Library Guide for MKTG 465: Promotions & Advertising

Rankings & Market Share

Market share can be broadly measured in two ways: comparing data at the company level, or examining sales by individual brand. Market share is defined as the ratio of sales of a brand to the total sales of that product-type in a particular area (city, county, continent, etc.). It can also be defined as the ratio of sales of a company's entire product line to the total sales of all related companies.

Market share data can be difficult to find, and you may have to use multiple sources.

Market Share Reporter
Location: Reference, call number HF5410 .M35
An "annual compilation of market share reports from periodical literature" with over 2,000 entries arranged by 511 SIC codes. Each entry includes the source of the data (worth taking a look at if you need more information). Provides indexes by brand name, company, product/services, place names, and source.

World Market Share Reporter
Location: Reference, call number HF5410 .W67
Provides 1,600 entries covering 270 geographical locations from 1995 to 1999. Like MSR, each entry includes the source of the data. Entries listed in SIC order.

Business and Company Resource Center
Location: Online Database. Connect to Library VPN for off campus access.
Type in your company name in the search box at the top of the screen and click on the 'Rankings' tab, then click on the 'Market Share' tab below. (Sometimes this is not available.)

Business Rankings Annual
Location: Reference, call number HG4050 .B88
Useful for company comparisons and market share by brand name.

Annual Reports
Location: Select annual reports are available in the file cabinet located outside the west entrance to the copy room.
Some annual reports provide the market share of a company's products, especially if the company is proud of its market share. Look for this material in the introductory material (the glossy, promotional section) or the management's discussion.

Articles, Trade Publications, and Associations

Periodical literature (trade magazines, general business magazines, and business newspapers) is another source of market share information. Search one of the business periodical indexes listed below, or look for trade magazines for a particular industry to find articles on a particular product, service, company, or industry. Trade publications can be valuable sources of information about a particular industry or your competitors. There are several strategies you can use to search for information in these sources:

Identify specific titles of trade publications or associations by looking in one of the sources listed above. If they include a web address, try browsing their sites. Some will require you to subscribe, and others will provide information free of charge. One example of a furniture retail association is the National Home Furnishings Association. This and other furniture trade magazines and associations are listed in the Directory of Business Information Resources below.

Directory of Business Information Resources
Location: Reference, call number HF54.52.U5 D567
Provides lists of associations, newsletters, magazines & journals, trade shows, directories & databases, and Web sites for particular industries.

Encyclopedia of Business Information Sources
Location: Reference, call number HF5353 .E52
This encyclopedia is organized by industry/topic. A list of "Periodicals and Newsletters" is provided for all the industries listed. The Encyclopedia also describes the abstracts and indexes, directories, encyclopedias and dictionaries, handbooks and manuals, statistical sources, trade and professional societies, and electronic databases available for each industry.

You can also find trade magazines in many of the article databases, such as:

Business Dateline
Location: Online Database. Connect to Library VPN for off campus access.
This periodical index focuses on regional publications. Perform a subject search for "market share" and the product name, brand name, or company (for example, "market share and trucks").

LexisNexis Academic
Location: Online Database. Connect to Library VPN for off campus access.
Select the Business category from the main menu, then Business News. From the Source List at the bottom of the search screen, select either Business & Finance (business and finance news sources and magazines) or Industry News (industry and trade sources on over fifty industries).

Business Source Premier
Location: Online Database. Connect to Library VPN for off campus access.

Advertising & Media Rates

These sources provide information about individual magazines, newspapers, radio and TV stations, cable and satellite systems, and web sites. These sources may provide information about circulation numbers, broadcast power and range, network affiliation, target audiences, physical formats, and rates charged for advertising.

Magazines

Gale Directory of Publications and Broadcast Media
Location: Reference, call number PN4867 .A97
This is a great place to start for basic information about a variety of media types. This source provides detailed information on newspapers, magazines, journals, radio stations, television stations, and cable systems. Volumes 1 and 2 list periodicals and broadcasters by city (organized by state and province). Addresses, phone numbers, frequency, physical layout, subscription rates, advertising rates, circulation, networks, wattage, and other data are listed where appropriate. Volume 3 provides the master index, tables and statistics; volume 4 provides regional market indexes by media type.

SRDS Consumer Magazine Advertising Source
Location: Reference, call number HF5905 .S725
Provides detailed advertising rates offered by magazines. Magazines are listed by subject.

SRDS Business Publication Advertising Source
Location: Reference, call number HF5905 .S792
Provides detailed advertising rates offered by trade publications. Publications are listed by subject.

Advertising Age Data Center
Location: website
Provides lists of top magazines and circulation rankings.

Newspapers

Editor and Publisher International Year Book
Location: Reference, call number PN4700 .E4
Provides detailed information about newspapers. Newspapers are listed alphabetically by state and city. Entries include circulation figures, basic advertising rates, key personnel, and detailed production details. Contents: I. U.S. and Canadian dailies; II. newspaper groups, specialty, and college newspapers; III. foreign newspapers; IV. syndication and news services; V. equipment/interactive products and services; VI. associations and trade organizations. For more detailed rates, see the SRDS Newspaper Advertising Source below.

SRDS Newspaper Advertising Source
Location: Reference, call number HF5905 .S785
Provides detailed advertising rates offered by newspapers, organized by state and city.

Gale Directory of Publications and Broadcast Media
Location: Reference, call number PN4867 .A97
This is a great place to start for basic information about a variety of media types. This source provides detailed information on newspapers, magazines, journals, radio stations, television stations, and cable systems. Volumes 1 and 2 list periodicals and broadcasters by city (organized by state and province). Addresses, phone numbers, frequency, physical layout, subscription rates, advertising rates, circulation, networks, wattage, and other data are listed where appropriate. Volume 3 provides the master index, tables and statistics; volume 4 provides regional market indexes by media type.

Broadcasting

TV Dimensions
Location: Main Collection, call number HE8700.8 .T917
A great source for television statistics, industry news, and research on viewership. Covers on-air broadcasting, cable, network television, syndication, VCR's, and the Internet. Contents: 1. "General Dimensions" (market share, advertising revenue, profits, and TV viewing); 2. Cable and other forms of electronic media; 3. Daypart audiences; 4. Program type appeals; 5. Reach and frequency; 6. Viewing interest and attentiveness; 7. Commercial exposure and interest; 8. Intermedia comparisons.

Gale Directory of Publications and Broadcast Media
Location: Reference, call number PN4867 .A97
This is a great place to start for basic information about a variety of media types. This source provides detailed information on newspapers, magazines, journals, radio stations, television stations, and cable systems. Volumes 1 and 2 list periodicals and broadcasters by city (organized by state and province). Addresses, phone numbers, frequency, physical layout, subscription rates, advertising rates, circulation, networks, wattage, and other data are listed where appropriate. Volume 3 provides the master index, tables and statistics; volume 4 provides regional market indexes by media type.

Internet

SRDS Interactive Advertising Source
Location: Reference, call number HF5905 .S793
Provides advertising rates offered by web sites, organized by subject (there is an alphabetical index of web sites -- look for the yellow pages). Most entries include a profile, key personnel, self-reported usage or circulation (e.g. "hits"), audience profile, and advertising rates for banners, keyword clusters, and sponsorship packages.

Advertising on the Internet
Location: Online, e-book. Connect to Library VPN for off campus access.
Includes information on pricing online ads.

Advertising Expenditures

Advertising Age Data Center
Location: website
Provides a list of the 100 leading national advertisers. Total ad expenditures are provided for each company. Select a company name for expenditures by media and brand.

Adweek Client/Brand Directory
Location: Online Databases. See Business and Company Resource Center or Business Source Premier
A special issue of Adweek, published separately in January. Provides basic company information for companies, but also lists each company's recent media expenditures and main advertising agency. Also includes a directory by states, a "SuperBrands 2000" ranking, and several indexes. AdWeek is available in numerous electronic databases in full text.

Advertisers, Agencies & Brands Directories

Advertisers & Agencies

Advertising Age Data Center
Location: website
Provides recent lists of top advertisers and media companies, as well as reports on agencies and advertising markets. Much of this information comes from the Adweek Client/Brand Directory (see below).

Adweek Client/Brand Directory
Location: Online Databases. See Business and Company Resource Center or Business Source Premier
A special issue of Adweek, published separately in January. Provides basic company information for companies, but also lists each company's recent media expenditures and main advertising agency. This directory also includes a "SuperBrands 2000" ranking, a geographical index, and other indexes. AdWeek is available in numerous electronic databases in full text.

Brands

Brands and Their Companies
Location: Reference, call number T223.V4 A25

Encyclopedia of Consumer Brands
Location: Reference, call number HF5415.3 .E527 1994
Each article includes a table providing basic information (market share, competitors, advertising agency, etc.) as well as sources for further reading. Brand names listed alphabetically within each volume; each volume includes indexes by brand name, companies and persons, advertising agencies, and brand categories. Volume 1 covers Consumable Products (food, pet food, non-alcoholic and alcoholic beverages, tobacco); Volume 2 covers Personal Products (apparel, cosmetics, health and beauty aids, cleaning products, paper products, over the counter drugs, and office supplies); Volume 3 covers Durable Goods (appliances, automobiles, electronic devices, home furnishing and building supplies, musical instruments, photographic equipment, sporting goods, and toys).

Advertising Age Data Center
Location: website
Provides lists of top brands. Some of the lists provide ad expenditures. You can also search for brands and learn which ad agency has a contract for that brand.

Encyclopedia of Major Marketing Campaigns
Location: Reference, call number HF5837 .E53 2000, also available as eBook
Brands covered in the encyclopedia are listed in the index. The emphasis is obviously on advertising campaigns, but most of the articles provide historical context. Most articles provide sources of further reading.

Demographics, Buying Behavior, & Statistics

General & U.S. Sources

American Factfinder
Location: website
From the US Census Bureau.

FedStats
Location: website
Official statistical information available to the public from the Federal Government. Tracks economic and population trends, health care costs, aviation safety, foreign trade, energy use, farm production, and more. Access official statistics collected and published by more than 70 Federal agencies without having to know in advance which agency produces them. Browse by topic, agency or search for key words or phrases. Use MapStats to profile your State, county, Federal judicial district, or congressional district.

Census Bureau Statistical Subject Index
Location: website
Data collected by the Census Bureau on a variety of different subjects, including economic and business related, housing, and special demographic tabulations.

Statistical Abstract of the United States
Location: website
A compendium of statistics from a variety of government and other publications.

American Demographics
Location: Periodicals, call number HB3505 .A66
Often, information on customers or target markets can be found within articles in newspapers and magazines. American Demographics is a great resource for market research articles. This is available in full text electronically from 1986-2004 through the Business and Company Resource Center

Population Reference Bureau
Location: website
For US population data.

Censtats
Location: website
A collection of statistical resources offered by the U.S. Census Bureau.

State & County QuickFacts
Location: website
From the US Census. Includes most recent economic and demographic estimates by State and County.

CensusScope
Location: website
A tool for investigating U.S. demographic trends. Allows you to create charts and tables for key demographic variables by State or MSA.

FDIC Regional Economic Conditions
Location: website
Includes charts and tables of economic indicators by MSA and County. Includes statistics on bankruptcies, housing, employment, and income.

County Business Patterns
Location: website
Employment and establishment data for counties, ZIP Codes, and Metropolitan Areas.

Population Change & Migration Data Charts
Location: website

A Statistical Portrait of the United States : Social Conditions and Trends
Location: Reference, call number HA214 .S84 2002
A great source for national data. Includes data from a variety of commercial and government sources. Contents: population, living arrangements, education, health, labor force and job characteristics, income, wealth, and poverty, housing, crime and criminal justice, voting, leisure, volunteerism, religiosity, environment, and government. The appendix provides detailed tables.

Rand McNally Commercial Atlas & Marketing Guide
Location: Reference Oversized, call number HF1023 .R18 2003
Provides "population, economic and geographic data for more than 124,000 U.S. Places". It includes five sections: 1.) U.S. and metropolitan area maps; 2.) transportation and communication data; 3.) economy; 4.) population; 5.) state maps, statistics, and index of place names. The Atlas provides census data as well as current estimates from government and commercial sources.

The American Marketplace : demographics and spending patterns
Location: Reference, call number HA203 .A635 2003
This book uses mostly governmental sources, but manipulates the data further. Descriptive text is opposite each table. Contents: education, health, income, labor force, living arrangement, population, spending, and wealth. The most recent edition of this book is available through Lexis-Nexis. Change the "Source" to the "Official Guide to the American Marketplace" (the old name for this book), and change the date to "Previous two years".

Demographics USA
Location: Reference, call number HF5415.3 .D463
Organizes data by topic, and includes sixteen sections: 1. Introduction; 2. State and Regional Summaries; 3. Metropolitan Area Rankings; 4. DMA Rankings; 5. Basic Demographics; 6. Population by Age and Sex; 7. Household Data; 8. Households by Effective Buying Income; 9. Retail Sales and Estimates by Store Group; 10. Retail Sales by Merchandise Line; 11. Five Year Projections; 12. Consumer Expenditures; 13. Establishments and Employee Data; 14. Occupation Employment Data; 15. Metro Areas; 16. DMA's.

Sourcebook of Zip Code Demographics
Location: Reference, call number HA203 .S67
An annual publication that includes estimates for the current year. The main section presents zip code demographic data by state, but there are also summary sections for states and MSA's, and business data by zip code. Contents: population, households, families, race, age distribution, income, financial services, the home, entertainment, and personal characteristics. It also includes sections on consumer type and business data.

State Rankings : A Statistical View of the 50 United States
Location: Reference, call number HA203 .U17

America's Top Rated Cities : A Statistical Handbook
Location: Main Collection, call number HT123 .A669
Provides detailed information on major American cities. Typical contents for each city include rankings, economy, imports and exports, city finances, population, income, employment, taxes, commercial real estate, utilities, transportation, businesses, hotels and motels, convention centers, cost of living, housing, residential utilities, health care, education, major employers, public safety, recreation, media, climate, and air and water quality.

Colorado Sources

County Business Patterns, Colorado
Location: Government Documents, call number C 3.204/3-7:

Colorado Demography Office
Location: website

Colorado by the Numbers
Location: website
A collection of statistics about the State of Colorado organized into a number of categories, many of which are relevant to business, including: Banking; Consumer Price Index and Cost of Living; Economy; Labor, Employment and Wages; Manufactures and Taxation.

Colorado Labor Market Information
Location: website
Statistics on labor, employment, wages, etc.

Market Segments & Consumer Research

The Lifestyle Market Analyst
Location: Reference, call number HF5415.33.U6 L54
Includes four sections: 1. Market profiles (DMA, listed demographics and lifestyles); 2. Lifestyle profiles (by activity or hobby); 3. Consumer segment profiles; 4. Consumer magazines and direct marketing lists (magazines or lists targeting toward a lifestyle profile).

Regional Markets: The Demographics of Growth & Decline
Location: Reference, call number HA214 .E94 1999
Organizes data according to regions (MSA's, counties, states, etc.) Volume 1 covers population, births, deaths, and migration, population by age, and population by race and Hispanic origins. Volume 2 covers total households, households by age, type, race and Hispanic origin, and household income. Many tables provide rankings. Sources are given for each table.

Statistical record of Asian Americans
Location: Reference, call number E184.O6 S73 1993

Statistical record of Black America
Location: Reference, call number E185.5 .S83
Includes a wide variety of sources, and covers 996 topics. Contents: arts, attitudes, values, and behavior, business and economics, crime, education, health and medical care, housing, income, spending, wealth, labor and employment, miscellany, military, politics and elections, population, social and human services, sports and leisure, the family, and vital statistics. For older data, see Historical Statistics of Black America (see below).

Historical Statistics of Black America
Location: Reference, call number E185 .H543 1995

Statistical record of Hispanic Americans
Location: Reference, call number E184 .S75 S473

Hispanic Americans: A Statistical Sourcebook
Location: Reference, call number E184.S75 H5655

Statistical record of Native North Americans
Location: Reference, call number E98 .P76 S76

Statistical record of Older Americans
Location: Reference, call number HQ1064.U5 S697

Marketing to American Latinos: A Guide to the In-Culture Approach
Location: Main Collection, call number HC110.C6 V348 2000

Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites
Location: Main Collection, call number E184.A1 R78 2002

American Generations: Who they Are, How They Live, What They Think
Location: Main Collection, call number HC110.C6 M545 1998
Most tables have explanatory text on the opposite page. Sources are given for each table. Contents: the generations, attitudes and behavior, education, health, households, housing, income, labor force, population, spending, and wealth.

Americans 55 & Older: A Changing Market
Location: Main Collection, call number HQ1064.U5 A447 1999
Most tables have explanatory text on the opposite page. Contents: attitudes and behavior, education, health, income, labor force, living arrangements, population, spending, and wealth.

Baby Boom: Americans Aged 35 to 54
Location: Reference, call number HN60 .R868 1999
Most tables have explanatory text on the opposite page. Contents: attitudes and behavior, education, health, income, labor force, living arrangements, population, spending, and wealth.

Generation X: The Young Adult Market
Location: Reference, call number HC110.C6 M544 1999
Most tables have explanatory text on the opposite page. Contents: attitudes and behavior, education, health, income, labor force, living arrangements, population, spending, and wealth.

Older Americans : A Changing Market
Location: Reference, call number HQ1064.U5 O43 2004

Who's Buying for the Home
Location: Main Collection, call number HD9971.U6 W56

Household Spending : Who Spends How Much on What
Location: Reference, call number HC110.C6 O34
Based on data collected by the Bureau of Labor Statistics' Consumer Expenditure Survey. The data is organized by age, income, household type, and region. Chapters include spending topics, apparel, entertainment, financial products and services, food and alcohol, gifts, health care, housing and household operations, shelter and utilities, personal care, reading, and education, tobacco, and transportation.

American Incomes: Demographics of Who Has Money
Available in the Kraemer Library Reference collection, call number HC110.I5 A447 2001
Based on data collected by the Bureau of Labor Statistics' Current Population Surveys. Topics: household income, men's income, women's income, discretionary income, wealth, and poverty.

Best Customers : Demographics of Consumer Demand
Available in the Kraemer Library Reference collection, call number HC79.C6 R87 2005

Mediamark Research Reports
Available in the Kraemer Library Reference collection, call number HF5415.3 .M43
"Provides the advertising industry with detailed demographic and marketing segments of media audiences... The Product Data Series consists of twenty volumes devoted to the cross tabulations of product/service by demographic characteristics and media audiences." Reports are available for a variety of products.