Advertising

Getting Started

Advertising Age Encyclopedia of Advertising This print reference book covers agencies, advertisers, campaigns and concepts.  Great for background and historical perspective.

Directories

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.

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.

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

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.