Super Searchers on
Madison Avenue
Top Advertising and Marketing
Professionals Share Their Online Research Strategies
By
Grace
Villamora | Edited by Reva Basch
Research professionals in the advertising and
marketing game are a rare breed. Working in one of the business world’s true
pressure cookers, these super searchers find and analyze the information that
fuels today’s most successful new product launches and advertising campaigns.
Their market research expertise provides critical strategic support to new
business teams, account managers and planners, copywriters, art directors, and
sales promotion specialists at every major international ad agency. Here,
Grace A. Villamora—Director of Knowledge Management at Euro RSCG Tatham
Partners—gets 13 research pros from such firms as TBWA\Chiat\Day, Leo Burnett,
and Interpublic to share the tips, techniques, and resources that have made
them the best in the business.
CyberAge Books
February 2003/220 pp/softbound
ISBN 0-910965-63-3
Regular price: $24.95, Sale price: $19.95
Available from
Information Today
The following link from
Information Today features a growing collection of links to advertising and
market research web resources recommended by the editors of Super Searchers on
Madison Avenue:
http://www.infotoday.com/supersearchers/ssoma.htm
There are several excellent
advertising and marketing research websites. Below
are a few recommended sites, some of which are free, while others require a
subscription or membership to their organization. If you
have any other links of interest send them to the
webmaster.
Adbrands
Subscription service providing an international directory of advertisers and
their agencies, including a
detailed
Account Assignments database
Ad
Research Center
University of Texas, Austin,
Department of Advertising electronic reading room for advertising-related materials.
Advertising Association
UK advertising association with research and statistics on advertising in the
UK.
Advertising Educational Foundation
US
association addressing issues and trends in the
advertising industry.
Advertising Research Foundation
The ARF leads key
industry learning initiatives that increase the contribution of research to
better marketing, more effective advertising and profitable organic growth.
They publish the
Journal of Advertising Research.
Advertising Law Resource Center
Source of FTC documents concerning advertising
regulations in the US.
Advertising
World
Resources for advertising &
marketing professionals, students, and teachers. The most extensive
collection of advertising-related links on the Web!
Agency Compile
Agency profiles, clients, case histories,
and contact information.
American
Association of Advertising Agencies
Founded in 1917, the 4As is the
national trade association representing the advertising agency business in the U.S.
American
Marketing Association
The AMA is an international
professional organization for people involved in the practice, study and
teaching of marketing. They publish the
Journal of Marketing and the
Journal of Marketing Research.
Arbitron
Media
and market research company with many
Free Studies
and
Press
Releases.
Association of National Advertisers
Association for companies marketing
products in the US, with related research and best practices. The publish
The Advertiser.
Cause Marketing Forum
Case studies, guidelines, awards and trends for cause marketing.
Direct Marketing Association (UK)
Research on direct marketing in the UK,
including best practices, case studies, fact sheets and codes of practice.
Direct Marketing Association (US)
Association providing statistics, research and case studies on direct marketing in the US.
DoubleClick
Reports and studies on Internet
marketing , including
research on e-mail marketing, banner ads and more.
Duke University: John W. Hartman Center for Sales, Advertising & Marketing History
Large archive of historic advertising.
eMarketer
Aggregator of market research on interactive marketing. Requires
subscription. See
Articles for
free items.
European Association of Communications Agencies
Association providing the
EFFIE awards, advertising research and European ad standards.
Federation of European Direct Marketing
European association for direct marketing and interactive advertising,
providing industry facts, expenditures, reports and directory.
Interactive Advertising Bureau
Association providing news and
research on
Internet advertising in the US, including
Industry Statistics,
Ad Revenue Reports,Case
Studies
and
Glossary.
KnowThis.com
Marketing Virtual Library. Knowledge
source for market research, marketing plans, internet marketing, marketing
careers & much more!
MarketingProfs.com
Tutorials and articles on all marketing topics, written by marketing professors
and professionals. Some content is only available to subscribers.
Media Info Center
Northwestern University site
providing comparative statistics for all media including
Advertising
Revenue,
Audience
Penetration and
Audience Size.
It also provides today's top media news stories.
MediaPost
Media
industry news, directory, campaign launches, research and links to additional sites.
Morgan Anderson Consulting
Surveys and white papers on Agency Compensation, Client Relations and Media
Buying Management
Public Service Advertising Research Library
Articles and case studies on public service advertising
Red Books.com
Online
version of the Advertising Red Books, an international
directory of agencies and advertisers, providing profiles, account assignments
and key people.
Veronis Suhler Stevenson
Annual report on the communications industries, with detailed projections on
media expenditures. Some information is available for free on the website.
World Advertising Research Center
Subscription service providing
international case studies, best practices, media research and articles from
advertising journals.
World Federation of Advertisers
International association with resources on advertising regulations around the
world.
