Marketing & Advertising

The information sources on this page represent useful  print and online information for general marketing and advertising research. For more detailed information on special topics, see the right hand navigation.

Key Sources

Description: An online database that tracks millions of brands across 18 media and ranks top spenders by industry, parent, brand, etc.
Note: There are only 3 users at a time, so LOG-OFF WHEN YOU ARE DONE!
For help, click on Ad$pender Tutorial.

Note: Directory of advertising agencies, key clients and brands, includes media expenditures and sample ads.
Please remember to log-out after every use. There is a Sign Out link on the upper right-hand corner of the database.

Note: Organized by company name, this business reference encyclopedia covers 500 major marketing and advertising campaigns – current and historical. Includes overview, historical context, target market, competition, market strategy, and further reading.

Mintel oxygen (200?)
Note: Detailed Market Research reports on various consumer products include market share, distribution channel, and consumer information. Also includes detailed lifestyle/demographic type information. FOR CLASSROOM USE ONLY. Must use BU email to create password and log in.
Mintel Graphing Tutorial

Note: Detailed product and media demographics. FOR CLASSROOM USE ONLY. Must use BU email to log in.Please see Pardee Library’s MRI+ Mediamark Tutorial for instructions. For classroom use only.

Note: Standard Rate & Data Service (SRDS) provides media advertising rates, contact information circulation information etc. for consumer and business magazine, newspaper, television, direct marketing, radio, online and out-of-home domestic and international markets .
The local market audiences section of SRDS is only compatible with Internet Explorer 9 or below. In order to access the local market audiences section located on the left hand side with Internet Explorer 11, please follow the steps below:
1. Check to see what version of Internet Explorer you have by clicking on the tools icon (looks like a gear) located in the upper right hand corner and then clicking on About Internet Explorer.
2. Log in to the SRDS database.
3. Click on the tools icon again and then click on Compatibility View settings.
4. Finally under add this website, enter the URL (in this case claritas.com) to the list, and then click Add.

See also, Books and Finding Articles in this guide.

 

Books

Pardee Library Reference – Marketing

Marketing books can be found in the Reference collection on the third floor of Pardee Library. These books do not circulate.

The BU Search

Put keyword(s) into search box. This will yield a mix of books and articles on your topic. To retrieve books, click on “All books”, “Ebooks”, or “Print books”, under “Refine My Results”on left hand sidebar.
sample keywords include:
advertising
brand management
consumers and marketing
global marketing
internet marketing
marketing
marketing plan

Ask at the Information/Reference Desk for help with additional subject headings and keyword searching.

 

Directories

Note: Directory of advertising agencies, key clients and brands, includes media expenditures and sample ads.
Please remember to log-out after every use. There is a Sign Out link on the upper right-hand corner of the database.

GreenBook

Worldwide directory of marketing research companies & services, and focus group facilities.

 

Finding Articles

ABI/INFORM GLOBAL

Note: ABI/INFORM GLOBAL indexes, abstracts, and provides full text of articles in business magazines, journals, and the Wall Street Journal. ABI/Inform covers more than 1,600 leading business and management publications and scholarly journals with full text for 700 of these titles. ABI/Inform Global also includes ABI/Inform Trade and Industry which covers more than 750 trade publications and ABI/Inform Dateline which provides coverage of more than 140 local, city, state, and regional business publications as well as business-oriented newswire services from the U.S. and Canada.

Business Source Complete

Note: BUSINESS SOURCE COMPLETE contains indexes, abstracts and full text of business publications, scholarly publications and peer-reviewed journals.

Description: "A full-text database, international in scope, covering such subjects as violence and sexual exploitation, human rights, development, health, family life and the arts. Sources include journals, research reports, newsletters, alternative press literature and fact sheets"--BU database description.
Factiva (2001)
Note: News from thousands of publications including the Wall Street Journal (back to 1979), Barron’s, and New York Times.
Description: News : search the full text of today's news or search back more than 20 years -- Business : retrieve full text company news & financial information -- Legal research : search full text federal, state & international legal materials -- Medical : find full text & abstracted medical & health information -- Reference : search general reference sources
PsycARTICLES (2001)
Note: Full text articles on current issues in psychology.

Magazines & Journals

Advertising Age

See the Website at www.adage.com/

Adweek

See the website at http://www.adweek.com/

American Demographics

 

Brandweek

See the website at http://www.brandweek.com/

Journal of Advertising

 

Journal of Advertising Research

 

Journal of Marketing

 

JMR: Journal of Marketing Research

 

Marketing Research

 

Mediaweek

See the website at http://www.mediaweek.com/

Sales & Marketing Management

See the website at http://www.salesandmarketing.com/

For a complete listing of periodicals related to marketing and advertising, check the Boston University Online Catalog.Search by Library of Congress Subject Headings, “Marketing Periodicals” or “Advertising Periodicals.”

Associations

American Association of Advertising Agencies

 

American Marketing Association

 

Business Marketing Association

 

Direct Marketing Association

 

International Newspaper Marketing Association (INMA)

 

Outdoor Advertising Association of America (OAAA)

 

Online Newsletters

Alert: Subscribing to some of the newsletters below might bring more email than you want.

Brand Republic

http://brandrepublic.com – Covers UK marketing, media , and communications industry.

Media Life

http://medialifemagazine.com – Covers “Overnights” (Nielsen ratings from previous night’s programming), and other media news.

MediaPost

http://mediapost.com – Newletters, links, and stats for media marketing and advertising professionals.

Trendcentral

http://www.trendcentral.com – Covers trends for 12-22 year old age group.

Websites

ACNielsen

http://www.nielsen-online.com – This market research company aims to “measure competitive marketplace dynamics, to understand consumer attitudes and behavior, and to develop advanced analytical insights” and then provide them to their clients. See this site to get an idea of how a good marketing firm does business. Other Nielsen sites listed below include Nielsen NetRatings and Nielsen Media Research.

Advertising World

http://advertising.utexas.edu/world – Extensive directory of advertising and marketing links, organized by subject.

The Advertising Media Internet Center (AMIC)

http://www.amic.com – AMIC provides various resources about advertising. Follow the “Ad Data” link in the lower right hand corner of the home page to find information about magazine, radio, television, and internet audiences and costs. Registration is free but required to access this information.

Arbitron

http://www.arbitron.com – This market research company conducts surveys of various network and radio audiences that analyze local market consumer behavior in terms of media and retail consumption.

B2B Online

http://netb2b.com – “The magazine for e-commerce and marketing strategists,” Netmarketing offers an ongoing section entitled “Special Features”. Examples from this section include the “B2B100″ that reports the top advertisers by spending or by medium, and “The NetMarketing 200″ that details their ranking of the best b-to-b Web sites.Daily news articles and regular departments such as “E-Commerce” and “Benchmarks” are also available.

B2B Online

http://netb2b.com – “The magazine for e-commerce and marketing strategists,” Netmarketing offers an ongoing section entitled “Special Features”. Examples from this section include the “B2B100″ that reports the top advertisers by spending or by medium, and “The NetMarketing 200″ that details their ranking of the best b-to-b Web sites.Daily news articles and regular departments such as “E-Commerce” and “Benchmarks” are also available.

DM News

http://www.dmnews.com – This “online newspaper” offers a great variety of articles and tips on direct marketing. A highlight included is a list directory that is a “continuously updated directory of direct mail lists, opt-in e-mail lists and alternative media”. This site also contains searchable classified ads.

International Newsmedia Marketing Association (INMA)

http://www.inma.org – With more than 1,100 members from 65 different countries, INMA is a newspaper marketing professional’s source for information, networking, and marketing ideas. Although much information on this site is reserved for members, some outstanding articles are available for anyone.

Marketing Jobs.com

http://www.marketingjobs.com – Featured employers include AT&T Wireless, Johnson & Johnson, and Eli Lilly and Company among others. The listings are broken down into major regions and searchable by keyword. Also of note on this site is a searchable salary survey based on job category and location.

Marketing Terms.com

http://www.marketingterms.com – Marketing Terms.com is an Internet marketing dictionary. The site includes e-marketing definitions, synonyms, cross-references, plus links to related articles and sites.

Nielsen NetRatings

http://www.nielsen-online.com/press_fd.jsp?section=pr_netv&nav=3 – Visit the “press room” for for key reports and free data on internet usage.
Click on “top rankings” to see the top ten parent companies, top ten advertisers, and web usage data across a dozen countries, including among others Germany, France, the United Kingdom, the United States and Japan.

Outdoor Advertising Association of America (OAAA)

http://www.oaaa.org – From billboards to airport spaces to street furniture spaces, this association welcomes individual and company membership. It provides members with everything from simple statistics to specialized industry information, but non-members have access through this website to case reports, current topics, and even an Arbitron study of outdoor media consumer behavior.

Refdesk.com Population/ Demographic Resources

http://www.refdesk.com/factpop.html – An extensive listing with over 130 links to internet resources regarding population and demographics.

Television Bureau of Advertising

This trade association offers a great deal of free information on its site relating to the broadcast television industry. Many items are available to members only, but there are significant free items as well. See the “Research Central” section for helpful reports on viewers, markets, consumers, media trends, and ad revenues.

Web Marketing Today Info Center

http://www.wilsonweb.com/webmarket – Provides links to hundreds of online articles about how to market a business on the web.Browsable by category or searchable by keywords.Also contains an archive of Web Marketing Today, a monthly newsletter.