Advertising References: Research

Advertising Resources & Materials Compiled by Catherine Troy, MDiv, MLIS Librarian II, Edith K. Gaylord Library Gaylord College of Journalism & Mass Communication PERIODICALS Advertising Age – Gaylord Library (GLIB); Bizzell Library (BIZ), Current Periodicals HF 5801 .A276; Also available in: ABI/IFORM Complete, Academic Search Premier, Business & Company Resource Center, Business Source Premier, Communication & Mass Media Complete databases at http://libraries.ou.edu. Published to inform communications, advertising and marketing professionals of worldwide developments in this industry. Coverage includes media and public relations updates, account standings and developments, print and broadcast reviews and previews, as well as analyses of past and current communications trends. Adweek – GLIB; BIZ, Current Periodicals HF 5801 .A42; Also available in: ABI/INFORM Complete, Business & Company Resource Center, Business Source Premier, and Factiva databases at http://libraries.ou.edu. Edited for ad agency executives, ADWEEK has the inside stories on: creativity, client/agency relationships, and successful global advertising strategies. Plus news of accounts in review, the best creative work, and new campaigns. Journal of Advertising – GLIB; BIZ: Available online only in: ABI/INFORM Complete, Business Source Premier, Business & Company Resource Center and Communication & Mass Media Complete databases at http://libraries.ou.edu. Devoted to the development of advertising theory and its relationship to practice. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research. Other topics include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising. Journal of Advertising Research – GLIB; BIZ: Available online only in: Business & Company Resource Center, Business Source Premier and Communication & Mass Media Complete databases at http://libraries.ou.edu.

For practitioners, researchers and users of advertising and marketing research. Sales & Marketing Management (S&MM): Survey of Buying Power – GLIB: On Reserve; BIZ: Stacks HF 5415 .S93. Last printed issue is 2005. U.S. market information; national, regional, and state rankings of metro markets; state demographic/socio-economic statistics.

REFERENCE SOURCES Ad $ Summary – by Leading National Advertisers, Inc. (LNA) – BIZ Reference: HF 5802 .A3 2006 pt. 1 or pt. 2. Last printed issue is 2006. Main listings give brand name, parent company, amount spent on advertising in nine media, and the media used. Also lists top 1000 companies by total media spending, and top 100 companies by total spending for each of the ten media (magazines, Sunday magazines, newspaper, outdoor, network TV, spot TV, syndicated TV, cable TV, network radio, and national spot radio). The Advertising Red Books – BIZ Reference: HF 5805 .S7133. Has Annual Issues & Supplements. The standard directories of the advertising industry, provides competitive intelligence and prospecting data to media companies, advertising agencies, manufacturers, advertising services and suppliers, libraries and many more. Business Rankings Annual – BIZ: HG 4050 .B88; Latest Annual issue is in Reference; Back issues in stacks. Also available ONLINE through a title search at http://libraries.ou.edu. Top lists compiled from a variety of published sources. Quickly locate all rankings in which a given company, person or product appears in various categories. CHOICES 3 (SMRB Simmons Market Research Bureau) – BIZ: Latest issue of the software loaded on specific computers. Ask at the Information Desk, west entrance. Editor & Publisher Market Guide – BIZ Reference: HF 5905 .E38. Annual Issues. Provides data on all U.S. markets where daily newspapers are published including location, transportation, population, households, retail outlets, etc. Provides market-ranking tables for population, income retail sales, food sales, and income per household.

The Lifestyle Market Analyst – BIZ: HF 5415.33 .U6 L54. Last issue is 2008 and found in Reference; Back issues are in the stacks. For preliminary market analysis at the local, state, and national levels. Provides lifestyle information such as hobbies, interests, and activities popular within geographic and demographic markets. Market Share Reporter: An Annual Compilation of Reported Market Share on Companies, Products, and Services – BIZ Reference: HF 5410 .M35 2009. Also available ONLINE through a title search at http://libraries.ou.edu. Over 2,000 entries are listed in this title. Gives published market share data for over 4000 companies and 2300 SIC codes. Organized by SIC with indexes by: source, place name, product, service and issue, and company. Marketer’s Guide to Media – GLIB: Annual Issues, On Reserve; BIZ Reference: HF 5826.5 .M45 2008.

An up-to-date, accurate source of media industry rates, trends and audience demographics for multiple types of media. Extensive, but not an all-inclusive media availability listing.

Standard Rate and Data Service (SRDS) – GLIB: On Reserve; BIZ: latest issues in Reference (set up by media): HF 5905 .S725. Now available ONLINE, through a title search, as “SRDS media solutions” at http://libraries.ou.edu. Database of media rates and information, U.S. and international media properties. Includes detailed ad rates, dimensions of ads, dates and contact data.

DATABASES Subject – Found on the Bizzell Library web site: http://libraries.ou.edu. Choose RESOURCES and then Databases on the pop-out menu. These databases cover Advertising and journalism subjects. ABI/INFORM Complete (01/01/1971 – present) Database covering business and management topics with information on more than 60,000 companies as well as executive profiles, reports on market conditions, and in-depth case studies of global business trends. Full text is available. Business & Company Resource Center Fully integrated resource that covers detailed company and industry news and information, bringing together company profiles, brand information, rankings, investment reports, company histories, chronologies and periodicals. Some full text is available. Business Source Premier (01/01/1984 – present) Covers business, management, economics, banking, finance, and accounting. Materials indexed include scholarly and peer-reviewed journals. Some full text is available. Communication & Mass Media Complete Indexes literature focusing on communication, mass media, and journalism. Some full text available. Communication Abstracts (01/01/1977 - present) Provides access to comprehensive information about communication-related publications on a worldwide scale. Coverage includes communication, speech, journalism, advertising, marketing, broadcasting, pr, radio/TV, public opinion, and international literature in film studies. Some full text available. Factiva Provides access to business and news archives, historical market data, interactive charting, financial statements, and company reports. LexisNexis Academic This is a collection of databases available from LexisNexis, covering a wide range of news, business, legal, medical, and reference databases. Mainly non-academic news articles, most are full text. General – Also found on the Bizzell Library web site: http://libraries.ou.edu. Academic Search Premier This is a multidisciplinary database covering social sciences, humanities, education, physical and life sciences, and ethnic studies. 3,700 journals out of 4,500 in the collection are peer-reviewed. Full text available. Article1st (01/01/1990 – present) Covers all subject areas, including business, science, humanities, social science, medicine, technology, and popular culture. Provides citations to more than 12,600 academic journals and magazines. WorldCat An international, multi-disciplinary catalog of books, Internet resources, audio- visual materials, manuscripts, maps, sound recordings and other materials held by over 20,000 OCLC libraries. It contains materials representing 400 languages.

SPECIAL ONLINE DATABASES

MRI University Reporter

1. Go to http://www.mriplus.com using Internet Explorer or Firefox. It does not work on Safari. 2. Set up an account using your university email – NOTE: You must use the University of Oklahoma domain name. 3. Choose your own password.

The site should recognize the domain and let you into the system. Once there, click on Mediamark Reporter (up, to the right). ZAP 2 It: TV Ratings – http://www.zap2it.com/tv/ratings/ Includes weekly and seasonal ratings of the top 20 television shows.

Advertising Resources & Materials, Revised Feb. 8, 2011.