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Market Research

A guide to consumer, product, and market research.

Print Sources for Advertising Information


The library has recently acquired AdSpender from Kantar Media. This resource tracks the amount of money companies spend for advertising using different types of media. The database also provides a breakdown of specific ad campaigns. Information is given about different advertising services as well as target markets. This enables users to create a "marketing mix"—an analysis of the campaign employed and the consumers who are targeted.

AdSpender is menu driven, and reports are generated by selected desired media, markets, products, and industries. Here are a few tips for using the resource:

  1.  On the left-hand side of the screen, select “Custom Report”.
  2. From the list of “Available Media”, select the media you are interested in. Move your selected media to the right-hand side of the screen. Select the “Next” link below the box.
  3. Select the Time Period (data go back five years), and click “next”.
  4. You can use the search interface and the drop-down menu to select a Product Set. You can use the drop-down menu at the right to select product groups from TNS’ 35 product categories. Once you’ve selected product groups, click “next”.
  5. The next step is to customize the format of the report. You can sort your results by time period, market, or product.
  6. Once you’ve completed the report format, the next screen will give you some options about how the report is viewed. It’s easiest to leave keep the default settings on the Report Options page. Click “next”.
  7. On the Report Summary screen, there is a listing of all the products, markets, and dates you’ve selected for your report. Once you have reviewed this screen, click “Open Report” at the top of the screen. You will then have the option of viewing the report as a pdf or MS Word document.


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Subject Specialist

Adam Shambaugh's picture
Adam Shambaugh
Charles Library