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Marketing and Advertising


The Mahaffey Business Library subscribes to various advertising databases which provide insight into a market from a consumer perspective. They outline the performance of products, advertising expenditures where data is available, and consumer behavior on specific products and brands. Searching these databases varies by platform as some are image oriented, data oriented, or narrative oriented. 

Recommended Resources

Print Resources

The Advertising Red Books. Agencies. (formerly known as Standard Directory of Advertising Agencies)

  • Located in Reference, specifically HF 5805 .S72. 

  • This directory, sometimes referred to as The Redbook, lists all major U.S. advertising agencies, their clients, billings, and the names of senior management.

SRDS Series

This series of publications provide detailed information on advertising rates, policies, insert costs, mechanical specifications, circulation and distribution. The publications listed below are located in the Business Library for various years.

  • Business Media Advertising Source (2014) 
  • Consumer Media Advertising Source (2014) 
  • Newspaper Advertising Source (2013)  
  • Radio Advertising Source (2014) 
  • TV & Cable Source (2014)