MKT 325 Advertising and Promotional Strategy

This resource guide offers descriptions of suggested Print, Library Database, and Web resources. Basic instructions for the research process are given below. Dr. Taylor's Term Project instruction sheets will provide specific suggetsions on which resources to use to satisfy each piece of the assignment. The Resources List Dr. Taylor has provided in his syllabus is available online with direct links to each resource for your convenience.

These resource lists are not comprehensive, rather they are basic and representative. Much more information is available on the web and in the business databases and periodical indexes.

Suggested Print Resources

Advertising Age Current issues in paper, older issues in microfilm back to 1930, some full text in Business Source Premier
Encyclopedia of Business Information Sources REF HD31 .E595
Census of Manufactures Government Documents C3.24/12: (Manufacturing Data also in Economic Census)
Census of Retail Trade GovDocs C3.255/7 (Retail Trade Data also in Economic Census)
Census of Service Industries GovDocs C3.257/5: (Service Industry Data also in Economic Census)
Consumer Expenditure Survey Indexed in Statistical Universe.
Consumer Reports Current issues in paper, older issues in microfilm back to 1942
Current Industrial Reports Indexed in Statistical Universe. Also available online. Search for Current Industrial Reports and your industry in the library catalog to find a direct link.
Editor and Publisher Market Guide REF HF5905 .E38
Encyclopedia of Major Marketing Campaigns REF5837 .E53 2000
Major Marketing Campaigns Annual REF HF5837 .M35
Standard Directory of Advertisers REF HF5805 .S714
Standard Rate and Data Service (SRDS) Americas: REF HF 5826.5 .I57 & Europe: Z 6955 .M43
Statistical Abstract of the United States link to the online version or ask for it at the Information Desk. (the paper is easier)
U.S. Industry & Trade Outlook Government Documents C61.48
U.S. Global Trade Outlook Government Documents C 61.34/2:
These sources can also be extremely helpful:
Catalogues and counters HF5467.S4 E5 (General Collection)
Census of retail trade C 3.255/6:972- (Government Documents, Lower Level)
LexisNexis corporate affiliations HG4057 .A217 (Reference Collection, Main Level)
Encyclopedia of business information sources HD31 .E595 1992x (Reference Collection, Main Level)
Fairchild's Financial Manual of Retail Stores HG4961 .F3 (Oversize Stacks)
Financial and operating results of department and specialty stores HF5465.U4 F55 (General Collection)
Handbook of common stocks HG4501 .M815 (Reference Collection, Main Level)
International directory of company histories HD2721 .I63 (Reference Collection, Main Level)
Mergent industrial manual HG4961 .M67 ( Reference Collection, Main Level)
Mergent’s industry review HG4961 .M68 (Reference Collection, Main Level)
RMA annual statement studies HF5681.B2 R6 (Reference Collection, Main Level)
Standard & Poor's industry surveys HC106.6 .S74 (Reference Collection, Main Level)
Standard Directory of Advertisers Multiple directories of advertisers in various media (Reference Collection, Main Level)
SRDS: Standard Rate and Data Service Multiple titles on standard ad rates in various media (Reference Collection, Main Level)
Standard & Poor’s register of corporations, directors and executives HG4057 .A4 ( Reference Collection, Main Level)
Ward’s business directory of U.S. private and public companies HG4057 .A575 (Reference Collection, Main Level)
The World almanac and book of facts AY67.N5 W7 (Information Desk -- Reference Room, Main Level)

Suggetsed Library Database Resources

ABI/INFORM Trade & Industry An index to periodical articles on U.S. and international corporations and industries. Full-text of articles is often available for reading and downloading.
Academic Search Complete An index to, and some full text of, journal and magazine articles in the natural sciences, social sciences, humanities, business and eduation.
Business Source Premier Index to, and some full text of, trade and business publications covering companies, industries, markets, and products. (Search for buying power, sales marketing management, leading national advertisers, marketing policy, marketing strategy, etc.)
Business Source Premier (Business Search Interface) Includes business profiles, trade publications, research reports, product reviews, SWOT analyses, etc
Lexis-Nexis Academic Universe Full text database, business resources include: news and trade publications and company data. (Use the "Business" tab, search for and then select correct company, snapshot for NAICS code & "Financial Information" (left navigation section) for previous 5 years of financial info (for public compnaies)
Lexis-Nexis Statistical Universe Access to statistical publications, some in full text.
Newspaper Source Includes full text from 160+ newspapers and syndicated columns
Proquest Direct Includes citations and abstracts from national newspapers, business trade publications, etc
ProQuest Newspapers for newspapers by title, such as Wall Street Journal
PsycINFO Indexes and abstracts of journal articles, books, and reports in psychology and related fields.
Psychology and Behavioral Sciences Collection Full-text database to 500+ psychology and behavioral science journals.
PsycArticles Full-text for 53 peer-reviewed psychology journals published by the American Psychological Association and related groups.
Value Line

Handy Websites

County Business Patterns
Business Source Premier (Business Search Interface)
Google Finance should give a good historical price listing (daily or weekly) for most public companies.
Reference for Business (supplements Business Source Premier (BSI))
Securities and Exchange Commission, Company Search (Use the Form 10-K, Annual Filing)
U.S. Census
U.S. Census Bureau Economic Programs
U.S. Economic Census(for market share determinations, use NAICS code to get to total industry information)
Yahoo Finance should give a good historical price listing (daily or weekly) for most public companies.

Step by Step

Search the popular press for company and market information

Explore specific companies and industries in databases

In Business Source Premier (Business Searching Interface)
1. Search your topic or company
2. Use left column items to focus search
3. Limit within results by publication type
4. Note SWOT analyses are available
In ABI/Inform Trade and Industry
1. Switch to the "topics" tab
2. Enter your topic or company
3. Select a relevant topic from the list
4. Use "Narrow your search by" feature to target result set
In Proquest Direct

Enter your topic or company
Use Suggested Topics Section to focus your results
Limit by publication type if desired

In Newspaper Source

Enter your topic or company
Use Suggested Topics Section to focus your results
Limit by publication type if desired
Explore scholarly literature about organizational behavior

In Lexis-Nexis Academic (after focusing your search in the previous resources)
1. Select Business News: Select various news sources
2. Run a search
  (use the most specific terms you find in the above resources - this database will return an error if the search retrieves more than 1000 results)
  or
1. Select Industry and Market News
2. Choose Industry
3. Run Search
  (same caveat as above)

Explore scholarly literature for [personnel / career] and [product / service] information

In Academic Search Premier

Search organizational behavior
Use left column items to focus search
Limit within results by publication type

In PsycINFO

Search organizational behavior
Use left column items to focus search
Limit within results by publication type

In Annual Reviews

Select Psychology or Anthropology
Search organizational behavior

Other handy resources

See if the library has access to a particular periodical:
Publications by title (Newspapers & Journals)

Formatting those pesky references:
Citing Your Sources

Keeping track of your sources and help with citing your sources in your paper:
RefWorks

Several Course Guides offer more suggestions and describe methods of finding basic industry or market information including:Transprotation Industry, Human Communication, and First Year Seminar. For industry-specifc Marketing research consider using this guide.

Overviews of Business Databases

Databases by Assignment
Databases Tables of Content

Notes

Note that Google News will have up-to-the-minute news and events information; but, you should carefully evaluate the sources you find and check some of the resources discussed above for confirmation and additional background. Google Scholar is another source you might use to narrow your topic; if you use Google Scholar from on-campus you will automatically have access to library resources when they are available in your results set. If you use Google Scholar from off-campus, you should select Shippensburg University within the library links section in Scholar preferences to access these resources.