Research, Citation, & Class Guides: Entrepreneurship: Advertising

What Information Should I Look For?

In the Advertising area, you need to think about how you are going to reach your target consumers. What advertising methods are most likely to catch their eye? What similar or related products might they use? Another way to start is to look at your competitors and see how they advertise.

Advertising Costs

SRDS Media Solutions
What will it cost to run an ad in a particular media outlet (print, radio, TV, web), at a particular time, in a particular market area or metro? Use SRDS to find out. View the video below to learn how.
Modules included for consumer magazines, newspaper, radio, TV & cable advertising outlets, and the digital website equivalents of each of those outlets.

View the guide How to find Advertising Rates if you need more help calculating SQAD ratings.

Find Ad Spending Information

Winmo
What do your competitors spend on advertising, both in total $ and %? How are their spending patterns changing over the last several quarters and years? What ad agencies do they use? Which agencies specialize in a particular campaign type? Use Advertising Redbooks to find all of that information and more. View the following video to learn more.

Other Resources and Examples

Ad*Access
This collection from Duke University "presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955."
Advertising Archives
A great resource for European advertisements.
AdViews
This collection from Duke University "provides access to thousands of historic commercials created for clients or acquired by the D'Arcy Masius Benton & Bowles (DMB&B) advertising agency or its predecessor during the 1950s - 1980s."
Edison Research's Infinite Dial
Provides access to all of Edison's publicly available research including Edison Research's the Infinite Dial® research series which is a survey of digital media consumer behavior since 1998. The formats include digital audio, social media, podcasting, smart speakers, and other media-related technologies.
eMarketer.com
This webpage has some freely available articles relevant to direct marketing.

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What Information Should I Look For?

Advertising Costs

Find Ad Spending Information

Other Resources and Examples