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:
- A print index may list articles by author, title, or subject.
- Online searches in a database can often point you to articles on a certain topic. The information may have:
- Citation only.
- Citation and a short summary (abstract) of the article.
- Full text or link to full text.
- SFX link to full text in another database.
- Articles in a database without full text or SFX links may be available elsewhere using Cornette Library's online catalog or the list of online journals.
- Use Interlibrary Loan to request articles not available in the Cornette Library. Allow up to 2 weeks for articles to arrive.
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.
Logo
Most of our databases will include the logo with the search results. Clicking this link will open a popup window with at least one of the following options:
- One or more links to the full text of the cited article.
- A link to a pre-set search of the Cornette Library catalog for the cited item.
- A link to a pre-filled Interlibrary Loan request form for the article.
- A link to various help options.
If you would like more information about the feature, please see the tutorial Using SFX to Link to Articles.
How to Access Databases
- On-campus: Use public computers in the library or HELC.
- Off-campus: Login with your Buff Advisor username (for example, js123456) and your Buff Advisor password (for example, buffaloes).
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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.
- Try searching a subject such as the phrase advertising media planning.
- Can limit to recent publications (2000-2011).
- Can use SFX button to link to "Borrow this item from another library" to create an easy Interlibrary Loan request.
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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:
- African American consumers
- Asian American consumers
- consumer behavior statistics
- consumers preferences
- demographic surveys
- Hispanic American consumers
- internet marketing
- lifestyles
- market segmentation
- market surveys
- marketing research
- marketing United States
- minority consumers United States
- qualitative research (combine with a second term, such as market*)
- target marketing
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Citing Your Sources
Why must I cite the sources I use for research projects?
- To give credit to the author of the information you use.
- To avoid plagiarism (WTAMU Code of Student Life: Appendix I-Academic Integrity Code (p. 16 of the PDF). Plagiarism is a serious offense that can result in a failing grade or worse!
- So that others can verify the information.
- To assist others in doing their own research.
American Psychological Association (APA Manual)
- You are required to use the Publication Manual of the American Psychological Association.
- A copy of the most current edition of the APA Manual is located at the Reference Desk.
- Additional assistance is available from Citation Basics.
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Your Comments
- Suggestions for improvements?
- Particularly helpful items?
- Please email Linda Chenoweth.
Thank you.
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