Marketing and Advertising

1. The Competitive Environment - "What is the industry outlook and who is our competition?"

This section gives a brief overview of the most important Industry information, Market Share, and Company/Brand Information resources to consult. The best way to begin market research is to find out information about the company you are marketing for or competing against. How do they operate, and what do they sell? What is their budget like?

Please also consult our Company & Industry research guide or the more comprehensive list for more resources.

a. Industry Classification Codes
The North American Industry Classification System (NAICS) is used by U.S. statistical agencies to facilitate the collection, tabulation, presentation, and analysis of data relating to economic establishments by sector and industry. The websites below can help you identify your industry by NAICS code, and the older SIC code.

Industry Statistics Sampler (great for industry statistics)
http://www.census.gov/econ/census02/
The Industry Statistics Sampler, on the right hand column of the U.S. Economic Census, allows you to search related industries and NAICS code by keyword.

U.S. Census NAICS-SIC Correspondence Tables
http://www.census.gov/epcd/www/naicstab.htm
Find your NAICS code, and you will find the corresponding SIC code.

Quick Conversion Table SIC 1987-NAICS 1997
http://www.census.gov/epcd/naics/naicstb2.txt
Convert SIC to NAICS code.

b. Industry Reports & Surveys

The librarians at Pardee Library have compiled an index of industry surveys and reports in the Industry Survey Locator. Some of these reports are described below:

Standard & Poor's Industry Surveys
Pardee Reference - Reference Desk Section
X HG 4501 S74
Current analysis of over 50 industries. Includes outlook, market, and current trends with comparative financial data for industries and companies.

Encyclopedia of American Industries
Comprehensive information on manufacturing and service industries. Includes industry overviews and sources for further reading. Search by keyword or SIC (Standard Industrial Classification) code. Use Full Text search on drop down menue for advanced searching.Encyclopedia of American Industries

Mintel [ About ]
For academic use only. Market research on consumer products, travel, lifestyles and leisure. Industries covered are airlines, automotive, beauty and personnel products, clothing and fashion, food and food service, health, medical and wellness, internet and retailing.
Reports contain the following information:
Supply Structure (brand and market share)
Market Size & Trends
Market Segmentation
Consumer (demographic information)
Retail Distribution
Advertising & Promotion
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

Investext Plus [About]
Includes the full text of investment research and industry analysis reports. It may be searched by company name or symbol, industry area, or geographic/topical keyword. Coverage is from 1996 to date.

Also, supplement research with some recent news articles about the industry.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list.

c. What is company/industry marketshare and rankings?

Market Share Reporter
Pardee Reference X HF 5415.2 M37 - Industry (Table 1)

Mintel [ About ]
For academic use only. Market research on consumer products, travel, lifestyles and leisure. Industries covered are airlines, automotive, beauty and personnel products, clothing and fashion, food and food service, health, medical and wellness, internet and retailing. See section on "Supply Structure" for brand and marketshare information.
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

TableBase [About]
For marketshare information type company name and "marketshare" or type company name and click "market share" in "concept term" box. If searching in the United States, be sure to click USA on lower right hand corner. Please note: When you are through using TableBase, please click on the LOGOUT button at the very top of the TableBase home page before closing your browser.

Ward's Business Directory v.8
Pardee Reference X HG 4057 A575 -Industry (Table 1)
Ranks private and public companies by NAICS (Industry Code).

Please also consult our Company & Industry research guide or the more comprehensive list for more resources.

d. Company/Brand Information:

Company 10Ks available on the edgar tab in Mergent Online [About]
Works best with Internet Explorer.
Mergent consists of financial information on U.S.and international companies.
The database consists of the following components: U.S. and
International Company Data, Archives, Annual Reports, Factsheets Plus, Factsheets Express, Institutional Holdings, Insider Trades, Expanded Long-Term Debt, Equity Portraits, and Corporate Bond Portraits. The Database also includes Country Profiles with basic data on countries and Industry Reports.

Datamonitor Company Profiles through Business Source Complete [About]
Data on select public and private companies, includes a business description, history, locations and subsidiaries, products and services, and top competitors.

Encyclopedia of Major Marketing Campaigns [About]
Organized alphabetically by company name, this work covers 500 campaigns, current and historical. It includes overview, historical context, target market, competition, market strategy, and further reading.

Hoover's Company Records through LexisNexis Academic [About] includes company description, history, market & industries, selected brand names, competitors, and a brief version of historical company financials and stock information.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list. Another excellent way to find information about companies is to take a look at some recent news articles about the company.

e. For historic company/brand information see the following sources:

Encyclopedia of Consumer Brands
Pardee Reference X HF 5415.3 E527 1994 - Marketing Section
Indexes, in 3 volumes, brand and/or product histories, marketing strategies, advertising information, key competitors and contact information for nearly 600 of the most popular brands in America. Each brand's article includes a list of suggested further reading. Indexed by brand names, companies and persons, advertising agencies, and brand categories. Data is from 1994.

Encyclopedia of major marketing campaigns
Pardee Reference - Marketing Section
X HF 5837 E53 2000
Organized alphabetically by company name, this work covers 500 campaigns. It includes examples of successful campaigns as well as failures, like Ford's "Edsel" campaign.

International Directory of Company Histories
Pardee Reference X HD 2721 I63 - Company Section
Provides histories of over 3,400 companies. Significant brands of those companies are often listed. Consult the index at the back of the most recent volume.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list .

2. Target Market - Consumer Preferences, Demographics, and Psychographics

The following sections cover the top works relating to topics like Consumer Preferences, Demographics, and Psychographics. The term "demographics" can be defined as characteristics and statistics about a certain population. "Psychographics", on the other hand, refers to the study of life styles of consumers and how this relates to consumer behavior. Lastly, "consumer preferences" refers here to examinations of consumer buying patterns.

As these three terms are closely related it is suggested that researchers consider this entire section when looking for appropriate resources.Please also consult the expanded version of the Marketing and Advertising research guide or the new product development research guide for more resources.

a. Consumer preferences can be examined in a number of sources, including:

MRI+ Mediamark Internet Reporter [About] Works best with Internet Explorer.
A market research survey which provides the advertising industry with detailed demographic and marketing segment data on consumer products and media audiences.

New Strategist Publications
Pardee Reference - Marketing Section
This important series of books offers detailed breakdowns on various consumer segments within the United States. Titles such as Generation X, Marketing to American Latinos, Wise Up to Teens, and The Kids Market make this series an excellent resource for targeting a specific segment. There are also volumes included in this series on more general consumer preferences, such as Demographics of the US, Household Spending, and specialized titles from The Who's Buying Series.
See American Spending and Demographics (Psychographics and Market Segments) in the Marketing Section , Table 1 in the Pardee Library Reference Collection.

Survey of Buying Power
Pardee Reference - Marketing Section
X HF 5437 F57
Annual. Each issue gives current state, county, city and town estimates of population by age, retail sales by store group, and effective buying income and buying power index.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list .

b. Top resources to consult for psychographics are:

PsycINFO [About]
Indexes over 1,300 journals in psychology and related disciplines. It provides summaries of journal articles as well as information on books and book chapters. Coverage begins with 1887. PsycINFO provides abstracts only, but this database can lead to good literature about pychographics. To see if we own the journal cited check our electronic journals and search for the journal title in our catalog.

Getting to Know the 62 Clusters: cluster snapshots
Pardee Reference - Reference Desk Section
X HF 5415.127 G48
The Claritas Corporation's guide to the PRIZM system, a marketing tool that describes lifestyle preferences and summarized demographics of US neighborhoods. See also:

My Best Segments Click on "Zip Code Look-Up" to search by zip code to find predominant clusters for that area.
The Clustered World More detailed information about clusters and the PRIZM system.

Lifestyle Market Analyst
Pardee Reference - Reference Desk Section
X HF 5415.33 U6 L54
Annual. Section 1 provides data for geographic markets, both on general demographics (age, income, etc.) and on lifestyles (proportion of households with people interested in gardening, etc.). Section 2 provides demographic data on those identified with a particular lifestyle group. Section 3 provides demographic and lifestyle data on individual consumer market segments (e.g., 35-44 year-olds with $50,000-$74,999 income.)

c. The most commonly used items for demographic information include:

US Census Bureau
http://www.census.gov/
Statistics on demographic, economic, social and other aspects of the economy and society. Many reports appear in .pdf (Adobe Acrobat) format.

Statistical Abstract of the United States
Pardee Reference - Reference Desk Section
X HA 202 E78
Annual. Contains statistics on demographic, economic, social and other aspects of society and the economy. A good place to begin research. Also available on the web in .pdf (Adobe Acrobat) format at http://www.census.gov/statab/www/. For international statistics, see the Statistical Abstract of the World, also at the Reference Desk.

Refdesk.com Population/ Demographic Resources
http://www.refdesk.com/factpop.html
An extensive listing with over 130 links to internet resources regarding population and demographics.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive research guide.

3. Advertising & Distribution - "How should we promote our product ?"

This section highlights the best items to use for information on Distribution channels, Advertising Spending, Advertising Costs, and Audience Ratings. Please also consult the expanded version of the Marketing and Advertising research guide or the new product development research guide for more resources.

a. Distribution Channels:

Mintel [ About ]
For academic use only. See Retail Distribution section of reports for supply chain information with sales by retail type and major stores.
Tip: You'll need to create an account to use Mintel for academic use only, and accept a user agreement. Must use BU e-mail address to sign in. You can download batches of reports, sections and individual graphs.

Company 10K
The first section of a public company 10K has information related to company strategy, including "distribution" and other related issues such as "seasonality". You may search the 10K with the above key words using the "Ctrl F" function on your computer keyboard. Find the 10K, from a public company of your relevant industry, by looking for SEC Filings in the Company Annual & Financial Reports guide.

Industry Survey Locator
Organized by library staff to help find Industry Overviews and Trends. For information on distribution channels:
      Mintel - See above
      Datamonitor Reports - Some reports include distribution channel   information.
      S&P Industry Surveys - Includes distribution channel info for a variety of industries. See reports on Retailing:General, Retailing: Specialty, and Computers: Consumer Services and the Internet.
      Plunkett's - Retail Industry Almanac and E-commerce & Internet Business Almanac include industry glossary, major trends, statistics, and companies.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list

b. Consult the following resources to find out how much money companies spend on advertising and which types of advertising they use most frequently:

Ad $ Summary
CD-ROM available on computers 11- 15 in Pardee Library
Industry expenditures and rankings for top 100 companies by advertising expenditures across ten different media types. Ranks the top 1000 companies by total advertising expenditure. Also lists advertising expenditures by brand.

2006 edition available in print:
Ad $ Summary - Pardee Reference:Marketing Section
Company / Brand $ - Pardee Reference:Marketing Section
Lists, by parent company and brand name, dollars spent on advertising in total and broken down into ten different media categories.

The Advertising Red Books
Pardee Reference - Marketing Section
X HF 5805 F15
Annual. Provides information on over 25,000 companies that spend a minimum of $200,000 on advertising per year. Each entry contains company name, address, products, advertising expenditures, key personnel, and advertising agency if applicable.

Advertising Age's Fact Pack
Pardee Reference - Reference Desk Section
Annual. This small pamphlet consists of three sections; Advertising and Marketing, Media, and Agency Report. Charts available include the "Top US advertisers", "US Ad Spending Totals by Media", "Top Newspapers and Websites by Ad Revenue", and "Top Media Specialist Companies", among others.
The 2004 Fact Pack is available at the reference desk in Pardee Library and online through Adage.com by entering "aap36o" in the QwikFIND box.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list

c. Now, what are the costs? See the following works to get information about advertising rates and company contact information for advertising professionals.

SRDS Media Solutions [ About ]
Includes information on circulation, advertising rates, newspapers, magazines, computer and community publications, radio and television, and other media.
For sources not in database see:
SRDS Media Solutions
Pardee Reference - Marketing Section
Business Publication Advertising Source
Circulation
Community Publication Advertising Source
Hispanic Media & Market Source
Technology Media Source

DMA Publications
Pardee Reference - Reference Desk Section
Two publications from the direct Marketing Association:
1. Statistical Fact Book includes projections, sales figures, expenditure data, media usage, interactive trends, and purchasing habits for a variety of media.
2. Response Rate Report includes response rates, media, costs, and ROI for a variety of industries.

Marketer's Guide To Media
Pardee Reference - Reference Desk Section
X HF 5826.5 M45
Annual. This work gives estimates for costs of placing ads in medias such as television, magazines, and radio programs. Demographic breakdowns for television include information by geography, age, sex, and length of commercial.

Advertising Age's Fall Prime-Time Pricing Survey
In a September issue of Advertising Age, the survey appears within a cover story. For 2003, the article to see is titled "'Friends' Tops TV Price Chart" from the September 15th issue.
This pricing survey highlights the cost of airing a 30 second ad on various television shows on six networks. Costs are listed for time slots from 8:00 PM to 10:00 PM Sunday through Saturday.

The Advertising Media Internet Center (AMIC)
http://www.amic.com
AMIC provides various resources about advertising. Follow the "Ad Data" link in the lower right hand corner of the home page to find information about magazine, radio, television, and internet audiences and costs. Registration is free but required to access this information.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list.

d. And what about audience ratings? If advertising in a print source, start by looking at the circulation of publications by using the items in the section immediately above. Otherwise, here are some alternative audience ratings sources:

DMA Response Rate Report
Pardee Reference - Reference Desk Section
Includes response rates, media, costs, and ROI for a variety of industries.

TableBase [About]
Includes statistical data on companies, products, industries, markets, demographics and countries. Please note: When you are through using TableBase, please click on the LOGOUT button at the very top of the TableBase home page before closing your browser.

Nielsen NetRatings
http://www.nielsen-netratings.com/
Visit the "press room" for for key reports and free data on internet usage.
Click on "top rankings" to see the top ten parent companies, top ten advertisers, and web usage data across a dozen countries, including among others Germany, France, the United Kingdom, the United States and Japan.

Nielsen Media Research
http://www.nielsenmedia.com/
This segment of the Nielsen companies is responsible for the world famous television ratings system. Visit this site for free audience segmentation data on ethnic television audiences.
Also click on "Nielsen Top 10 TV Ratings" to see various free reports that are updated every week.

Arbitron
http://www.arbitron.com/
This market research company conducts surveys of various network and radio audiences that aim to analyze local market consumer behavior in terms of media and retail consumption.

PLEASE NOTE: These are not the only resources available to you! Please be sure to see the more comprehensive list.