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| Research Guides |
| Business - Marketing & Advertising |
Advertising Age's Data Center
Provides access to data on the 100 Leading National Advertisers plus other summary statistics (e.g. Top Radio Advertisers, etc.)
Advertisingprinciples.com "attempts to summarize all that is known about how to create an effective advertising campaign."
Search for agencies by name, client, location, billings, industry experience, etc.
Ref. AP 2 .A9
Provides basic directory information on media outlets.
The Canadian media conglomerate provides information on radio, television, film, video, and Internet ownership, production, and marketing are given in a concise, browsable format. Although Canadian statistics are emphasized, many American and international figures are included.
Annual list of the top b-to-b advertising venues. Other rankings available: top list managers, top 100 b-to-b advertisers, the best b-to-b web sites and more.
Provides links to many sources of information.
This publisher provides rate data and media requirements by publication.
Business Publication Advertising Source [Ref. HF 5905 .S723]
Consumer Magazine Advertising Source [Ref. HF 5905 .S725]
Direct Marketing List Source [Ref. HF 5861 .D54]
Newspaper Advertising Source [Ref. HF 5905 .S73 and available electronically]
Out of Home Advertising Source [Ref. HF 5813 U6 088]
Radio Advertising Source [Ref. HF 5905 .S74]
TV and Cable Source [Ref. HF 5905 .S745]
NOTE: SRDS has a useful web site which includes, among other things, a Media Planning and Buying Calculator which helps you calculate cost per point or cost per thousands (click on Support Services to get to the Media Calculator).
Ref. HF 5805 .S71
Ref. HF 5805 .S72
Provides basic directory information, summary expenditures by firm.
From MediaWeek. Each brief profile contains info on ad spending by media, local evening news ratings, and newspaper circulation information.
If you need to find detailed information on expenditures on a particular campaign, your best bet is often articles...from the business press. Databases such as Factiva, Lexis Nexis Academic, and ABI Inform Complete will be useful.
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Demographic data is widely available in a variety of sources--print and electronic. The most significant problem you will (likely) have is finding demographic data to the level of specificity in which you are interested. Keep in mind that is often is difficult to collect detailed public demographic data on very specific small clusters of the population because of privacy restrictions. Additional data sources available at Business-Statistics-Demographics.
In addition to the web sites listed abpve, the CSULB Library has many books and government documents that contain demographic and market information. Click on these links to initiate a search in COAST for these kinds of materials:
Provides links to market segment resources on the web.
HC 102.2 .A44 1994
Has data and rankings on 319 metropolitan areas. Designed more for business planners.
Ref. HF 5415.33 .U6 L54
Provides geographic, demographic, and lifestyle information at local, regional, and national levels.
HF 5415 .S13
Has statistics on population, effective buying income & other purchasing information.
Provides some free data on black consumers, though most information is for sale.
By entering a zip code you can get information about lifestyle types (or clusters) in that zip. Very basic, but fun, data for free.
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Finding relevant market research can be difficult, but don't give up! The CSULB library does not buy market research reports; the costs of such reports usually make them prohibitively expensive. However, we do subscribe to a database that provides market research SUMMARIES which you may find useful.
Snapshots Market Research Reports North America
Additionally, the business press publishes articles which might summarize such reports and even though the entire report might be unavailable, there may be enough information in the article to make it useful.
Datamonitor Industry Reports
These reports are based on primary research with industry panels and consumers. They include information on market segmentation, market growth and pricing, competitors and products, and forecasts.
Researching the Researchers - Finding Market Research Agencies on the Web by By David Mort
Full text article from Free Pint.
Specializes in consumer products and services industries, provides access to some free reports.
Specializes in information technology industry news and analysis, gives some executive summaries of research, requires registration for access to some sections of the site.
This is a copy of the printed version of the ESOMAR Directory of Research Organisations. "These pages give an outline of the functions of each organisation and a detailed chart showing the methods and techniques used to supply their various services and specialisations. More than 1500 entries are included from all over the world, displaying information on market research organisations employing one or more ESOMAR members. URLs for individual firms are listed as available.
An international marketing consulting company, site lists publications, etc.
Nielsen tv ratings are a service of Nielsen Media. No ratings information given on the web page, but does give company background and information on how ratings work.
The site is designed to be a "one-stop source of information on marketing research.
Some free information about market research.
This provider of consumer data requires a subscription to get to the really juicy stuff, but they do have some limited sample data.
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Basic Books in Marketing and Advertising
| Dictionary of Marketing Terms (Bennett) | HF 5415 .D4874 1995 |
| Handbook of Marketing Scales | Ref. HF 5415.3 .B323 1993 |
| Marketing Encyclopedia | Ref. HF 5415. M2982 1995 |
| Marketing Information: A Professional Reference Guide | HF 5415.124 .M37 1995 |
| Markets of the U.S. for Business Planners | Ref. HC 106.8 .M333 1996 |
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Ref. HF 5415.33 .U6 L54
Provides geographic, demographic, and lifestyle information at local, regional, and national levels.
HF 5415.3 M442 1998-99
Provides costs for different media categories and the audience that uses that category.
HF 5415.3 M44 1998
Provides statistical analysis of media categories and their audiences. Includes these categories: broadcast television, cable television, VCR, radio, magazines, newspapers, outdoor billboards, and alternate media such as in flight, in store, mall...etc.
HF 5415.3 .M43 (1996 edition)
Surveys U.S. households re: product use and media readership/viewership.
HF 5815 .U5 A382 (1991 and 1993 editions)
No longer published in print, the older volumes are available in the library and may be useful for historical data.
In addition to the usual business research databases, a database which will also be useful to anyone doing research on consumer behavior is PsycInfo. Though PsycInfo provides very few full text articles (it is, basically, an electronic index), it is a useful resource for references to the journal literature in consumer behavior. A search in PsycInfo for "consumer behavior" and "tobacco" and limited to the age group 13-17 yields 20+ article references. A few of those references actually have attached full text.
There are a number of books in COAST on consumer behavior and on consumers preferences. If your interest is in target marketing to various ethnic groups, you may want to consult one of these reference books which will provide useful background information on ethnic groups:
Encyclopedia of Multiculturalism Ref. E 184 .A1 E58 1994 Gale Encyclopedia of Multicultural America American Immigrant Cultures Ref. E 184 .A1 A63448 1997
Market Share
Market Share Reporter D & B Business Rankings
Ref. HG 4057 A237
Doesn't give market share per se, but may be useful to help identify the players in an industry and some rough calculations of market share might be done from figures provided in this volume.market share might be done from figures provided in this volume.
Miscellaneous Web Sites
A fun approach to helping people create marketing campaigns and advertising concepts.
An extensive directory of links to marketing communications sites maintained by the University of Texas at Austin.
The AMA's home page announces conferences, publications, provides links to the collegiate division and local chapters, and offers a marketing job bank!
This site is produced by a law firm and includes articles by the firm's staff on advertising law, links to relevant FTC documents and guidelines.
Texas-based Ersys market research company offers much of its demographic and geographic data available for free with a handy tool allowing you to select a state and then choose from a list of cities and towns to view information on population, climate and pollution, politics, media, income, education, transportation, and much more.
A compilation of sites useful in gathering competitor and marketplace information on the Internet. All links are annotated and organized by subjects ranging from legal resources to patents and industry-specific information.
A very comprehensive "virtual library" on marketing. Has sections on Marketing, Research, Advertising, Selling, Promotion, and more.
Presents data on the Internet and "Market Research, Product, Place, Promotion, and Price".
Includes articles, tutorials, a marketing FAQ, the "hottest how-to's," and selected links.
From the publishers of PR News, provides information on marketing, public relations, a directory of firms, career information, industry links, etc.
Finding copies of actual advertisements is not always simple...depending on what you need. If you want to find examples of exemplary advertisements, the CSULB library has a number of books which reproduce various advertisements.
20 ads that shook the world: the century's most groundbreaking advertising and how it changed us all HF 5811 T9 2000 Advertising in America: the first 200 years HF 5813 .U6 G64 1990 Art Directors Annual. NC 997 A1 A69 The Best in Advertising HF 5801 .B45 The Best of Ad Campaigns HF 6182 .U5 B58 1988 The Best in Medical Advertising and Graphics : selections from the Rx Club shows HF 6161 .D7 B47 1989 A Century of American Icons: 100 products and slogans from the 20th century consumer culture HF 6161 .B4 C46 2002 Clio Awards: a tribute to 30 years of advertising excellence HF 6146.T42 T48 1989 Graphis Design Annual NC 997 A1 G73 Logo design that works: secrets for successful logo design NC 1002 L63 S55 2001 Mad Ave : award-winning advertising of the 20th century HF 5813 .U6 M23 2000 Major Marketing Campaigns HF 5415.2 .M356 The New Advertising; the great campaigns from Avis to Volkswagen HF 5813 .U6 G55 The One Show: Advertising's Best NC 1001.5 .O53 The 100 Best TV Commercials--and why they worked HF 6146 .T42 K36 1999 Some of the companies that do commercial ad-tracking (for fees) are:
Ad Facts, 302-453-8630 or 800-923-3228 or by email at mike@adfacts.com Advertising Info Services, 212-683-9070 AIS [Advertising Information Services], 212-683-9113 and ask for Christopher DeAgazio, or email chrisd@aisnyc.com Burrelle's, 800-631-1160, http://www.burrelles.com Competitrack, http://www.competitrack.com/ Market Advantage, http://www.market-advantage.com Rome Report of Business Publication Advertising, 212-789-1400 VMS (Video Monitoring Services), http://www.vidmon.com/index.htm
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