Advertising

Getting Started

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

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 Media Solutions

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

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 business database, covering management, economics, finance, accounting, international business.
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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)

The database combines two earlier databases in the fields of communication and mass media studies CommSearch (formerly produced by the National Communication Association (NCA), and Mass Media Articles Index (formerly produced by Pennsylvania State University). CMMC offers cover-to-cover (core) indexing and abstracts for over 300 journals, and selected (priority) coverage of over 100 more, for a combined coverage of over 400 titles. This database includes full text for nearly 200 journals. Many major journals have indexing, abstracts, PDFs and searchable citations from their first issues to the present.
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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."

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Last Modified: Thursday, June 13th, 2013