Special Research Hints
Assignment #4
The links on this page lead you to the appropriate pages where the specific item mentioned is found along with similar information sources listed in the Company & Industry Research Subject Guide and the Marketing Resources Subject Guide.
Special Note on Statistics: Statistics can be put on a map through the GIS service available in the MAP COLLECTION.
A. Marketing Communications Mix
This section, while focusing on the current campaign, is sometimes easier when you compare the advertisements and coupons with any articles on the advertising campaigns in the last 5 years. This is particularly helpful if your company or competitors have done any of the following:If they have changed, there should be at least some press releases. Press releases and related articles are best found by using the indexes to find the information. The key trade magazine that announces many of these changes is Advertisng Age. Also, many companies have press releases on their home pages.
- changed advertising agencies
- changed slogans
- changed spokespersons
- changed target markets (by age, gender, income level, education level, geographic area, political/religious)
BEST SOURCES:
- Business Periodical Indexes and Abstracts
- Newspaper Indexes for Business
- News Broadcasts
- Popular Culture & Current Events
- Don't for get to check the company web site for press releases and news!
Suggested search strategies:
- Search for the word advertising and your brand name.
- If your brand name is a common word, add your company name to the search.
- Check the Advertising Red Book Hayden Reference Index Table 1 for the last 5 years for any changes in ad agencies.
B. Diagnostic Advertising Profile
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For this section, you really need to sit down as a team and discuss these questions. You should already have articles and advertisements from part A (above) with useful sections in them that will apply here.
- BEST SOURCES:
- For advertising budget and spending:
- Standard Directory of Advertisers Hayden Reference Index Table 1
- Ad $ Summary Hayden Reference HF 5813 .U6 A35x
- Superbrands Report
- For additional articles try these recommended search strategies:
- Search for the phrases advertising and customer* and your brand name.
- Search for the phrases advertising and objective* and your brand name.
- Search for the phrases advertising and effective* and your brand name.
C. Diagnostic Sales Promotion Profile
This section also requires you to come to a team consensus based on the information you have. If you need more information:
BEST SOURCES:
- Recommend search strategies:
- Search for the phrases coupon* or sample or rebate* and your brand name.
- Avoid using the terms discount* or premium* or contest*, since these words have multiple meanings, most of them wrong for the concept you need here.
D. Internet Promotions
BEST SOURCES:
- Business Periodical Indexes and Abstracts
- Newspaper Indexes for Business
- News Broadcasts
- Popular Culture & Current Events
- Check the company web page for stores, catalogs and/or ordering information.
- Recommend search strategies:
- Search for the phrases internet or web and your brand name.
- For e-advertising, search for the phrases
- internet advertising
- web advertising
- online advertising
- e advertising
- electronic advertising
- interactive marketing
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and your brand or company name.
E. Prognostic Advertising / Sales
The team must now review what you found in the sections above and develop your own proposal.
