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Zimmerman's Research Guide


Find

Advertising

The American Association of Advertising Agencies (AAAA) is the main trade association for the advertising industry.

To find advertising agencies, search the Standard Directory of {Domestic/International} Advertising Agencies on Lexis (BUSREF;SDAA) Lexis also has the Standard Directory of {Domestic/International} Advertisers (BUSREF;SDA) and a combined file (BUSREF;REDBK).

For information about the advertising industry, search articles from Advertising Age and Adweek, and use the sources discussed in the "Market Research" entry.

Monitoring and Tracking: Competitrack and other services will monitor advertisements in multiple media formats to find a company name, person, product, etc., at your request. Nielsen Buzzmetrics monitors company and product names mentioned in blogs.

Finding Old Ads: Sources for advertisements include:

    * Adflip.com for classic print advertisements;
    * Ad*Access covering ads from 1911 to 1955;
    * Ad*Access covering ads from 1911 to 1955;
    * Ads of the World;
    * YouTube for some TV commercials;
    * Adweek's Best Spots (212-979-4634) for new commercials (maybe old ones too).
    * Competitrack lets you search their database after (free) registration
    * iTunes sells old TV commercials from Duke University's AdViews collection (1950s-1980s), and possibly other sources.

For more information, try contacting The Paley Center for Media (212-621-6600), formerly the Museum of Radio and Television.

For foreign ads, in addition to the sources above, try:

For services that sell recordings of TV and radio shows that may include commercials, see "News - Television & Radio - Transcripts and Recordings."

Lawyer Advertising: Each state has ethics rules regulating advertising by lawyers. For further research in this area, see "Legal Ethics."

Regulation and NARB Reports: The advertising industry has adopted "a system of voluntary self-regulation." The system is administered by the the National Advertising Division ("NAD") of the Council of Better Business Bureaus (CBBB), the Children's Advertising Review Unit (CARU), the National Advertising Review Board (NARB) and the Electronic Retailing Self-Regulatory Program (ERSP). Policies for these organizations are set by the National Advertising Review Council (NARC). Information about these agencies is posted on the Advertising Self Regulatory Council (ASRC) website.

The decisions of the NAD, CARU, ERSP and NARB are called "Reports." NAD Case Reports, CARU Caru Reports, ERSP Case Reports and NARB Panel Reports are available in print and online by subscription to the NARC Online Archives. You can search for Reports at the following sites: NAD, NARB, CARU, ERSP.

Rates: Advertising rates for print advertising are published in the Standard Rate & Data Service (SRDS). Some TV rates are mentioned in the reports posted in the Advertising Age Data Center.

Spending: The U.S. Census breaks down advertising spending by SEC codes. The Adweek "SuperBrands Report" shows ad spending by brand.

For more information about ad spending and effectiveness, see "The Advertising Game," by Terese Mulkern Terry, 15(4) Business Information Alert 5-6 (April 2003).

Treatises: The leading legal treatise on advertising is Rosden's Law of Advertising (Lexis/Matthew Bender).


See Also
Federal Trade Commission
Legal Ethics
Marketing
Market Research
News - Newspapers & Magazines - Clipping & Monitoring Services
News - Television & Radio - Transcripts and Recordings
Red Books
Television and Radio

For comments, questions and suggestions, email the author
Copyright 2014 Andrew Zimmerman