Fulltext articles from a wide variety of advertising and marketing sources including many academic or scholarly journals.
Subjects Terms to Use:
Media (film & broadcasting)
Media buying companies
Media planning & buying
Media, Media Agencies
Articles on media effectiveness and trends. Many fulltext and many scholarly journals. Search using subject terms, by looking up terms in "Thesaurus". (see example by clicking on "i" above) An example of a targeted search would be to use the term "advertising" as the subject in the first line, "radio" as a subject in the second line and "clutter" as a term in the abstract in the third line.
Though primarily concerned with Radio advertising, this database contains information, white papers and articles on various media, intermedia comparisons and studies on the effectiveness of using radio with other media
Search WARC using its index or free text. For example, use the WARC index, click "media", then scroll down to "Television" and click "TV spot lengths and position" for research and articles on 30 or 60 minute commercials.
eBook is available from several databases. See here for the list:
Also available in hard copy on the shelf:
HF5826.5 .K46 2008 4th floor