online sites, representative firms/advertising network, and multiple title companies.
- Standard Directory of Advertisers (Redbooks)
(HF 5805 .S7 v. 1-2)- Provides information on specific companies. Refer to the company index in the front of vol. 1. Entries provide basic company information and advertising agency used. Some entries provide advertising expenditures totals. Vol. 2 provides product categories by state, brand name, SIC, and personnel indexes.
- Standard Directory of Advertising Agencies (Redbooks)
(HF 5805 .S72)- Contains contact information and details of kinds of advertising.
Use these sources to determine which newspapers, which magazines, or TV shows are most appropriate for your target market:
- Editor & Publisher Market Guide
(HF 5905 .E38)- Coverage of census information, population projections, and quality of life data. Includes US and Canadian newspaper markets survey.
- Marketresearch.com
(TAMU Electronic database)- Useful for finding target groups. "MarketLooks" reports provide concise information on the best way to market to a particular group.
- Simmons Study of Media and Markets: Choices3
(Stand-alone electronic database only available in the Barclay Reference Center)- Measures usage of products and services by brand name, demographic characteristics of the respondents, and their exposure to differing media. "Media Ranking" reports will provide a ranking of media for your target group.
- Refer to the Help Guides, located by the computer, for assistance in understanding the data and tips on formulating your query.
- If you are a first time user, please arrange an orientation / consultation by contacting the Marketing Subject Specialist.
- Marketer's Guide to Media (ADWEEK)
(HF 5826.5 .M45)- An excellent source of advertising information. Provides demographics, costs, ranking lists, etc for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and hispanic markets/media.
- Media Dynamics Series
- Internet Dimensions
(HF6146 I58 I58) - Magazine Dimensions
(HF6105 U5 M23) - Radio Dimensions
(HF5146 R3 R33) - TV Dimensions
(HE8700.8 T917)
- Internet Dimensions
- AdSpender
(Stand-alone electronic database only available in the Barclay Reference Center)- Provides company and/or product-level advertising expenditures, by the advertising medium used (e.g. print, TV).
- Advertising Growth Trends: Inflation Adjusted Analysis of Ad Spending
(HF 5813 .U6 A73)- Covers:
- Advertising spending for each of the last five calendar years expressed in constant 1990 dollars
- % Share of advertising the company expended in relation to the total spending by all companies within the same SIC
- Inflation adjusted sales over 5 years
- Average annual % change over the 5 year period in spending, sales, and shares
- Measures of profitability and add effectiveness
- What-if scenarios (what if we raise advertising expenditures 10%)
- Advertising Ratios and Budgets
(HF 5806 .A38)- Analyzes growth trends in the area of advertising expenditures per company and per industry. This source also provides measures of profitability and effectiveness of a company's advertising expense including what-if scenarios.
- Editor & Publisher Market Guide
(HF 5905 .E38)- Includes: market rankings, US and Canadian newspaper market survey, demographics, retail sales, projections, and quality of life data.
- Marketer's Guide to Media (ADWEEK)
(HF 5826.5 .M45)- An excellent source of advertising information. Provides demographics, costs, ranking lists, etc for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and hispanic markets/media.
- Standard Rate & Data Service Series
- This service offers separate directories giving advertising rates, specifications, and circulation for publications, broadcast stations, and a variety of other media.
- Business Publication Advertising Source
(HF 5905 .S723) - Consumer Magazine & Agri-Media Source
(HF 5905 .S725) - Direct Mail List Rates & Data
(HF 5905 .S7832) - Hispanic Media & Market Source
(P 94.5 .H58 H572) - Interactive Advertising Source
(HF 5415.1264 .S65) - Newspaper Rates & Data
(HF 5905 .S73) - Out-of-Home Advertising Source
(HF 5813 .U6 O88) - Print Media Production Data
(HF 5905 .P7) - Radio Advertising Source
(HF 5905 .S74) - TV & Spot Cable Source
(HF 5905 .S745)
- Business Publication Advertising Source
- World Radio & TV Handbook
(TK 6540 .W67
International Advertising Reading & Research:
- Advertising Age
(Internet resource)- Includes world data and rankings as well as data for the US.
- World Advertising Trends
(HF 5804 .W67)- Advertising totals per country and type of media as well as a country ranking.
- CARD (Canadian Advertising Rates and Data)
(HF5801 C27)- Free information from this site includes links to media providers vs. rates. Requires registration.
- World Radio & TV Handbook
(TK 6540 .W67)
- AdAge
(Internet resource) - Adweek's Directory of Interactive Marketing
(HF 5415.1264 A35) - eMarketer
(TAMU Electronic database)- Aggregates and analyzes e-business research from over 2,000 sources and brings it together in analyst reports, daily research articles and the eStat Database.
- Marketresearch.com Academic
(TAMU Electronic database)- Search on the topic categories such as E-Business and Internet to find a number of reports. Uses Adobe Acrobat for Full-Reports, and PowerPoint for MarketLooks.
- Standard Rate and Data Service: Interactive Advertising Source
(HF 5415.1264 .S65) - What Makes People Click: Advertising on the Web
(HF 6146 .I58 S74)
What are the top magazines for business, etc.?
Look in the following sources for ranking lists and circulation data:
- Advertiser's Annual Blue Book
(HF 5802 .A23- "The essential guide to statistical trends and league tables, agencies and their clients, major advertisers and their brands, and advertising media."
- Marketer's Guide to Media (Adweek)
(HF 5826.5 .M45)- An excellent source of advertising information. Provides demographics, costs, ranking lists, etc for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media.
- Standard Rate & Data Service:
- This service offers separate directories giving advertising rates, specifications, and circulation for publications, broadcast stations, and a variety of other media.
- Business Publication Advertising Source
(HF 5905 .S723) - Consumer Magazine & Agri-Media Source
(HF 5905 .S725)
- Business Publication Advertising Source
How much does it cost to run a commercial on a network such as ABC, CBS, NBC?
- Marketer's Guide to Media (Adweek)
(HF 5826.5 .M45)- An excellent source of advertising information. Provides demographics, costs, ranking lists, etc for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media.
What is the best magazine, newspaper, TV show/station, radio station, to advertise in to reach the consumers that will most likely purchase my product or service?
- Simmons Study of Media and Markets - Choices3
(Standalone electronic database - Available only at the Barclay Reference Center)- One of the best tools to determine appropriate media for a particular target market.
Using Simmons Choices II, first determine your target market by conducting a crosstab.
Next, run a mediarank report testing various media. After you have determined the best
media in which to advertise your product or service to your target market, the rates
and ad placement options can be found in the Standard Rate and Data Services
SourceBooks also available in the Barclay Center.
This tool is not especially user friendly or intuitive. First time users should set up an initial orientation & consultation with the Marketing Subject Specialist.
I'm looking up information in the Standard Rate and Data Services Source Books and I don't know what this abbreviation means?
Media production abbreviations aren't familiar to most students and these can be looked up in the following acronym dictionaries:
- AcronymFinder.com
(Internet resource)- Especially useful in understanding SRDS source books regarding media/production information.
- McGraw-Hill Dictionary of Business Acronyms, Initials, and abbreviations
(HF 1002.5 .R67)- Especially useful in understanding SRDS source books regarding media/production information.
How much is spent on advertising for a particular brand (or for brands in this product category)?
- AdSpender
(Standalone electronic database - Available only at the Barclay Reference Center) - BrandWeek Directory
(HF 6182 .U5 A39)- This is another source that will provide information on brand marketing, published by ADWEEK. Directory information sometimes includes the advertising agency marketing the brand as well as the dollar amount of advertising. Brands are arranged in the front by 43 industry classifications.
How does my company compare to other companies in the industry on the amount of advertising dollars spent?
- Advertising Growth Trends: Inflation Adjusted Analysis of Ad Spending
(HF 5813 .U6 A73)- Covers:
- Advertising spending for each of the last five calendar years expressed in constant 1990 dollars
- % Share of advertising the company expended in relation to the total spending by all companies within the same SIC
- Inflation adjusted sales over 5 years
- Average annual % change over the 5 year period in spending, sales, and shares
- Measures of profitability and add effectiveness
- What-if scenarios (what if we raise advertising expenditures 10%)
- Advertising Ratios and Budgets
(HF 5806 .A38)- Analyzes growth trends in the area of advertising expenditures per company and per industry. This source also provides measures of profitability and effectiveness of a company's advertising expense including what-if scenarios
- BrandWeek Directory
(HF 6182 .U5 A39)- BrandWeek also covers the spending for top brands in 43 industry categories.
I need to determine the effects of the advertising budget my company spent last year?
- Advertising Growth Trends: Inflation Adjusted Analysis of Ad Spending
(HF 5813 .U6 A73)- Covers:
- Advertising spending for each of the last five calendar years expressed in constant 1990 dollars
- % Share of advertising the company expended in relation to the total spending by all companies within the same SIC
- Inflation adjusted sales over 5 years
- Average annual % change over the 5 year period in spending, sales, and shares
- Measures of profitability and add effectiveness
- What-if scenarios (what if we raise advertising expenditures 10%)
I need a mailing list for a particular customer group? These will need to be purchased or located outside of West Campus Library as they are not kept in-house. Use any of the following sources to locate these lists:
- National Directory of Mailing Lists (NDML)
(HF 5863 .N374)- Provides responder mailing lists from periodicals and catalogs arranged into topical categories. (*Not actual lists--contact information to obtainlists)
