73 - Advertising and market research

This Chapter has been extracted from the ONS Explanatory Notes and provides a more detailed explanation of possible activities that could fall within the SIC Codes related to the Chapter.

This division includes the creation of advertising campaigns and placement of such advertising in periodicals, newspapers, radio and television, or other media as well as the design of display structures and sites.

73.1 Advertising

73.11 Advertising agencies

This class includes the provision of a full range of advertising services (i.e., through in-house capabilities or subcontracting), including advice, creative services, production of advertising material, and buying. It includes:
- creation and realisation of advertising campaigns:
· creating and placing advertising in newspapers, periodicals, radio, television, the Internet and other media
· creating and placing of outdoor advertising, e.g. billboards, panels, bulletins and frames, window dressing, showroom design, car and bus carding etc.
· aerial advertising
· distribution or delivery of advertising material or samples
· creation of stands and other display structures and sites
- conducting marketing campaigns and other advertising services aimed at attracting and retaining customers
· promotion of products
· point-of-sale marketing
· direct mail advertising
• marketing consulting

This class excludes:
- publishing of advertising material, see 58.19
- production of commercial messages for radio, television and film, see 59.11
- market research, see 73.20
- advertising photography, see 74.20
- convention and trade show organisers, see 82.30
- mailing activities, see 82.19

73.12 Media representation

This class includes
- media representation, i.e. sale or re-sale of time and space for various media soliciting advertising

This class excludes:
- sale of advertising time or space directly by owners of the time or space (publishers etc.), see the corresponding activity class
- public-relations activities, see 70.21

73.2 Market research and public opinion polling

73.20 Market research and public opinion polling

This class includes:
- investigation into market potential, awareness, acceptance and familiarity of goods and services and buying habits of consumers for the purpose of sales promotion and development of new goods and services, including statistical analyses of the results
- investigation into collective opinions of the public about political, economic and social issues and statistical analysis thereof


For all queries related to this Chapter or any other aspect of SIC Codes, please contact the Office of National Statistics on 01329 444970 or email classifications.helpdesk@ons.gov.uk.