Research Guides: Advertising Strategy
Reference Desk: 415-442-7244
E-mail: askalibrarian
This research guide is designed to help you find information about Advertising Strategy, including finding existing strategies companies are using as well as information needed to create and design your own strategy for a company or product. In your research on advertising strategy, you will need to look at different types of information sources:
Industry and market reports: These reports contain industry overviews, market research, competitor information, market share, and consumer survey results. Use industry information to help you decide how to position the company or product you are using.
Company reports: Databases in the category will help you search for SWOT Analysis, company reports, company financials, product information, and investment analyst reports.
Articles: The library's article databases include newspapers, magazines and academic journals. You can search many different publications to find articles on your topic, and articles are a great place to look for a company's strategies, analysis of their advertising practices, or interviews with executives.
Books: Books are useful when looking for information and analysis on company strategy, ad campaigns, best practices, and case studies.
Demographics: Use data to help target a specific consumer market.Before beginning your research, it is helpful to consult with one of our librarians at the Reference Desk to map out a strategy and choose which type of information source is best for your research. You can call (415) 442-7244, e-mail askalibrarian@ggu.edu, or stop by the Reference Desk at the University Library.
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| BEST BETS | | |
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| Business Source Complete | Business Source Complete is an excellent first step and allows you to search for articles, market research reports, industry reports, country reports, company profiles and SWOT analyses at one time. |
| Proquest | Provides full text journal, magazine, and newspaper articles including the Wall Street Journal and the New York Times. Offers access to scholarly and general interest literature in business, social sciences, science and technology, and humanities. |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of ad campaigns, advertising strategies, or other company information. You can also search for books on designing ad campaigns or creating strategy. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| INDUSTRY AND MARKET REPORTS | | |
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| IBISWorld Industry Reports | This database includes over 700 reports categorized by the North American Industry Classification System (NAICS). Each IBISWorld report is updated every four months and provides an overview of the industry, competitor information, market share data, and more. Reports can be viewed online, or downloaded in Microsoft Word or Adobe Acrobat PDF. |
| Mintel | Mintel is a database of market research reports and industry news. The reports offer detailed analysis of the industry, main competitors, and consumer in a given market. Search the database using the 'quick search' box in the upper right corner, or browse through the list of reports using the links in the center of the screen. |
| Standard & Poor's Net Advantage__ | The Standard & Poor's Industry Surveys are great tools to use to find industry analysis, leading companies, industry publications and associations, and current trends. In the database, select your industry using the drop down menu under Industry Surveys on the right side of the screen. These reports also include a section on how to analyze a company in the given industry. |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| COMPANY DIRECTORIES AND REPORTS | | |
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| Business Source Complete | To find information on a specific company, type in the name of the company and use the drop down menu in the search screen to limit your search to CO Company Entity. From the result list, you can click on the links at the top of the list for company profiles, SWOT analysis, and product reviews. Or, you can select the Company Profiles link in the right-hand menu, enter your company, and retrieve a Datamonitor report with company information and SWOT analysis. |
| CoreReference | Core Reference provides financial data on U.S. publicly traded companies. "CoreReference allows you to sift through the fundamentals of public companies using a variety of financial, pricing, valuation, executive name and compensation criteria. There are standard reports for quick display of detailed as-reported annual and quarterly financial statements, stock price charts and company lists, annual and quarterly business segment financials, officer & director information and summaries of stock ownership, dividends and short interest. CoreReference is updated on a daily basis to provide latest stock price data and pricing calculations data." (Quote from http://www.hemscottdata.com/products.html, retrieved September 26, 2007) |
| Faulkner Technology | Great for technology or telecommunications companies, Faulkner provides comprehensive reports covering computer system software, networking, telecom technologies, trends, vendor profiles, product solutions, and security management practices. [Click on FACCTS]. |
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| ARTICLES AND NEWS | | |
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| Proquest | Provides full text journal, magazine, and newspaper articles including the Wall Street Journal and the New York Times. Offers access to scholarly and general interest literature in business, social sciences, science and technology, and humanities. |
| Business Source Complete | Provides access to the full articles from nearly 8,200 business serials including Harvard Business Review. Recommended titles from these two databases include: BrandWeek, Advertising Age, Mediaweek, B to B, Journal of Advertising Research. |
To search for other titles in the library's databases, please search the Find Journals by Title list.
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| BOOKS | | |
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| GGU University Library catalog | You can find what books are in the University Library or available online by searching the library catalog at http://library.ggu.edu. Some subjects to use when searching for brand and product management are: Advertising, Advertising Campaigns, Consumer Behavior. |
| Ebrary | Ebrary is the library's database of electronic books. You can search for case studies or analysis of branding efforts, product launches, consumer loyalty, etc. To view the book in Ebrary, you need to download the Ebrary Reader from the link on the first page of the database. If you have any questions or problems with the download, please call the Reference Desk at (415) 442-7244. |
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| DEMOGRAPHICS AND ONLINE RESOURCES | | |
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| United States Census Bureau | This is the main portal page to the data collected by the U.S. Census. The website can be searched a few ways. 1) You can use the front page links to focus your search to a particular section of the census data: people, business, geography, etc. 2) You can search by subject by clicking on the letter of the subject you are looking for in the alphabet menu on the left. 3) Click on the Search tab from the left hand tool bar to get to a search box for the site and some quick links to facts and frequently asked questions. |
| American FactFinder from the U.S. Census Bureau | The American FactFinder is another data service from the Census Bureau. The search menu format is fairly user friendly, and they get down to the city level in their reports. Data is pulled from four different reports, so you can get info collected after the 2000 Census. |
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