Advertising & Public Relations: About the advertising industry

Structure of the industry

Here are some resources that give you an overview of an industry which has become very complex.

Adbrands.net -- Structure of the advertising industry
A prose description, with some history.
LUMAscapes
LUMA Partners first devised a graphic of the digital media landscape in 2010. Since then, they've created graphics for smaller sectors of the industry. These include: display, video, mobile, marketing technology, sales tech, content / native, search, social, commerce, VR and gaming.
In order to download the larger file (i.e. legible!) versions of the graphics, you must login via either LinkedIn or SlideShare.
ValueLine -- Industry overview: Advertising
A short, prose overview.

Directories

Use the directories below to get a feel for how the industry is organized, especially Redbooks.com.

The Ad Age Data Center (via the Ad Age on Campus program) provides some "family tree" reports that are very helpful. Look under Company Profiles and Family Trees".

Winmo from List Partners, Inc This link opens in a new window
- This link opens in a new window
VPN Required for Off Campus Access.
If above link does not work when on campus on wireless, use this link
Database of directory-type information on both advertising agencies and companies which advertise. Has media and channel spending data
NOT included in subscription: AdBeat, Creative, WinmoEdge, or WinmoTalk
Redbooks.com was acquired by Winmo in May 2018; their two products were merged in July 2019. Formerly the print publications Standard Directory of Advertising Agencies and Standard Directory of Advertisers.
SRDS Media Planning Platform from Kantar Media This link opens in a new window
Database of directory information for print and broadcast media; demographic market segmentation information for metro areas and counties (Claritas 360 module). Short video about the Claritas 360 module.
Formerly Standard Rate & Data Service. We subscribe to these modules:
  –   Consumer Magazine Media
  –   Local Media by DMA
  –   Newspaper Media
  –   Radio Media
  –   TV & Cable Media
  –   Claritas 360 (formerly Claritas Segmentation & Market Solutions; and before that, Local Market Audience Analyst; Lifestyle Market Analyst)