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Subject Guides - Syracuse University Libraries

Advertising Resources

A Syracuse University Libraries' research starting points guide for advertising research


SU Libraries offers numerous research tools and information sources to assist you when investigating the world of advertising.  Explore the linked  sections of this guide for leading examples of these tools.

Advertising Database BEST BETS

adforum logo

world advertising research center logo

Mintel Academic Logo


MRI plus logouniversity reporter logo

Simmons Logo

kantar media srds logo

adspender logo

ebsco logo



ad age datacenter logo

asrc logo

Kanopy - Video Collection

Kanopy Logo

New at SU since 2014 - eMarketer

eMarketer is a repository of data and discussion about digital marketing, media and ecommerce. Covers information environments and technologies that some traditional industry and market research databases overlook, with a focus that includes mobile computing, online advertising, tablets, smartphones, mobile payments and more.  The eMarketer database curates a large collection of presentation friendly data visualizations, which draw upon thousands of published industry sources and leadership interviews.  Concise, single topic summary reports are included to assist with the development of media strategies, budgeting and other data driven presentations and analysis.  Digital market data for numerous countries are represented, with over 10,000 new data charts added each year.   Download options include Excel, PowerPoint, JPG and PDF.


T V B Local Media Marketing Solutions

Television Bureau of Advertising
Non profit trade association for the U.S. broadcasting industry.
See especially:


Notable Audience Research Titles at Bird Library

Now available at Bird Library, 2nd floor - reference collection (for in library use only):

Tv Dimensions Book Cover

TV Dimensions (Media Dynamics, Inc.):  A research annual  – covering all aspects of TV audience and media research.

intermedia dimensions book cover

Intermedia Dimensions (Media Dynamics, Inc.):  Reference book title useful for cross-comparisons of different media types (online, TV, radio, magazines, etc.) for relevant audience demographics, media ‘reach,’ CPM (“Cost per Mile”) data for advertising as well as qualitative comparisons of various media types and implications for media planning.

These slightly older Media Dynamics reference books also available at 2nd Floor reference collection, Bird Library:

media book book jacket

The Media Book (Media Dynamics, Inc.): In a single reference book, this 2014 edition offers quantitative and qualitative aspects of performance for all six major media—TV, radio and magazines, the Internet, newspapers and out-of-home (including digital). Provides media planners and buyers and media sellers with a conciser review of all aspects of media performance including a historical overview, audience reach, demographic appeals and CPMs.  Also  includes proprietary estimates on subjects such as ad exposure factors, ad awareness levels by GRP levels and ad wearout.  Includes some data Media Dynamics obtains via partnerships with other leading research companies like GfK MRI, Experian and Scarborough. 


magazine dimensions book jacket


Magazine Dimensions (Media Dynamics, Inc.):  Focuses on the effectiveness of magazines as an ad medium.  Includes qualitative data on ad impact, CPM (“Cost per Mile”) estimates by magazine genre, magazine audience demographics and state of the magazine industry discussion.

radio dimensions book jacket


Radio Dimensions (Media Dynamics, Inc.):  Cost-per-rating-point-estimates by daypart and demos for 150 markets.   Investigations regarding radio’s reach and frequency capabilities and qualitative distinctions in listener engagement.  Intensified treatment of internet and satellite radio.


4As Agency Search

4 As - American Association of Advertising Agencies

4As ("American Association of Advertising Agencies") - Ad Agency Search Engine

Help With Citing?

Need help on formatting the sources you cite in your academic writing (e.g., APA, MLA, etc.) or want access to a full-fledged online bibliographic management systems-like "RefWorks" or "Endnote Web"  Visit SU Library's Citation Support website.

ADV 200 level students (or any student new to advertising research)

As complement to the links and resources on other sections of this subject guide, here are orientation slides, handouts and other starting points to consider when using SU Libraries to support your advertising research -


SU Libraries Locations Website

SU Libraries Study Spaces/Spaces & Places Web Site
see especially the link to "study spaces" for info about reservable "team rooms with technology" at Bird Library

Job Leads

This PDF document lists media directories and other sources that may help any Newhouse student looking to explore leads for career planning purposes and related industry research into companies and job markets.  Be sure to also visit Newhouse's Tina Press and David Rubin Career Development Center.

Adspender User Manual