Canadian Advertising Resources

Scope

This brief guide focuses on Canadian advertising resources that can be accessed by University of Windsor faculty, staff, and students, free-of-charge.
 



Content

General
Advertising Laws And Standards
Advertising Industry, Companies, And Brands
Industry Associations
Advertising Campaigns
Advertising Awards

Trends And Target Audience Research
Media Research
Measurement And Monitoring

 

General

Marketing Facts: Statistics and Trends for Marketing in Canada / Canadian Marketing Association (Leddy Circulating Collection, Main Building, 3rd Floor: HF5415.12 .C2 .M375): has detailed statistics on individuals, industries, all the various channels/media, target markets, branding, business issues, compensation

Canadian Advertising in Action / Keith Tuckwell (Leddy Books, Main Building, 3rd Floor: HF5823.T82 2009): a good, recent overview

Journal articles on Canadian advertising topics can be found by searching databases such as:

Business Source Complete
Proquest Business
PsycInfo
Communications And Mass Media Complete

 

Advertising Laws And Standards

Advertising And Marketing Law in Canada / Brenda Pritchard (Law Library Texts, 1st Floor: KF1614.P75 2009) for an expert overview

Advertising Standards Canada the advertising self-regulatory body; in particular, see:

Two other regulatory bodies that cover aspects of advertising are the CRTC and the Competition Bureau. See, for example, the Communications Monitoring Report which has information and statistics on the Canadian broadcasting and telecommunications industries and markets. 

 

Advertising Industry, Companies, And Brands

Advertising in Canada / Datamonitor: has industry analysis, market size, and segmentation

Advertising And Related Services / Statistics Canada:  an annual overview of trends; it provides the financial and operating data required for making corporate decisions, monitoring programs and reviewing policies

CARDonline: Canadian Advertising Rates & Data see Professional Services: information on advertising agencies, media associations, and media representatives

Big Book: Source Guide / Marketing Magazine: a directory for marketing, advertising, printing, communication, and production services in Canada

 

Industry Associations

Advertising Standards Canada
Association des Agences de Publicite du Quebec
Association of Canadian Advertisers
Association of Internet Marketing and Sales
Canadian Advertising Research Foundation
Canadian Association of Broadcasters
Canadian Association of Professional Image Creators
Canadian Broadcast Standards Council
Canadian Marketing Association
Canadian Media Directors Council
Canadian Out-of Home Measurement Bureau
Canadian Public Relations Society
Concerned Children’s Advertisers
Hebdos Quebec
Institute of Communication Agencies
Internet Advertising Bureau Canada
Magazines Canada
National Advertising Benevolent Society of Canada
Newspapers Canada
Professional Photographers of Canada
Promotional Product Professionals of Canada
Society of Graphic Designers of Canada
Television Bureau of Canada
Trans-Canada Advertising Agency Network
Western Association of Broadcasters

 

Advertising Campaigns

Ad*Access / Duke University: an image database of over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955. Covers the following categories: beauty and hygiene, radio, television, transportation, and World War II

Adviews / Duke University: contains over 9,000 television commercials, including English and French language Canadian commercials

ROAD / Duke University: 30,000 images of outdoor advertisements, including Canadian ads

Vintage Ad Browser: includes advertisements from a variety of sources and from many countries, including Canada

Adforum: a large database of advertisements in many media and from many countries, including Canada. Some are free to view, others you have to pay for.

Internet Archive: contains a variety of historical advertisements. For example: select Television as your Media Type, and type Commercials in the search box.

See also: social media such as YouTube and Facebook

 

See also:  Advertising Awards for more examples of Canadian ads

 

Advertising Awards

Ace Awards    Ads are not online
Ad and Design Club    Ads are online
Ad Rodeo (Anvil Awards)    Ads are online
Applied Arts    Ads are online
Bessies    Ads are online
Cassies    Ads are online
CMA Awards   Ads are not online
Coq D’Or    Ads are online
Crystals    Ads are online
Extras    Ads are online
Grafika    Ads are online
ICE Awards    Ads are online
Lotus    Ads are not online
Marketing Awards   Ads are not online
PPAC Image Awards    Ads are online  (Type: Image Awards in the search box)
TVB Retail Commercial Awards    Ads are online

 

Trends And Target Audience Research

Statistics Canada: Census Profiles 2011 and Statistics Canada: Community Profiles 2006:  for each Canadian community, there is a profile that includes: population and dwelling counts, age, marital and common-law status, dwelling characteristics, family and household characteristics, languages, ethnicity, immigration and citizenship, mobility and migration, education, labour force and occupation, income. Canadian cities are broken down into small areas called census tracts (2,500 - 8,000 people); there is the same profile for each of these census tracts.

For additional information, start at the Statistics Canada Homepage and/or contact: Katharine Ball

Consumer Lifestyles In Canada / Euromonitor International in the Global Market Information Database

CORA: Canadian Opinion Research Archive: contains hundreds of commercial and independent surveys collected by major commercial Canadian firms dating back to the 1970s. They include Canadians’ opinions and outlook on a wide variety of social, economic, and political issues.

ODESI: see under Public Opinion Polls (left-hand side); contains the Canadian Gallup polls, as well as Canadian polls from various other organizations.

For more information on the characteristics and values of Canadians, check the Library Catalogue for books. Do subject searches for: National characteristics - Canada, Social prediction - Canada, Social values – Canada

 

Media Research

CARDonline: Canadian Advertising Rates & Data see Media: contains advertising information and rates for Canadian newspapers, magazines, radio, television, out of home advertising, interactive and other media.

Media Digest / Canadian Media Directors Council: information on television, radio, newspapers, magazines, out-of-home and transit advertising, internet and mobile media, and direct response advertising.

AgencySearch / Institute of Communication Agencies: a database that allows you to select an advertising agency based on criteria such as location, size, industry experience, and specialized services offered.

 

Measurement And Monitoring

Most detailed audience measurement, market share, ad expenditure data, etc. is only available for a fee from companies such as Nielsen Canada and the Print Measurement Bureau. However, some summary level data is available from the following:

Marketing Facts: Statistics And Trends For Marketing In Canada / Canadian Marketing Association (Leddy Circulating Collection, Main Building, 3rd Floor: HF5415.12 .C2 .M375) Media Digest / Canadian Media Directors Council

Bureau Of Broadcast Measurement
Internet Advertising Bureau Canada
Magazines Canada
Newspapers Canada
Television Bureau of Canada