MKT 477: Export-Import Management: Advertising/Promotion
Secondary/Data Sources
This assignment guide was created to assist students in locating secondary/data sources for the course related project.
The project focuses on the research required to determine the feasibility of importing or exporting the chosen product. The project covers competition, pricing, shipping, advertising and promotion, legal contraints as well as country research.
The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:
For specialized assistance, please contact the Business Reference Librarian to set up a consultation appointment:
Getting Started
[Many useful books and/or multimedia can be located through the USA Library's Catalog. Start by doing a subject heading browse OR keyword search for advertising.]
Comprehensive Web Sites:
Advertising World
KnowThis.com: Promotion & Advertising
World Advertising Research Center
Databases:
Business & Company Resource Center [AVL Access for community researchers]
- Click on the 'Company' graphic from the database home page.
- Enter a company name, choose 'ultimate parent', then click on 'Search'.
- From the results list, click on the specific company.
- Click on the 'Company Profile' tab at the top of the screen and look to the left of the screen for company news broken down by topic/functional area (products & services, sales & marketing, statistics, strategy and planning) and click on 'Sales & Marketing.'
Business Source Premier (EBSCO)[AVL Access for community researchers]
Click on advanced-search at the top. In the first search-box, enter the brand name/product/service as a keyword. In the second-search box, enter the term advertising. When the results list is on the screen, view the menu to the left for ways to limit.
Dictionaries & Encyclopedias:
Advertising Age Encyclopedia of Advertising
MCOB Reference HF 5803 .A38 2003 v. 1-3
"In addition to the agency histories, one finds entries for advertisers, brands, and campaigns (Airlines; Geritol; Kraft Foods, Inc.; Yahoo!); individuals (Burnett, Leo; Hearst, William Randolph; Packard, Vance); practical and theoretical aspects of advertising (Infomercial, Music and jingles, Package design, Psychographics, Targeting); and social, cultural, and historical issues (Consumer movement; Cultural symbols; Minorities: Representations in advertising)."
Advertising Media A to Z: The Definitive Resource for Media Planning, Buying and Research
Univ. Lib. Reference HF 5826.5 .S848 2004
Dictionary of Marketing and Advertising
MCOB Reference HF 5415 .R577 1995
Encyclopedia of Consumer Brands
MCOB Reference HF 5415.3 .E527 1994 v. 1-3
Profiles 600 of the most popular brands in America that have been prominent since 1950.
Vol. 1: Consumable brands
Vol. 2: Personal products
Vol. 3: Durable goods
Encyclopedia of Major Marketing Campaigns
MCOB Reference HF 5837 .E53 2000 v. 1-2
Profiles 500 of the most notable advertising and marketing initiatives of the 20th century. Covers campaigns that were important for their innovation, for their effectiveness in selling products or services, or for the significance of their companies.
Journals:
Advertising Age
(Print magazine located in the MCOB Reading Room. Also available on the web at http://adage.com/. See Our Journal List for access to the electronic journal.)
An important weekly newspaper of interest to advertising and marketing professionals. Several annual issues or features of special interest:
*100 Leading Media Companies (last June issue)
*The Top 200 Brands (quarterly, usually in mid-February, May, August and November)
*The Advertising Factbook (first January issue)
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Directories:
Brandweek: The Directory of U.S. Brand-Name Products & Services and their Marketing Companies (ADWEEK Directory)
MCOB Reference HF 6182 .U5 A39
"Profiles brands, products, and services marketed in the United States as well as the organizations that market them. Refer to the front of the publication for a listing of the top 2000 Superbrands ranked by media spending and categories in 43 industry categories. "
Standard Directory of Advertisers (Red Book)
MCOB Reference HF 5805 .S617 v. 1-2
Provides information on specific companies who advertise. Refer to the company index in the front of vol. 1. Entries provide basic company contact information and the advertising agency they use. Some entries provide advertising expenditure totals. Vol. 2 provides product categories by state, brand name, SIC, and personnel indexes.
Trade Show Central
Online directory covering trade shows, seminars, and conferences for the events industry.
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Media/Target Markets:
[Utilize these sources to determine which newspapers, magazines, or media are most appropriate for your target market]
Editor & Publisher Market Guide
MCOB Reference HF 5905 .E38 (latest copy)
Coverage of census information, population projections, and quality of life data.
Marketer's Guide to Media
MCOB Reference HF 5826.5 .M45 2002
Provides demographics, costs, and ranking lists for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media. The only source that will provide an average for what it will cost to advertise on major networks.
World Advertising Research Center: Consumers
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Media Rates/Budget :
Advertising Age's Data Center
http://adage.com/datacenter/
Advertising Growth Trends: Inflation Adjusted Analysis of Ad Spending (Schonfeld)
MCOB Reference HF 5813 .U6 A73
"Gives information on publicly owned corporations that spend on advertising. The study is organized by SIC and alphabetically by company name within each SIC. Each company's historical information includes: advertising spending for each of the last five calendar years expressed in constant 1990 dollars, percent of advertising in relation to total spending by all companies within the same SIC, inflation adjusted sales for each of the last five years and the percent share of sales over the SIC. The average annual percent change within the five year period in ad spending, sales and ad shares are also displayed. Measures of profitability and effectiveness of the company's advertising expenditures are shown with What-If Scenarios and Management By Objective values for the next calendar year."
Advertising Ratios and Budgets (Schonfeld)
MCOB Reference HF 5801 .A2446 2006/07
"This detailed report covers over 5,000 companies and 300 industries with historical 2005 advertising budgets, 2006 ad-to-sales ratios and ad-to-gross margin ratios, as well as 2006 and 2007 budget forecasts and growth rates. Use it to track competition, win new ad agency clients, set and justify ad budgets, sell space and time or plan new media ventures and new products. Includes industry and advertiser ad spending rankings and data on over 300 major foreign companies. Bought by major advertising agencies, media companies, advertisers and libraries."
Brandweek: The Directory of U.S. Brand-Name Products & Services and their Marketing Companies (ADWEEK Directory)
MCOB Reference HF 6182 .U5 A39
"Listings include key brand marketing personnel and corporate executives, location, phone and fax numbers, and when available, advertising agencies and annual media expenditures."
Class/Brand $
Univ. Lib. Reference HF 5801 .A327 2001
Information is arranged by class code, company, and product and includes coverage of 10 media.
LNA/Media Watch AD$ Summary
Univ. Lib. Reference HF 5801 .A18 2001
Includes 10 year media totals per company, industry totals, top 1,000 companies ranked by 10 year media, top 100 companies ranked by advertising expenditures per type of media, and a brand index. The data is arranged by PIB classification which is explained in the front of the publication.
Marketer's Guide to Media
MCOB Reference HF 5826.5 .M45 2002
Provides demographics, costs, and ranking lists for: broadcast television, syndicated television, cable television, radio, out-of-home, teens, promotion media, custom publishing/marketing, magazines, newspapers, online services, and Hispanic markets/media. The only source that will provide an average for what it will cost to advertise on major networks.
Standard & Poor's Research Insight Database
(MCOB Lab Use Only)
S&P Research Insight is available for use in the MCOB Labs. If you are a first time user, please ask for assistance by contacting Deborah Harrington to set up an appointment.
S&P RI Manuals are now available on the Web in PDF Format. To learn the basics of the system, which includes more information on how to run preformatted reports such as the one outlined below, refer to the 'Getting Started Guide'.
To run a report that will analyze a company's 'Advertising Expense as % of Sales' for 3 years:
- From the left toolbar menu, click on the 3rd button from the bottom 'Open Report' .
- Scroll down the list of folders and double click on the folder that is titled 'Transfer Pricing' .
- Highlight the report 'Advertising Expense as % of Sales Analysis' and click 'Finish' at the bottom.
- A box that helps you enter data to run the report will appear on the screen. Enter the ticker symbol and click 'OK' at the bottom of the screen.
- When the report appears, click the print button.
- Advertising Expense and Current Year Sales figures are listed in millions of $.
Standard Directory of Advertisers (Red Book)
MCOB Reference HF 5805 .S617 v. 1-2
Provides information on specific companies who advertise. Refer to the company index in the front of vol. 1. Entries provide basic company contact information and the advertising agency they use. Some entries provide advertising expenditure totals. Vol. 2 provides product categories by state, brand name, SIC, and personnel indexes.
Standard Rate and Data Service (SRDS):
This service offers separate directories giving advertising rates, specifications, and circulation for publications, broadcast stations and a variety of other media.
Business Publication Advertising Source
MCOB Reference HF 5905 .S723 v. 1-2
Consumer Magazine Advertising Source
MCOB Reference HF 5905 .S725
Newspaper Advertising Source
MCOB Reference HF 5905 .S73
Radio Advertising Source
MCOB Reference HF 5905 .S74
TV & Cable Source
MCOB Reference HF 5905 .S745
Note: Refer to http://acronymfinder.com/ to locate information regarding the acronyms used in SRDS publications.
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International:
International Advertising Resource Center
Kidon Media-Link
Directory, searchable by country or language, of newspapers, magazines, TV, radio and news agencies.
MBendi: Key African Publications
Metagrid
Directory of newspapers arranged per country and magazines arranged by topic.
PubList.com
"Comprehensive directory of information for 150,000+ magazines, journals, newsletters and other periodicals, and more than 8,000+ newspapers."
World Radio & TV Handbook
Univ. Lib. Reference TK 6540 .W67
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Internet Advertising:
Advertising Age Dataplace
Click Z
DoubleClick: Knowledge Central
Interactive Advertising Bureau
KnowThis.com: Online & Internet Advertising
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Last Updated: 1/13/09 DLH
