Advertising Association

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This page contains resources recommended to the Ohio University Advertising Association (Ad Club) by OU Librarians for working on the National Student Advertising Competition campaign for 2009. The group will be designing an ad campaign for the Century Council targeted toward combating binge drinking among college students.

Contents 1 Media Use by College Students 1.1 MediaMark Reporter (MRI) 1.2 Mintel Reports 1.3 World Advertising Research Center (WARC) 2 Alcohol Use Statistics & Demographics 3 Article Databases 4 Reference Resources 5 Other (Blogs, Websites, etc.) 6 Need Help?

Media Use by College Students

The following sources will be helpful for finding raw data and analysis on the types of media most used by the college & university student demographic.

MediaMark Reporter (MRI)

IMPORTANT: Must use the Internet Explorer Browser / register and create a FREE login using an ohio.edu email address (will have to wait for an authentication email before using the database). After login, click the Mediamark Reporter button and then select the desired reports, which may be viewed or downloaded in spreadsheet format.

Search Example: Choose the database Fall 2007 Media. (2007 is the latest data available in MRI) Choose the report Demographics -- Respondent Choose the following: Category: College or University Student Base: Total Adults Target: Respondent is currently attending college or university Scroll through the report to view the media used by this demographic Change the chosen values in the above 3 boxes to look at a different demographic

Use the New Database and Change Report links to navigate to other reports. Please logout when finished using this database. Resources for help obtaining and interpreting MRI data:

• Tutorial: Using Mediamark Reporter from UC Berkeley
• Screencast Demo (3 min.)
• Quick Guide: How to read an Internet Reporter Report

Mintel Reports

IMPORTANT: Must register and create a FREE login using an ohio.edu email address Contains lengthy analysis reports with supporting statistical tables on various lifestyle and product use topics. Please logout when finished using this database

More specifics on use of this database: Click on Reports link, then Report Categories. Either browse the Report Categories in the left sidebar OR scroll toward the bottom and click on see all reports. Click the Advanced Search link at the top of the page to search by keywords (use quotation marks around phrases). Once a report is selected, the table of contents will display in bold type the chapters that mention the keywords searched.

World Advertising Research Center (WARC)

Contains case studies, articles from leading advertising journals and reports. Search by keyword to also find reports on various consumer demographics (use quotation marks around keyword phrases). Users may also Browse the database by using the buttons at the top of the page such as Media or Consumers as well as the links in the left sidebar.

Alcohol Use Statistics & Demographics

• CDC report, Alcohol & Public Health (click on Quick Stats for info on binge and underage drinking)
• National Survey on Drug Use & Health
• See the Alcohol Use section of the 2007 National Survey on Drug Use and Health by the Department of Health & Human Services' Substance Abuse & Mental Health Services Administration (SAMHSA), Office of Applied Studies (OAS) (2007 is the latest data collected)
• For the general demographics of college students, see Table 5. Type of College and Year Enrolled for College Students 15 Years Old and Over, by Age, Sex, Race, Attendance Status, Control of School, and Enrollment Status ... 2006 from the U.S. Census Bureau
• School Enrollment data from the Current Population Survey Reports

Thanks go to Doreen Hockenberry, OU Govt Docs Librarian, for suggesting the above resources

Article Databases

• CQ Researcher
• Alcohol, Tobacco and Illicit Drugs
• Encyclopedia of Social Problems
• Opposing Viewpoints Resource Center
• Communication & Mass Media Complete

Reference Resources

• Household Spending
• TV Dimensions
• Kagan's MediaCast

Other (Blogs, Websites, etc.)

Young Adult Alcohol Abuse (Blog by K. Burkhart)

Need Help?

Use the Ask a Librarian options to IM chat, email or phone a librarian anytime the Learning Commons is open OR contact Diana or Jessica, your Journalism and Communication librarians.