MKTG 3740: Advertising and Promotion Guide

Overview

Market Share and Competitors

Brands and Their Companies
T 223 .V4 A253 (Reference Desk Collection)
This is a guide to over 230,000 consumer brand names, with the yellow pages in volume 2 consisting of a list of about 43,000 companies that manufacture or import the brands.

Business and Company Resource Center The Business and Company Resource Center provides information for domestic and international companies and associations, including information on corporate hierarchical structures, company financial information and earning estimates, investment reports, corporate chronologies and company histories, industry rankings, market share data and more.

Companies and Their Brands

T 223 .V4 A25 (Reference Desk Collection)
Provides accesses too more than 282,000 consumer brands and about 51,000 manufacturers and distributors. Brands are presented first in an alphabetic sequence. Company listings follow in a separate section.

Company Web Sites
Many companies now place varying amounts of organizational, financial, or product information on the World Wide Web. To locate a company's WWW site, search by company name using your favorite search engine, or search by company name on Google.

Encyclopedia of Consumer Brands (Vol.1 consumables, Vol.2 Personal Products, Vol.3 Durable Goods.)
HF 5415.3 .E527 1994 (Reference)
Profiles approximately 600 "of the most popular brands in America." Essays include brief history of product or brand and information concerning sales, market share and major competitors. Includes listings of "Sources for additional information" at the end of every issue.

Encyclopedia of Major Marketing Campaigns
Profiles of 500 marketing campaigns from the twentieth century, this book provides background information, strategy, and outcomes of notable print, radio, and television efforts. Arranged by company name.

Hoover's Online
This business directory lists public, private, international and emerging company profiles with links to company Web sites, as well as other business related links. Only parts of this free online directory are available to nonsubscribers. The full text of Hoover's is found in the database LexisNexis Academic.

Hoover's Handbook of American Business HG 4057 .A28617 (Reference Desk Collection)
Company profiles contain a concise statement of the nature of the business, its history and the products and services it delivers; also a list of major projects, sales, names of officers, number of employees, ranking in the Fortune, Business Week, and Forbes annual ranked lists, names of competitors, and a Hoover's rating.

Hoover's Handbook of Emerging Companies
HG 4057 .A28618 (Reference Desk Collection)
The companies must be based in the U.S., have revenues between $30 million and $1 billion, and have sales growth of at least 20% per year annually or sales and net income growth of at least 15% each annually during the past five years. Company profiles provide an overview, list of key people who run the company, where it is headquartered, company products and services, key competitors, and a brief financial profile. Details

International Directory of Company Histories Online This multi-volume directory is available as part of the Gale Virtual Reference Library and consists of over 8,500 historical profiles of the world's largest and most influential companies. Included is a list of subsidiary companies, and sources for further reading. To limit your search to this directory, (in Gale Virtual Reference Library) type "International Directory of Company Histories" as a publication title (pu) in the advance search box from the drop down menu. HD 2721 .I58x (Reference Collection) vols. 1-92

LexisNexis Corporate Affiliations HG 4057 .A219 (Reference Desk Collection)
Details private and public corporate relationships, and includes a brand name index. Includes listings for foreign parents of U.S. based foreign affiliates and subsidiaries.

Major Marketing Campaigns Annual HF 5837 .M34x 1999 (Reference)
This volume provides excellent coverage of advertising campaigns, describing the target markets, background, strategy, etc. for each campaign.

MarketLine Business Information Centre This database compiles business information using primary and secondary research to create 10,000 company, 2,000 industry, and 50 country profiles. MarketLine includes daily updates of relevant news, comments and analysis, company history, and a SWOT analysis (strengths, weaknesses, opportunities, and threats) within company profiles.

Mergent Online Contains data on U.S. and international publicly owned companies. Company reports include the history, business, properties, officers and directors, income, long-term debt, capital stock, latest news stories and more. Company annual reports are included for U.S. and international companies in PDF format. Financial data can be retrieved in text or spreadsheet format with searchable EDGAR SEC filings dating back to 1993. Private company reports cover over 4 million U.S. businesses containing business address, SIC codes, estimated number of employees, and estimated revenue. Updated daily.

NetAdvantage Standard & Poor's is an international investment research and commentary database. Includes independent credit ratings, indices such as S&P 500, risk evaluation, stock reports, mutual funds research, company descriptions and financial data. Includes information from S & P publications such as: Industry Surveys (U.S. & Global), Stock Reports, Mutual Fund Reports, Bond Reports, Company Profiles (U.S. & Global) Records, The Register of Corporations, Directors and Executives, The Outlook, Credit Week, Earnings Guide, Dividend Record, Stock Market Encyclopedia, and Security Dealers of North America.

Market Analysis

Business NewsBank Provides hard to find local, regional and national business news articles containing in-depth company, industry, product and executive news, both private and public companies from more than 500 business journals, newspapers and wires. Coverage is from 1993 to date. Updated daily.

Business Rankings Annual
A bibliographic guide to more than 8,000 ranked lists of companies and other subjects that appear in over 1,000 periodicals, newspapers, financial services, statistical annuals, and other sources. It is arranged by specific subject, and the data about each usually includes the criteria for the ranking, the names of the top 5 or 10 in the ranking, the source (including date and page). At the end of the print volume is an index by subject and ranked company, and a separate bibliography of the sources (such as Fortune). HG 4050 .B88 2009 (Reference Desk Collection)

DemographicsNow This database provides comprehensive market information analysis. Including access to current and past U.S. Census data, including data collected from the 1980, 1990, 2000, and 2006 with 2011 projections. Also provides the ability to create unlimited custom reports using thousands of variables, advanced features such as: demographic maps and reports for all U.S. geographies and addresses, market and site location analysis based on custom radii, custom drive times, counties, census tracts, block groups, U.S. places, DMAs, MSAs, CBSAs, ZIPs and more; also includes over 40 summary, comparison, and ranking reports.

General Business File ASAP An index of business publications that includes trade publications, newspapers, journals, broker research reports, and company profiles, some articles with full text and images. Coverage 1980 - present.

Market Share Reporter An annual compilation of reported market share data from business periodical literature. Includes data on companies, products and services and also provides information on brand competitors. Also located at the Reference Desk: HG 5410 .M35 2009 (Reference Desk Collection). For European or international based companies and products, refer to the appropriate companion publications: HF 5410 .M35 2009 (Reference Desk Collection) World Market Share Reporter. HF 5410 .W67 (Reference).

Plunkett Research Online This database provides industry sector analysis, research, trends, and statistics for 32 different industries. Includes alternative, renewable & conventional energy; automotive; biotechnology; health care; outsourcing & offshoring; wireless & Wi-Fi; retail; telecommunications; supply chain; sports; transportation & logistics; apparel; e-commerce and more. Use "Build-A-Report" to export your information in PDF format. Updated weekly.

Competitive Analysis

Dateline Provides full text information on local and regional business news including information on corporations, privately held companies, local start-ups, executive profiles, marketing, finance, and industry news. Contains business information not typically found in national news sources with news and analysis, information on local markets, major business tabloids, magazines, daily newspapers, wire services, and area business publications. Coverage: 1985 to date.

Digital Corporate Manuals Searchable archive of corporate and industry related documents. Contains more than 180,000 documents covering over 100 countries. Includes data from 1909 to 2007.

Standard & Poor's Industry Surveys
Included in the database NetAdvantage from Standard & Poors. Reports on over 50 industries including the following: industry trends, how the industry operates, key industry ratios and statistics, how to analyze a company, a glossary, industry references, and comparative company financial analysis. HG 4910 .S75x (Reference Desk Collection)

Standard Directory of Advertisers HF 5805 .S7 (Reference Desk Collection)
Volume 1 is a directory of more than 25,000 U.S. companies that advertise nationally, and it is arranged by 50 product classifications. For each company the entry usually gives year founded, phone and fax, officers, products, approximate sales and number of employees, the SIC number, advertising agency, advertising appropriations, media used. Volume 2 contains an index of over 62,000 trade names, a list of companies by SIC, and a name index of individual company officers.

Standard Directory of Advertising Advertisers HF 5805 .S7 2008 (Reference Desk Collection)
Provides advertising expenditures on companies that spend a minimum of $200,000 on national and regional advertising. Information includes approximate advertising expenditures, media used, and the advertising agency employed.

Standard Rate and Data Service Provides domestic and international advertising rate information and direct marketing data for business and consumer publications, as well as newspaper, radio, and TV.

TableBase An international database that specializes in tabular data dealing with companies, products, industries, and demographics. Tables are from a range of sources including statistical annuals, brokerage reports, trade and business association publications, primary research, international organizations and government reports. The tables cover market share, market size, capacity, rankings, forecasts, shipments, output, consumption, users, exports, imports, capacity, etc. (Recommend "Advance Search")

Trade and Industry Contains business periodicals and newsletters with a trade or industry focus providing users with industry news, product and competitive information, marketing trends, and more. Includes in-depth coverage of companies, products, executives, trends, and other topics for more than 1,200 publications, most in full-text. Coverage: 1971 to date.

Consumer Analysis

ABI/INFORM Global An index of over 1,800 publications with abstracts, and full text from over 700 of these titles, selected from newspapers, trade publications, and journals on business including, for example, administration, economics, computers, finance, human resources, management, and marketing. Full-text of Wall Street Journal articles available from 1984. Otherwise coverage is from 1971 to the present with some older material available. Updated daily.

Lifestyle Market Analyst HF 5415.33 .U6 L54 (Reference Desk Collection)
Contains market analysis at local, regional, and national levels. Includes demographic, geographic and lifestyle information.

Mediamark Reporter (MRI+)
This database provides summary tables of key audience and product usage data from their national probability sample of 25,000+ adults (18 years and older). MRI+ offers comprehensive demographic, lifestyle, product usage, and media data collected from a single sample (2005 survey). In addition, MRI+ is a library of key magazine planning data resources providing an information link between the planner and publisher.
To use this database you must create an account from an on-campus location by using your email address and creating a password. Validate your account through the e-mail they send you. After you login with email address and password select Mediamark Reporter on the top right side of the screen.

Environmental Analysis

International Trade Reporter Includes the latest news and trends in U.S. trade policy, including regulatory, legislative, and judicial developments from U.S. Congress, the International Trade Commission, Departments of State, Treasury, and Commerce, World Trade Organization, and European Union. Also includes developments affecting U.S. trade and international business policy and the policies of major U.S. trading partners.

LexisNexis Academic Indexes thousands of domestic and foreign newspapers, as well as journals, and other publications in News, Business company reports and articles, Legal Research, Medical and Reference. The legal research category includes law reviews, law news, federal and state laws and cases. Mostly full text. Includes Hoover's full text. Coverage dates vary.

Conclusion

CONGRATS! You are now an expert on the company and brand you have chosen to research. Now you are ready for the thinking portion of the assignment. Take the information you have gathered and sort out the strengths, weakness, opportunities and threats for your product. You won't find the answer in a reference book! GOOD LUCK!

02/2009 dmr/jla

Ask A Librarian

Donna M. Ring
donna.ring@wmich.edu
269-387-5153
Last updated: September 2009