Advertising 483 (Clifton/Ham)

Audience Analysis Resources

Remember to bring your I-Card when requesting these resources!

Advertising Rates and Data:

(sources are located behind the Circulation Desk)

• SRDS TV & Cable Advertising Source
  • Provides affiliations and coverage for: commercial stations, broadcast networks, multiple station owners, cable systems, interconnects, cable networks, sports networks, and syndicators.
  • (Does not include advertising rates.)
• SRDS Radio Advertising Source
  • Provides: market profiles, AM/FM commercial stations, networks.
  • (Does not include advertising rates.)
• SRDS Newspaper Advertising Source
  • Provides information on daily newspapers, newspaper groups, Black newspapers, college newspapers, and specialized newspapers. Lists detailed group and classified advertising rates as well as circulation figures.
• SRDS Consumer Magazine Advertising Source
  • Provides information on over 3,000 U.S. and international consumer magazines.  Lists detailed group and classified  advertising rates as well as circulation figures.
• SRDS Out of Home Advertising Source
  • Includes coverage, circulation, rates, terms and conditions, and advertising rates for over 19 media categories including: airport, outdoor, stadium, transit, movie, and shopping malls.
•  SRDS Interactive Advertising Source
  • Lists Online advertising opportunities such as web sites. Get up-to date information on audience profiles, advertising rates, circulation/coverage, contact names and more.
•  Marketer’s Guide to Media (338.47659105 MA)
• Thumbnail Media Planner (302.230973 T42)
  • These sources list current rates and audience estimates for the major media. Includes broadcast and cable television, radio, out-of-home, magazines, newspapers, and online media.
  • (“Average” costs for television and radio advertising are provided.)

Demographic Information:

• Vital Statistics of the United States
  • Births, life expectancy, deaths, and selected health data.
  • (sources are located on the Adv. Bookcase)
• SRDS Lifestyle Market Analyst
  • Breaks down the American population geographically and demographically and includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market.
• New Strategist Books (located on Advertising Book Case)
  • The Communications Library has a collection of over 50 books focusing on specific demographic groups (ethnicity, age, gender) and their interests, income, spending patterns, education levels, etc.
• Best Customers (Chapter on “Travel”)
• Who’s Buying for Travel, 7th ed.
• Who’s Buying at Restaurants and Carry-outs, 7th ed.
• Claritas 360
  • Evaluate market segments by linking consumer behaviors for shopping, financial, media, and much more.

Company/Product Information:

(sources available via the Library website)

• Advertising Age
  • Includes information specific to the advertising industry.
• Wall Street Journal
  • Provides the most recent business news and information on companies, products, consumers, trends, etc.
• Lexis/Nexis
  • Provides the most recent news stories (including business) and statistics on companies, products, consumers, trends, etc