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. [course section during Fall 2021 taught by Professor Brian Sheehan] || Be selective when searching for information about a brand, product category phrase, or other topic.
ADV 206 students who prefer to review a set of suggested research starting points in a tip sheet format, can visit this handout. This PDF can also assist in selecting a subset of relevant databases from the larger SU Libraries ADV 206 course guide. Direct links into those databases are embedded within that PDF.
Users of MRI University Reporter database: The consumer survey data in that MRI interface has migrated into the Simmons Insights database platform, and folded into the search feature within Simmons called "Brand Catalyst.." MRI-Simmons is discontinuing that older University Reporter platform, which access at Syracuse University ended as of June 30, 2021. Contact Newhouse Librarian, Michael Pasqualoni [email@example.com || (315) 443-3715] with any related questions about those databases.
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.
Also available at Bird Library, 2nd floor - reference collection (for in library use only):
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.
This slightly older Media Dynamics title also available at 2nd Floor reference collection, Bird Library (does not circulate, in-library use only):
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.