Research Guides: Advertising: Overview

Naomi's Recommendations for Getting Started

eMarketer This link opens in a new window
Includes access to thousands of data points, forecasts, analysis, and benchmarks. Register with @smu.edu email.
Mintel Reports This link opens in a new window
Market research reports for select categories, best for national trends. This also has helpful demographic profiles.
View the Market Research tutorial for more insights.
Statista This link opens in a new window
Statistics and studies gathered by market researchers, trade organizations, scientific publications, and government sources.
View the Finding Data tutorial for more insights.
Simmons Catalyst This link opens in a new window
Consumer demographics, psychographics, brand affiliations, and media consumption trends with the ability to target specific market segments down to the regional level.
View the Simmons Catalyst Training Research Guide for more insights. Simultaneous users permitted: 35
ABI/INFORM Collection This link opens in a new window
Scholarly, trade, or news-focused business publications
Business Source Complete This link opens in a new window
Scholarly business research & company profiles
View the Company Research and Industry Research tutorials for more insights.

AdAge & Datacenter This link opens in a new window
Full access to the standard industry trade magazine, plus the DataCenter which includes statistics and survey data.
To access Datacenter, you must click on it in the top ribbon. This database works best off-campus via the Google Chrome app provided in apps.smu.
New York Times This link opens in a new window
Full access to NYTimes.com website and app.
Wall Street Journal, The This link opens in a new window
Access the default edition of Wall Street Journal and WSJ.com articles.

AdWeek
An essential industry magazine. Browse by clicking on the dates on the right side or click "search this publication" in the upper left side to search by keyword.

Advertisements
Find contemporary or historical advertising
Consumers
Understanding consumers with market research, demographics, psychographics, media, and consumer behavior research.
General Company Research
Find background information, annual reports, analyst reports, financial statements, and information for private and non-profit companies.
Industries & Markets
Find industry and consumer reports, industry analysis, and industry associations.