BUSINESS RESEARCH GUIDE
Advertising Research

The Library provides print and online resources for the study of ad cost, expenditures, and campaigns. For help, contact J. Michael Davis, jmdavis@library.umass.edu. The following types of information are available:

Advertising rates for the print or broadcast media.
Advertising expenditures for U.S. and international companies.
Directory of U.S. and international advertising agencies.
Articles on any advertising topic, current or historical.
Essays on notable advertising campaigns in U.S. history.
Books on the theory, practice and history of advertising worldwide.

Advertising Rates

SRDS Advertising Source Online
Directory of national advertisers - includes contact information and ad rates. Search advertisers by demographic and lifestyle classification. The SRDS database divides advertisers into these database modules:

Business Publication Advertising Source:	Ad rates for 9,000 trade pubs organized into 220 market classes.
Consumer Magazine Advertising Source:	Ad rates for 2,700 consumer mags organized into 80 market classes
Direct Marketing List Source:	List rental information for direct marketing campaigns, 55,000 lists.
Newspaper Advertising Source:	Ad rates for 7,000 daily and community newspapers nationwide.
Radio Advertising Source:	Profiles of AM/FM radio stations by location or station format.

Broadcasting & Cable Yearbook
(Reference book, DuBois Library, Call # Ref. HF6146.T42.B72). Profiles of U.S. radio, television, and cable stations. Contains FCC regulations and advertising service providers.

Advertising Expenditures

Advertising Red Books - Advertisers
Information on 18,000 U.S. and international advertisers with advertising budgets greater than $200,000 annually.

Ad $ Summary
(Reference book, DuBois Library, Call # Ref. HF5801.A1). Advertising expenditure by brand for 10 major media.

Advertising Agencies

Advertising Red Books - Agencies
Profiles of 14,000 U.S. and international agencies, including accounts represented and fields of specialization. Search by agency location, type, specialization, revenue class, and client list.

Journal Articles on Advertising

Advertising research should include a review of relevant journal articles. Start your journal research with Business Source Premier - the largest business journal database in the world. Search example: Super Bowl and Advertising. For more journal choices, review the Guide to Journal Databases.

Notable Advertising Campaigns in U.S. History

Encyclopedia of Major Marketing Campaigns
Essays on major advertising campaigns. Each entry includes historical context, target market, competition, marketing strategy, and campaign outcome.

Encyclopedia of Consumer Brands
(Reference book, DuBois Library, Call # HF5415.3E527). Collection of 600 brand histories, from 1950 to present.

Books on Advertising

The advertising book collection is located on the 17th floor of the Du Bois Library at call number range HF5800 - HF6100. To locate books on advertising by subject, go to the Library Catalog and select "Subject beings with" from the drop-down menu. Search results may include e-books. These books can be read online.