MKTG 3740: Advertising and Promotion Guide
Market Share and Competitors
This is a guide to over 230,000 consumer brand names, with the yellow pages in volume 2 consisting of a list of about 43,000 companies that manufacture or import the brands. Use "Advanced Search" to find the title, select the title, click on the book image then type in your brand. T 223 .V4 A253 (Reference Desk Collection)
Business and Company Resource Center
Business and Company Resource Center provides information for domestic and international companies, industry associations, a SWOT analysis for some companies, company financials, and company histories, industry rankings, market share data and more.
Company Web Sites
Many companies now place varying amounts of organizational, financial, or product information on the World Wide Web. To locate a company's WWW site, search by company name using your favorite search engine, or search by company name on Google.
Encyclopedia of Consumer Brands (Vol.1 consumables, Vol.2 Personal Products, Vol.3 Durable Goods.)
HF 5415.3 .E527 1994 (Reference)
Profiles approximately 600 "of the most popular brands in America." Essays include brief history of product or brand and information concerning sales, market share and major competitors. Includes listings of "Sources for additional information" at the end of every issue.
Encyclopedia of Major Marketing Campaigns
Profiles of 500 marketing campaigns from the twentieth century, this book provides background information, strategy, and outcomes of notable print, radio, and television efforts. Arranged by company name. The link will take you to "Basic Search," click on the plus sign next to "Business," then select your title to access the e-book.
This business directory lists public, private, international and emerging company profiles with links to company Web sites, as well as other business related links. For the fulltext of Hoovers go to LexisNexis in the list of databases. From their home page see "Get Company Info" in this box click on Company Profiles, then select Hoovers.
Hoover's Handbook of Emerging Companies
HG 4057 .A28618 (Reference Desk Collection)
United States company profiles provide an overview, list of key people who run the company, where it is headquartered, company products and services, key competitors, and a brief financial profile.
International Directory of Company Histories Online
This multi-volume directory is available as part of the Gale Virtual Reference Library and consists of over 8,500 historical profiles of the world's largest and most influential companies. Included is a list of subsidiary companies, and sources for further reading. The link will take you to "Basic
Search," click on the plus sign next to "Business," then select your
title to access the e-book. HD 2721 .I58x (Reference Collection) vol. 1-92
Major Marketing Campaigns Annual
HF 5837 .M34x 1999 (Reference)
This volume provides excellent coverage of advertising campaigns, describing the target markets, background, strategy, etc. for each campaign.
MarketLine Business Information Centre
This database compiles business information using primary and secondary research to create 10,000 company, 2,000 industry, and 50 country profiles. MarketLine includes daily updates of relevant news, comments and analysis, company history, and a SWOT analysis (strengths, weaknesses, opportunities, and threats) within company profiles.
Contains data on U.S. and international publicly owned companies. Company reports include the history, business, properties, officers and directors, income, long-term debt, capital stock, latest news stories and more. Company annual reports are included for U.S. and international companies in PDF format. Financial data can be retrieved in text or spreadsheet format with searchable EDGAR SEC filings dating back to 1993. Private company reports cover over 4 million U.S. businesses containing business address, SIC codes, estimated number of employees, and estimated revenue. Updated daily.
Standard & Poor's is an international investment research and commentary database. Includes independent credit ratings, indices such as S&P 500, risk evaluation, stock reports, mutual funds research, company descriptions and financial data.
Market Analysis
Collection of approximately 200 business and law journals, local and regional business news weeklies and other news sources across North America.
A list to more than 8,000 ranked companies and other subjects that appear in over 1,000 periodicals, newspapers, financial services, statistical annuals, and other sources. It is arranged by specific subject, and the data about each usually includes the criteria for the ranking, the names of the top 5 or 10 in the ranking, the source. Click on the "Publication: tab at the top. Select the title and click on the title or use "Quick Search."
Librarian's Comment: The print edition is located in the Reference Desk Collection, HG 4050 .B88 2009
An index of business publications that includes trade publications, newspapers, journals, broker research reports, and company profiles, some articles with full text and images. Coverage 1980 - present.
MarketLine Business Information Centre
This database compiles business information using primary and secondary research to create 10,000 company, 2,000 industry, and 50 country profiles. MarketLine includes daily updates of relevant news, comments and analysis, company history, and a SWOT analysis (strengths, weaknesses, opportunities, and threats) within company profiles.
An annual compilation of reported market share data from business periodical literature. Includes data on companies, products and services and also provides information on brand competitors. Also located at the Reference Desk: HG 5410 .M35 2009 (Reference Desk Collection). For European or international based companies and products, refer to the appropriate companion publications: HF 5410 .M35 2009 (Reference Desk Collection) World Market Share Reporter. HF 5410 .W67 (Reference).
This database provides industry sector analysis, research, trends, and statistics for 32 different industries. Includes alternative, renewable & conventional energy; automotive; biotechnology; health care; outsourcing & offshoring; wireless & Wi-Fi; retail; telecommunications; supply chain; sports; transportation & logistics; apparel; e-commerce and more. Use "Build-A-Report" to export your information in PDF format. Updated weekly.
A web-based research solutions tool that provides access to more than 14 billion data points from licensed and public domain datasets. With this dynamic new tool, you can scan the contents of the collection, select subjects and variable of interest, and view your data in side-by-side tables and charts. The product is completely interactive, results are instantaneous and can be easily exported into reports and articles.This application requires the latest version of Java to be installed on your computer (Version 6 Update 23 or higher, see http://www.java.com/en/)
Competitive Analysis
Business and Company Resource Center
Business and Company Resource Center provides information for domestic and international companies, industry associations, a SWOT analysis for some companies, company financials, and company histories, industry rankings, market share data and more.
A list to more than 8,000 ranked companies and other subjects that appear in over 1,000 periodicals, newspapers, financial services, statistical annuals, and other sources. It is arranged by specific subject, and the data about each usually includes the criteria for the ranking, the names of the top 5 or 10 in the ranking, the source. Click on the "Publication: tab at the top. Select the title and click on the title or use "Quick Search."
Dateline is no longer a separate database, now included in ABI/Inform Complete. Provides full text information on local and regional business news. Contains business information not typically found in national news sources. Includes information on local markets, major business tabloids, magazines, daily newspapers, wire services, and area business publications. Coverage: 1985 to date.
Lexis Nexis Statistical Dataset
A web-based solutions tool that provides access to more than 14 billion data points from licensed and public domain datasets. With this dynamic new tool, you can scan the contents of the collection, select subjects and variable of interest, and view your data in side-by-side tables and charts. The product is completely interactive, results are instantaneous and can be easily exported reports and articles.
MarketLine Business Information Centre
This database compiles business information using primary and secondary research to create 10,000 company, 2,000 industry, and 50 country profiles. MarketLine includes daily updates of relevant news, comments and analysis, company history, and a SWOT analysis (strengths, weaknesses, opportunities, and threats) within company profiles.
An annual compilation of reported market share data from business periodical literature. Includes data on companies, products and services and also provides information on brand competitors. Also located at the Reference Desk: HG 5410 .M35 2009 (Reference Desk Collection). For European or international based companies and products, refer to the appropriate companion publications: HF 5410 .M35 2009 (Reference Desk Collection) World Market Share Reporter. HF 5410 .W67 (Reference).
Standard & Poor's is an international investment research and commentary database. Includes independent credit ratings, indices such as S&P 500, risk evaluation, stock reports, mutual funds research, company descriptions and financial data.
This database provides industry sector analysis, research, trends, and statistics for 32 different industries. Includes alternative, renewable & conventional energy; automotive; biotechnology; health care; outsourcing & offshoring; wireless & Wi-Fi; retail; telecommunications; supply chain; sports; transportation & logistics; apparel; e-commerce and more. Use "Build-A-Report" to export your information in PDF format. Updated weekly.
Provides domestic and international advertising rate information and direct marketing data for business and consumer publications, as well as newspaper, radio, and TV.
DetailsLibrarian's Comment:
Also called Standard Rate and Data Service. The database now contains the former Life Style Market Analyst now renamed Local Market Audience Audience Analyst.
Standard Directory of Advertisers
HF 5805 .S72 (Reference Desk Collection)
Volume 1 is a directory of more than 25,000 U.S. companies that advertise nationally, and it is arranged by 50 product classifications. For each company the entry usually gives year founded, phone and fax, officers, products, approximate sales and number of employees, the SIC number, advertising agency, advertising appropriations, media used. Volume 2 contains an index of over 62,000 trade names, a list of companies by SIC, and a name index of individual company officers.
Standard Directory of Advertising Advertisers
HF 5805 .S7 2008 (Reference Desk Collection)
Provides advertising expenditures on companies that spend a minimum of $200,000 on national and regional advertising. Information includes approximate advertising expenditures, media used, and the advertising agency employed.
Standard & Poor's Industry Surveys
Included in the database NetAdvantage from Standard & Poors. Reports on over 50 industries including the following: industry trends, how the industry operates, key industry ratios and statistics, how to analyze a company, a glossary, industry references, and comparative company financial analysis.
An international database that specializes in tabular data dealing with companies, products, industries, and demographics. Tables are from a range of sources including statistical annuals, brokerage reports, trade and business association publications, primary research, international organizations and government reports. The tables cover market share, market size, capacity, rankings, forecasts, shipments, output, consumption, exports, imports, capacity, etc. (Recommend "Advance Search")
Trade and Industry is no longer a separate database. It is included in ABI/Inform Complete. Contains business periodicals and newsletters with a trade or industry focus providing users with industry news, product and competitive information, marketing trends, and more. Coverage: 1971 to date.
Consumer Analysis
An index of over 1,800 publications with abstracts, and full text from over 700 of these titles, selected from newspapers, trade publications, and journals on business including, for example, administration, economics, computers, finance, human resources, management, and marketing. Full-text of Wall Street Journal articles available from 1984. Otherwise coverage is from 1971 to the present with some older material available. Updated daily.
An index of business publications that includes trade publications, newspapers, journals, broker research reports, and company profiles, some articles with full text and images. Coverage 1980 - present.
Contains market analysis at local, regional, and national levels. Includes demographic, geographic and lifestyle information. .
Works best with Internet Explorer.
Librarian's Comment: Life Style Market Analyst>
HF 5415.33 .U6 L54 2008 (Reference Desk Collection) since 2008 the data is only online under the title Local Market Audience Audience Analyst in the database SRDS Media Solutions.
This database provides summary tables of key audience and product usage data from a national sample of over 25,000 adults (18 years and older). MRI+ offers demographic, lifestyle, product usage, and media data collected from a single sample. In addition, MRI+ is a library of key magazine planning data resources providing an information link between the planner and publisher.
To use this database you must create an account from an on-campus location by using your email address and creating a password. Validate your account through the e-mail sent to you. After you login with email address and password select Mediamark Reporter on the top right side of the screen. NOTE: You must use Internet Explorer or FireFox.
An international database that specializes in tabular data dealing with companies, products, industries, and demographics. Tables are from a range of sources including statistical annuals, brokerage reports, trade and business association publications, primary research, international organizations and government reports. The tables cover market share, market size, capacity, rankings, forecasts, shipments, output, consumption, exports, imports, capacity, etc. (Recommend "Advance Search")
Environmental Analysis
An index of over 1,800 publications with abstracts, and full text from over 700 of these titles, selected from newspapers, trade publications, and journals on business including, for example, administration, economics, computers, finance, human resources, management, and marketing. Full-text of Wall Street Journal articles available from 1984. Otherwise coverage is from 1971 to the present with some older material available. Updated daily.
Business and Company Resource Center
Business and Company Resource Center provides information for domestic and international companies, industry associations, a SWOT analysis for some companies, company financials, and company histories, industry rankings, market share data and more.
An index of business publications that includes trade publications, newspapers, journals, broker research reports, and company profiles, some articles with full text and images. Coverage 1980 - present.
Includes the latest news and trends in U.S. trade policy, including regulatory, legislative, and judicial developments from U.S. Congress, the International Trade Commission, Departments of State, Treasury, and Commerce, World Trade Organization, and European Union. Also includes developments affecting U.S. trade and international business policy and the policies of major U.S. trading partners.
Indexes thousands of domestic and foreign newspapers, as well as journals, and other publications in News, Business company reports and articles, Legal Research, Medical and Reference. The legal research category includes law reviews, law news, federal and state laws and cases. Mostly full text. Includes Hoover's full text. Coverage dates vary.
Conclusion
CONGRATS! You are now an expert on the company and brand you have chosen to research. Now you are ready for the thinking portion of the assignment. Take the information you have gathered and sort out the strengths, weakness, opportunities and threats for your product. You won't find the answer in a reference book! GOOD LUCK!
02/2010 dmr/jla
Librarian's Comment:
Hoover's ranks the top companies in sales growth; employment growth; companies with the lowest P/E ratio and in highest P/E; fastest growing international companies; restaurant business growth chains, black-owned industrial/service companies; women owned businesses; Hispanic owned companies; Business Week's best small companies; Fortune's fastest growing companies; and Inc's fastest growing small public companies.