Kresge Research Guides: MKT 300/302 Marketing Management: Top Advertising Resources

Best Resources for Advertising Data

Vivvix
Vivvix from Kantar Media provides access to spend and media mix trends for brand investment analysis. Vivvix tracks advertising spending by companies, products, and brands across media channels including Network TV, Cable TV, Internet, Syndication, Magazines, Spanish Language TV, Outdoor, and Local Radio.

Use the Explore > Create New Report to:
Understand brands’ investment strategies in detail
Compare campaigns on specific competitive sets
Focus on campaign detail through a wide range of metrics (spend, Share of Voice)
Techncial Note: Vivvix uses a pooled login. Set the Sharing option to 'Share with all users' to access them on your next login.
REDBOOKS on Winmo
Content access is limited to Advanced Search and Creative options.
REDBOOKS contains information about advertising agencies and other commercial firms. For advertising agencies, the database includes information on an agency's specializations; its key personnel; its accounts and their associated brands; and its corporate hierarchy. For other commercial firms, it includes information on how much a firm spends on advertising, an extensive list of executives, including those in marketing; its advertising agencies with contact information; and a list of the firm’s brands.
Statista
Statista includes ready-made statistical charts, graphs and tables on marketing, demographics, communication, technology, politics, health, leisure and public opinion polls.
Simmons Insights
Data on the demographic, psychographic and media use characteristics of users of products, brands and services from the Simmons National Consumer Study, National Hispanic Consumer Study and Simmons Cross-Platform Media Insights.

Google Scholar Search

Search for Marketing News and Articles

The following journals are available in full text online for University of Michigan users. Login is required for off-campus access to journals.

Advertising Age
AdWeek
Communication Arts
Campaign
DM News (Direct Marketing)
Journal of Advertising
Journal of Current Issues and Research in Advertising
Marketing Week
Target Marketing

The following databases contain articles from newspapers, magazines, and trade publications in multiple industries. Enter keywords or company names to find articles about your topic.

Communication & Mass Market Complete

UM users

This database is provided through the University of Michigan Library. It contains coverage of more than 500 full-text journals in the communication and mass media fields.

ABI/INFORM Collection
ABI/INFORM contains articles from thousands of newspapers and key business magazines such as the Wall Street Journal, Financial Times, Barron’s, the Economist, and the New York Times. It also contains papers from leading academic journals across all major business disciplines.
Email and RSS feed alerts available.
Business Source Complete
Business Source Complete contains articles from thousands of newspapers, trade publications, and key business magazines such as the Harvard Business Review. It also contains papers from leading academic journals across all major business disciplines.
Use policy: When using material from this database in reports and presentations, vendor contract requirements dictate that you must include the phrase, "Used with permission of Business Source Complete."
Factiva
Originally a joint-venture between Dow Jones and Reuters, Factiva contains articles from thousands of international newspapers and key business magazines such as the Wall Street Journal, Barron’s, Forbes, Newsweek, The New York Times, The Washington Post, Reuters Newswires, Dow Jones Newswires, and thousands of others.
Technical notes: Downloads are limited to 100 documents per PDF.
Use policy: When using material from this database in reports and presentations, vendor contract requirements dictate that you must include the phrase, "Used with permission of Factiva." Traders may not use this database.