Media Planning
- Advertising Rate CardsMany magazines and newspapers post their advertising rates, or rate cards, on their websites. This article describes how to interpret rate cards.
- Digital Media Planning CalculatorsSRDS Media Planning and Buying Calculators are used to calculate Cost Per Thousand (CPM), Cost Per Rating Point (CPP), ratings, shares, reach and frequency, brand development index, and other formulas used in media planning and buying.
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Promotion & Advertising Research
Promotion is the 4th "P" of the marketing mix. Promotion is about communication to consumers and includes advertising, media, and marketing channel strategies that deliver information to target audiences and influence a decision to purchase.
This page provides key sources of information and data for developing your promotion strategy.
Start Here: Audience Research
The tools in this section are your 'best bets' for getting started. Make note of what you learn - you can use information from these sources as evidence in your marketing strategy, and as search terms in library databases or web searches to find additional details.
Mintel Reports
Mintel Reports are excellent resources for identifying appropriate marketing channels by audience:
- Consumer Insights sections of all reports describe consumer values and information seeking behaviors
- Competitive Insights sections detail key marketing and advertising trends, including channel success
- Demographic-Based Reports provide a wide view of different groups' purchasing behaviors, media consumption, and appropriate marketing channels
Statista
Statista reports can be used to understand the impacts of different forms of marketing and advertising and lead to more informed decisions and further research ideas.
- Start with a keyword search: terms like promotion and digital advertising will show you a large list of results, which can help you brainstorm different search terms. Influencer Marketing and similar channel-specific terms will provide more specific reports.
- Review some high-level reports: starting broadly can give you an idea of what's available. A few suggested starting points are:
Learn More: Advertising Industry Publications & Associations
Trade and professional associations are rich sources of information for business and marketing research. These organizations are frequently comprised of field experts who collect data and statistics and publish reports, articles, and other resources focused on a specific topic.
Trade publications are industry-specific periodicals, news sites, magazines, and journals, where industry practitioners and scholars publish on current topics and trends.
Trade Publications
- AdAgeAdAge is a web and print publication featuring articles on a wide range of topics in advertising and consumer marketing.
- Marketing NewsMarketing News is an online trade publication featuring articles discussing trends in advertising and consumer marketing.
- Business Source Complete This link opens in a new window
Find articles from advertising journals and trade magazines, including Advertising Age, Adweek, Brandweek, and Journal of Advertising Research
Trade Associations
- Association of National Advertisers (ANA)The ANA is the largest and oldest advertising trade association in the US. The Resources section of the website includes data, reports, and articles about many trends in the advertising and marketing industries.
- Interactive Advertising Bureau (IAB)A professional association focused on digital media and marketing media in the interactive advertising industry. Find reports, emerging trends, and industry insights in the Research & Insights section of the site.
- Television Bureau of Advertising (TVB)A not-for-profit trade association representing America’s local broadcast television industry, including linear and digital platforms. The site's Research section includes research reports on a variety of topics in consumer marketing.
- Video Advertising Bureau (VAB)A professional association focused on advertising and marketing through television, cinema, and streaming video. The Insights section includes reports, case studies, and guides for marketers. Some content is free to access.
