Advertising and Marketing Resources

Contents:

Encyclopedias

Encyclopedia of Associations        Ref HS17.G332
Directory of all types of associations in the United States. Entries list publications produced by the association, and the association's Internet address when available.

Encyclopedia of Business Information Sources       Ref HF5353 .E9
Look up a product or type of business for a list of print and electronic sources useful for research on that product or business.

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Production and Distribution

Thomas Register of American Manufacturers       
Lists suppliers and manufacturers by the product or service they provide. Set includes a catalog file, company profiles, and product and trademark indexes. Available online at http://www.thomasregister.com/ (free but you'll need to register). 

American Wholesalers and Distributors Directory    Ref. HF5421.A43
Lists national, regional, state, and local wholesalers and distributors. Entries are by broad subject category.

Buyer's Guides
The Pace Library has a collection of Buyer's Guides for different industries. These directories usually list suppliers of equipment and raw materials. Some statistics and packaging information may be included. Check the Library Catalog to see if there is a guide for your industry. Use "buyers guide and [your topic]" in a keyword search.

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Regulations

Code of Federal Regulations       
Identify federal regulations pertaining to different products, and to the import and export of these products.  The CFR is available in Lexis/Nexis Universe (click on Legal Research, then Federal Regulations).  You can also search the Code of Federal Regulations online at http://www.gpoaccess.gov/cfr/index.html (search example:  advertising AND beer).

Federal and State Regulations        http://www.law.cornell.edu/regs.html
A listing of web sites where one can find the text of government regulations.  Includes federal regulations, proposed federal regulations, and some state regulations.

Consumers' Guide to Product Grades and Terms        Ref. TX335.C669
"Provides definitions and explanations for 8000 terms, symbols, and phrases that appear on 630 consumer products" and describes the types of regulations applicable to certain products and types of products.  Arranged according to broad subject categories.

United States Patent and  Trademark Office    http://www.uspto.gov/ 
This site offers text-searching for patents granted since 1976.  Patents issued between 1790-1976 are searchable only by patent number.  To search phrases such as "flea powder" enclose the phrase in quotation marks.  Help screens are available for other types of searches.

Federal Trade Commission    http://www.ftc.gov/ 
The full text of many of the FTC's own publications may be searched by keyword. Particularly good for advertising regulation information.

Food and Drug Administration    http://www.fda.gov/ 
Check this site for information concerning products regulated by FDA such as food, cosmetics, drugs, tobacco and medical devises.  Visit the "Information for Industry" area by clicking on the link on the right hand side of their home page.

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Company and Brand Information

Books about individual companies
Use the Pace Library Catalog to locate full-length books about companies.  Perform a Keyword or Subject search using the name of your company.

Annual Reports and 10K's
Company annual reports often discuss the current goals and strategies of a company, while 10K forms detail financial data. Recent annual reports are frequently available on company web sites.  For financial documents, try Lexis-Nexis Universe (select Business) or Mergent Online, or the EDGAR database, accessible on the SEC web site at http://www.sec.gov/edgarhp.htm.

Business and Company Resource Center
This database contains company profiles, company brand information, rankings, investment reports, company histories, chronologies, and periodicals. Search this database to find detailed company and industry news and information.

Encyclopedia of Consumer Brands        Ref. HF5415.3 .E527 v.1-3
This three volume set, published in 1994, provides excellent information regarding the marketing and development of different products.  A list of further reading accompanies each article.

Encyclopedia of Major Marketing Campaigns        Ref. HF5837.E53
500 entries focus on important campaigns of the twentieth century.  The arrangement is alphabetical by company.  Each entry includes company contact information, an overview of the profiled campaign, historical context, target market, competition, marketing strategy, outcome, and a list for further reading.

Hoover's Online  
Provides industry and company profiles for approximately 14,000 companies worldwide.  Company profiles include a brief history of the company, the names of the top executives in the company, a list of key competitors, industry snapshots, and some key financial data about each company.

International Directory of Company Histories        Ref. Desk HD2721.I58
This multi-volume, ongoing set describes company histories in detail, including company goals, marketing strategies and a bibliography. Check the index in the last volume to identify where your company appears.  Revised articles are added as company information changes.

Mergent Online
Annual reports and financial statements for 10,000 U.S. companies and international companies.

NetAdvantage
Stock and bond guides, corporation records, investment reports and industry surveys from Standard and Poors.

Notable Corporate Chronologies        Ref. HD2771.N66 (vols. 1-2)
Chronicles company history.  Provides company contact information and includes a list for further reading about each company.

Company Web Sites
Use an Internet search engine to access company web sites.  These often include valuable information on the company's history, mission and current situation. 

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Industry Data

In addition to these resources, also see the Industry Research Guide for more industry research resources and suggestions.

Encyclopedia of Emerging Industries        Ref. HD2324.E54
Covers industries that have shown significant grow in recent years, or have potential for growth in the near future.  Entries include a list for further reading.

Market Share Reporter        Ref. HF5410 .M37 (most recent at Ref Desk)
Compiles market share data from various sources. Indexes information by source, place name, product/service, company name, and brand name.

Business Rankings Annual        Ref HG4050 .B88 (most recent at Ref Desk)
Compiles business rankings data from various sources.  Use the index to identify rankings for a particular industry, product or geographical area, or to find rankings that include a particular company.

Standard and Poors Industry Surveys        Ref. HG4501.S7665
Detailed industry profiles list key industry ratios and statistics, and provide comparative data on selected companies in the industry. Ask for the Index at the Circulation/Reserve Desk.  Industry surveys are also available online in the NetAdvantage database.

U.S. Industry and Trade Outlook        Ref Desk HC106.5 .A17
Describes economic and trade trends, world market shares, and forecasts for various industries.  Arranged by SIC code.

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Marketing Tools:  Demographics and Sales

Lifestyle Market Analyst        Ref. HF5415.33.U6 L54
A useful resource for preliminary market analysis that identifies customers, states how they spend their money, and indicates how to reach them.  It is organized into four categories: Market Profiles, Lifestyle Profiles, Consumer Segment Profiles, and Consumer Magazines and Direct Marketing Lists.

Statistical Abstract of the United States        Ref. HA202. (current year at Ref. Desk)
This annual publication of the U.S. Census Bureau provides the highlights of statistics gathered on a regular basis by both government and private sources.  In some cases, relevant web sites are included in the citations. Find statistics on population, wages, crime, health, education, government expenditures, prices, sales etc.  Access the Statistical Abstract online at: http://www.census.gov/statab/www/.

Sourcebook of Zip Code Demographics    Ref. HA203 .S66
Covers socioeconomic characteristics such as age, race, income, financial services, entertainment, and purchase potential. Indexes are arranged in zip code format.  This source is based on information from the 1990 Census.  For 2000 Census figures, visit the American FactFinder on the Census Bureau's web site.

Survey of Buying Power and Media Markets       
Population figures, retail sales by store group, and buying power statistics are given for both metropolitan areas and media markets.  Special tables giving market rankings for various product categories and consumer groups are also present.  This annual study is a special issue of Sales and Marketing Management magazine (also available full-text in library databases).

Simmons Study of Media and Markets (Available In-Library Only on Ref Workstations as "Choices 3")
Provides detailed statistics on various multimedia audiences and major consumer goods categories.

Best Customers        Ref. HC79.C6 R87
Based on unpublished data collected by the Bureau of Labor Statistics Consumer Expenditure Survey, Best Customers is divided into 19 chapters arranged by spending categories (e.g. food, entertainment, travel) This work may help identify the biggest customers in particular areas as well as predict trends.

Editor and Publisher Market Guide        Reserve Ref. HF5905.E38
Provides general statistics on all MSA's in the United States, as well as facts and figures about all United States daily newspaper markets, and income and household figures by city/county within each state.  Also visit the Editor and Publisher web site at http://www.mediainfo.com/.

Consumer Expenditure Survey        http://www.bls.gov/cex/home.htm 
Provides detailed tables of consumer expenditures for various categories arranged in different ways such as: age, education, income, occupation, region and size of consumer unit.

Racial and Ethnic Diversity: Asians, Blacks, Hispanics, Native Americans, and Whites
Ref. E184.A1R78
Statistics on the various ethnic groups arranged in categories: Education, Health, Households, Housing, Income, Labor Force, Population, Spending, and Wealth.

Commercial Atlas and Marketing Guide        Ref. Atlas G1019.R22
Describes the transportation, economy, and population of the United States through detailed maps.

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Advertising

"100 Leading National Advertisers"        Ref. HF5805 .A4
This special issue of Advertising Age, usually published in September, gives profiles of the top 100 advertisers.  For each company covered, advertising expenditures are given by media and brand, along with a list of ad agencies. See also http://www.adage.com/.

Advertising Age Encyclopedia    Ref. HF5803 .A38
Entries in this book are divided into 4 categories: Advertising agency histories, advertiser/brand/market histories, biographies, and essays on theoretical, methodological and practical aspects of advertising.

Advertising Red Books: Advertisers        Ref. HF5805 .S7 (vols. 1-2)
Directory of U.S. and Canadian companies that spend at least $200,000 per year on national or regional advertising campaigns.

Direct Marketing Market Place        Ref. HF5415.1 .D57
Directory of about 10,500 organizations in 43 sections that fall under these key segments of the direct marketing industry: Direct Marketers; Service Firms and Suppliers; Creative Services; Associations, Courses and Events.  Includes a bibliography, direct marketing statistics, Direct Marketing Association members in the Fortune 500, lists of major direct response advertising agencies, and mail order companies.

SRDS Publications
Provides descriptions and costs for advertising in various media.

• Business Publications    Ref. HF5905 .S7231

• Consumer Magazine Advertising Source    Ref. HF5905.S725

• Direct Marketing List    Ref. HF5861.D54

• Interactive Advertising Sources    Ref. HG5415.I264 S65

• Newspaper Advertising    Ref. HF5905 .S731

• Radio Advertising    Ref. HF5905 .S741

• TV & Cable Source    Ref HF5905 .S745

Burrelle's Media Directory        Ref. P88.8.B84
Volume 1 covers magazines and newsletters.  It is organized by industry and provides contact information, circulation figures, frequency, formats, ownership, display advertising cost, advertising deadline, news release information and more.  Volume 2 is the index to volume 1.  Additional  volumes cover newspapers and related media, non-daily newspapers, radio, and television and cable.

Magazines for Libraries        Ref. Z6941.M23
Provides a description of magazines and a discussion of their audience.  Includes circulation size and price.

Marketers Guide to Media        Reserve Desk HF5826.5 .M455
Contains current rate and audience estimates for major media.  Includes sections on online services and gives some audience demographics.

Ad $ Summary        Ref Desk HF5801 .A18
Reveals the amount of money spent by a company on advertising.  Ranks the top 100 companies by money spent on different types of advertising (newspaper, magazine etc.).  Provides the total revenue from advertising for particular magazines.  Ranks industries on the basis of their total advertising expenditures and subdivides these expenditures by type of advertising media.

The Seasons of Business        Ref. HF5415.33. U6 W35
Describes the variance in sales of goods and services throughout the calendar year.

Statistical Fact Book        Ref. HF5415.126 .F33
Covers consumer attitudes, buying habits, cost, trends, environmental concerns, and directory information of the direct marketing industry.

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Resources for Journal Articles

Use the online databases to identify journal articles relevant to your research.

ABI/Inform    1970's-present
Indexes articles on all aspects of marketing and management.  Some full text is available.

Business and Industry
Please note that Pace has 4 simultaneous users for this database.
Contains important facts, figures and key events dealing with public and private companies, industries, products and markets for all manufacturing and service industries at an international level. Business and Industry focuses on a body of literature that includes leading trade magazines, newsletters, the general business press and international business dailies.

Business Source Premier    1965-present
Provides full text for over 2,710 scholarly business journals covering management, economics, finance, accounting, international business and much more.

Lexis-Nexis Universe      1970-present
Provides the full text of newspapers, magazines, marketing and trade journals, Hoover's reports, SEC filings and other resources.

TIP: Use Webfeat if you want to search our basic business databases simultaneously (this will not include Business & Industry, listed above). Select all databases in the Business category, and select Lexis-Nexis from the General category, then perform your search.

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Internet Resources

The Pace Library maintains lists of high-quality resources in various subject areas.  To find these topical lists, go to the Pace Library Home Page, then click on Reference Resources.  Use the pull-down menu to select a subject research area.  The Advertising and Marketing, Company/Industry, and International Marketing categories contain sites that may be helpful to you.

If you are using resources from the World Wide Web, it is especially important that you evaluate their accuracy, authority, currency and objectivity. For more information, see our page on Evaluating Resources.

Marketing Journals

To view journals, both print and electronic, that are available in the Pace University Library, go to the Print & E-Journals link on the Library home page. In the "Please select a subject cateogy" pull-down menu, select Business & Economics, and then under Commerce, select "Marketing." You will see an alphabetical list of journals in that subject area, available in print and online. Pay attention to the dates available.

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Citing Your Sources

Once you have found your information, you will need to cite the sources that you used. The library has prepared some information on citation styles for print and electronic resources. You can access it on the Pace Library web site at http://www.pace.edu/library/pages/instruct/citing.html.  Please check with your instructor if you are unsure of which citation style to use.

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