Research Guides: APRD 4405 Strategic Communication Capstone (all sections): Media Strategy

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These resources can help you find information on your company and competitor's marketing efforts.

Vivvix
Vivvix monitors brands' advertising expenditures, media properties, magazine ad size, television ad length, digital impressions, and more.
Access note: Access limited to 20 concurrent users.
Business Source Ultimate (EBSCO)
Comprehensive source for materials on all business topics. Also includes trade publications like AdAge and AdWeek.

Factiva
Articles from newspapers and trade publications, plus press releases.
Nexis Uni
Articles from newspapers and trade publications, plus press releases.
Access World News Research Collection (NewsBank)
Online access to national and international newspapers, as well as local and regional titles. Also includes newswires, blogs, web-only content, videos, journals, magazines, transcripts and more. The only database with The Denver Post.

After you have your target audience, research they media they use and when to develop a media strategy.

Mintel Academic

Market research database for information on consumer trends, demographics, and brand share.
eMarketer
eMarketer provides market data, statistics and analysis on the Internet, e-business, online marketing, media and emerging technologies.
Statista
Data on consumers media interests and behaviors
MRI-Simmons Catalyst
Data for creating in-depth analysis of the U.S. consumer and determining consumer product, media, and lifestyle preferences. Use the guide directly below to learn how to use Simmons Insights.
Access note: Access limited to 4 concurrent users.

MRI-Simmons Catalyst
by Business Librarians Last Updated Jul 22, 2025 1956 views this year

Advertising, PR and Media Design
by Stacy Gilbert Last Updated Aug 15, 2025 432 views this year
Consumer Research
by Business Librarians Last Updated Nov 5, 2025 197 views this year