ADVERTISING RESEARCH Competitive Effectiveness VSB 2020, Spring 2011

Traditional Media Advertising

SRDS: Standard Rate & Data Service

Content: Consumer magazines, Digital (AKA web sites), Direct Marketing, Out of Home, Newspapers,

Not Included: TV, Cable, Radio Search methods: by category, by

keyword, by geographic market Quick Profile to scan results Prices

SRDS

Media Kit Demographics Rate Card & Ad Specs

MRI+ University Reporter

Cumulative-Reach Frequency

Qualitative-where read, how read, ad interest, cut ads

Report- circulation, rates, editorial policy, links to e-kits

Specifics: websites, magazines, cable stations

Quantity & Time : radio TV quantity

Consumer Magazines Media Consumption: Product/Media

Radio 30 second spothttp://www.radio-locator.com/http://www.stationratings.comTV & Cablehttp://www.tvb.org/market_profileshttp://www.zap2it.com/tv/ratings/

Gale Directory of Publications & Broadcast Media

Radio & Television

Trade News Searching

What about digital?

Karpinski, R. (2010, April 19) Ad networks and exchanges 101. Advertising Age. Retrieved from http://adage.com/print/143310

Morrissey, B. (2010, October 25). Audience revolution. 51 (38) p.6 Adweek. Retrieved from Business Source Premier

Bowman, J. (2010, July). Real-time bidding: Buy it now. New Age Media. Retrieved from Business Source Premier

ComScore Alexa BizShark MarketingCharts HitWize eMarketer

Subscription

Networks/Exchanges/Auctions

Metrics/ROI

Advertising Expenditures: Benchmarks

Search by brand name, or product/service classification

Ad$Summary

Directory of advertisers, advertising agencieshttp://ezproxy.villanova.edu/login?URL=http://www.redbooks.com

Advertising Redbook