This guide was written for Dr. Pokrywczynski's section of ADVE 1400 in spring 2021.
Use these sources for getting started ... AdAge.com and PRWeek.com are the two big trade journal sites for your field, and have lots of current news.
WARC is a portal for the field of advertising, and again, has lots of current events, news, and much more (including case studies, best practice pieces, awards, and scholarly journals).
On the AdAge website, look for their research reports on Gen Z. For example:
To find this report:
"Consumer profiles" can be a variety of things. Below are a couple of possibilities for them based on different criteria: what they buy, where they live, and so on.