Marketing and Advertising

General Sources	Special Topics: Marketing	Special Topics: Advertising
Associations Books Databases Finding Articles Journals Online Newsletters Statistics Websites	B to B Brands Demographics Distribution Channels Industry & Competition Marketing Plans Multicultural Marketing Point of Purchase Regional Marketing	Ads (Samples) Advertising Costs Ad Expenditures Direct Marketing Internet Marketing Media Demographics Media Directories Television Trends

Ads (Samples)

Ad Age Century
Produced by Advertising Age, one of the leading advertising trade
journals, this site provides an advertising timeline as well as ranking
lists for the top ads, campaigns, and jingles.

Ad*Access
Duke University has digitized over 7000 advertisements that were
printed in newspapers and magazines between 1911 and 1955. They reflect
main developments in American society, culture, business and technology.

AdForum.com
Collections of ads in all types of media and various industries.

AdCritic.com
Searchable database of TV ads.

AdFlip.com
Searchable ads archive.

Emergence of Advertising in America: 1850-1920

Funny Super Bowl TV Commericals, 1998-2005: From About.com

iFilm.com

Superbowl-Ads.com

Encyclopedia of Major Marketing Campaigns [About]
Organized alphabetically by company name, this work covers 500 campaigns, current and historical. It includes overview, historical context, target market, competition, market strategy, and further reading.

Advertising Costs

SRDS Media Solutions [ About ]
Includes information on circulation, advertising rates, newspapers, magazines, computer and community publications, radio and television, and other media.
For sources not in database see:
SRDS Media Solutions
Pardee Reference - Marketing Section
Business Publication Advertising Source
Circulation
Community Publication Advertising Source
Hispanic Media & Market Source
Technology Media Source

Marketer's Guide To Media
Pardee Reference - Reference Desk Section
X HF 5826.5 M45
Annual. This work gives estimates for costs of placing ads in medias such as television, magazines, and radio programs. Demographic breakdowns for television include information by geography, age, sex, and length of commercial.

What Fall TV Spots Cost
Costs of prime time network TV spots can be found in the October 1st, 2007 issue of Advertising Age magazine (p.41).
Print issue can be found with Current Periodicals.

The Advertising Media Internet Center (AMIC)
http://www.amic.com
AMIC provides various resources about advertising. Follow the "Ad Data" link in the lower right hand corner of the home page to find information about magazine, radio, television, and internet audiences and costs. Registration is free but required to access this information.

Advertising Age
http://www.adage.com/
Pardee HF 5801 F30
The website has content not available in the journal. Conversely, the journal has content not available through the website. Check Boston University's Electronic Journals to see if this title is available full text. If not, check the library catalog to see if Boston University owns it in print.

See also, Books and Finding Articles in this guide.

Advertising Expenditures

Leading National Advertisers Corporate Profiles
http://adage.com/images/random/lna2007.pdf
Advertising Age special report "100 Leading National Advertisers" includes detailed expenditures by company and industry.

Ad $ Summary
CD-ROM available on computers 11- 15 in Pardee Library
Industry expenditures and rankings of top 100 companies by advertising expenditures across ten different media types. Ranks the top 1000 companies by total advertising expenditure. Also lists advertising expenditures by brand.
2006 edition available in print:
Ad $ Summary - Pardee Reference:Marketing Section
Company / Brand $ - Pardee Reference:Marketing Section
Annual. Lists, by company and brand name, dollars spent on advertising in total and broken down into ten different media categories.

TableBase [About]
Use keyword search or put relevant keywords in top portion of page, and select "Ad Budget" from "Concept Term" drop down menu. Check U.S.A. in lower right hand corner and search.

The Advertising Red Books
Pardee Reference - Marketing Section
X HF 5805 F15
Annual. Provides information on over 25,000 companies that spend a minimum of $200,000 on advertising per year. Each entry contains company name, address, products, advertising expenditures, key personnel, and advertising agency if applicable. Volume 1 is arranged by business categories (54 general areas such as "appliances" and "sporting goods"); volume 2 indexes product categories by state, brand name, Standard Industrial Classification (SIC) code, and personnel.

See also, Books and Finding Articles in this guide.

B to B

B2B Online
http://netb2b.com/
"The magazine for e-commerce and marketing strategists," Netmarketing offers an ongoing section entitled "Special Features". Examples from this section include the "B2B100" that reports the top advertisers by spending or by medium, and "The NetMarketing 200" that details their ranking of the best b-to-b Web sites. Daily news articles and regular departments such as "E-Commerce" and "Benchmarks" are also available.

MRI+ Mediamark Internet Reporter [About].
Business to Business reports include detailed product and media demographic information on Electronics, Financial, Insurance, and Travel categories. Register using a BU e-mail address. Once logged in, scroll to the bottom of the screen and click on "Mediamark Reporter".

Please see Pardee Library's MRI+ Mediamark Tutorial for instructions. For classroom use only.

Brands

Brandweek
http://www.brandweek.com/
Pardee HF 5801 A43
The website has content not available in the journal. Conversely, the journal has content not available through the website. Brandweek can be searched by full text in Business Source Complete .

Brandweek: Brand Directory
Pardee Reference - Marketing Section
X HF 6182 U5 A34
Annual directory of brand-name products and services and the U.S. organizations that market them. Listings include key marketing personnel, corporate executives, location, telephone and fax numbers. Indexed by product/service, brand marketer, and geography.

Encyclopedia of Consumer Brands
Pardee Reference - Marketing Section
X HF 5415.3 E527 1994
Indexes, in 3 volumes, brand and/or product histories, marketing strategies, advertising information, key competitors and contact information for nearly 600 of the most popular brands in America. Each brand's article includes a list of suggested further reading. Indexed by brand names, companies and persons, advertising agencies, and brand categories. Data is from 1994.

Marketing Your Brand
http://marketing.about.com/od/marketingyourbrand
The About.com portal for Marketing contains a section on Marketing Your Brand. A source for articles and resources on branding strategy, logo design, company name issues, and other related topics.

See also, Books and Finding Articles in this guide.

Demographics

Mintel [ About ]
For academic use only.
Detailed product and demographic information:
1. For short cut to product reports use "quick search" box on upper right hand corner. See "The Consumer" section of individual product reports for demographic information from Simmons. Includes age, race and ethnicity, and regional preferences by market segment.
2. See "Lifestyles" reports for listing of detailed market segment and demographic profiles.
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

MRI+ Mediamark Internet Reporter [About].
Detailed product and media demographics include cross tabulations of product/service data by demographic characteristics and media audiences. Register using a BU e-mail address. Once logged in, scroll to the bottom of the screen and click on "Mediamark Reporter". Please see Pardee Library's MRI+ Mediamark Tutorial for instructions. For classroom use only.

TableBase [About]
Demographic and other marketing related statistics from a variety of magazines and reports. Put relevant keywords in top portion of page, and select "Demographics" from "Concept Term" drop down menu. Check U.S.A. in lower right hand corner and search.

Lifestyle Market Analyst
Pardee Reference - Reference Desk Section
X HF 5415.33 U6 L54 Annual.
Section 1 - data for geographic markets, both on general demographics (age, income, etc.) and on lifestyles (proportion of households with people interested in gardening, etc.).
Section 2 - demographic data on those identified with a particular lifestyle group.
Section 3 - demographic and lifestyle data on individual consumer market segments (e.g., 35-44 year-olds with $50,000-$74,999 income.)

Marketing Book Collection
Pardee Reference - Marketing Section
These books offer detailed breakdowns on various consumer segments within the United States. They are all grouped in the Reference Room on the 3rd floor of Pardee, Table 1 Side B. These are the groupings by data:
American Spending (Books in this category supplement Mediamark Reporter for segmentation)
Demographics/ Psychographics
Demographics/Market Segments (Generation)
Demographics/Market Segments (Income, Region, Groups)
Demographics/Market Segments (Gender)

See also, Consumer Expenditure Survey from the Bureau of Labor Statistics, the original source for some of the statistics in these texts.

Getting to Know the 62 Clusters: cluster snapshots
Pardee Reference - Reference Desk Section
X HF 5415.127 G48
The Claritas Corporation's guide to the PRIZM system, a marketing tool that describes lifestyle preferences and summarized demographics of US neighborhoods.
See also:
My Best Segments
Click on "Zip Code Look-Up" to find predominant clusters for a certain zip code.
and The Clustered World, by Michael Weiss
Pardee Reference - Reference Desk Section
X HN 59.2 W449 2000
More detailed information about clusters and the PRIZM system.

Luxury Purchase Behavior
Pardee Reference - Reference Desk Section
X HF 5415.33 U6 D36 2001
Demographics and insight into consumers' attitudes and purchasing of various discretionary and luxury products.

See also, Books, Finding Articles, and Statistics in this guide.

Direct Marketing

DMA Publications
Pardee Reference - Reference Desk Section
Two publications from the direct Marketing Association:
1. Statistical Fact Book includes projections, sales figures, expenditure data, media usage, interactive trends, and purchasing habits for a variety of media.
2. Response Rate Report includes response rates, media, costs, and ROI for a variety of industries.

Direct Marketing Handbook
Pardee Reference - Marketing Section
X HF 5438.25 D555 1992
Fifty-two chapters cover different aspects of direct marketing, e.g., law and ethics. Written by direct marketing specialists in each area.

Direct Marketing Market Place
Pardee Reference - Marketing Section
X HF 5415.1 D57
Annual directory of direct marketers, catalogs, service and supplier firms, associations, creative services, courses, and events. Selected entries have volume of sales and number of employees. Industry statistics are provided. Contains a bibliography, an index to companies and individuals, and an index to advertisers.

SRDS Media Solutions [ About ]
See Direct Marketing List Source for advertising contacts.

See also, Books and Finding Articles in this guide.

Distribution Channels

Mintel [ About ]
For academic use only. See Retail Distribution section of reports for supply chain information with sales by retail type and major stores.
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

Company 10K
The first section of a public company 10K has information related to company strategy, including "distribution" and other related issues such as "seasonality". You may search the 10K with the above key words using the "Ctrl F" function on your computer keyboard. Find the 10K, from a public company of your relevant industry, by looking for SEC Filings in the Company Annual & Financial Reports guide.

Industry Survey Locator
Organized by library staff to help find Industry Overviews and Trends. For information on distribution channels:
       Mintel - See above
       Datamonitor Reports - Some reports include distribution channel   information.
      S&P Industry Surveys - Includes distribution channel info for a variety of industries. See reports on Retailing:General, Retailing: Specialty, and Computers: Consumer Services and the Internet.
       Plunkett's- Retail Industry Almanac, and E-commerce & Internet Business Almanac include industry glossary, major trends, statistics, and companies.

TableBase [About]
Use the words "distribute" or "distribution channel" in your keyword search.
Please note: When you are through using TableBase, please click on the LOGOUT button at the very top of the TableBase home page before closing your browser. If you exit TableBase by closing the browser, without logging out, you will be unable to re-enter the site until it has timed out your session.

Market Share Reporter
Pardee Reference - Industry Information
X HF 5415.2 M37 (Table 1)
Information on Distribution Channels can be found in the sections on Wholesale and Retail, organized by SIC code:
SIC 50 - Wholesale Trade - Durable Goods
SIC 51 - Wholesale Trade - Nondurable Goods
SIC 52 - Building Materials and Garden Supplies
SIC 53 - General Merchandise Stores
SIC 54 - Food Stores
SIC 55 - Automotive Dealers and Service Stations
SIC 56 - Apparel and Accessory Stores
SIC 57 - Furniture and Homefurnishings Stores
SIC 58 - Eating and Drinking Places
SIC 59 - Miscellaneous Retail

Manufacturing & Distribution USA
Pardee Reference - Industry Information
X HD 9723 M365
Volume 3 includes information on a variety of retail and wholesail operations. Ranks establishments by sales. Organized by NAICS code.

See also, Books and Finding Articles in this guide.

Industry & Competition

Industry Survey Locator
Indexes Pardee library's online and print industry surveys. Many Industry overviews, including Datamonitor Reports, include competitive landscape and overviews of leading companies.

Mintel [ About ]
For academic use only. Market share information can be found in the Supply Structure section of reports, which features major competitors and brands.
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

TableBase [ About ]
Statistical data on companies, products, industries, markets, demographics and countries. Tabular data is drawn from statistical annuals, trade association reports, government agencies, international organizations, newsletters and journals. Please note: When you are through using TableBase, please click on the LOGOUT button at the very top of the TableBase home page before closing your browser. If you exit TableBase by closing the browser without logging out, you will be unable to reenter the site until it has timed out your session.

Market Share Reporter
Pardee Reference - Industry Information
X HF 5415.2 M37 (Table 1)
An annual compilation of reported market share data on companies, products, and services. Organized by SIC code.

Manufacturing & Distribution USA
Pardee Reference - Industry Information
X HD 9723 M365
Three volume set contains rankings of leading public & private companies for manufacturing industries, wholesale and retail. Organized by NAICS code. For updated information see, also:
Ward's Business Directory (v.8)
Pardee Reference - Industry Information
X HG 4057 A575

U.S. Economic Census
http://www.census.gov/econ/census02/
See Industry Statistics Sampler to determine your industry. Statistics on business establishments include industry series, geographic area series, and zip code statistics.

See also, Books and Finding Articles in this guide.

Internet Marketing

ClickZ Network
http://www.clickz.com/
Describes itself as the largest resource of interactive marketing news, information, commentary advice, opinion, research and reference in the world.

Digital Marketing and Media Fact Pack
http://adage.com/images/random/digitalfactpack2007.pdf
Vital statistics on new trends in online video, blogs, mobile and more.
Interactive Marketing & Media Fact Pack
http://adage.com/images/bin/pdf/InteractiveFactPack06.pdf
Supplement to Advertising Age includes useful statistics on major internet sites, usage, and advertising.
See also:
Search Marketing Fact Pack
http://adage.com/images/random/datacenter/2007/searchfactpack2007.pdf
Search engine market share, optimization tips, top keywords, eye tracking, local search facts, top search agencies and more.
Print versions available at Pardee Library Reference Desk

Nielsen NetRatings
http://www.nielsen-netratings.com/
Click on the "press" tab for "Free Data and Rankings". See "Internet Audience Metrics" for top ten parent companies, top ten advertisers, and web usage data across a dozen countries, including among others Germany, France, the United Kingdom, the United States and Japan.

SRDS Media Solutions [ About ]
See Interactive Advertising Source for Internet advertising directory, contacts, and costs.

Web Marketing Today Info Center
http://www.wilsonweb.com/webmarket/
Provides links to hundreds of online articles about how to market a business on the web. Browsable by category or searchable by keywords. Also contains an archive of Web Marketing Today, a monthly newsletter.

See also, Electronic Commerce Guide and Books and Finding Articles in this guide.

Marketing Plans & Strategy

The One-Day Marketing Plan
Pardee Reference - Marketing Section
X HF 5415.13 H518 2004
The ten-step program for creating a proven, powerhouse marketing plan in one day.

The Marketing Plan
Pardee Reference - Marketing Section
X HF 5415.13 c6348 2006

The Successful Marketing Plan
Pardee Reference - Marketing Section
X HF 5415.13 H523 2003
Step-by-step guidelines for writing a market plan that defines and fulfill the needs of target markets and delivers the bottom line.

See also, Books and Finding Articles in this guide.

Media Demographics

MRI+ Mediamark Internet Reporter [About].
Market research survey which provides the advertising industry with detailed demographic and marketing segment data on media audiences. Register using a BU e-mail address. Once logged in, scroll to the bottom of the screen and click on "Mediamark Reporter". Please see Pardee Library's MRI+ Mediamark Tutorial for instructions. For classroom use only.
For older information see Mediamark Reporter CD ROM on Pardee Library computer terminals 11-15.

Media Directories

Bacon's International Media Directory: Directory of Magazines and Newspapers in Western Europe
Pardee Reference - Marketing Section
X HD5813 E79 B3 2000
Lists magazine and newspaper titles within each country by a market classification system. Information for each title includes circulation, frequency of publication, and contacts.

Bacon's Magazine Directory
Pardee Reference - Marketing Section
X HD59 B31
Annual. Lists magazine titles by a market classification scheme outlined at the start of the volume. Information for each title includes advertising costs and lead times, a short profile, circulation, publisher and contacts.

Bacon's Newspaper Directory
Pardee Reference - Marketing Section
X HD59 B32
Annual. Lists newspaper titles by geography, circulation, intended audience, and various other classifications. Information for each title includes advertising costs and lead times, circulation, publisher and contacts.

Bacon's Radio Directory
Pardee Reference - Marketing Section
X HE8664 B32
Annual. Lists radio stations by geography, lists radio programs by title, and also lists the top 210 Designated Market Areas (DMAs) for radio as compiled by the AC Neilsen company. Information for each station includes wattage, a short profile, lead times for advertising, and contacts.

Bacon's TV/ Cable Directory
Pardee Reference - Marketing Section
X HE8700.8 B32
Annual. Lists television stations by geography and national cable networks by name, and contains an index of TV/Cable programs by title. Information for each station or network includes a home page address, a short profile, and extensive contacts.

Multicultural Marketing

Hispansource.com
http://www.hispansource.com/
Research and trends related to the U.S. Hispanic/Latino community.

Hispanic Fact Pack
Pardee Reference - Reference Desk Section
Annual guide to Hispanic advertising and marketing from Advertising Age.

Marketing to American Latinos
Pardee Reference - Marketing Section
X HC C6 V35 2000
Two volumes .

Multicultural Marketing
Pardee Reference - Marketing Section
X HF 5415.127 S37 2001

Multicultural Marketing in America
Pardee Reference - Marketing Section
X HF 5415.127 M85 2005
Agencies, brands, and media marketing to African American, Asian American, Hispanic/Latino, and GLBT communities.

Racial and Ethnic Diversity
Pardee Reference - Marketing Section
X E 184 A1 R78 2002
Older statistics can be updated by searching the Internet.

SRDS Hispanic Media & Market Source
Pardee Reference - Marketing Section
X P 94.5 H58 H56
Includes circulation and advertising rates.

See also, Books and Finding Articles in this guide.

Point of Purchase

Marketing's Powerful Weapon: point-of-purchase advertising
Pardee Reference - Reference Desk Section
X HF 5828 M35 2001
What is point-of-purchase (POP) advertising? This book offers a series of essays by various authors explaining what POP advertising is, how it is being utilized currently, the best ways that it can be used, and analysis of current trends in this kind of advertising.

See also, Books and Finding Articles in this guide.

Regional Marketing

Survey of Buying Power
Pardee Reference - Marketing Section
X HF 5437 F57
Annual. Each issue gives current state, county, city and town estimates of population by age, retail sales by store group, and effective buying income and buying power index.

Commercial Atlas and Marketing Guide
Pardee Reference - Marketing Section
X G1200 F00 2002 (Podium)
Population, economic and geographic data for U.S. geographic locations. Includes state maps and index of places with statistics.

Editor & Publisher Market Guide
Pardee Reference - Marketing Section
X HF 5905 F24
Annual. Provides individual market profiles for every daily newspaper market in the U.S., including household estimates, industries, number of wage earners, etc. Includes market tables which rank markets by population, disposable income, total retail sales, furniture sales, etc. Other tables include retail sales by state, which list number of establishments and the year's retail sales estimates.

Media Market Guide
Pardee Reference - Marketing Section
X HF 5826.5 M4
Detailed market rankings and costs for various types of media (television, cable, radio, newspapers, and magazines). Uses Nielsen or Arbitron ratings and demographics.

Television

Advertising Age's Fact Pack
Pardee Reference - Reference Desk Section
Annual. This small pamphlet consists of three sections; Advertising and Marketing, Media, and Agency Report. Charts available include Ad Age's Fall Prime Time Pricing Survey.
Most recent Advertising Age Pricing Chart can be found on the web -
http://adage.com/images/random/tvchart06.pdf

Broadcasting & Cable - Television Ratings
"Search within this publication" (upper right of screen), with the key word "Ratings Wizard" for detailed ratings of top shows, weekly prime time ratings and cable ratings.
Also check in the journal Television Week and, like above, "Search within this publication" (upper right of screen), with the key word "tv ratings" for detailed ratings of top shows, weekly prime time ratings and cable ratings.
(If you need to do a broader search, go to the database Business Source Complete and use the key words "tv ratings" and "name of the TV program" to get other articles.)

Cablevision Advertising Bureau
http://www.onetvworld.org
National association of cable system operators and programmers. See "Network Profiles" for programming, viewer demographics and contacts for cable networks, and "CAB Research" for advertising expenditures and ratings.

Marketer's Guide To Media
Pardee Reference - Reference Desk
X HF 5826.5 M45
Annual. Includes 'average network TV household ratings' and profile of adult viewers of selected cable networks', etc. Demographic breakdowns for television include information by geography, age, sex, and length of commercial.

Neilsen Top 10
http://www.nielsenmedia.com/nc/portal/site/Public/
Updated top 10 ratings for broadcast, cable, and syndicated TV shows, for African Americans, and Hispanics.

MRI+ Mediamark Internet Reporter [About]
Select the "Product" database and a search through it yields television demographics.

TVB Online
Research Central from the Television Bureau of Advertising. See "Viewer Track" for television ratings by demographic.

Advertising Trends

Plunkett's Advertising & Branding Industry Almanac
Pardee Reference -Reference Desk
X HF 5805 P58 2006
First section includes advertising and branding glossary and trends.

Standard & Poor's Industry Surveys
Pardee Reference -Reference Desk
X HG 4501 S74
Overview of industry offers current environment and trends.