Marketing

Consumer Behavior/Demographics:

DATABASES

Mintel Oxygen
Covers both the US and European marketplace.  Search by product or consumer segment (ie. “teens”) to find consumer profiles and trends.  Check out the “Lifestyles” reports to browse reports on various consumer topics.  Note:  You must create your profile prior to using this database the first time, and login thereafter.

Simmons One View
In depth consumer demographic characteristics, figures, and statistics that allow you to create customized reports to determine consumer purchasing behaviors, brand preferences, and media usage.  Note:  Access is available on three designated computer terminals in the McLeod Business Library.

SRDS Lifestyle market analyst (database and print)
Print format: Business Library HF5415.33 .U6 L54
Available both in print and in the SRDS database as “Local Market,” this resource provides analysis of consumer behavior and trends. Note:  You must login using username and password provided in the SRDS user guide located in the library research room on the last shelves.

U.S. Census Bureau

Fedstats: demographic statistics

Market Research:

DATABASES

Mintel Oxygen
Covers both the US and European marketplace.  Reports include market segmentation, drivers, size and forecasts.  Note:  You must create a profile prior to using this database for the first time, and login thereafter.

MarketResearch.com Academic
Search by keyword, or browse by topics.  Reports include industry overviews, competitive analysis, market trends, product innovations, buyer behavior, and market share information.  Note:  These reports are lengthy, so view the table of contents prior to printing to focus on the chapters most relevant to your needs.

Marketline
Search by product or brand to access industry reports that include information on market segmentation, share, value, volume, and forecasts. 

Plunkett Research Online
Search by keyword (select “Search all Industries”) or browse by industry sector.  Once on the industry sector page, select “Statistics” or “Trends” from the page header to view excellent statistical charts or trend analysis relevant to that industry. 

Media Planning & Advertising:

DATABASES

SRDS print materials/databases

Note:  To access databases you must login using username and password provided in the SRDS user guide.

PRINT

Business publication advertising source
Print format: Business Library HF5905 .S723
Advertising rates, circulation information, and publisher’s positioning statement for business publications.

Consumer magazine advertising source
Print format: Business Library HF5905 .S725
Advertising rates, circulation information, and publisher’s positioning statement for consumer magazines.

Direct marketing list resource (print)
Business Library HF5861 .D54
Directory of marketing mailing lists searchable by keyword or list type.

Interactive advertising source (print)
Business Library HF5415.1264 .S65
Advertising rates for Internet and online venues, including social networking sites.

International media guide
Print format:  Bus. Lib. HF5826.5 .S73 (not available as database)
Advertising rates, circulation, and readership information for international business publications.

Newspaper advertising source
Print format: Business Library HF5905 .S73
Advertising rates, circulation information, and publisher’s positioning statement for newspapers.

Radio advertising source
 Print format: Business Library  HF5905 .S74
Searchable by markets, stations, rep firms, networks, syndicators, or group owners.  Provides advertising rates, station profiles, MSA maps, and SQAD CPP estimates.

TV & cable source
Print format: Business Library HF5905 .S745
Access DMA rankings, maps and market profiles.  Contains advertising rates for TV & cable advertising sources, as well as other electronic media venues, such as in-flight, in-store, movie/theater, etc.

The Brandweek Directory
Print format: Business Library HF6182 .U5 A39 2009
A directory of U.S. brand, products, and services and their marketing companies.  When available, listings also include annual media expenditures.

The Adweek Directory
Print format: Business Library HF6128 .U5 A387 2009
A directory of U.S. advertising agencies, public relations firms, media buying services, and specialized marketing companies.

Major Marketing Campaigns Annual 1998
Print format: Business Library HF5837 .M35 1998
Profiles 100 of the most notable advertising and marketing campaigns of 1997.

Encyclopedia of Major Marketing Campaigns; Volume 2
Print format: Business Library HF5837 .E53 2006
Profiles 474 of the most notable advertising and marketing campaigns of the twentieth and twenty-first centuries.

News & Journal Articles:

Suggested publication titles:

• Advertising Age
• Brandweek
• Creativity
• JMR, Journal of Marketing Research
• Journal of Consumer Marketing
• Journal of Marketing
• Marketing Science
• Sales & Marketing Management

DATABASES:

EBSCOhost Business Source Complete
Search by selecting “Publications” in header, or search by keyword.  Tip:  To focus your search, change “Select a Field” to “PS Reviews & Products” or “SO Publication Name.” 

Factiva
Search by using “Source” under the Intelligent Indexing section to the bottom left.

ProQuest ABI/Inform Global
Search by selecting “Publications” in header, or search by keyword.  Tip:  In the advanced search mode, you may focus your search by changing “Citation and document text” to “Product Name” or “Publication Title” using the pull down arrows.

To browse articles written on marketing and advertising, go to Entrepreneur.com http://entrepreneur.com and select “Marketing”  or “Advertising” from the left side bar.

SWOT Analysis:

Internet Tools/Resources:

Additional Print Resources: