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MCM - Master of Communications Management

Explore library resources for the Master of Communiations Management program.

Advertising & Marketing Sources

  • Best Bet!McMaster Users OnlyStatista​
    Includes over 1,500,000 worldwide statistics on over 80,000 topics (such as media & advertising) from more than 18,000 sources. Data is derived from market and opinion research institutions, as well as from business organizations and government institutions. It also includes market forecasts, dossiers, industry reports, infographics, and more. 
  • open accessBest Brands  (Interbrand Surveys & Research)
    Identifies top global brands along with top brands in selected regions and countries.
  • open accessAssociation of Canadian Advertisers (ACA)
    Includes best practice documents and research materials related to advertising, media and marketing such as Media DigestAd Complaints Report, The Most Influential Brands in Canada, and more. NOTE: Some resources only accessible to ACA members.
  • open accessCARD (Canadian Advertising Rates & Data) Online
    A comprehensive guide to advertising sources in Canada. Search by topical and/or geographical keywords. Entries typically include source name and media category NOTE: The Library does not subscribe to this database. Advertising rates and other information are only available to subscribers. 
    Location of Print: Innis Collection Reference (MILLS Library, 3rd floor) HF 5801 .C35 2010 (old print issue includes rates for selected media)
  • open accessData Tables (Statistics Canada)
    A Canadian socio-economic website that supports searching and browsing current & historical statistics on a wide variety of topics. Content can be used to track trends, analyze market potential, study economic activity, make investment decisions and profile demographics.  
  • open accessMarketing Charts
    Contains statistics, charts and articles on the top players within a specific category such as automotive, retail, entertainment, advertising and more.
  • McMaster Users Only Marketing Facts (Canadian Marketing Association)
    A compendium of marketing related statistics and information from over 38 reputable and well-known sources including Environics Analytics, Leger and NADbank.
    Location of Print: Innis Collection Reference (MILLS Library, 3rd floor) HF 5415 .C2M36 2008
  • Best Bet!open accessPRIZM Lifestyle Lookup by Canadian Postal Code (Environics Analytics)
    Input a residential Canadian postal code to retrieve a lifestyle description for that neighbourhood.
    NOTE: This data is free to the general public. Additional PRIZM data is available in ArcGIS Business Analyst.

  • open accessCensus Canada 2021
    Data from the 2021 Canadian Census will be available in 2022. View the 2021 Census dissemination plan for release dates (by theme and by topic) and other info. Previous census
  • open accessCensus Canada 2016 (Statistics Canada) - most current census data available for Canada
    Includes data on population and dwelling counts, age and sex, type of dwelling, agriculture, families, households and marital status, language, income, immigration and ethnocultural diversity, housing and aboriginal peoples​
    • 2016 Census Profiles - retrieves the above variables by place name, postal code, or geographic code
  • open accessPrevious Censuses in Canada
    Access data products, analytical products and reference materials from 2016, 2011, 2006, 2001 and 1996 censuses.
  • McMaster Users Academic
    Includes demographics marketing research reports, along with reports on various industries. U.S. focus. 
  • McMaster Users OnlyPassport (Euromonitor)
    A global market research database providing statistics, analysis, reports, surveys and breaking news on consumers, countries and  industires worldwide. 
  • McMaster Users OnlyProQuest One Business
    Includes journals, books, videos, business plans and other publications related to entrepreneurship. Sample publications include Best Customers, American Attitudes, American Generations and American Time Use.  
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