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MKTG 4P23: Marketing Communications

A guide to information sources and research strategies for tackling your IMC Project assignment

Canadian Advertising & Media Resources

Media Kits and Advertising Rate Cards 

Many mass media and advertising channels (such as newspapers, magazines, radio stations, television networks, etc.) produce media kits and/or advertising rate cards, which can help companies as they develop their advertising and promotion strategy.

Media kits contain information about the audience (circulation figures for print-based products, and online or mobile audience demographics (age, gender, income) for online/digital media. Advertising rate cards may provide current prices for placing advertisements on websites, in print publications, or across media channels with the same media company. 

To locate the media kit and rate card for a specific source, do an internet search for the name of the source and the words media kit rate card. For example:

Other Sources

The following links point to information sources which provide intelligence on paid media (television, radio, newspaper, magazines, outdoor, internet, and mobile).