Journal of Advertising Research

Description of publication

There can be little question that perhaps one of the most popular periodicals in the advertising industry is Advertising Age (see Recommended Supplement"); however, its primary purpose in life is to service the members of its industry with news, after all, it is called a "newspaper." As such, it is not the first source for advertising research. So we will look at the academic side first and scan the industry tabloid magazines second.
The Journal of Advertising Research reports research findings in advertising and marketing, including commentary about and from research conferences (the Advertising Research Foundation has its "Conferences/Workshops" schedule on the inside back cover). The March-April 1997 issue was particularly valuable because it focused on the relationship between advertising and the World Wide Web, which is always a good topic of discussion in any advertising class. The editor offered this comment as part of his editorial: "The Web is changing how consumers participate in the marketing communications process. As interactive media evolve further, other media and the creative advertising placed there will have to change to adapt to the Web-spun consumer." The "Table of Contents" and "Sample Page" below give good testament to this look into the future.

The journal is approximately 100 pages long, easily read, and pointed toward the practicality and applications of advertising research. It is a valuable reference tool for those who wish to have the ideas of both the academicians and the practitioners. One need only to look at the Editorial Advisory Board to understand why-The Wharton School, Leo Burnett Co., BBDO, New York University, and the Newspaper Association of America are just some of the experts whose representation gives direction to the policies of the journal. If those folks can't steer you right on advertising research, no one can.

For another academic perspective, one can go to the Journal of Advertising (ISSN 0091-3367) published by the American Academy of Advertising at Clemson University, (864) 656-5285. This source deals primarily with the theoretical and sometimes practical aspects of advertising and communication. If your research needs are overseas, look at the International Journal of Advertising. For information on getting a copy, send an e-mail to jnlsamples@BlackwellPublishers.co.uk.

A different, but essential tool for advertising research is the Standard Rate & Data Service (SRDS), (800) 851-7737. It provides information on database or CD-ROM, or the Web at www.srds.com that is indispensable for any advertiser-how much does it cost to place an ad, during what period, and for which medium? Such information is the foundation of any advertising budget and must be designed in a way that permits the most cost-effective campaign. SRDS provides these advertising rates for thousands of newspapers, television and radio stations, magazines, and other media. Major titles are published monthly and include:

Business Publications Rates & Data
Newspaper Rates & Data
Spot Radio Rates and Data
Network Television and Radio Rates and Data

Each title gives a brief but informed description of the individual publication or broadcast station, detailed ad rates, and production specifications. While general information on rates can be expected to be close to those quoted by the media, the user must always contact the advertising director to establish the most recent rates. Some rates, depending on business, could be gotten at substantial savings.

Something to Think About

Could you measure, if asked, the primary TV, radio, newspaper and magazine media sources in your city? Is it possible to use the SRDS? How?

journal@arfsite.org

Journal of Advertising Research

Bimonthly publication
ISSN 0021-8499
For more information, call
Advertising Research Foundation
Phone: (212) 751-5656
Fax: (212) 319-5265