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Advertising Management

Industry Analysis

Start out by getting a market research report (if there isn't one closely related to your category, an industry report may suffice).  Market research reports will typically provide information about consumer purchase behaviors whereas industry reports are weaker on this dimension.

Search trade publications and browse trade association sites to identify additional or new trends.

Use the market research or industry reports to identify competitors.  For consumer goods Global New Product Development is another excellent source for identifying competing brands.

Find market size or share in market research reports, trade publications or Market Share Reporter or Business Ranking Annual.

 Market Research Reports

  Mintel Reports

  Euromonitor (Passport)

  MarketResearch

 Industry Reports

  IBIS World
U.S. and global industry market research reports.

  NetAdvantage (Standard & Poor's, Capital IQ)
Broadly defined industries, but high quality an excellent guide to additional sources.

  D&B Global Business Browser (formerly Onesource/Avention)
Offers public and private company profiles and screener, industry market research reports from Marketline, Freedonia, Euromonitor and RMA updated with recent news, executive profiles and analyst reports.

 Trade Associations & News

  ABI/INFORM Complete (ProQuest)

  Business Source Premier (EBSCO)

  Encyclopedia of Associations: National

  Market Share Reporter

  Business Ranking Annual

Media Buying & Costs

For an historical take on advertising spend across 10 media consult Ad$spender.  The Advertising guide has additional relevant sources for TV and Radio buying.  Refer to the syllabus for price guidelines.

  Ad$pender

  MRI University Internet Reporter
MRI University Internet Reporter is a platform for the results of a national consumer survey useful for gaining insights into target markets and their media usage.  Only currently enrolled faculty, students and staff may use this resource for academic research and teaching.  Commercial use of this data is not permitted.  Registration with a Villanova email address is required.  Follow these registration instructions

Web Analytics

Social Bakers Get analytics on facebook, YouTube & Twitter presence by brand

Alexa Get web analytics

Quantcast Get web analytics

SimilarWeb Get web analytics

App Annie Get mobile application analytics

Target Market

Market research reports typically offer studies about consumer attitudes.  Leverage these.  Consumer behaviors are often the focus of scholarly research studies, they may not be very current, but they can still be helpful.  Finally trade groups conduct surveys to understand how their target markets behave.  Use surveys and studies conducted by marketing services providers (sometimes called "white papers") cautiosly, as their main purpose may be to drive traffic to their services rather than inform.

  PsycINFO (ProQuest)
In addition to Business Source Premier and ABI Inform this database includes studies about consumer behavior and psychology.

  ESRI Business Analyst Online
Geographic database including demographic and market segmentation data.

Uncategorized

  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.

  WARC
Case studies, news and data on global marketing and advertising.

  Advertising Age Datacenter
News, reports and statistics about the advertising industry. For off campus access follow these instructions.

  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.

  Global New Products Database (Mintel)

Practice

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


Essential Research Guides

Advertising

Citing Business Sources Using APA

MRI University Internet Reporter

Business Sources How to Evaluate Them

Mad Men Business of Advertising


 


Last Modified: 2017-06-14 13:15:24