Promotional Strategy                                                               

Fall 2003

Prof. Moore

 

          SOURCES FOR GATHERING MARKETING INFORMATION

 

COMPANY, BRAND AND INDUSTRY PROFILES

 

Standard and Poor's Industry Surveys (see Market Insight (http://eresources.library.nd.edu/databases/marketinsight ))  A quarterly publication which provides excellent profiles of major U.S. industries and their leading companies. Covers NASDAQ, ASE, and NYSE.  Includes company performance statistics. Many of the articles contain tables providing company and brand market shares. Access is through the product Market Insight. Launch market Insight from the University Libraries home page given above. Once within the product, select the AIndustry@ tab and a particular industry from the pull down menu. The Industry Survey for that segment may be selected from the left hand frame.

 

Value Line Investment Survey (Hesburgh Reference Closed Reference -1st Floor- HG 4965 .V249)  This weekly title provides concise one‑page reports including stock charts, extensive data, business background, recent developments and commentaries on 1,500 companies. (Note: Focus is financial information, but recent developments can be useful).  Expanded edition covering an additional 1,800 companies is also available.

         

Mergent Online (http://eresources.library.nd.edu/databases/mergent)  formerly Moody's Industrial Manual and Moody's International Manual, provides information similar to S&P, Mergent Online includes data and text for the largest U.S. companies and over 6,700 non-U.S. corporations in 107 countries. Also provides AGeneral Info,@ AFinancials,@ APortraits,@ AFact Sheets,@ and AAnnual Reports@ in pdf format.

 

Encyclopedia of Advertising (Hesburgh Reference, 1st Floor - HF 5803. A38)

Published in 2003, this 3 volume set is a comprehensive reference source that takes a broad look at the

advertising industry.  It includes profiles of 120 ad agencies from around the world.  It also provides

insights into specific advertisers, brands, corporations, and ad campaigns.  The third volume ends with

appendixes such as: "Notable U.S. Advertising Degree Programs," "Top U.S. Advertising Agencies,"

"Top U.S. Advertisers," "Top Worldwide Advertising Agencies," and "Top Worldwide Advertisers."

A detailed index is also provided.   Excellent Background Material.      

 

Encyclopedia of Consumer Brands (Hesburgh Reference, 1st Floor - HF 5415.3 .E527 1994)  This 3 volume set provides concise yet detailed  profiles of major consumer brands.  Included are brand histories, marketing strategies, market share and agency information. Excellent background material.

   

Factiva [Web version] (http://eresources.library.nd.edu/databases/factiva)  includes Wall Street Journal and other business publications full text, newswire reports, stock quotes, financials, and

          other SEC company information.

 

BUSINESS INFORMATION SOURCES (especially electronic products)

Most electronic systems in the library provide brief instructions to make them very useful and user‑friendly sources for gathering information.  Hint:  Focus your search on marketing activities specifically using the Aguided@ or Aexpert@ search method.  For example, you may want to start with AMcDonald's and Advertising@ as your key search terms, rather than simply entering AMcDonald's.@  Otherwise, you may end up with too many articles, several of which are only marginally relevant.

 

ABI/INFORM Global (http://eresources.library.nd.edu/databases/abi) Database with article abstracts (and sometimes full text versions) from over 2,000 business  journals on companies, products, business conditions and other business topics.

 

Business Source Premier (http://eresources.library.nd.edu/databases/businesssource)  Provides full text for nearly 930 journals covering business, management, economics, finance, banking, accounting, and much more.

         

Business and Company Resource Center formerly General Business File ASAP (http://eresources.library.nd.edu/databases/businesscompany) Journal article abstracts, including some full text journals, newswire reports, investment reports (12 months).  Includes directory listings for over 150,000 companies as well as investment analysts' reports on major companies and industries. Content of the two titles are identical, access software is different.

         

F & S Index (Hesburgh Reference - 1st Floor- Index Table D) index to articles of U.S.  and international companies.  Covers more than 1,000 trade, general business, and  government publications.  Indexes articles on companies, products,  business conditions, etc.  May also be useful to gather market share data.

 

 

MARKET SHARE INFORMATION

 

Advertising Age (Current issues in Hesburgh Library Periodicals Center HF 5801 .A244. Also available in electronic format in  LexisNexis Academic (01/06/1986 ‑ present);  ABI/INFORM Global (11/15/1999 ‑ present); Academic Search Elite (06/10/1996); Business & Company Resource Center (06/01/1997 ‑ present); Factiva (10/01/1991 ‑ present); Expanded Academic ASAP (06/23/1997 ‑ present)).  Special September Issue each year profiles the top 100 national advertisers. The profiles review each company's marketing strategy and includes data on market share, industry sales and competing brands.

 

Market Share Reporter (Hesburgh Library - Closed Reference, 1st Floor - HF 5415.122 .M375) An annual compilation of market share reports from periodical literature and brokerage reports.  This source provides market share information for companies but not for individual brands.

 

Marketing Fact Book:(Hesburgh Library - Closed Reference, 1st Floor - HD 9321.4 .M375 1998) A very useful source that provides market share information at the brand and product form level for a variety of packaged goods. Valuable information about consumer behavior is also included.  For example, presents information about the proportion of households that purchase specific brands, the length of the purchase cycle, brand loyalty levels, as well as information on trade and consumer promotion activity within the category.  Published by Information Resources, Inc. (IRI).

 

Electronic Databases: several databases are available which may be useful in finding brand‑wise market share information. These are ABI/Inform Global (see above), F & S Index (see above), and the Statistical Masterfile  (www.nd.edu/~ndlibs/eresources/gateway/reference/statistical_universe).  Remember: you can narrow your search by combining terms, which can be very useful, especially if market share information is all that you want.

 

 

MEDIA INFORMATION

 

Ad $ Summary (Hesburgh Reference, 1st Floor HF 5801 .A18, 1994-1998) this LNA/Media Watch Multimedia Service publications provides useful information on category media spending and brand media spending (in total - also indicates which major media have been used to advertise the brand).  This data can be used in calculating share of voice on a brand‑wise basis.

 

Simmons Market Research Bureau:  The Study of Media and Markets: (Hesburgh Reference, 1st Floor, HF 5415.2 .S55 - 1994)  Provides detailed product usage data as well as detailed demographic and media break-outs.  Twenty five volumes covering a range of product categories are included.

 

Mediamark Database (Computer file - in Business Information Center (BIC), Lower Level of MCOB)  Provides detailed product usage data.  Data also detailed by major demographic categories and media vehicles.

 

Standard Directory of Advertising Agencies (Hesburgh Reference, 1st Floor  - HF 5805 .S72 and for Supplements- HF 5805.S786, Index Table A)  This directory, sometimes referred to as "The Redbook" lists all major U.S. advertising agencies, their billings, the names of senior management, and their clients.

         

SRDS Series:  Advertising Options Plus; Directory of Out‑of‑home Media; Business Publication Advertising Source; Consumer Magazine Advertising Source;  Newspaper Advertising Source;  Radio Advertising Source; TV & Cable Source (Hesburgh Reference - 1st Floor- HV 5805 .A384) This series of publications provide detailed information on advertising rates, policies, insert costs, mechanical specifications, circulation/distribution.  Separate volumes cover newspapers, radio, TV, print media, direct marketing, and interactive media.  Useful for media planning.

 

GENERAL BUSINESS PERIODICALS (Note: Sources for full text electronic version also supplied with years of content within that database indicated.)

 

Business Week (Hesburgh Library Current Periodicals - 111 HESB - HF 5001 .B964)   Electronic version available  in LexisNexis Academic (01/13/1975 ‑ present); General Business File ASAP (12/07/1998 ‑ present); Factiva (01/14/1985 ‑ present); Business Source Premier (10/21/1996 ‑ present); Business & Company Resource Center (12/01/1998‑ present).

 

Newsweek (Hesburgh Library Current Periodicals -111 HESB- AP 2 .N479) Electronic version available in LexisNexis Academic (01/06/1975 ‑ present); Business Source Premier database (01/01/1990 ‑ present); Factiva database (01/03/1994 ‑ present); ABI/INFORM Global database (01/19/1998 ‑ 7 days ago)

 

Forbes (Hesburgh Library Current Periodicals -111 HESB- HF 5001 .F741) Electronic version available in General Business File ASAP (01/03/1983 ‑ present); Business & Company Resource Center database (01/01/1983 ‑ present); Business Source Premier  database (01/08/1990 ‑ present); Factiva database (01/14/1985 ‑ 11 days ago); ABI/INFORM Global database (04/15/1991 ‑ present).

 

U.S. News & World Report (Hesburgh Library Current Periodicals -111 HESB- JK 1 .Un3) Electronic version available in LexisNexis Academic (01/06/1975 ‑ present); General Business File ASAP (01/10/1983 ‑ present); Business & Company Resource Center database (01/01/1983 ‑ 3 days ago); Business Source Premier database (05/07/1990 ‑ present).

 

Fortune   (Hesburgh Library Current Periodicals -111 HESB-  HF 5001 .F779) Electronic version available in General Business File ASAP (01/10/1983 ‑ present); LexisNexis Academic (2 years ago ‑ present); Business & Company Resource Center database (01/01/1983 ‑ present); Factiva database (01/05/1987 ‑ present); ABI/INFORM Global database (01/13/1992 ‑ present); Business Source Premier database (01/27/1992 ‑ present).

 

 

 

ADDITIONAL BUSINESS RELATED NEWSPAPERS

 

Marketing News (Hesburgh Library Current Periodicals - 111 HESB- HF 5415 .M3155) Electronic version available in LexisNexis Academic (01/07/1991 ‑ present); ABI/INFORM Global database (01/07/1991 ‑ present ); Business Source Premier database (07/19/1993 ‑ present).

 

Brandweek (Hesburgh Library Current Periodicals -111 HESB) Electronic version available in General Business File ASAP (01/03/1994 ‑ present); LexisNexis Academic (04/01/1991 ‑ present); Factiva database (01/01/1991 ‑ present ); Business Source Premier database (01/03/1994 ‑ present ); ABI/INFORM Global database (03/27/1995 ‑ present); Business & Company Resource Center database (07/01/1992 ‑ present).

 

Wall Street Journal (Eastern edition) (Hesburgh Library Current Periodicals -111 HESB) Electronic version available in Factiva database (01/02/1984 ‑ present).

 

ACADEMIC RESEARCH‑RELATED PERIODICALS

 

American Demographics (Hesburgh Library Current Periodicals -111 HESB-                                          

HB 3505.A66). Electronic version available in LexisNexis Academic (01/01/1990 ‑ present); General Business File ASAP (04/01/1986 ‑ present); Business Source Premier database (01/01/1992 ‑ present); ABI/INFORM Global database (01/01/1995 ‑ present); Business & Company Resource Center database (04/01/1986 ‑ present).

 

Harvard Business Review (Hesburgh Library Current Periodicals -111 HESB-

HF 5001 .H261) Electronic version available in the Business Source Premier database (10/01/1992 ‑ present).

 

Journal of Advertising (Hesburgh Library Current Periodicals -111 HESB- HF 5801 .J59) Electronic version available in General Business File ASAP (01/01/1989 ‑ present);              Business & Company Resource Center database (01/01/1989 ‑ present); Business Source Premier database (03/01/1972 ‑ present); ABI/INFORM Global database (03/01/1992 ‑ present).

 

Journal of Advertising Research (Hesburgh Library Current Periodicals -111 HESB- HF 5801 .J86) Electronic version available in General Business File ASAP (01/01/1993 ‑ present); ABI/INFORM Global database (01/01/1992 ‑ present); Business & Company Resource Center database (01/01/1993 ‑ present); Business Source Premier database (03/01/1965 ‑ present).

 

Journal of Consumer Research (Hesburgh Library Current Periodicals -111 HESB-

 HC 110 .C6 J6)  Electronic version available in General Business File ASAP (03/01/1989 ‑ present); Business & Company Resource Center database (03/01/1989 ‑ present); Business Source Premier database (06/01/1974 ‑ present); ABI/INFORM Global database (12/01/1998 ‑ present).

 

Journal of Marketing (Hesburgh Library Current Periodicals (111 HESB) HF 5415 .A2 J826) Electronic version available in LexisNexis Academic (01/01/1991 ‑ present); ABI/INFORM Global database (01/01/1992 ‑ present); Business Source Premier database (07/01/1936 ‑ present).

 

Mediaweek (formerly MM: Marketing and Media Decisions (Hesburgh Library Current Periodicals -111 HESB HF 5801 .M39) Electronic version available in General Business File ASAP (01/03/1994 ‑ present); Business & Company Resource Center database (01/01/1991 ‑ present); Business Source Premier database (01/02/1995 ‑ present); ABI/INFORM Global database (02/21/1994 ‑ present ).

 

Sloan Management Review (Hesburgh Library Current Periodicals -111 HESB- HD 28 .I42 Electronic version available in General Business File ASAP (09/22/1991 ‑ present); Business Source Premier database (03/01/1965 ‑ present); Expanded Academic ASAP database (09/22/1991 ‑ present); Business & Company Resource Center database (09/01/1991 ‑ present).

 

 

OTHER REFERENCE SOURCES

 

Annual Company Reports use Mergent Online (http://eresources.library.nd.edu/databases/mergent)

 

Encyclopedia of Associations (Hesburgh Reference -1st Floor- Closed Reference HS 17 .G152)

 

Statistical Abstract of the U.S. (Hesburgh Reference -1st Floor- Closed Reference HA 202) (http://www.census.gov/prod/2002pubs/01statab/stat‑ab01.html)

 

U.S. Industry & Trade Outlook (formerly U.S. Industrial Outlook) (Hesburgh Reference -1st Floor- Closed Reference  HC 106.5 .A321)

 

U.S. Global Trade Outlook (CD‑ROM) (formerly U.S. Industrial Outlook) (Documents Center (1st FL HESB) SuDoc CD‑ROM C 61.34/3:)

 

U.S. Department of Commerce: Bureau of the Census (http://www.census.gov)