Advertising

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Contents

[edit] 1 About This Page

This guide was created to provide a starting point for researching topics related to advertising. Some of the resources listed below are subscription databases and may only be accessed by current students, faculty, and staff of Bentley College. To see a full listing of library databases please visit the Bentley Library home page at http://library.bentley.edu.

[edit] 2 Overviews & Encyclopedias

  • Advertising Age Encyclopedia of Advertising
    • Type of Resource: Reference Book Books.gif (REFERENCE HF5803 .A38 2003)
  • Encyclopedia of Major Marketing Campaigns
    • Type of Resource: Reference Book Books.gif (REFERENCE HF5837 .E53)
  • Companies and their Brands
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK T223 .V4 A253)
  • Brands and their Companies
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK T223 .V4 A285)
  • Encyclopedia of Consumer Brands
    • Type of Resource: Reference Book Books.gif (REFERENCE HF 5415.3 .E527)
  • Advertising Age Data Center
    • Type of Resource: Web Site Web.jpg
    • Provides free downloads of Advertising Age`s Fact Pack, Hispanic Fact Pack, Leading National Advertisers Report, key advertising and marketing information, supplements to Special Reports and more.

[edit] 3 Advertising Agencies & Advertisers Directories

  • Advertising "Red Books": Standard Directory of Advertising Agencies
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK HF5805 .S72)
    • Lists over 4000 agencies. Includes information about top personnel, major accounts, total approximate annual billings, and media types used.
  • Advertising "Red Books": Standard Directory of Advertisers
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK HF5805 .S71)
    • Lists 20,000 companies, both public and private, that allocate funding for national and regional advertising campaigns. Identifies the advertising agency used and may include amount spent and the media used by each company.

[edit] 4 Media Directories

  • SRDS (Standard Rate & Data Service) Publications
    • Type of Resource: Library Database Database.jpg
    • Contains acces to the following SRDS publications:
      • SRDS Business Publications Advertising Source- listings for 9,000 trade and healthcare publications.
      • SRDS Consumer Magazines Advertising Source - listings for 2,900 publications.
      • SRDS Newspapers Advertising Source - listings for 3,000 newspapers.
      • SRDS Radio Advertising Source - listings for 10,000 radio stations.
      • SRDS TV & Cable Source - listings for 3,000 commercial and noncommercial stations, broadcast networks, multiple station owners, cable systems, interconnects, cable networks, syndicators and sales reps.
  • Bowker`s News Media Directory
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK PN4877 .B69)
    • Contains the following information:
Volume 1: Newspaper Directory - listings for 8,500 newspapers and 150 news services.
Volume 2: Magazine & Newsletter Directory - listings for 5,700 magazines & 1,600 newsletters.
Volume 3: TV & Radio Directory - listings for 15,200 radio and TV stations.
  • Broadcasting & Cable Yearbook
    • Type of Resource: Reference Book Books.gif (REFERENCE HF 6146 .R3 B73)
    • Directory of television and radio stations, cable and satellite operators, and programming services. Also includes some market area statistics.
  • Gale Directory of Publications & Broadcast Media
    • Type of Resource: Reference Book. Books.gif (REFERENCE Z6951 .A97)
    • Arranged geographically, use to identify media (newspapers, magazines, newsletters, radio, television, and cable systems) in a specific location.

[edit] 5 Advertising Expenditures

  • Ad $ Summary
    • Type of Resource: Reference Book Books.gif (REFERENCE HF5801 .A18)
    • Provides total advertising expenditures and media used (magazines, Sunday magazines, newspapers, billboards, radio, and television) by brand and parent company.
    • Also includes rankings of ad expenditures by industry, media total, and media type.
  • Advertising Red Books: Standard Directory of Advertisers
    • Type of Resource: Reference Books Books.gif (REFERENCE DESK HF5805 .S71)
    • Lists 20,000 companies, both public and private, that allocate funding for national and regional advertising campaigns. Identifies the advertising agency used and may include amount spent and the media used by each company.
  • Advertising Age`s Leading National Advertisers Report
    • Type of Resource: Web Site Web.jpg
      • TOP 100 RANKING: The nation`s leading marketers ranked by U.S. advertising expenditures for 2005. Includes data from TNS Media Intelligence and Ad Age`s proprietary estimates of unmeasured spending.
      • COMPANY PROFILES: Lead marketing personnel, brands, agencies, agency contacts, as well as advertising spending by media and brand, sales, earnings and more for the country`s 100 largest advertisers.

[edit] 6 Advertising Rates

[edit] 6.1 Magazines

  • Bowker`s News Media Directory: Magazine & Newsletter Directory (vol. 2).
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK PN4877 .B69 2005)
  • Gale Directory of Publications and Broadcast Media
    • Type of Resource: Reference Book Books.gif (REFERENCE Z6951 .A97)
    • Includes some advertising rates.

[edit] 6.2 Newspapers

  • Bowker`s News Media Directory: Magazine & Newsletter Directory (vol. 1).
    • Type of Resource: Reference Book Books.gif (REFERENCE DESK PN4877 .B69 2005)
  • Gale Directory of Publications and Broadcast Media
    • Type of Resource: Reference Book Books.gif (REFERENCE Z6951 .A97)
    • Includes some advertising rates and circulation statistics.

[edit] 6.3 Radio & Television

  • SRDS (Standard Rate & Data Service) Radio Advertising Source
    • Type of Resource: Library Database Database.jpg
    • While this database does not include advertising rates for specific stations, it does gives SQAD spot radio cost-per-points (CPP) for DMAs (designated market areas) in the "Market Profile" for each DMA. Cost-per-points are U.S. dollar amounts. Also includes "Media Buying and Planning Calculators" which will assist you in using the CPP to calculate the Cost-Per-Thousand (CPM), etc.
  • SRDS (Standard Rate & Data Service) TV & Cable Source
    • Type of Resource: Library Database Database.jpg
    • While this database does not include advertising rates for specific stations, it does gives SQAD cost-per-points (CPP) for DMAs (designated market areas) in the "Market Profile" for each DMA. Cost-per-points are U.S. dollar amounts. Also includes "Media Buying and Planning Calculators" which will assist you in using the CPP to calculate the Cost-Per-Thousand (CPM), etc.
  • Broadcasting & Cable Yearbook
    • Type of Resource: Reference Book Books.gif (REFERENCE HF 6146 .R3 B73)
    • Includes some advertising rates.
  • Gale Directory of Publications and Broadcast Media
    • Type of Resource: Reference Book Books.gif (REFERENCE Z6951 .A97)
    • Includes some advertising rates.

[edit] 7 Advertisements - Images

[edit] 7.1 Print Resources Books.gif

  • All-American Ads
    • Type of Resource: Reference Book
      • 1900-1919: All-American Ads (REFERENCE HF5813 .U6 A12 2005)
      • 20s: All-American Ads (REFERENCE HF5813 .U6 A121 2005)
      • 30s: All-American Ads (REFERENCE HF5813 .U6 A1212 2003)
      • 40s: All-American Ads (REFERENCE HF5813 .U6 A1213 2001)
      • 50s: All-American Ads (REFERENCE HF5813 .U6 A1214 2001)
      • 60s: All-American Ads (REFERENCE HF5813 .U6 A1215 2002)
      • 70s: All-American Ads (REFERENCE HF5813 .U6 A1216 2004)
      • 80s: All-American Ads (REFERENCE HF5813 .U6 A1217 2005)
  • Encyclopedia of Major Marketing Campaigns
    • Type of Resource: Reference Book. (REFERENCE HF5837 .E53 2000)
  • 200 Years of American Graphic Art: A Retrospective Survey of the Printing Arts and Advertising Since the Colonial Period
    • Type of Resource: Book (Stacks Z 208 .H67 1976)
  • Advertising: Reflections of a Century
    • Type of Resource: Book (Stacks HF 5811 .H65 1982)
  • Advertising in America: The First 200 Years
    • Type of Resource: Book (Stacks HF 5813 .U6 G64 1990)
  • Advertising the American Dream: Making Way for Modernity, 1920-1940
    • Type of Resource: Book (Stacks HF 5813.U6 M26 1985)
  • Advertising to the American Woman, 1900-1999
    • Type of Resource: Book (Stacks HF5813 .U6 H55 2002)
  • The Art of Persuasion: A History of Advertising Photography
    • Type of Resource: Book (Stacks TR 690.4 .S63 1988)
  • As Seen in Vogue: A Century of American Fashion in Advertising
    • Type of Resource: Book (Stacks HF6161 .C44 H55 2004)
  • A Century of American Icons: 100 Products and Slogans from the 20th Century Consumer Culture
    • Type of Resource: Book (Stacks HF6161 .B4 C46 2002)
  • Culture and the Ad: Exploring Otherness in the World of Advertising
    • Type of Resource: Book (Stacks HF 5813 .U6 O2 1994)
  • Edsels, Luckies & Frigidaires: Advertising the American Way
    • Type of Resource: Book (Stacks HF 5813.U6 A87)
  • Floyd Clymer`s Scrapbook of Early Advertising Art
    • Type of Resource: Book (Stacks HF 5813.U6 C62)
  • Soap, Sex, and Cigarettes: A Cultural History of American Advertising
    • Type of Resource: Book (Stacks HF5813 .U6 S55 1998)

[edit] 7.2 Online Resources

  • Ad*Access
    • Type of Resource: Web Site Web.jpg
    • Presents images for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911-1955.
    • Subject areas: Radio, Television, Transportation, Beauty & Hygiene, and World War II.
  • Emergence of Advertising in America
    • Type of Resource: Web Site Web.jpg
    • Presents over 9,000 images relating to the early history of advertising in the United States. The materials are drawn from the Rare Book, Manuscript, and Special Collections Library at Duke University.
  • Ad Council Campaigns
    • Type of Resource: Web Site Web.jpg
    • The Ad Council is a leading producer of Public Service Announcements (PSAs) and has been creating ads since 1942. Provides access to current and historical Ad Council campaigns as well as other endorsed campaigns.
  • AdvertisementAve
    • Type of Resource: Web Site Web.jpg
    • This site is a collection of mostly recent television commercials. Main search options include: Search by Product, Search by Company, Search by Person, Search for Super Bowl ads, as well as a general category search.
  • iFILM: Commercials
    • Type of Resource: Web Site Web.jpg
    • This site is a collection of mostly recent television commercials. There are many different categories to search through.

[edit] 7.3 DVD and Video

  • Clio Annual Awards Dvd.jpg
    • Type of Resource: DVD (Video Collection: Library Services Desk)
    • The Clio Annual Awards honor creative advertising in package design, print, radio and television.

[edit] 8 Searching for Newspaper, Magazine & Journal Articles

Complete your research by conducting a thorough review of current journals, trade publications, magazines and newspapers. Don't restrict your search to just one database. There can be significant differences in journal coverage and full-text availability. To search for articles in advertising and other business journals, use the following databases:

[edit] 8.1 Search Tips

Check the Search Tips page to learn more about searching the library databases. Learn how to search using Boolean operators, truncation characters, field searching and search limiters.

[edit] 8.2 Scholarly and Peer-Reviewed Sources

Has your professor required you to use scholarly or peer-reviewed sources? Check this helpful guide for information to help you understand the difference between scholarly/peer-reviewed and popular sources. Scholarly & Peer Reviewed Sources: What Are They?

[edit] 9 For Further Assistance

Info.jpg The Bentley Library has many books and DVDs on advertising. To search for additional titles, search the Library Catalog. For further assistance, please contact the Reference Desk via email or by phone at 781.891.2300.

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