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Guides, Dictionaries and Major Websites
Advertising World: The Ultimate Communications Directory (from the University of Texas). Extensive collection of advertising links on the internet. Marketer's Portal. Advertising resources.
Promoprof. Professor Norm Govoni's website. Find links to a glossary, media kits, TV, radio and newspaper rates and information sites including associations. Advertising Terms from the University of Texas. A comprehensive dictionary of advertising terms.
Web Marketing Today Information Center. Links to hundreds of articles about marketing a business on the web.
Sources for Agencies and Advertisers Advertising World: The Ultimate Communications Directory (from the University of Texas). Online directory of ad agencies.
Advertising Red Books. Agencies. HF5805.S781 (Information Desk1). National advertising agency information: specialization, officers, account executives, approximate annual billings, percent by media, account names. Advertising Red Books. Advertisers. HF5805.S7 (Information Desk1). Directory of companies that advertise nationally arranged by industry. Lists: officers, products, agency, budget, top sales personnel, trade names.
Sources for Media/Marketing Rates
Magazine Dimensions
HF6105.U5.M23 (Information Desk1)
Trends in ad revenues and spending, audience, ad receptivity, magazine advertising effectiveness and impact, ad exposure by medium and more. Also available as a pdf file on workstation in Room 110 (ask a reference librarian to access it).
Ad$pender
Provides monthly, quarterly and year-to-date expenditures per medium and the 10-media total for each brand, company and classification. Media include magazines, newspapers, television, radio, internet and outdoor.
Standard Rate and Data Service. Horn Library subscribes to many of the SRDS series including: "SRDS Business Publications", "Consumer Magazine Advertising Source", "SRDS Newspaper Advertising Source", "Radio Advertising Source", "TV & Cable" and "Out-of-Home".
TV Dimensions
HE8700.8.T917 (Information Desk1)
Includes historical data on TV ad dollar spending by medium and number of advertisers and brands using TV, national broadcasters’ TV ad revenues market share, ad reach & frequency, commercial impact and more. Also available as a pdf file on workstation in Room 110 (ask a reference librarian to access it).
Consumer Behavior/Buying Power
Arbitron Data - Babson does not subscribe to this service but there are some free surveys. See also Arbitron's Radio and Records.com which provides rates of radio stations in over 200 markets.
Editor & Publisher Market Guide (Editor and Publisher magazine).
HF5905.E38 (Reference ). Standardized profiles of newspaper markets for more than 1600 cities and towns: location, population, households, principal industries, retailing, newspapers, E & P estimates for population, disposable income, income per capita and per household, total retail sales, rankings for MSAs. The Lifestyle Market Analyst. HF5415.33.U6 L54 (Information Desk1).
In 3 sections: 1. Geographic. Each ADI (Area of Dominant Influence) is profiled: gender, marital status, age groups, households, occupations, income, etc. as well as consumer behavior reported as 57 lifestyle activities. 2. Lifestyles composite profile of the demographic characteristics of the participants. 3. Analysis by household characteristics.
Mediamark Reporter with MRI Plus+ provides information on demographics, lifestyles, product and brand usage, and advertising media preferences. Persons 18+ in the United States, are surveyed and the findings are reported in canned tables with comprehensive demographic and media data.
Nielsen Data. Babson does not subscribe to this service but there are links to Nielsen's TV markets with some ratings.
Scarborough Arbitron Qualitap. Market research by specific geographic markets/regions (75 DMAs) including Boston.
Simmons Study of Media and Markets Choices 3. Annual survey of 20,000 households: characteristics of respondents, exposure to media, usage of products and services by brand name. Cross tabulated for demographic and psychographic profile of characteristics of users of products and their media behavior.
Television Bureau of Advertising. The TV Bureau offers loads of statistics for the top 50 U.S. markets (DMAs) including effective buying income, retail sales by category, largest TV advertising categories and much more.
Periodicals
Please note these primary advertising journals:
Articles and Books on Advertising Strategies and Analysis
Use the sources listed below to find books and articles on any aspect of advertising, target markets and company marketing strategies.
WEBnet Library Catalog - For books and other cataloged sources in Horn Library. Encyclopedia of Major Marketing Campaigns ed. Gale Group.
HF5837.E53 (Reference). Provides advertising and marketing initiatives for hundreds of companies along with further suggested readings. Also available online - once you are in Gale Virtual Reference Library click on the Business section.
Proquest - Contains abstracts of over 1000 U.S. and international academic and trade business publications with the fulltext of half of the journals available. - PsychInfo - Psychology abstracts from over 1300 journals. Covers the psychological aspects of advertising with coverage of marketing and advertising research as well as pure psych journals.
Ebscohost - Provides 1100 full text journals covering business, management, economics, banking, finance, accounting and more. Also offers indexing and abstracts for more than 1700 journals.
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