Research Guides: Marketing: Advertising

What is advertising?

Advertising is a marketing tool used to capture public attention and influence purchasing decisions for a product or service.

While marketing is a research process that involves identifying opportunities and problems, generating actions, monitoring performance and developing an understanding, advertising employs that research in the direct creation of communication to present the product, idea or service to the public.

What do we mean when we talk about storytelling in advertising? from FutureLearn.

Chambers of Commerce

Advertising Associations

Databases

These databases can be used remotely with an active Austin Public Library Card and password or by using a public computer or connecting a personal device to Library WiFi at any APL location.

AtoZdatabases
Reference and marketing database includes 30 million business profiles and 220 million residents.
Gale Directory of Publications and Broadcast Media
Listings for print media, cable companies and radio and television stations. Scope includes U.S. and international media.

SizeUpAustin
Data to help your small business make better decisions around competitive benchmarking, customers, suppliers, even marketing and advertising.

Books

Launching and Building a Brand for Dummies by Amy Will
A start-to-finish guide to creating a strong brand DNA for your business, creating a successful launch strategy and building and scaling your brand.
Marketing Made Simple by Donald Miller
The ultimate resource for marketing professionals and business owners as they cultivate a sales funnel that flows across key customer touchpoints to effectively develop, strengthen and communicate their brand's story to the marketplace.
Are You Brand Dead? by Kimming Yap; Yulia Saksen; Judy Tham
A light-hearted and essential guide book for brand owners to help them unravel the mystery of branding and build a brand through a tried and proven methodology.
Building a StoryBrand by Donald Miller
Explains how businesses can better connect with their customers through the use of a simplified brand message, one that fosters ease of understanding on websites, in brochures and on social media.
The End of Advertising by Andrew Essex
Millions are downloading ad blocking software and still more are paying subscription premiums to avoid them. The $600 billion advertising industry is careening toward outright extinction, after having taken for granted a captive audience for too long, leading to lazy, overabundant and frankly annoying ads. Essex offers both a wake-up call and a road map to the future.
Seducing Strangers by Josh Weltman
An advertising creative director for more than 25 years and the Mad Men co-producer responsible for Don Draper's credibility, Weltman distills everything he knows about the art of persuasion into a playbook of rules, principles, insights and anecdotes, all tailored to the fast-changing life in the information economy.