MCOM 3307 (Ms. Westermann): Public Relations and Advertising Campaigns

This guide should help you find primary and secondary sources for your research in advertising and public relations which are available in the Library or on the World Wide Web. The list is not comprehensive so you'll need to use this as a starting point and search for other sources as well. If you have questions, stop by the Reference, Periodicals/Special Collections, or Government Documents Desks for assistance or call the Reference Desk at 651-2215. For additional help, contact Mary Jarvis (x2212) or Carolyn Ottoson (x2204) and make an appointment.

Reference Sources

Reference books are one of the best places to start your research. Finding background information on a topic can help you prepare to search the Library's online catalog and other resources. The Reference Collection houses basic information sources like dictionaries, encyclopedias, bibliographies, chronologies, and research guides. A selection of Reference books which you may find useful are listed below. Be sure to check Cornette Library's online catalog or ask a Reference Librarian to find more.

Texas Almanac
AY 311 .D3 T5 Ref.
Includes Counties of Texas by Name (covers "Economy"); Metropolitan Statistical Areas (MSA); Universities and Colleges; Texas Newspapers, Radio and Television Stations; and Economies in Largest Metropolitan Areas.
Statistical Abstract of the United States
HA 202 .A2 Ref. (most recent edition at the Reference Desk) and online
Wide variety of statistics including employment and economic. Sample chart: No. 297 Salary Offers to Candidates for Degrees: 2000 to 2002.
Marketing Glossary
HF 5415 .C5414 1992 Ref.
"Practical definitions of the most frequently used concepts in marketing management, advertising, sales promotion, public relations, direct marketing, market research, and sales."
Data Sources for Business and Market Analysis
HF 5415.124 .F7 1994
Sources of data from such places as the federal and local government, foreign governments, international organizations, universities, research institutions, professional and trade associations, and business firms.
Handbook of Marketing Scales: Multi-Item Measures for Marketing and Consumer Behavior Research
HF 5415.3 .B323 1993 Ref.
"A summary compilation of multi-item, self-report measures developed and/or frequently used in consumer behavior and marketing research."
Editor & Publisher Market Guide
HF 5905 .E38 Ref.
Directory of newspaper market and demographics.
Broadcasting & Cable Yearbook
HE 8689 .B77 Ref
Directory of U.S. and Canadian radio and television stations, cable systems, satellite systems, advertising and marketing services, production and programming services, professional services, trade associations, and trade shows.
South/Gulf Coast Texas Business Directory
HF 5065 .T4 T493 Ref.
Has a section on major employers--listed by city.
College Blue Book
L 901 .C67 Ref.
Descriptions of colleges and universities, enrollment totals, web pages, and contact information.
Gale Directory of Publications and Broadcast Media
Z 6951 .A97 Ref.
Yearly guide to newspapers, magazines, journals, radio stations, television stations, and cable systems in the United States and Canada.
Ulrich's Periodicals Directory
Z 6941 .P44 Ref. (latest edition on a table near the Reference Desk)
International listing of periodicals (magazines and journals) by subject.



Cornette Library's online catalog
Includes books, government documents, videos, journals, etc. available throughout the Library. Suggested searches include:
  • a keyword search for your subject, such as public relations
  • the general LC subject heading public relations
  • the LC subject heading for a specific time and place

To determine the most appropriate subject headings for your search, refer to the red Library of Congress Subject Headings near the Reference computers in the Library or search the online Library of Congress Authorities Catalog.

From home, try subject headings such as:

  • Economic forecasting Texas
  • Employment forecasting Texas
  • Employment forecasting Texas Statistics
  • Labor supply Texas
  • Labor supply Texas Statistics
  • Labor market Texas
  • Labor market Texas Statistics
  • Texas economic conditions
  • Texas economic conditions Statistics
  • Texas Statistics
The full-text of over 20,000 books. To find books by subject, use the keywords you developed to search the Library's online catalog or search by subject using the same LC subject headings you used above.
An online catalog for libraries around the world. You'll find books in Cornette Library's collection listed along with many more in other libraries. Search by keyword or browse by subject heading. You may request those books which are not available in the Cornette Library through Interlibrary Loan. Be sure to submit your requests at least two weeks before you will need them.


Journal & Magazine Articles

Cornette Library provides access to a number of online resources for finding journal articles. Some provide the full text of articles, while others may give only the citation and in some cases an abstract or short summary of the article. Some of these resources are general in nature, covering many subject areas. Others focus on particular subject areas or disciplines. When you find articles, evaluate them to make sure you are getting valid information. If you need assistance with searching the resources listed below, ask at the Reference Desk (first floor) or the Periodicals Desk (second floor). You may also call the Reference Desk at 651-2215 during the hours Cornette Library is open or use our Ask a Librarian service.

Besides searching by a keyword or phrase, browse your results for ideas to incorporate possible subject headings such as:

All of our online resources are available from off-campus as well as in the library. You will be asked to login: use your Buff Advisor username (for example, js123456) and your Buff Advisor password (for example, buffaloes).

While most of our online resources include the full-text of the journal articles they index, some only include citations. To find the full-text of an article when you only have the citation, browse our list of online journals and search Cornette Library's online catalog by journal title to determine if the issue you need is available in the Library's Periodicals collection. Journals are shelved alphabetically by title in the bound, microfilm, microfiche, or current periodicals areas on the Library's second floor. If the Library does not have the journal issue you need, you can request the article through Interlibrary Loan.

SFX logo Logo

Most of our databases will include the SFX logo logo with the search results. Clicking this link will open a popup window with at least one of the following options:

If you would like more information about the SFX logo feature, please see the tutorial Using SFX to Link to Articles.

General Resources

Business Source Complete
Provides citations and abstracts of articles on business topics as well as full-text of some articles.
Communication & Mass Media Complete (CMMC)
Comprehensive coverage for communications and mass media issues.
LexisNexis Academic- News and Business Research Sections
Provides U.S. and international news, business news, company financial information, and comparisons of companies based on sales, income, employees, and location. All items are full-text.
Academic Search Complete
Multi-disciplinary academic resource including full-text of many articles.

Recommended Periodicals

Using the mass media and business-related databases, look for articles in specific periodicals such as:

Advertising Age
Database: Business Source Complete
Also available in print.
Marketing News
Database: Business Source Complete
Also available in print.
Media Industry Newsletter
Database: Business Source Complete
Online only. Full text from 2005 - Present.
Database: Communications & Mass Media Complete (CMMC)
Also available in print.


Government Documents

Cornette Library collects United States federal and Texas state documents on many topics. Most United States government documents published since 1994 are listed in the Cornette Library's online catalog.

United States

Finding Government Documents
Overview of how to find government documents in the Cornette Library.
LexisNexis Statistical
Indexing and links to statistical information from international agency, federal, state, and local governmental statistical publications. Includes information from selected business and professional publications containing statistics. Some full-text.
U.S. Government Web Sites
Cornette Library's guide to finding U.S. government web sites by subject, agency, and title.


Texas Web Sites
Cornette Library's guide to finding Texas government web sites with sections on general guides, government sites, law and legislation, finances, resources for business, and local governments.

Sample Government Resources

Texas, Where We Stand: Comparative Facts and Figures About the Lone Star State
Govt. Docs. - Texas Docs. Shelves C2600.8 W574 2001
Texas Fact Book 2004
Govt. Docs. - Texas Docs. Shelves L1300.8 F119 2004
Texas Economy: There Is Nothing so Certain as Change!: A Descriptive Analysis of Workforce Trends in the U.S. and Texas Economies and How They Are Shaped by the Forces of Capitalism and Global Competition
Govt. Docs. - Texas Docs. Shelves O250.8 EC74 1996
Texas Occupational Handbook 1994: Occupational Profiles for Texas
Govt. Docs. - Ref. Shelves O250.8 OC1H 1994 (Non-circulating)


World Wide Web

The Web can be a useful source for finding primary sources and scholarly information as many libraries, archives, museums, and individual researchers have put digitized (scanned) images on their Web sites. You will also find secondary sources that can lead you to additional primary sources.

Web Guides

Additional Web Resources


Citing Your Sources

Why must I cite the sources I use for research projects?

APA Style

A copy of the 5th and 6th editions of the Publication Manual of the American Psychological Association is kept at the Reference Desk. Additional assistance with citing electronic publications is available from the APA online site, which is accessible from Cornette Library's Citation Basics page.


Your Comments

There's always room for improvement!

If you have suggestions for improvements or would like to comment on something you found especially useful about this course guide, please email Linda Chenoweth. Your comments and suggestions are appreciated.