For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:
Media/Target Markets:
[Utilize these sources to determine which newspapers, magazines, or media are most appropriate for your target market]
Editor & Publisher Market Guide
MCOB Reference HF 5905 .E38 (latest copy)
Coverage of census information, population projections, and quality of life data.
Marketer's Guide to Media
MCOB Reference HF 5826.5 .M45 2002
Provides demographics, costs, and ranking lists for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media. The only source that will provide an average for what it will cost to advertise on major networks.
World Advertising Research Center: Consumers
Simmon's Choices III Database (MCOB Library Use Only)
Contact the MCOB Library Service Desk for reservations at 251-414-8067
This database measures usage of products and services by brand name, demographic/lifestyle characteristics of the respondents, and their exposure to differing media. Refer to the accompanying technical guide for assistance in understanding the data. "Media Ranking" reports will provide a ranking of media for a selected target group.
Choices III is available for use in the MCOB Library on a stand-alone work station which can be reserved by contacting the Service Desk at 251-414-8067. If you are a first time user, please ask for assistance by contacting Deborah Harrington to set up an appointment.
An electronic guide which covers the basics of the system is available on the Web:
Using Simmons Choices III (University of Tennessee)
http://www.lib.utk.edu/refs/business/simmons.html
Media Rates/Budget :
Advertising Age's Data Center
http://adage.com/datacenter/
Advertising Growth Trends: Inflation Adjusted Analysis of Ad Spending (Schonfeld)
MCOB Reference HF 5813 .U6 A73
"Gives information on publicly owned corporations that spend on advertising. The study is organized by SIC and alphabetically by company name within each SIC. Each company's historical information includes: advertising spending for each of the last five calendar years expressed in constant 1990 dollars, percent of advertising in relation to total spending by all companies within the same SIC, inflation adjusted sales for each of the last five years and the percent share of sales over the SIC. The average annual percent change within the five year period in ad spending, sales and ad shares are also displayed. Measures of profitability and effectiveness of the company's advertising expenditures are shown with What-If Scenarios and Management By Objective values for the next calendar year."
Advertising Ratios and Budgets (Schonfeld)
MCOB Reference HF 5801 .A2446 2006/07
"This detailed report covers over 5,000 companies and 300 industries with historical 2005 advertising budgets, 2006 ad-to-sales ratios and ad-to-gross margin ratios, as well as 2006 and 2007 budget forecasts and growth rates. Use it to track competition, win new ad agency clients, set and justify ad budgets, sell space and time or plan new media ventures and new products. Includes industry and advertiser ad spending rankings and data on over 300 major foreign companies. Bought by major advertising agencies, media companies, advertisers and libraries."
Brandweek: The Directory of U.S. Brand-Name Products & Services and their Marketing Companies (ADWEEK Directory)
MCOB Reference HF 6182 .U5 A39
"Listings include key brand marketing personnel and corporate executives, location, phone and fax numbers, and when available, advertising agencies and annual media expenditures."
Marketer's Guide to Media
MCOB Reference HF 5826.5 .M45 2002
Provides demographics, costs, and ranking lists for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media. The only source that will provide an average for what it will cost to advertise on major networks.
Standard Rate and Data Service (SRDS):
This service offers separate directories giving advertising rates, specifications, and circulation for publications, broadcast stations and a variety of other media.
Business Publication Advertising Source
MCOB Reference HF 5905 .S723 v. 1-2
Consumer Magazine Advertising Source
MCOB Reference HF 5905 .S725
Newspaper Advertising Source
MCOB Reference HF 5905 .S73
Radio Advertising Source
MCOB Reference HF 5905 .S74
TV & Cable Source
MCOB Reference HF 5905 .S745
Note: Refer to http://acronymfinder.com/ to locate information regarding the acronyms used in SRDS publications.
