FALVEY MEMORIAL LIBRARY


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Advertising

Getting Started

  Advertising Age Datacenter
Advertising Age provides access to the top trade sources for news and rankings, Advertising Age and Advertising Week.
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  Encyclopedia of Major Marketing Campaigns
Marketing is advertising in context, so this is a great place to learn about historical campaigns.
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  WARC
Case studies, news and data on global marketing and advertising.
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Directories

  Advertising Redbooks

The Advertising REDBOOKS online database provides current detailed data on advertising agencies, advertiser profiles for companies with estimated spend and contact information for personnel.



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  Gale directory of publications and broadcast media
Use this directory to identify radio, television and cable stations.
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  Mondotimes
Free directory for finding newspapers, magazines, TV stations and radio (in the local listings).
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  SRDS (Kantar Media)
Directories for contacts, rates, and analytics for newspapers, consumer magazines, out of home and internet advertising providers.  Local Market Audience Analyst brings together Nielson Claritas and PRIZM data about markets.
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  MRI+ University Internet Reporter
Get complete contact, rates and analytics for consumer magazines.  Access national consumer survey on media consumption of target audiences.
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Costs/Expenditures

Media Buying Guide

For the most part advertising rates for TV, radio and the web are negotiated.  However negotiation and budgeting require benchmarks.  You can use such data to estimate the cost of buying media time using these guidelines.

TV SQAD cost per point (CPP) * Nielsen Rating=Average cost for 30 second spot

Radio SQAD CPP * Arbitron Rating=Average cost for 60 second target

Get Arbitron radio ratings fromr Stationratings.com or by registering with Arbitron. Get Nielsen ratings from TVbytheNumbers.com or Nielsen (note only clients have full access to their ratings). Average ratings by geographic market are also reported in Table 4 of the Media Market Guide.  For cable data and ratings check the Cabletelevision Advertising Bureau.

Online Internet advertising inventory be it display, multimedia or mobile is typically managed through ad exchanges.  Consequently the library does not have systematically benchmarked rates.  There are several payment models in use including cost per click (CPC), cost per thousand (CPM), cost per acquisition (CPA), cost per lead (CPL), and cost per engagement (CPE).  Search these payment models to find estimates based on surveys for advertising costs in trade news via ABI/Inform and more easily in e-Marketer, both linked below.  Alternately browse the Advertising & Marketing, Online Advertising Topics in e-Marketer.  The Internet Advertising Bureau is a good source for general information and reports on online advertising

Newspapers Rate cards for national and local newspapers are available from SRDS Media Solutions.

Consumer Magazines Advertising rates for consumer magazines can be found in "media kits" via SRDS Media Solutions and MRI + University Internet Reporter.

Out of Home Out of home advertising encompasses billboards, signs on mass transit, malls and the like.  SRDS Media Solutions is a directory to firms offering these services.  Rates are sometimes quoted.

Direct Marketing The consumer module of SRDS lists firms that sell mail lists and rates are ofter quoted.  The DMA Statistical Fact Book provides excellent benchmarks for direct marketing.

Ad$Summary Reports form Kantar media on advertising spending by brand for 11 media.

Media Market Guide Report from SQAD providing CCP (cost per point) and CPM (cost per mille or thousand views) for TV, cable and radio.

Collections

Ad*Access Historical digital collection of print advertising in U.S. newspapers and consumer magazines from 1911 to 1955 provided by Duke University Libraries.

AdViews Historical collection of television advertising from 1950-1980 made or collected by DMB&B provided by Duke University Libraries

Ads of the World Website that archives ads from around the globe catagorized by media, geographically and by industry.  Full access requires free registration.

AdFlip Archives of print advertisements

Advertlicious Archive of digital advertisements

GlobalAdSource Website that archives ads from around the world in 5 media.  Full functionality only available to subscribers (Villanova does not)

Digital & Interactive Advertising

  e-Marketer
e-Marketer is an international aggregator of data and reports on digital marketing from over 4000 sources. Access reports, data and news about media usage, social media, mobile, digital advertising, e-commerce, e-mail marketing, and search across a wide range of industries.
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  Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is comprised of more than 500 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising.
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Books & Articles

Books and articles can provide practical guidance on advertsing, scholarly research on the industry and advertising efficacy and impacts.

Search our Catalog for subjects such as these: advertising, television advertising, internet advertising, digital signage, signs and signboards, advertising outdoor, word of mouth advertising.

  Business Source Premier (EBSCO)
Business Source Premier is a full-text, scholarly and trade article database covering a wide range of topics including management, marketing, accounting, finance, economics, international business, operations management and management information systems.
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  ProQuest Business Periodicals (ProQuest)
Simultaneously search all business & industry periodicals available through Proquest Central, including the ABI/Inform databases, concentrated publications on the pharmaceutical, banking, computing and telecommunications industries and Canadian, Asian and European business news.
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  Communication & Mass Media Complete (EBSCO)
CMMC offers cover-to-cover indexing and abstracts for more than 570 journals, and selected coverage of nearly 200 more, for a combined coverage of more than 770 titles; furthermore, this database includes full text for over 450 journals. CMMC incorporates the content of CommSearch (formerly produced by the National Communication Association) and Mass Media Articles Index (formerly produced by Penn State) along with numerous other journals in communication, mass media, and other closely-related fields of study.
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  Direct Marketing Association Statistical Fact Book
Facts and benchmarks on marketing practices and returns.
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  ABI/INFORM Complete (ProQuest)
The most comprehensive ABI/INFORM™ database, this comprises ABI/INFORM Global, ABI/INFORM Trade and Industry, and ABI/INFORM Dateline. The database features thousands of full-text journals, dissertations, working papers, key business and economics periodicals, country-and industry-focused reports.
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Media Kits

Media kits are informational packets made available by newspapers, magazines, and sometimes web sites, mobile sites and broadcast media that include information potential advertisers are likely to need to evaluate a property.  They typically include the editorial focus and calendar of the media, technical specifications for ads, advertising rates and most importantantly audience information.

SRDS Media solutions provides links to media kits for magazines and newspapers. MRI+ provides media kit links for consumer magazines only.  Most medial kits are discoverable by googling the property name and "media kit."

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222
610-519-8744



 


Last Modified: Monday, March 31st, 2014