MCOM 3314 (Ms. Westermann): Public Relations & Advertising Research

Purpose: To acquaint you with print and online information in the Cornette Library that will make research for the annual NSAC (National Student Advertising Competition) easier.

Industry Analysis

Various library resources give current information on a particular industry. After determining who the major competitors are, search for detailed financial information about those companies.

Reference Sources

Industry Surveys
HC 106.6 .S74 Ref.
Three-volume set. Perhaps the best source for industry overviews: current environment, trends, key industry ratios and statistics, how to analyze a company. Sample chapter: "Autos & Auto Parts" (vol. 1, 6/24/2010). Last volumes available: July, 2010.
Value Line Investment Survey (Volume 1: Ratings and Reports)
HG 4501 .V26 (Circulation Dept. - Reserve Shelves)
Overview of industries with detailed information on public companies within the industry. Also online.

Finding Articles

Articles can be found in print, microform, and online. Tips for searching for articles:

Which database?

Business Source Complete
Extensive articles on business topics.
Communication & Mass Media Complete
Excellent source for advertising and public relations studies.
LexisNexis Academic
Business news, company information, and comparisons of companies based on sales, income, employees, and location. All full text.
Value Line Research Center
Independent investment information. Individual stock reports and industry reviews. Current performance and future outlook. All full text. Limited to 6 concurrent users. Please Log Off when through.

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.

How to Access Databases

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Media Planning for Advertising

Reference Sources

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.
Ulrichsweb Global Serial Directory
Online only
Can narrow search to United States magazines and newspapers and then search for a subject such as ethnic interests.

Finding Articles

Using general or business-related databases, you may search general topics. Or you may look for articles about "advertising media planning" in specific magazines such as:

Advertising Age
Database: Academic Search Complete
Also available in print (current year).
Marketing News
Database: Business Source Complete
Also available in print (current two years).
MediaWeek
Database: Communication & Mass Media Complete (HTML only)
Also available in print (current two years).

Finding Books

Besides using Cornette Library's online catalog, you can also try WorldCat, an online catalog for libraries around the world. Search for books that can be borrowed from other libraries using Interlibrary Loan. Allow up to 3 weeks for books (2 weeks for articles) to arrive.

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Target Marketing and Economy

Statistical Information

Statistical Insight
Online only
  • Can use Advanced Search to search a phrase, such as Hispanic Americans, as a subject and also search a word such as age.
  • Browse results, looking for items with a full text PDF.
  • After finding results, can add filter from left-hand column (such as "full text").
  • Contains some of the same charts as the Statistical Abstract of the United States.
Millennials: Americans Born 1977 to 1994
HQ 796 .M4797 2004 Ref.
Part of The American Generations Series.
Statistical Abstract of the United States
HA 202 .A2 Ref. (most recent edition at the Reference Desk) and online.
Statistics from the U.S. Census Bureau. Information source for each chart is listed. Index entries refer to table number, not page number. Sample table: 685. Average Annual Expenditures of All Consumer Units by Race, Hispanic Origin, and Age of Householder.
World Almanac
AY 67 .N5 W7 Ref.
Has information on retail car sales in the United States. Search index for main "Transportation" section.

Finding Articles

Look for articles in the business-related databases. Try a keyword search such as "target marketing" AND "chinese american*". Or consider subject headings such as "market segmentation" or other LC (Library of Congress) subject headings.

Finding Books

Look for books in Cornette Library's online catalog and WorldCat. Allow up to three weeks to receive books from WorldCat through Interlibrary Loan. Consider LC subject headings such as:

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Citing Your Sources

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

American Psychological Association (APA Manual)

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Your Comments

Thank you.

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