Advertising & International Advertising :: Library Resources for Communication Studies

Library Resources for Communication Studies

Advertising & International Advertising

Introduction

This guide is intended to identify the primary resources available for research in the field of advertising/international advertising. One of the primary difficulties associated with advertising research is that, although considered to be an area of mass communication, in reality many of the resources used are actually more closely associated with marketing. Because of this the researcher needs to be familiar with marketing/business materials as well as communication sources. Use of business library collections and collaboration with business librarians is suggested. In addition, there is a distinct difference in the types of materials used by advertising professionals on the creative side of the advertising process. The emphasis of this guide is on the marketing/business side, although some creative materials have also been included.

Suggested Subject Keywords

Advertising
Advertising agencies
Advertising AND brand name products
Advertising campaigns
Advertising AND case studies
Advertising AND dictionaries
Advertising AND handbooks, manuals, etc.
Advertising AND management
Advertising media planning
Advertising AND periodicals
Advertising AND psychological aspects
Advertising AND research
Advertising AND social aspects
Consumer research
Consumer marketing
Marketing AND case studies
Marketing AND decision making
Marketing AND dictionaries
Marketing AND handbooks, manuals, etc.
Marketing AND management
Marketing AND periodicals
Marketing AND social aspects

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Reference Materials

Advertising Red Books (Standard Directory of Advertising Agencies), New Providence, N.J., Lexis Nexis. ISSN 1548-257X Agencies (semi-annual publication). Advertisers (annual publication).

Ad $ Summary, New York, Competitive Media Reporting. ISSN 0190-7166 (In the process of migrating to electronic format. See AdSpender.

American Demographics (monthly publication), Stamford, Conn., Cowles Business Media Inc. ISSN 0163-4089.

Bacons Directories (Newspaper, TV/Cable, Radio, Magazine) (annual publication w/ semi-annual supplements), Chicago, Ill., Bacon's Pub. Co. ISSN (paper) 0360-1498; ISSN (radio) 1088-9647; (magazine) 1088-9663; (tv/cable) 1088-9655.

Black Book Photography (annual publication), New York: Black Book Marketing Group. ISSN 1093-653X.

Clio Awards (annual publication), Gloucester, Mass: Rockport Publishers, Inc.

Editor and Publisher Market Guide (annual publication), New York: The Editor & Publisher Co. ISSN 0362-1200 .

Encyclopedia of Advertising (3 vol.) editors, John McDonough and the Museum of Broadcast Communications, Karen Egolf; illustration editor, Jacqueline V. Reid. New York : Fitzroy Dearborn, 2003. ISBN 1579581722.

Investing In Radio Market Guide, Washington, D.C.: Broadcast Investment Analysts.

Investing In Television Market Guide (quarterly publication), Washington, D.C.: Broadcast Investment Analysts .

Lifestyle Market Analyst (annual publication), Wilmette, IL: Standard Rate & Data Service. ISSN 1067-182X.

Magazine Dimensions (annual publication), New York, NY: Media Dynamics, Inc. ISSN 1074-7419.

Marketers Guide to Media, edited by Mitch Tebo. New York, NY: VNU Business Publications ISBN 1891204335.

Marketing Scales Handbooks (3 vol.), volume 1 by William O. Bearden, Richard G. Netemeyer; volume 2/3 by Gordon C. Bruner II, Paul J. Hensel. Chicago, Ill., USA: American Marketing Association ISBN: 076191000X (v. 1), 0877572615 (v. 2), 0877572267 (v. 3).

Snapshots New York, NY: Media Market Resources. ISSN 1097-7082.

STARCH Adnorms, Mamaroneck, N.Y.: Starch INRA Hooper.

Standard Rate and Data Service (SRDS) (Newspaper, Radio, Circulation, Television, Business Publications, Consumer Publications) (various publication schedules), Des Plaines, IL: SRDS.

TV Dimensions (annual publication), New York, N.Y.: Media Dynamics. ISSN 0884-1098.

World Advertising Trends, Oxfordshire, Eng.: NTC Publications.

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Periodical Databases/Indexes

Icon Key: = Paid access = Free access = Available electronically = Available in print

Best Bets:

ABI/Inform Global Paid Access Available electronically
Contains content from thousands of journals to help researchers track business conditions, trends, management techniques, corporate strategies, and industry-specific topics worldwide. Indexes/abstracts numerous trade publications and includes some full-text coverage. Coverage from 1971-present.
Vendor site: http://www.proquestcompany.com/

Business and Company Resource Center (Gale) Paid Access Available electronically
Provides full text company profiles, company brand information, rankings, investment reports, company histories, chronologies, and industry news and information. Coverage from 1980-present.
Vendor site: http://www.galegroup.com/

Business Source Premier Paid Access Available electronically
Provides full text for nearly 3,600 scholarly business journals, including full text for nearly 1,050 peer-reviewed business publications. Coverage includes all subject areas related to business. Provides full text (PDF) for more than 300 of the top scholarly journals dating as far back as 1922.
Vendor site: http://www.ebsco.com/home/

Additional Useful Databases:

Wilson Business Abstracts/Business Full Text Paid Access Available electronically
A bibliographic database that indexes and abstracts articles from English-language periodicals published in the United States and elsewhere, including the leading business magazines and trade and research journals. The abstracts range from 50 to 150 words and describe the content and scope of the source articles. Indexing back to 1982 and abstracting from 1990. Wilson Business Full Text is a related product offering full-text coverage beginning in 1995. Updated daily.
Vendor site: http://www.hwwilson.com/default.cfm

Communication Abstracts Paid Access Available electronically
Provides abstracts covering recent literature in all areas of communication studies (mass, interpersonal and new communication technologies). Coverage varies based on the platform. Firstsearch coverage from 1998-current. Note: print title coverage starts in 1978.
Vendor site: http://www.sagepub.com/

Expanded Academic ASAP Paid Access Available electronically
Indexes and abstracts articles in approximately 1000 scholarly journals and popular magazines in the arts, humanities, social sciences, science and technology. Some full text. Coverage from 1980-present.
Vendor site: http://www.galegroup.com/

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Company/Industry Databases:

Best Bets:

Factiva Paid Access Available electronically
Provides a single point of access to a deep archive of news and business information from over 8,000 sources in 22 languages, including local, national and international newspapers, leading business magazines, trade publications, and newswires. Company analysis with access to historical market data, interactive charting, financial statements, and company reports from D&B and Investext. Continuously updated.
Vendor site: http://www.factiva.com/

MarketResearch.com Paid Access Available electronically
Full text detailed market research reports from leading sources - Kalorama Information, Packaged Facts, and Specialists in Business Information, with many of the reports ranging from 200 to 400 pages in length and containing charts, tables, and graphs key facts about the topic area. Coverage includes the business-related subject areas of consumer products, demographics, food, beverage, healthcare, pharmaceuticals, and many more. Full studies are available on MarketResearch.com Academic within twelve months of release to corporate clients.
Vendor site: http://www.marketresearch.com/

U.S. Business Browser/OneSource Paid Access Available electronically
OneSource's database of full text U.S. company and industry reports including news, articles, profiles, industry overviews, company financials, industry norms and ratio comparisons, and Investext reports.
Vendor site: http://www.onesource.com/

Additional Useful Databases:

RDS Business and Industry Paid Access Available electronically
A multi industry, international database that provides access to full text company, industry, market, and product information. Covers over 600 leading trade and business sources.
Vendor site: http://www.galegroup.com/

Hoovers Paid Access Available electronically
Includes information on 15,000 plus companies. Company Capsules deliver information on a company's location, summary financials, top competitors, top officers, and more. Company Profiles provides in-depth company information on over 5,000 companies. Each profile provides an overview and history, as well as as information on key people, products and services, subsidiaries and competitors and financials.
Vendor site: http://premium.hoovers.com/global/corp/index.xhtml

Infotrac General Business File ASAP Paid Access Available electronically
Analyze company performance and activity, industry events and trends as well as the latest in management, economics and politics. Provides access to a combination of broker research reports, trade publications, newspapers, journals and company directory listings with full text and images available. Coverage from 1980-present.
Vendor site: http://www.galegroup.com

Lexis/Nexis Paid Access Available electronically
Full text of national and regional newspapers, wire services, broadcast transcripts, international news, and non-English language sources. U.S. Federal and state case law, codes, regulations, legal news, law reviews, and international legal information. Shepard’s® Citations for all U.S. Supreme Court cases back to 1789. Business news journals, company financial information, SEC filings and reports, and industry and market news. Updated daily.
Vendor site: http://www.lexisnexis.com/default.asp

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Numerical/Statistical Databases:

AdSpender Available electronically
Provides advertising spending data on over 1.5 million brands in a searchable database. Coverage dating back to 1986 allows viewing trends in spending. Previously available in print title Ad $ Summary from LNS.
Vendor site: http://www.tnsmi-cmr.com/

MediaMark Reporter (CD-Rom) Paid Access Available electronically
Mediamark Reporter is a CD-ROM version of Mediamark Research, a tool for market research, with information on demographics, product and brand usage, and advertising media preferences based on survey responses from a sample of over 25,000 consumers in the United States.
Vendor site: http://www.mediamark.com/

Simmons (SMRB) Choices (CD-Rom) Paid Access Available electronically
Choices can be used to retrieve demographics and psychographics of product category and brand users and media audiences, rank media according to their ratings, and estimate reach, frequency and frequency distribution of advertising media plans. Search results can be sorted for easy use or exported into Microsoft Excel for report writing.
Vendor site: http://www.smrb.com/

TableBase Paid Access Available electronically
TableBase is a database comprised of tabular information of a strategic nature. Many of the table records also have textual content that supports the data in the tables. The tables provide information such as: market share, market size, capacity, production, imports, exports, sales, product and brand rankings, forecasts, healthcare statistics and demographics. Tables are drawn from the more than 1000 sources that go into the Business & Industry database and from statistical annuals, brokerage reports, trade association reports, and governmental reports.
Vendor site: http://www.galegroup.com

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Web Sites

Ad*Access
http://scriptorium.lib.duke.edu/adaccess/
An extensive on-line database of over 7,000 advertisments from the J. Walter Thompson Company Competitive Advertisement Collection available from the John W. Hartman Center at Duke University. The images are from U.S. newspapers and magazines from 1911 through 1955.

Adbusters
http://www.adbusters.org/home/index.html
This group deserves a separate entry as an interesting contrast to current advertising practice. From the site: "We are a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age."

Adforum.com
http://www.adforum.com
Internet portal to the advertising, marketing and communications industry, with direct links to 18390 agencies in 136 countries. Some restricted access, but includes searchable database of ads.

Advertising @ About.com
http://publicrelations.about.com/?once=true&
AdPitch archive, career resources, research links, etc.

Advertising Council Archives
http://web.library.uiuc.edu/ahx/adcouncil
The Archives, housed at the UIUC Libraries, include both the finished advertisements themselves and materials on policy and campaign formation. Materials include both print and television and radio advertisements; holdings are in a number of formats, including 35 mm film, videocassette, reel-to-reel, and compact disc, as well as print proofs and posters. The collection also includes minutes, notes, and correspondence, allowing the researcher to discover the story behind the ads.

Advertising World from University of Texas
http://advertising.utexas.edu/world
This source claims to be the most comprehensive Internet collection of websites suitable for advertising and marketing research. A to Z list of links to everything from account planning to outdoor advertising to web site promotion. Primarily commercial sites, but also includes links to research, law and other topics related to advertising. Sponsored by Leo Burnett.

American Advertising Museum
http://www.admuseum.org
The American Advertising Museum is a major exhibition, research and education center, located in Portland, Oregon, which houses the industry's most comprehensive collection of advertising and business artifacts, assembled through contributions and loans from advertising agencies, advertisers, media, private collectors and other museums, including the Smithsonian Institution. The Museum's primary collection is The ADVERTISING TIMELINE, spanning nearly 300 years of American social history.

D’Arcy Advertising Collection
http://www2.uiuc.edu/unit/comm/DArcy
The D'Arcy Collection includes almost two million original advertisements published between 1890 and 1970, and is a rich source of research information on products advertised by many agencies. While the vast majority of these advertisements appeared in newspapers, magazines and trade journals, there are a few in other forms such as brochures, signs, and programs. Also included are ads from organizational and governmental advertisers such as the American Red Cross, New York City's Lincoln Center, and NATO.

Emergence of American Advertising
http://scriptorium.lib.duke.edu/eaa
Another site from Duke University that antedates the AdAccess site listed above. Presents over 9000 images from 1850-1920 relating to the early history of advertising in the United States.

Fifty Years of Coca-Cola TV Advertisements
http://memory.loc.gov/ammem/ccmphtml/colahome.html
Includes highlights from the Motion Picture Library at the Library of Congress. Covers a variety of television advertisements, never-broadcast outtakes, and experimental footage reflecting the historical development of television advertising for a major commercial product. Indexed and keyword searchable.

International Advertising Resource Center
http://www.bgsu.edu/departments/tcom/faculty/ha/intlad1.html
Collects literature and information sources useful to international advertising researchers and practitioners. Consists of 11 major sections, including international advertising research, global media, advertising/media by country, professional international associations and awards, and top multinational advertisers and agencies

American Press Institute Journalists Toolbox: Advertising/Marketing Links
http://www.journaliststoolbox.com/newswriting/advertising.html
A portal page with an extensive list of links to advertising and marketing websites, organizations, online newsletters, and research resources.

Lurzer’s Archive
http://www.luerzersarchive.net/products.asp
Features over 20,000 international print ads from the magazine in a searchable database.

Medicine and Madison Avenue
http://scriptorium.lib.duke.edu/mma
Presents images and database information for approx. 600 health-related advertisements printed in newspapers and magazines. Covers the evolution of images from the 1910's through the 1950's.

Smithsonian Advertising, Marketing and Commercial Imagery Collections
http://americanhistory.si.edu/archives/d-7.htm
The Archives Center has nationally recognized collections for the study of advertising and marketing, including advertising cards, posters, labels, letterheads, booklets, trade catalogues, and other ephemera. The collection is organized into 538 subject and geographic categories (primarily manufactured products) and is strongest for the period 1840-1900. Other large collections of commercial ephemera include greeting cards, matchbooks, sports trading cards, postcards, and cigarette packaging.

SRDS Support Services
http://www.srds.com/portal/servlet/LoginServlet?action=loginFrame&linkHit=ss
Media planning/buying calculators, advertising and marketing links, tips on using SRDS print resources, industry events, media calendars. Actual SRDS print and electronic publications are fee based and aren’t accessible from the site without a subscription.

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Associations & Organizations

Advertising Education Foundation
http://www.aef.com
The Advertising Educational Foundation serves as the industry's clearinghouse, repository and distribution center for educational information and materials to improve the perception and understanding of the social, historical, cultural and economic role of advertising.

American Academy of Advertising
http://www.aaasite.org/
An organization of advertising scholars and professionals with an interest in advertising and advertising education. Fosters research that is relevant to the field and provides a forum for the exchange of ideas among its academic and professional members. Through the Journal of Advertising and the annual conference Proceedings, the Academy disseminates research findings and scholarly contributions to advertising education and the profession.

American Advertising Federation
http://www.aaf.org
A trade association representing 50,000 industry professionals and a nationally coordinated network of advertisers, agencies, media companies, ad clubs and college chapters. Most areas of the site require membership for access.

American Association of Advertising Agencies
http://www.aaaa.org
The national trade association representing the advertising agency business in the United States. Its membership produces approximately 75 percent of the total advertising volume placed by agencies nationwide.

Association for Consumer Research
http://www.acrweb.org/
Comprised of individuals who have a professional interest in consumer research. Works to advance consumer research and facilitate the exchange of scholarly information among members of academia, industry, and government worldwide.

Association of National Advertisers
http://www.ana.net
A leading industry organization. Provides mostly proprietary resources so membership is required to access most of the useful portions of their site.

Direct Marketing Association
http://www.the-dma.org/
The largest trade association for businesses interested in direct, database, and interactive global marketing. Active in international government relations, reflecting the rapid growth of transborder marketing. The DMA umbrella includes two independent subsidiaries that specialize in e-commerce: the Association for Interactive Marketing (AIM) and the Internet Alliance (IA).

Interactive Advertising Bureau
http://www.iab.net
Primary organization for interactive media advertising, including online, Interactive broadcasting, email, wireless and Interactive television media.

International Advertising Association
http://www.iaaglobal.org/
A global organization committed to fight unwarranted regulation on behalf of all those engaged in responsible commercial speech and to act as an advocate for freedom of choice for individuals across all consumer and business markets.

Outdoor Advertising Association of America
http://www.oaaa.org/
A trade association representing the outdoor advertising industry and dedicated to promoting, protecting and advancing outdoor advertising interests in the U.S. Strategic focus is on government relations, marketing, communications, membership, and operations.

World Advertising Research Center (WARC)
http://www.warc.com/
WARC is an independent organization that works closely with trade associations, industry bodies and companies around the world. It’s subscription-based service WARC.com gathers together over 25,000 articles, case studies, research reports and summaries covering all areas of marketing communications. Members can also access adspend statistics, demographic and economic data, consolidated global industry news, marketing communications best practice papers and expert editorials on current industry trends.

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Journals & Trade Publications

Note: For title changes consult a serials directory such as Ulrich’s Periodicals Directory.

There only a few journals in the field of advertising considered scholarly, although there are many more scholarly titles in the marketing/consumer research fields. As a result, many journals relevant to advertising are indexed in business-oriented databases.

Advertising Age ISSN 0001-8899
Trade publication. Crain Communication. 1930-current
Reports on all aspects of advertising, including interactive media, marketing research, sales promotion, and brand management.

Advertising and Society Review ISSN 1534-7311
Academic/Scholarly. Advertising Education Foundation. 2000-current
Publishes diverse points of view about advertising, both pro and con, with the goal of fostering a better understanding about the role of advertising.

Adweek
Trade publication. VNU Business Publications. 2003-current [formed by merger of regional editions]
One of the advertising industries primary trade publications with updates on industry events, campaigns, etc. Regional publications merged in 2003.

Brandweek ISSN 1064-4318
Trade Publication. VNU Business Publications. 1980-current
Contains news briefs, trends, new campaigns and promotions, and new product news on marketer/retailer relationships, successful media strategies, agency/client relationships, and global marketing.

Consumption, Markets & Culture ISSN 1025-3866
Academic/Scholarly. Routledge. 1997-current
Focuses on consumerism and the markets as the site of social behavior and discourse.

International Journal of Advertising ISSN 0265-0487
Academic/Scholarly. NTC Publications, Ltd. 1982-current
Aimed at both academics and practitioners. It is international in scope and covers a wide range of advertising and marketing issues, including: advertising technologies, role of the media, market sectors, advertising effectiveness, agency relationships and marketing.

International Journal of Market Research ISSN 1470-7853
Academic/Scholarly. NTC Publications. 1959-current
Contains papers and shorter notes covering important technical advances, practical applications, appraisals of specific problem areas and issues of current concern, together with correspondence and reviews covering the broad field of marketing and social research.

Journal of Advertising ISSN 0091-3367
Academic/Scholarly. M. E. Sharp, Inc. 1972-current
Contributes to the development of advertising theory and its relationship to advertising practices and processes.

Journal of Advertising Research ISSN 0021-8499
Trade Publication. Cambridge University Press. 1960-current
Trade publication that consists of well-researched and footnoted articles that are also much easier to read than most academic journals.

Journal of Consumer Culture ISSN 1469-5405
Academic/Scholarly. Sage Publications. 2001-current
Publishes debates and explorative articles focusing on modern consumer culture and its globalizing tendencies. The journal will be a central research forum for scholars across the social sciences and humanities.

Journal of Consumer Psychology ISSN 1057-7408
Academic/Scholarly. Lawrence Erlbaum Assoc., Inc. 1992-current
Publishes original data and theoretical, methodological and review papers on the role of advertising in consumer psychology, the development and change of consumer attitudes, choice and decision processes.

Journal of Consumer Research ISSN 0093-5301
Academic/Scholarly. University of Chicago Press. 1973-current
Focuses on scholarly research aimed at describing and explaining consumer behavior, in the broadest sense of that term.

Journal of Current Issues and Research in Advertising ISSN 1064-1734
Trade publication. CTC Press. 1978-current
Aims at advancing state-of-the-art in advertising theory, practice, and current developments. Also features complete reports of original theoretical research.

Journal of Marketing Communications ISSN 1352-7266
Academic/Scholarly. Routledge. 1995-current
Devoted to publishing research papers and information articles on all aspects of marketing communications and promotion management.

MediaWeek ISSN 1055-176X
Trade Publication. VNU Business Publications. 1966-present
Late breaking news covering the media business with analysis and commentary that puts that news into perspective.

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Content by: Patrick J. Reakes
Created: January 29, 2004
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