Elizabeth Stephan Librarian for the College of Business and Economics
CBE Reference hours:
CBE Office PH45/45B
Oct 13 - Dec 2
Tuesday 1:30-3:30
Wednesday 9:30-11:30
Library Office:
Haggard Hall 226
Phone: 360-650-2061
Email: Elizabeth Stephan
AOL IM: buslibrarian
Facebook: Elizabeth Stephan
Find Books and more in our Library Use the Library Catalog to locate materials within our collection. The Library Catalog provides location, call number and bibliographic information for the books, journals, newspapers, selected government documents, microforms and other media, as well as online or electronic resources owned or accessed by the Western Libraries.
Subject Headings Books and other resources can be found in the Western Library catalog or the Summit catalog by searching by subject. Please use the following Library of Congress subject headings:
Advertising media sourcebook / Turk, Peter B. • Location: Haggard 2 -Reference HF5826.5 .A38 1996
• Check Catalog Describes the key sources of data and information used in advertising. The focus appears to be on advertising expenses.
Dictionary of marketing & advertising / Baker, Michael John. • Location: Haggard 2 -Reference HF5415 .B273 1990
• Check Catalog Although dated, this was once considered the definitive resource for those needing the meaning of a marketing and advertising terms.
Dictionary of marketing and advertising / Rosenberg, Jerry Martin. • Location: Haggard 2 -Reference HF5415 .R577 1995
• Check Catalog This work contains 5,000 entries which include definitions, acronyms and abbreviations in the are of advertising and marketing.
Broadcasting & cable yearbook • Location: Haggard 2 -Reference HE8689 .B77
• Check Catalog Directory of TV, cable and radio stations in Canada and the US.
Standard directory of advertisers / National Register • Location: Haggard 2 Reference HF5805.S7 1998; index volume is labeled HF5805.S714
• Check Catalog Widely known as "The Advertiser Red book" this contains data on over 25,000 companies that spend a minimum of $200,000 on national and/or regional advertising. The directory also includes a list of the 200 national leading advertisers as well as leading advertisers in 11 different media categories. You can use this directory to answer a number of questions such as: Which companies produce a particular product? Which companies place advertising directly rather than through an agency? Some advertising budgets are supplied but they may or may not include direct mail promotions. The index volume has indexes by product categories, state, brand name, SIC and executive personal name.
Standard directory of advertising agencies • Location: Haggard 2 Reference HF5805.S785
• Check Catalog Use the Standard Directory of Advertising Agencies to find information on a particular ad agency; agencies in a given geographic location, to search for agencies by specialization, to locate executive personnel. Listings for agencies also include the names of their principal accounts.
Television and cable factbook • Location: Haggard 2 Reference TK6540.T453 3 volumes
• Check Catalog This two volume guide tells you just about anything you need to know and television and cable access, including profiles of local television stations and cable systems. There are maps showing the broadcast range, summary figures on station viewership, and market data such as estimates of the number of households watching and "average daily circulation". The guide intends to include advertising rates for local stations and cable systems, but most entries say simply "on request" because rates change frequently.
Reference Works: Encyclopedias
The Advertising age encyclopedia of advertising / Advertising Age • Location: Haggard 2 -Reference HF5803 .A38 2003
• Check Catalog This includes a large number of entries focused on the history of advertising agencies and holding companies, advertiser/brand/market histories, biographies of key people associated with advertising as well as entries on theoretical, methodological and practical aspects of advertising.
Reference Works: Handbooks
Dartnell advertising manager's handbook / Stansfield, Richard H. • Location: Haggard 2 -Reference HF5823 .S78 1977
• Check Catalog This handbook is oriented toward industrial advertising but can be applied to consumer advertising. There are many case histories and a glossary.
International Advertising Association / International Advertising Association This is a global association representing the common interest of advertisers, agencies, and the media. It principal objectives are to protect freedom of commercial speech and consumer choice, promote the value of advertising, and encourage self-regulation. The web site gives more information about the organization, and lists its member chapters.
Marketer's guide to media • Location: Haggard 2 -Reference P88.8 .M37
• Check Catalog This gives current rates and audience estimates for the major media. It also provides trends in advertising volumes. Some data is included for teen groups and Hispanic groups. These two sections show the growth in markets, demographic variables and publications targeted to these market places.
Paintedcows / Paintedcows An entertaining advertising and marketing site with links to a variety of other sites, including Business and Legal issues as well as Production issues.
Advertising Expenditures
You can also find some advertising expenditures through the use of Proquest, Business and Industry and Tablebase databases. Try a search such as ad* budget or ad* (w/5) spend*. Both Tablebase and Business and Industry use a concept term "ad budget".
Advertising Age • Location: Wilson 2East - Reading Room Current Issue
Wilson 2East - Periodical Oversize HF5801.A276
• Check Catalog Recent issues, including some reports and a Job Bank are available free online from the Business and Industry database available on the Library Website.
This important weekly contains news and information on national and international advertising stories and issues, including stories on leading advertisers in selected specific markets (e.g. pizza sales, athletic-shoes, toothpaste). More detailed profiles of the advertising practices of the top 100 spenders are also given, including breakdowns of what they spent on which type of media, advertising dollars by company brand, and sales and earnings information.
There are a number of special issues throughout the year, such as last issue in September includes a section on the 100 Leading National Advertisers which actually lists the top 200 by advertising expenditure, with breakdowns on amount spent on magazine and newspaper advertising, and TV, cable and radio; last issue in June includes leading media companies; first June issue includes top U.S. business research organizations rankings by research revenue, etc.
Advertising age's business marketing • Check Catalog This publishes several top 100 ranking lists of advertisers. It gives total ad budget, % change from last year, etc.
Ad Age datacenter / Ad Age Research Department This site is packed with usable information, including an annual agency report which gives a global overview of the advertising agency business, an agency profile yearbook, profiles of the 100 leading national advertisers with comprehensive ad spending estimates, and salary survey of executive salaries, etc.
Advertising ratios & budgets / Schonfeld & Associates, Inc • Location: Haggard 2 -Reference HF5801 .A2846
• Check Catalog Covers 6000+ US companies as well as about 300 major foreign companies – provides budget, ad to sales ratios, budget forecasts and growth rates. It also includes industry ad spending rankings.
Brandweek This weekly publication often has special surveys such as the top 50 online advertisiers which lists advertising expenditures. It also includes articles, interviews, business profiles, licensing, new products and new campaigns aimed at professionals in marketing in agencies and client companies.
Newspaper Association of America (NAA) / Newspaper Association of America This site contains a great deal of information all well organized under tabs and pull-down menus. The Advertising/marketing tab provides links to Best practices, Seller’s tools, Trends/Numbers, and Industry data. The Research menu provides additional charts and survey information under individual topics such as Industry statistics and Targeting teens, etc.
Standard directory of advertisers / National Register • Location: Haggard 2 Reference HF5805.S7 1998; index volume is labeled HF5805.S714
• Check Catalog Widely known as "The Advertiser Red book" this contains data on over 25,000 companies that spend a minimum of $200,000 on national and/or regional advertising. The directory also includes a list of the 200 national leading advertisers as well as leading advertisers in 11 different media categories. You can use this directory to answer a number of questions such as: Which companies produce a particular product? Which companies place advertising directly rather than through an agency? Some advertising budgets are supplied but they may or may not include direct mail promotions. The index volume has indexes by product categories, state, brand name, SIC and executive personal name.
Advertising History
Advertising archives / Viner, Larry and Susan Viner The Advertising Archives was established in 1990 by Larry and Suzanne Viner and is the largest and most comprehensive resource of its kind in Europe. It comprises over 1 million catalogued images – 50,000 of which are searchable online.
Fifty years of Coca-Cola television advertisements / Library of Congress Television advertisements, never-broadcast outtakes, and experimental footage reflecting the historical development of television advertising for a major commercial product. This is part of the Library of Congress American Memory Project.
NAICS Codes - 5418* Advertising and related services
Advertising Industry Profiles
Industry information resources / Valuation resources.com Industry Resources Reports list resources available from trade associations, industry publications, and research firms which address subjects such as industry overview, issues, trends, and outlook, financial benchmarking, compensation surveys, and valuation resources. It is organized by SIC code and there are more than 200 reports available. Not all resources are free.
Plunkett's advertising and branding industry almanac / Plunkett • Location: Haggard 2 Reference HF 5805 P586
• Check Catalog This provides complete profiles of the advertising and branding industry firms, the latests statistics and trends.
Wetfeet / Wetfeet This contains a wide number of industry profiles including
Accounting, Advertising & PR,
Aerospace & Defense,
Biotechnology & Pharmaceuticals,
Commercial Banking,
Computer Hardware,
Computer Software,
Consulting,
Consumer Electronics,
Consumer Products,
Education,
Energy & Utilities,
Entertainment & Sports,
Health Care,
Hospitality & Tourism,
Human Resources,
Insurance,
Internet & New Media,
Investment Banking,
Journalism & Publishing,
Law,
Manufacturing,
Mutual Funds & Brokerage,
Non-Profit & Government,
Real Estate,
Retail,
Telecommunications,
Transportation, and
Venture Capital
Advertising Finance and Investment
Value line investment survey / Value Line Inc. • Location: Haggard 2 -Reference HG4501 .V26
• Check Catalog Value Line is a geared towards investors, but knowing the financial performance of a company and its competitors is another way to sum up a company and industry. Value Line is updated quarterly. Included for each company is an analyst commentary on the future performance expectations of a company's stock. Companies in Value Line are organized by industry and each industry has a one-page summary.
Advertising Law and Regulations
Adlaw / Adlaw by Request Touted as the "premier source of legal information for advertising and marketing", the site provides current news on law and legislation.
Advertising guidance / Federal Trade Commission At this site the FTC provides both policy and guidelines for many types of advertising, including advertising and marketing on the internet, substantiation and pricing statements, use of the word "free", and the use of endorsements and testimonials.
World Federation of Advertisers / World Federation of Advertisers This organization lobbies on behalf of advertisers both in Europe and worldwide on all relevant communications subjects and defends the interests of its National Associations of Advertisers and its Corporate Members. The organization considers itself to be the Voice of advertisers worldwide.
Advertising Media
Television and cable factbook • Location: Haggard 2 Reference TK6540.T453 3 volumes
• Check Catalog This two volume guide tells you just about anything you need to know and television and cable access, including profiles of local television stations and cable systems. There are maps showing the broadcast range, summary figures on station viewership, and market data such as estimates of the number of households watching and "average daily circulation". The guide intends to include advertising rates for local stations and cable systems, but most entries say simply "on request" because rates change frequently.
Advertising Prices, Costs, Quotes or Rates
Americas market & mediafact / Zenith Media • Location: Haggard 2 -Reference HF5813.L29 A44
• Check Catalog The latest advertising, media, demographics and economic information available for 14 countries in the Americas.
Asia Pacific market & mediafact / Zenith Media Worldwide • Location: Haggard 2 -Reference HF5813.A78 A85
• Check Catalog The latest advertising, media, demographics and economic information available for 18 countries in the Asia Pacific region.
Editor & publisher international year book • Location: Haggard 2 -Reference PN4700 .E4
• Check Catalog This provides facts about the US and Canadian newspaper industry including personnel, circulation and advertising rates.
Marketer's guide to media • Location: Haggard 2 -Reference P88.8 .M37
• Check Catalog This gives current rates and audience estimates for the major media. It also provides trends in advertising volumes. Some data is included for teen groups and Hispanic groups. These two sections show the growth in markets, demographic variables and publications targeted to these market places.
Western European market & mediafact / Zenith Media, • Location: Haggard 2 -Reference HF5813.E85 W47
• Check Catalog The latest advertising, media, demographics and economic information available for 16 Western European countries.
Advertising Statistics
Newspaper Association of America (NAA) / Newspaper Association of America This site contains a great deal of information all well organized under tabs and pull-down menus. The Advertising/marketing tab provides links to Best practices, Seller’s tools, Trends/Numbers, and Industry data. The Research menu provides additional charts and survey information under individual topics such as Industry statistics and Targeting teens, etc.
United States. Economic Census / United States. Department of the Census Provides statistics on a wide variety of industries that are considered economic in nature. It is composed of two parts: The Industry Series; and the Geographic Series. Use the NAICS codes to help find the statistics on the industry you want.
Commercials, Campaigns, etc
See also advertising history which contains scanned images of ads, songs, etc. We have several videos that contain the best ads for certain years.
Clipland / Clipland A searchable database of TV commercials online worldwide.
Encyclopedia of major marketing campaigns / Riggs, Thomas • Location: Haggard 2 -Reference HF5837 .E53 2000
• Check Catalog This profiles 500 of the most notable advertising and marketing campaigns chosen for their innovation, effectiveness, significance or that they have had a positive or negative significance or change on lifestyle. Each campaign is targeted at marketing particular products or services.
Related Topic: Industry Research
Industry Research (General and US) [Page no longer available]
