Advertising

Contact

Debora Cheney
Larry and Ellen Foster Communications Librarian, and, Head, Library Services to the World Campus/Penn State Online
814-863-1345

or Your Campus Librarian

Related Guides

Advertising Media Plan

Finding Advertisements

Advertising: History and Archives

Advertising Award Winners

Articles and Databases

Try These First

Communication & Mass Media Complete (CMMC)
- Comprehensive resource of scholarly journals and other periodicals related to communications and mass media, most containing full-text articles
- Communication Abstracts
- Good source of information on communication issues on a worldwide scale, from a variety of publishers, research institutions and information sources
- Directs users to location of full-text articles, or prompts for articles that can be obtained through Inter library loan
Business Source Premier
- Full text database of periodicals, trade publications and scholarly journals
- Covers all business disciplines
PsycINFO
- Indexes journals, dissertations and some books in the international field of psychology
Sociological Abstracts
- Provides abstracts and indexes international literature in sociology and related disciplines in the social and behavioral sciences

Newspapers/Press Releases

Newspapers provide important business/company/industry trends. National newspapers such as The Wall Street Journal and The New York Times are important, but so are local newspapers where a company may be headquartered.

LexisNexis Academic - News Sources [Text Content Only]
- Content in aggregated sources, such as Major World Newspapers, University Wire, Healthcare News, Business Wire, Web Blogs, etc.
Access World News (Newsbank) [Text Content; Limited Streaming Video]
- News content from The Associated Press, Reuters, The Wall Street Journal, The New York Times, local affiliates of ABC, NBC, CBS, and Fox, as well as coverage from Canadian Broadcasting, Agence France-Presse and more
- Tutorial: NewsBank Access World News
Factiva (Dow Jones) [Text Content]
- Choose Search from top tool bar
- Click on Industry, then select Advertising/Public Relations/Marketing
- We have a limited number of user seats for this database. Please select the logout option before you leave your session.

To determine which databases cover particular newspapers, use NewsCAT.

Company/Industry

Databases

Hoover's
- Search Advertising & Marketing Industries
- Overview
- Companies List
- News & Press Releases
- Associated Industry Codes
IBISWorld
- Industry Market Research
- Company Research
- Global Industry Research
- Business Environment
Plunkett Research Online
- Industry Research Center
  - Advertising, Branding & Marketing
- Market Research & Trends
- Company Profiles

Encyclopedias

International Encyclopedia of Communication
- Covers theories, media and communication phenomena, problems, concepts and research methods
- Advanced search of "advertising" produces over 400 articles
Gale Virtual Reference Library
- Collection of ebook reference resources
- Advanced search by publication
  - Examples of publication titles
    - Encyclopedia of Major Marketing Campaigns 2007
    - Adland: A Global History of Advertising 2007
    - Best Customers: Demographics of Consumer Demand 7th Edition, 2010
Encyclopedia of International Media & Communication
- Focuses on global media and communications
- Examples of articles include
International Encyclopedia of Social & Behavioral Sciences
- Interdisciplinary areas of research
- Searchable full text with electronic reference links
- Search index by subject terms
  - Advertising and advertisements
  - International advertising
  - political advertising

Background Information

Advertising trade magazines are available on the web, in the Libraries, and more fully and historically (back to the mid 1980's) in business periodicals databases such as, ABI Inform and Business Source Premier. Trade publications are often used for information regarding competitors and industry developments. Examples include:

AdWeek
- Provides advertisers with daily TV news and weekly ad industry editorials on a complete array of subjects
Advertising Age
- Includes articles about advertising campaigns, agency appointments, and government actions affecting advertising and marketing
MediaWeek (Absorbed by AdWeek April 2011)
- Provided TV ratings, data and news on the television industry
Market Share Reporter
- Online full-text for 2011/2012 via Gale Directory Library
- An annual compilation of reported market share data on companies, products, and services compiled from a variety of trade and industry publications

Books

Combine 'Advertising' with a suggested term to narrow your search in the CAT:

Specialized Advertising Data Sources

AdSpender [Ad$pender] (6 simultaneous users)
- Quick summary tool of multi-media advertising marketplace
- Monitors advertising expenditures and occurrence information
- Millions of brands across 18 media
- Provides a rolling 5-year archive of data
- Online training manual
Simmons OneView
- Collection of national consumer studies about product and brand usage
- Based on an annual survey of 30,000 households
Ratings, Circulation, and Surveys
- Resources for finding advertising rates and related information