STCM 24100: Advertising

About this Guide

This guide supports the class STCM 24100 that covers the history, organization, operation, and regulation of the advertising industry. Emphasis is placed on the economics of advertising, including rate structures, media analysis, and demographics, and on the creation and evaluation of advertising.

Reserve Readings - Fall 2016

Reserve Readings are available at the library's Circulation Desk:

Best Bets: Databases

Note:  The Dashboard (see right column) searches across all databases. I recommend it as a starting place.  For more search control using field codes and databases thesaurus, search the databases one at a time.

  1. Simmons OneView  Consumer data on product and brand usage
  2. SRDS Media Solutions  Ad placement information for key media types: ad rates, audit statements, media kits.
  3. Business Source Premier (Original Interface)  (BSP) Top index to business information. Trade and scholary.  EBSCO interface.
  4. ABI/INFORM Collection   Also a good index to business information.  ProQuest interface.
  5. ScienceDirect   Mainly science information but contains some strong public relations titles.
  6. Business Insights: Essentials   Good for searching company and industry information.  Compares to the Company Dossier in LexisNexis.
  7. Statista
    A statistics portal that provides data on over 80,000 topics from more than 10,000 different sources.  The content is purely aggregated statistics, geared towards business and marketing statistical needs, with a focus on current awareness.  Easy-to-use infographics and tables are available for download as images to insert into presentations.
  8. Hoover's Company Records - In-depth Records
    The Hoover's Company Records - In-Depth Records Database contains information for more than 40,000 major public and private companies worldwide.  In-Depth Records include overviews and histories, up to 10 years of key financial and employment data, lists of products and key competitors, names of key officers, addresses, and phone and fax numbers.
  9. Prendismo Video Clip Collection
    16,000 video clips from 750 experts. These 2-minute video clips cover 200 business topics, such as ethics, finance, innovation, sales, strategy, women, and leadership. Provided by the Ithaca College School of Business. No off-campus access. There is a fee to download a clip.
  1. Communication Source   Top index to the field of communications. Trade and scholarly.  EBSCO interface.
  2. Communication Studies: a SAGE Full-Text Collection  Twelve fulltext journals in the field of communications by the publisher SAGE
Social Sciences
  1. ERIC (Ebsco interface)   Top index for education research.
  2. Professional Development Collection   Smaller index that focuses on professional education.
  3. SocINDEX with Full Text  Top index for sociology research.
  4. PsycINFO  Top index for pscyhology research.
Any of the databases below are good to search on any topic.
  1. Academic Search Premier   Multidisciplinary database on an EBSCO interface.
  2. ProQuest Research Library  Multidisciplinary database on a ProQuest interface.
  3. Academic OneFile  Multidisciplinary database on a GALE interface.
  4. Ebook Central (formerly ebrary)   Multidisciplinary database of full-text ebooks.
  5. Google Scholar
  1. LexisNexis Academic    Top database for current news.
  2. US Newsstream  

Trade Publications and Blogs

Databases: Journals:
  • Advertising Age
  • Adweek
  • Chief Marketer
    Marketing strategies and techniquest for consumer and B2B marketing professionals.  Visitors can sign up for their newsletters and attend webinars and events. 

Data & Statistics

  • Statista
    A statistics portal that provides data on over 80,000 topics from more than 10,000 different sources.  The content is purely aggregated statistics, geared towards business and marketing statistical needs, with a focus on current awareness.  Easy-to-use infographics and tables are available for download as images to insert into presentations.
  • American FactFinder
    Current population, housing, economic, and geographic data from the US Census Bureau.  Includes the Annual Survey of Manufactures, Economic Census, Current Population Estimates, Business Patterns, and American Community Surveys.  The Guided Search walks you through each step in picking the data and/or geographies you want to download.
  • compete
    Compete (Kantar Media) "helps the worlds top brands improve their marketing based on the online behavior of millions of consumers." Demographic data from this service is also included in SRDS Consumer Media.
    The purpose of is "to increase public access to high value, machine readable datasets generated by the Executive Branch of the Federal Government."  The site includes searchable data catalogs providing access to data in three ways: through the "raw" data catalog, the tool catalog, and the geodata catalog.
  • Doubleclick ad planner
    A Google ad planning feature that assists market researchers define audience and build media plans.  Demographic data are also included in SRDS Consumer Media.
  • Klout
    Measures influence on topics across the social web.
  • Nielsen
    Measures audiences for television and other media markets. Claritas SiteReports provides U.S. demographic data.
  • Q Scores
    This company measures the consumer appeal of personalities, products, characters, licensed properties, programs and brands.   The Q Score is a "measure of likeability" that predicts consumer involvement. Data is sold to advertisement and PR firms amongst others.
  • SNL Kagan
    Company that provides news, forcasts, and financial information to the communications and media industry.
  • Television & cable factbook
    Lists cable and television stations by geographic area. Shows coverage area maps, DMA information including # of households with cable and television. Programming offered by cable companies, etc. 4 volumes. Library retains current edition only.
  • U.S. Census Bureau
    Social, demographic and economic information. Includes the American FactFinder resource.
  • UNdata
    UNdata pools major UN databases and those of several international organizations - browse, search and download data from a large number of statistical databases. Data categories include: agriculture, education, employment, energy, environment, health, human development, industry, information and communication technology, national accounts, population, refugees, trade, and tourism.

Advertising: Background, Directories

Reference: Directories:
  • Standard directory of advertising agencies
    REF HF5805 .S72
    Directory of advertising agencies and their clients. Commonly known as "The Red Book".
  • Standard directory of advertisers
    REF HF5805 .S7
    Useful in determining what agency or agencies represent a particular company or product(s). Searchable by S.I.C. code, etc.
  • Television & cable factbook
    Lists cable and television stations by geographic area. Shows coverage area maps, DMA information including # of households with cable and television. Programming offered by cable companies, etc. 4 volumes. Library retains current edition only.

LexisNexis to Google Mapping

LexisNexis Academic

1.  Choose Search by Content Type

2.  Choose the Company Dossier:

3. Find a Company.  Search:  Brooktons Market to find the entry.  Write down the NAICS code (Industry Classification) with the company: 445110
4.  Under the Company tab (upper left tab) > Create a Company List

5. Fill out the form with the NAICS code:  445110 & Geographic Information (United States, New York).  
Suggested:  County: Tompkins.  You could do 2 counties as Brooktondale is near Tioga county. You'd separate the counties with a comma:  County: Tompkins, Tioga.  Note: the larger the area, the more businesses you'll retrieve and the more data you'll need to clean up.  
Click: Create 
Click "Next: Customize List" to customize your results
  • Change default from alphabetical to "Sort by Sales"
  • Play around with the options in the Contact Information (ex. add in secondary SIC codes)
  • FOR MAPPING: Include only important Contact Information
6. Update and Download Company List
  • Download Selected Items: CSV Formatted File 
  • You can download a .csv file from LexisNexis that includes only address specific information.  You need to delete or update any P.O. box numbers.
  • Then you can drag-and-drop the .csv file into Google Maps.
7.  You should be logged into Google.  Go to Google My Maps and "Make a map" (My maps help screen)
8.  Upload a .csv file

9.  Choose columns to position your placemarks: Company Name, Street Address > Continue
10. Choose Column to title your makers:  Company Name  > Finish

(sample)  Map of Tompkins County Supermarkets

Law and Regulation

Your class texbook also serves as an introduction to key cases and areas of media law.  The following resources are additional places to look for background: Websites
  • Advertising Standards Authority (ASA) (United Kingdom)
    Advertising industry group that police the rules of the advertising codes of the UK.
  • American National Standards Institute (ANSI)
    United States institute that creates and promulagetes guidelines for businesses in a variety of sectors.
  • Code of Responsible Practices for Beverage Alcohol Advertising and Marketing
    Guidelines for alcohol advertising on the Distilled Spirits Council of the United States (DISCUS).
  • Council for Research Excellence (CRE)
    Examines the knowledge and practice of audience research method for advertisers, agencies, and other media professionals.  The Council includes Nielsen Media Research and its clients.  Documentation is available under the Committees tab.
  • Division of Drug Marketing, Advertising and Communications (DDMAC)
    Food and Drug Administration Center that reviews drug marketing and advertising for accuracy. Includes the "Truthful Perscription Drug Advertising Promotion" page known as Bad Ad.
  • European Advertising Standards Alliance (EASA)
    Organization that provides information on advertising self-regulation in Europe.
  • Federal Trade Commission : Rules
    Links to 16 CFR from the Federal Trade Commission. Includes advertising and labeling regulations.
  • IDEAlliance
    The International Digital Enterprise Alliance is a non-profit organization that creates standards and best practices for the delivery of multimedia content.
  • International Organization for Standardization (ISO)
    International developer and publisher of international standards. 
  • Media Rating Council (MRC)
    Organization that audits and accredits media ratings companies.
  • Advertising Self-Regulatory Council: Case Reports
    The Advertising Self-Regulatory Council (ASRC) establishes the policies and procedures for advertising industry self-regulation, including the National Advertising Division (NAD), Children’s Advertising Review Unit (CARU), National Advertising Review Board (NARB), Electronic Retailing Self-Regulation Program (ERSP) and Online Interest-Based Advertising Accountability Program (Accountability Program.) The self-regulatory system is administered by the Council of Better Business Bureaus.   NOTE: To access the online archive see the reference desk; A reference librarian will sign you in to access the fulltext of the cases.
  • Self-Regulation in the Alcohol Industry
    From the Self-regulation in the Alcohol Industry: A Review of Industry Efforts to avoid Promoting Alcohol to Underage Consumers. September 1999.
  • Self-Regulatory Program for Online Behavioral Advertising
    The Digital Advertising Alliance (DAA) created a self-regulatory program for Online Behavioral Advertising (OBA).  The DAA includes: the American Association of Advertising Agencies, the American Advertising Federation, the Association of National Advertisers, the Direct Marketing Association, the Interactive Advertising Bureau, and the Network Advertising Initiative. 
    Alcohol and Tobacco Tax and Trade Bureau, U.S. Dept. of the Treasury. Includes links to relevant CFR regulations (generally found in 27 CFR).
Select Books by Subject:
Advertising agencies--Law and legislation--United States.
Advertising laws--United States.

Advertising--Alcoholic beverages--United States
Advertising--Cigarettes--United States
Advertising--Drugs--Law and legislation--United States.
Advertising--Food--United States.
Advertising--Tobacco--United States.Advertising and youth--United States.
Advertising, Outdoor--Law and legislation--United States.
Advertising, Political--Law and legislation--United States.
Broadcast advertising--Law and legislation--United States.
Cell phone advertising.
Deceptive advertising--Law and legislation--United States.
Internet advertising--Law and legislation--United States.
Radio advertising--Law and legislation--United States.
Television advertising--Law and legislation--United States.
Youth--Tobacco use--United States

Visual Design & Ad examples

Books: Advertising examples:
  • Ad*Access
    From Duke University Library's J.W. Hartman Center for Sales, Advertising, and Marketing History, this database contains 7,000 advertisements printed in U.S. & Canadian newspapers and magazines from 1911-1955. Main subject areas include: Radio, Television, Transportation, Beauty and Hygiene, and World War II. Ads can be searched or browsed.
  • Ad Council
    Contains public service announcements on social issues. The website divides the campaigns into Community, Education and Health Safety issues. Video and audio files are available; they require a Windows Media Player plugin.
  • All-American Ads NC988.5 .A1
    Book series that compiles ads across decades.
  • American Memory: Advertising
    From the Library of Congress's American Memory project, this site includes 6 collections: Duke University's Emergence of Advertising in America (E.A.A.) (1850-1920); Broadsides and Printed Ephemera (1600-2000); Coca-Cola Advertising (1951-1999); Coolidge Era (1924-1929); Edison Companies; and Posters, WPA (1936-1943). Collections contain images and streaming video.
  • Clio Awards
    Site of the advertising award festival. The Clio Archive page indexes the best in global advertising back to 1960; register through the website prior to searching. Search the library's catalog for "Clio Awards" as a subject to access fulltext of award winners.
  • London International Advertising Awards A global competition of advertising and design. 
  • Museum of Broadcast Communications (MBC): Archives
    Located in Chicago, the MBC provides publications, events, a searchable archive, and a Radio Hall of Fame to preserve and protect the history of radio and television. MBC's archives includes television and radio programming, commercials and images.  Users must register for a free account.  Check the Digital File Available box to retrieve fulltext. NOTE:  the archives server is currently not working; MBC is working on it and it should be fixed by Fall 2013.
  • Trademarkia
    Non-governmental free search engine for finding United States federally registered trademarks. 
Journals: Websites
  • American Institute of Graphic Arts (AIGA)
    The professional association of design.
  • IDEAlliance
    The International Digital Enterprise Alliance is a non-profit organization that creates standards and best practices for the delivery of multimedia content.
  • Information Aesthetics
    Blog of the intersection between creative design and information visualization. One especially good example is "5 years of Infosthetics":
  • International Graphic Arts Education Association (IGAEA)
    From the website: "The International Graphic Arts Education Association (IGAEA) is an association of educators in partnership with industry, dedicated to sharing theories, principles, techniques and processes relating to graphic communications and imaging technology."  They publish the Visual Communications Journal.
  • Logo Design Love
    Blog devoted to logos by David Airey, a self-employed graphic designer.
  • Nielsen Norman Group (NN/g)
    Based in Fremont, CA, the NN/g helps companies design human-centered products. Their Reports page includes reports containing guidelines, best practices, case studies and methodologies.
  • Trademarkia
    Non-governmental free search engine for finding United States federally registered trademarks. 
  • Web Style Guide
    Covers web site functionality, accessibility, Cascading Style Sheets, and flexible page design. Additional sections on information architecture, site maintenance, and multimedia design, including site examples that reflect current best practices.

Media Literacy

  • Adbusters
    From the Adbusters Media Foundation, this is the online companion to the activist magazine that mocks commercial advertising and offers media criticism through edgy articles and images.
  • Creativity: Adcritic
    Online site for Creativity magazine contains Adcritic picks for TV, print & interactive advertising.
  • AdSlogans, a UK company, posted materials for students and educators such as SloganMaker, Sloganalysis, Brand Categories, & the Advertising Slogan Hall of Fame (the best ads of the past 100 years). TV ads can be viewed in full. Note: this page is no longer updated as of 2006 but is still useful
  • Campaign for a Commercial-Free Childhood (CCFC)
    A coalition of health care professionals, educators and parents who advocate against children's' exposure to commercialism through marketing. There are almost 30 member organizations.
  • Center on Alcohol Marketing and Youth (CAMY)
    Part of the John Hopkins Bloomberg School of Public Health, CAMY. "monitors the marketing practices of the alcohol industry to focus attention and action on industry practices that jeopardize the health and safety of America's youth."
  • Children's Advertising Review Unit (CARU)
    A unit of the Council of Better Business Bureaus, Inc. that offers guidelines for advertising messages to young children.
  • CRETV, Center for Research on the Effects of Television
  • Fast Food FACTS
    Yale University health researchers (Rudd Center for Food Policy & Obesity)  developed this site of facts on advertising food to youth for consumers and researchers.
  • Marin Institute
    Organization that monitors the alcohol industry. Includes free reports under the Resources tab.
  • Media Education Foundation
    Organization that produces educational documentaries that examines American mass media's impact on society.
  • Project Look Sharp
    Project Look Sharp provides materials, training and support to help teachers prepare students for life in today's media saturated world. Project Look Sharp promotes the effective integration of media literacy and critical thinking into classroom curricula at all educational levels and instructional areas. Project Look Sharp also evaluates the effectiveness of school-based media literacy education.


Note that information from associations can be a source of research reports and data. Sometimes access is for members only.
  • Advertising Educational Foundation (AEF)
    Educational arm of the advertising industry. the On campus page includes case histories, educational materials, speaker presentations, etc.  Here is the Ad Council Retrospective page.
  • American Advertising Federation (AAF)
    Organization that supports the profession through news, education, events, and advocacy. Includes over 200 student chapters. To celebrate excellence, AAF has an Advertising Hall of Fame and gives the ADDY award s amongst other prizes and showcases.
  • American Association of Advertising Agencies (AAAA)
    Trade association representing the advertising agency business since 1917. Site includes: news, government affairs, member only resources and programs, events, and publications.
  • Association for Education in Journalism and Mass Communication (AEJMC)
    AEJMC sets standards for excellence in journalism and mass communication education and research.
  • Association of National Advertisers (ANA)
    Association that advocates for the marketing community.
  • Cabletelevision Advertising Bureau (CAB)
    Cable network profiles, schedules, and other information. Weekly ratings reports provide a summary of the past week's primetime and total day ratings audience data across various viewing sources.
  • Direct Marketing Association (DMA)
    Organization of marketing professionals that provides education, advocacy and networking opportunities to its members. DMA also publishes reports based on proprietary research.
  • European Interactive Digital Advertising Alliance (EDAA)
    EDAA’s principal purpose is to licence the ‘OBA Icon’ to companies involved in Online Behavioral Advertising across Europe.
  • Interactive Advertising Bureau (iab)
    Comprised of more than 460 media & tech companies that sell online advertising, the IAB is a trade group that promotes the growth interative advertising.  They develop standards and lobby for the industry in Washington, D.C. See the IAB's Member Code of Conduct.
  • International Academy of Digital Arts and Sciences (IADAS)
    Founded in 1998 to drive creativity on the Internet. The organization is diverse including industry leaders in online advertising, film, television, games, and mobile. The Webby Awards honor top websites in numerous industry and media categories every year.
  • Digital Content Next
    Trade association, "dedicated to representing high-quality online content providers before the advertising community, the press, the government and the public." Formerly known as the Online Publishers Association.
  • Outdoor Advertising Association of America, Inc. (OAAA)
    Organization that supports the outdoor advertising industry. Includes marketing resources and research such as the Arbitron Outdoor Study.
  • Paley Center for Media
    With Museums in both Los Angeles and New York City, the Paley Center for Media preserves and promotes radio, television and advertising history through events, screenings, lectures, and workshops. They collect programming, not artifacts. Formerly known as The Museum of Television & Radio. Paley Center on YouTube.
  • PromaxBDA
    International association for entertainment marketing professionals.  Promax, an organization of marketers working in broadcasting, combined with the Broadcast Design Association (BDA) in 1997.  They provide conferences and events to members.
  • Radio Advertising Bureau
    Provides education, research and advocacy for the radio industry. It is the sales and marketing arm of the radio industry.

Contact Us

picture of Cathy Michael

Cathy Michael

Communications Librarian
(607) 274-1293

Search Argos

Google News Alerts

Run a search in Google News.  Consider using Google Search Operators to refine your search.  After searching, scroll down. On the bottom right of the screen click on Create Alert.    Under "show options" you can set some limiters.

American Advertising Federation

Interested in a career in advertising?  Consider joining IC's chapter of AAF:  Park AdVenue

Advertising Educational Foundation

Advertising Educational Foundation (AEF)
Educational arm of the advertising industry. the On campus page includes case histories, educational materials, speaker presentations, etc.  Here is the Ad Council Retrospective page.  Twitter:

Writing & Presentation Resources

​Reference: Books: ​Articles: Bibliographic Management: try Zotero
  • Zotero is software that allows you to easily collect, manage, and save bibliographic information about the items you find on the Web. It also works with word processing programs to help you easily cite your sources as you write.  Ron Gilmour, our Science Librarian, created, "A Brief Guide to Using Zotero"

Chief Marketer

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Advertising Age

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