Searching USC Databases
For general overviews and market research reports search on terms like ADVERTISING with terms like: MANAGEMENT, MARKETING, MARKET RESEARCH, MASS MEDIA, INDUSTRIES (e.g. Media Industry). Also use eMARKETING, PROMOTIONS(S). Add other terms to specify research such as 'Direct Mail', 'Billboard', 'Outdoor', 'DOOH/digital out-of-home', 'Advertising Rates', 'Ad Agencies', or names of businesses. NAICS code: 54181.
Key USC Databases - Advertising
- WARC This link opens in a new windowPreviously known as the World Advertising Research Center, WARC provides a wide range of information on advertising and marketing trends around the world including expenditure data, case studies, industry trends and consumer insight.
- Insider Intelligence (formerly known as eMarketer) This link opens in a new windoweMarketer provides analysis, market data, and statistics on the Internet, e-commerce, online marketing, social media, and emerging digital technologies around the world.
- SRDS - Standard Rate and Data Service This link opens in a new windowSRDS is produced by Kantar, which compiles contact information and ad rates for a variety of media sources.
USC Industry Information Databases
- TOP INDUSTRY DATABASES:
- IBISWorld This link opens in a new windowDetailed market research and analysis for U.S., China and Global markets
- Standard and Poor's NetAdvantage This link opens in a new windowDetailed data on specific companies and industries, including profiles, financial data, stock information, competitors and competition, and forecasts for future business.
- Passport This link opens in a new windowPassport/GMID by Euromonitor. International industry, company and market information
- MarketResearch.com Academic This link opens in a new windowDetailed reports from multiple publishers.
- BCC Research This link opens in a new windowIndustry coverage focuses on many technologies and sciences (Life Sciences, Materials, Environment and Sustainability).
- Mintel This link opens in a new windowMintel Oxygen provides detailed market research reports in the areas of Beauty & Personal Care, Drink, Food, Leisure & Entertainment, Lifestyles, and Retailing and Apparel.
- ADDITIONAL RESOURCES:
- Insider Intelligence (formerly known as eMarketer) This link opens in a new windowProvides analysis, market data, and statistics on the Internet, e-commerce, online marketing, social media, and emerging digital technologies around the world.
- EStatement Studies This link opens in a new windowProvides financial ratios and other information on many industries.
- Forrester This link opens in a new windowTechnology and market research from Forrester Research, Inc. focusing on the business implications of technology change.
- Gartner This link opens in a new windowUSC/netID/webmail password required for access. USC does not have full access to all reports.
- SBRnet (Sports Business Research Network) This link opens in a new windowSports Business Research Network provides market research and industry news for the sports industry.
- SRDS - Standard Rate and Data Service This link opens in a new windowStandard Rate and Data Service compiles contact information and ad rates for a variety of media sources
- WARC This link opens in a new windowPreviously known as the World Advertising Research Center, WARC provides a wide range of information on advertising and marketing trends around the world including expenditure data, case studies, industry trends and consumer insight.
- Wharton Research Data Services (WRDS) This link opens in a new windowCompustat provides industry index information: Select Compustat - Monthly Updates - Select Region - Select Index Prices. Use 'Company Codes - Code Lookup to find industry specific codes
- Frost & Sullivan This link opens in a new windowIndustry and technology research from this global consulting firm covering US and international markets in areas such as information and communication technology, healthcare, automotive and transportation, measurement and instrumentation, chemicals, materials, energy, industrial automation, aerospace and defense, environment and buildings, electronics and security, metals, minerals and much more.
Advertising Spend
Find "advertising budgets", and in some instances medium and product segment "advertising spend", using these resources. When looking for articles, consider keywords such as 'advertising spend', 'adspend', 'advertising budget', 'advertising campaign' or 'advertising expenditure' plus the name of the company or product/service being researched.
- Advertising Red Books (Winmo) This link opens in a new windowLook under the Media Spend tab on a company's profile to find advertising budgets in a variety of channels.
- Insider Intelligence (formerly known as eMarketer) This link opens in a new windowKeyword search "ad spend" to retrieve charts, reports, and articles. Also consider more specific searches by industry (retail ad spend) or company (Amazon ad spend).
- Statista This link opens in a new windowStatista is one of the first statistic portals in the world to integrate data on over 80.000 topics from over 18.000 sources onto a single professional platform and providing companies, business customers, research institutions, and the academic community with direct access to quantitative data on media, business, finance, politics, and a wide variety of other areas of interest or markets.
- TVB Ad Spend & Analytics (Television Bureau of Advertising)Quarterly television ad spend from Kantar Media Data.
- AdAge ResourcesLinks to reports and other data (most content requires subscription access but some items are free to view).
- AdAge DataCenterLinks to Ad Spending, annual Fact Packs and other data (most content requires subscription access but some items are free to view).
Books & eBooks
Introduction to Advertising: understanding and managing the advertising process by Call Number: EBOOKPublication Date: 2021
Dictionary of Advertising and Marketing Concepts by Call Number: Doheny HF5803 .B47 2013
Hey Whipple, Squeeze This: the classic guide to creating great advertising by Call Number: EBOOKPublication Date: 2022
Frenemies: the epic disruption of the ad business by Call Number: Business HF6178 .A895 2018Publication Date: 2018
Ogilvy on Advertising in the Digital Age by Call Number: Business HF5823.O36 Y68 2018Publication Date: 2018
Adcreep: the case against modern marketing by Call Number: Doheny KF1614 .B37 2017Publication Date: 2017
Campaigns That Shook the World by Call Number: Doheny Bookstacks HF5837 .R64 2015Publication Date: 2015
Reference Sources
The Advertising Age Encyclopedia of Advertising by Call Number: EBOOKHard copy available in Doheny HF5803.A38 2003x
All American Ads by Call Number: Grand Library NC998.5.A1 A118Publication Date: 2005-Eight-volume set covering All American Ads from 1900 - 1980s
The SAGE Handbook of Advertising by Call Number: Grand Depository HF5823.S17 2007Written by USC Marshall faculty
Encyclopedia of Major Marketing Campaigns by Call Number: EBOOKPublication Date: 2007Covers 500 major marketing and advertising campaigns of the 20th century.
Search for More Books & Ebooks
Statistics & Data
- Magna Global Industry ReportsReports covering a variety of aspects and issues related to advertising.
- U.S. Census - Statistics of U.S. BusinessesAdvertising and related services - NAICS 5418
- Global Ad Trends, 2020: impact of COVID-19 on ad investmentExcerpt from a sample report published by WARC/World Advertising Research Center
- Marketing Fact Pack, 2021Published annually by Advertising Age; registration to freely download is required
- JP Morgan AdstatsMassive report published irregularly by JP Morgan. Access to the full-text reports for the last five years can be found in Refinitiv database.
Internet Reports and Resources
- Ad Access - Duke University Digital LibrariesHistorical print advertising archive by several categories, e.g., industry, company, publication, date, product .
- AdCouncilSee 'Impact' tab for Research, Case Studies and Best Practices.
- AdForumRegister for free to access content
- Advertising Research FoundationSee resources listed under 'Knowledge Center' and 'Research'
- Advertising Specialty Institute - ResearchUsers must freely register to view content
- ExtremeReach - Research and InsightsIssues a quarterly Video Benchmarks AdBridge Insight report
- RhythmOne - InsightsRegister to download white papers, reports and other content for free.
- Zenith Optimedia Adspend ForecastsFull reports are available for a price.
Trade Associations
- Association of National AdvertisersMost reports listed under 'Research' are for members only. Acquired Direct Marketing Association whose content is integrated here.
- News Media AllianceUnder 'Research & Tools' find Factbook, articles and other content
- Television Bureau of Advertising - TVBSome data is free; other reports sold at cost
Advertising Rates
Advertising rates for broadcast and online/digital media are not listed in standard directories; print media advertising rates are typically listed on a magazine's or newspaper's website under "Media Kits." Advertising rates for television, cable, and radio are typically measured by CPM (cost per thousand) impressions. Advertising rates for internet sites are based on CPC (cost per click); this information is sometimes listed on a company's website.
Search ProQuest or other article searching databases for articles on "advertising spend", "ad spend", "advertising costs" or "advertising rates" to find anecdotal information. Other keywords to consider: banner ads, rate cards, spot ads, CPM, CPC.
- AdstatsMassive report published irregularly by JP Morgan contains some broad advertising rate data such as CPMs for broadcast networks. Access to the full-text reports for the last five years can be found in Refinitiv database.
- SRDS - Standard Rate and Data Service This link opens in a new windowContains ad rates for newspapers and magazines. Other components for TV, Cable, Radio and Digital do not include advertising rates but do provide company and market profiles.
- The Cost of Advertising Nationally Broken Down by Medium2021 article by WebFX
- Local & National TV Advertising CostsA FitSmallBusiness.com guide with specific market data and average rates
- Radio Advertising GuideA FitSmallBusiness.com guide with specific market data and average rates
- Newspaper Advertising Costs, 2021A FitSmallBusiness.com guide with specific market data and average rates
- How Much Does Billboard Advertising Cost?A FitSmallBusiness.com guide with specific market rates