An introduction to the key sources on all aspects of advertising including budgeting, media and branding. The guide also includes typical advertising questions and where to find the information to address these questions.

Typical Advertising Research Questions (and Answers)

1.   How does one create an advertising budget?

The Advertising Age Handbook of Advertising (see link below to this ebook) describes the budgeting process and gives an overview.The chapter on budgeting begins on page 57.

For more up-to-date discussions of the topic, click on Marketing Management and then Setting Budgets in the WARC database Topics index.

2. What are the long-term effects of advertising or is an ad only effective right after seeing it?

This source provides an overview of the topic by one of the foremost researchers of the issue. While he discusses long and short-term effects throughout the book, chapters 21 and 25 deal specifically with the issue.

For further information, use the WARC database. EITHER mouse over on "Effectiveness, Analytics and ROI" in the TOPICS index on top and then select "Effectiveness" OR Click on "advanced search" and search "long term" as a phrase.


3. Does use of humor/fear affect attention to advertising?

For current literature on the topic, use the WARC database. Mouse over "Creativity and Craft"  in the Topics index on the top of the web page and then select "Humour and Jokes"  or "Emotion."

Use the Business Source Complete database: into the search box type:  humor in advertising. Change the drop down menu from "Select a field(optional) to: SU subject.

4. How should a company advertise during a recession?

This book provides background research and arguments for advertising during an economic downturn.

For current literature on the topic use the WARC database (In the TOPICS section on top, mouse over "Marketing Management" and then click on  "Marketing in a Recession."

5. How does the fast-food industry attract children?

Search the ABI/Inform database using the terms fast food, advertising and children to retrieve articles and studies on the topic. Narrow your search by putting these terms in the subject or abstract fields (by clicking on the appropriate field in the drop-down menu). Other databases such as Business Source Complete will have information as well. A search in our Library Catalog will retrieve books and studies on the topic.

7. What is the advertising to sales ratio for the x industry?

 Use the WARC database. Mouse on the "Data" tab on the top of the page; select "Data Points" and type the word: ratio in the search box.

Questions? Ask a Librarian.

Finding information on advertising related issues can be fun, but can also be challenging. The Newman librarians can help. We encourage you to contact us in person, by email or through chat.

Poster advertising library help services

Work Projects Administration Poster Collection (Library of Congress). 1940