About This Guide
This guide provides research resources and information related to COM CM708: Principles and Practices of Advertising.
The index on the left-hand side of the guide brings you to pages with relevant databases for your course project and assignments.
Top Sources
- Vivvix This link opens in a new windowReports advertising expenditures by brand in twelve major media: Network TV, Cable TV, Syndication, Spot TV, Magazines, Sunday Magazines, National Newspapers, Newspapers, Network Radio, National Spot Radio, US Internet – Display and Outdoor. Please remember to log-out after every use. There is a Sign Out link in the upper right-hand corner of the database.
- Mintel Academic This link opens in a new window
Mintel reports provide information on markets for consumer products, travel, lifestyles, and leisure. Our subscription predominately covers products and markets in the United States. Each report combines data & analysis of the competitive landscape and consumer profiles. For instructions see the Mintel Tutorial.
- Winmo This link opens in a new windowDirectory of advertising agencies, key clients and brands, includes media expenditures and sample ads.
- Standard Rate & Data Service (SRDS) This link opens in a new window
Standard Rate & Data Service (SRDS) provides media advertising rates, contact information, circulation information, etc. for magazine, newspaper, television, direct marketing, radio, online, and out-of-home domestic and international markets. Claritas SMS provides demographic and consumer market segmentation data by geographic place (DMA, county, or state). Users can access pre-defined report templates to generate Pop-Facts Demographics Reports and Segmentation Reports.
- MRI-Simmons Catalyst This link opens in a new window
Contains detailed consumer product and media data collected from a national sample of U.S. consumers. Data includes: demographics, product usage and media exposure. See MRI-Simmons Catalyst for instructions.
- Industry Survey Locator This link opens in a new window This database was developed and is maintained by Pardee Librarians to provide one stop shopping to individual US (and some global) industry surveys linked in our business databases. Databases include Hoover’s, IBISWorld, MarketLine, Mintel, S&P NetAdvantage, and Valueline. Does not include BMI, Frost & Sullivan, and Gartner reports.
Assistant Head, Information Services
Head, African Studies Library
6th floor, Mugar Memorial Library
Mon-Fri, 9am- 5pm