Books

Searching the Library Catalog

An efficient way to search the Lee Library catalog is to use Library of Congress (LC) subject headings with an "alphabetic search". If you are uncertain about a specific subject headings, try a "keyword search" using words you feel describe your topic. Look at the subject headings under "details" of your results list.

Subject Headings

Following is a sample list of Library of Congress subject headings for researching advertising topics:

Advertisers	African Americans in Advertising	Subliminal advertising
Advertising	Market surveys	Television advertising
Advertising Agencies	Minorities in Advertising	Women in advertising
Advertising Laws	Music in Advertising	Radio advertising
Advertising, Political Advertising	Media Planning	Sales Promotion
Advertisements	Symbolism in advertising	Sex role in advertising
Deceptive Advertising	Stereo type psychology in Advertising	Marketing (can also be a subheading)
Humor in Advertising	Women in the advertising industry	Communication in marketing

Library Catalog Search Features

• Alphabetic - Searches the subject field in the record (what the book is about).
• Keyword - Searches every field in the record (typically retrieves numerous titles, but the material is not always relevant).
• Advanced Keyword - Allows you to customize your search, and to look for words in the title, subject, or elsewhere in the record. Also allows you narrow your search by a library, language, format, or location.
• Subject Links - When you're looking at a book record in the HBLL catalog, check the highlighted subject links, you may want to click on one to bring up other titles in the HBLL that deal with the same subject.

Call Number Ranges

• Marketing Communications - HF 5410-HF 5415
• Advertising - HF 5802-HF 6182
• Commercial Art / Advertising Art - NC 997-NC 1003

Material in Other Libraries

If you don't find enough material on your topic, the HBLL home page provides access to the online catalogs of other libraries. You can also connect to WorldCat (FirstSearch), the largest database of records from major research libraries across the country.

Interlibrary Loan
Books or journals not held by the Lee Library may be obtained from other libraries through Interlibrary Loan. You must register for an interlibrary loan account in order to request material. Books are sent free of charge and can be kept for 2 weeks. Journal articles are sent as pfd files to your interlibrary loan account.

Selected Reference Sources

Advertising Red Books. New Providence, NJ: LexisNexis, 2003-current.
Directory of advertising agencies with branches, personnel, accounts, annual billing, and other information.
MGT/ECON Ref HF 5905 .S72

BYU Marketing Studies
A collection of marketing research case studies of local companies prepared by BYU graduate students. Includes surveys.
PRINT - HD 8998 .B7

Developing Successful Marketing Strategies
MEGI Ref HF 5415.13 .P3245

Editor & Publisher Market Guide. New York: The Editor & Publisher Co.
Latest year in MEGI Ref HF 5905 .E38

Encyclopedia of Advertising. John McDonough and the Museum of Broadcast Communications, Karen Egolf, Jacqueline V. Reid. New York : Fitzroy Dearborn, 2003.
Hum Ref HF 5803 .A484x 2002 vols.1-3

Informed Student Guide to Marketing
Compiled by a team of recognized marketing experts to give students a basic reference tool for marketing. The book has over 400 entries arranged alphabetically. Example entries: Geo-demographics,direct marketing, product mix, and segmentation
PRINT - MEGI HF 5415 .I53x

Business Plans Templates
Sample plans.

Marketing Scales Handbook. Gordon C. Bruner, Paul J. Hensel, and Karen E James. Chicago, Ill.: American Marketing Association, 1992-2005.
MEGI Ref HF 5415.3 .B785 1992 vol.1-4

SRDS Media Solutions
Includes the following publications: Business Publication Advertising Source, Consumer Magazine Advertising Source, Newspaper & Community Advertising Source, Radio Advertising Source, TV & Cable Source, Direct Marketing List Source, Print Media Production, and IMG Newspaper Worldwide.

Articles

ABI/INFORM (ProQuest)
Contains content from thousands of journals to help researchers track business conditions, trends, management techniques, corporate strategies, and industry-specific topics worldwide. Indexes/abstracts numerous trade publications and includes some full-text coverage. Coverage from 1971-present.

Business & Company Resource Center (Gale)
Provides full text company profiles, company brand information, rankings, investment reports, company histories, chronologies, and industry news and information. Coverage from 1980-present.

Business Source Premier (EBSCO)
This database contains information form journal and magazine sources revelant to the study of business management and related fields. Includes full-text of major journals in the field back to 1990. General coverage is from 1965 to present.

ComAbstracts
A database of article abstracts, books, bibliographic records, and other sources of relevance to researchers, scholars, and students interested in fields related to human communication studies (mass communication, human interaction, rhetoric, health communication, communication and new media, journalism, communication history, etc.). Expanded and updated throughout the year, with some coverage back to early 1970.

Communications & Mass Media Complete (EBSCO)
This database originated with the acquisition and subsequent merging of two popular databases in the fields of communication and mass media studies -- CommSearch (formerly produced by the National Communication Association (NCA)), and Mass Media Articles Index (formerly produced by Pennsylvania State University). Provides indexing and select full text covering various aspects of communication and mass media. Some coverage from as far back as the early decades of the 20th century.

LexisNexis Academic
A full text database which provides full text access to national & international news, business, legal, and reference information, including federal & state case law, company financial, state statistics, and accounting, auditing & tax information.

Factiva
Is a global news and business information service that combines the content sets of Dow Jones Interactive and Reuters Business Briefing. It provides world-class global content, including Dow Jones and Reuters news wires and The Wall Street Journal -in a single service. Factiva offers single content solution with multiple language interfaces and multilingual content covering nearly 9,000 sources. Factiva's research products provide a single point of access to a deep archive of news and business information not available on the free Web, allowing users to conduct in-depth research on companies, industries, regional affairs - or any news.

ProQuest Research Library
ABI/INFORM Global; PA Research II; ProQuest Newspapers. ABI/INFORM Global searches 1,000 premier world business periodicals (many available in full-text), and provides information on 60,000+ companies. PA Research II searches over 1,800 popular and scholarly periodical articles and selected newspapers in all disciplines with many articles appearing in full-text. ProQuest Newspapers indexes over 300 U.S. and international news sources, including over 150 major U.S. and international newspapers.

Advertising Rates and Statistics

Editor & Publisher Market Guide
Published Annually. Market rankings in US and Canada, US newspaper market surveys, population, ages, and ethnic estimates.
Latest year in MGT/ECON/GOV REF HF 5905.E38

MRI+ (Must register, see description)
Provides data about consumer demographics, purchasing patterns, and media preference. Users can generate customized reports based on their searches.

Radio Advertising Bureau (RAB) Materials
(Please contact Julie Williamsen for access: julie_williamsen@byu.edu, 422-6763)

SRDS Media Solutions
Comprehensive analysis of penetration and circulation of major print media by states and areas, including individual newspapers and television viewing and market ranking.

Utah Newspapers at the Lee Library
From the Utah Newspaper Agency Corporation. Covers several industries and includes, market share, trends, patterns, demographics, attitudes, preferred advertising and price quality preference.

Brands

The World's Greatest Brands
Look up by title in library catalog and click on URL. This E-book gives brief descriptions of international brands' history and logos.

Encyclopedia of Corporate Names Worldwide
MGT/ECON HD 69 .B7 R66

Uncommon Practice : People Who Deliver a Great Brand Experience
MGT/ECON HD 9980.5 .U53x

America's greatest brands: an insight into 80 of America's strongest brands
MGT/ECON HD 69 .B7 A43x

Driving Brand Value: Using Integrated Marketing to Manage Profitable Stake Holder Relationships
MGT/ECON HF 5415.13 .D845 1997

Brands and their Companies
MGT/ECON T 223 .V4 A23

International Directory of Company Histories.
MGT/ECON HD 2721 .I63.
Available electronically through Brandweek: The web site includes current headlines, feature stories and a section on culture trends. For full text articles from this journal go to Business and Industry (RDS) (Gale)

Demographics

Census Data and Demographics (IPL2)
Connects to the U.S. Census Bureau, the major source of U.S. demographic, social and economic information.

Utah Demographic and Economic Data
Provides information about demographic, economic, and fiscal issues impacting Utah, including the latest 2000 Census data. Provision is made for loading data into Excel. Profiles, rankings, projections,and some historical data are provided.

American Demographics
Avail in MEGI Ref in print HB 3505.A66,
or electronically through ABI/INFORM (ProQuest) by doing a publication search.

American Incomes: Demographics of Who Has Money
MEGI Ref HC 79 .I5 A44x

Sourcebook of Zip Code Demographics
Updated variables for population, households, families, income,race, age and spending potential for a wide variety of products and services. Includes Residential and Non-Residential zip code. Profile sections(population change, composition, income and spending potential profiles)and also demographics; population, age, race, Hispanic origin, household type, household income and other valuable business data.
MEGI Ref HA 203 .S67

Population Reference Bureau
Gives you instant summaries of the demographic characteristics of the U.S. population.

American Fact Finder
contains population, housing, economic, and geographic data.

World Development Indicators
covers more than 700 indicators, 208 economies, and 18 regional and income groups. Includes social, economic, financial, natural resources, and environmental indicators from 1960 to 2006. See print also.

Mintel Reports (Must create profile, see description)
This database offers a series of research reports covering the US and International marketplace. Each market research report provides data & analysis of the competitive landscape, market-share analysis and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market. To look at demographic data, click CONSUMER.

Euromonitor International Passport
An integrated on-line business information system providing key business intelligence on countries, consumers, lifestyles, markets and companies. Excellent for market research, international business case studies, scenario planning and comparative analysis.

Country Commercial Guides
is a comprehensive look at countries commercial environments (economical, political and market analysis). Prepared by U.S. Department of State with the assistance of several U.S. government agencies. Bureau of Economics and Business Affairs. See print also.

Expenditures

Advertising Age
Full-text in Academic Search Premier (EBSCO), and ABI/INFORM (ProQuest).
Has various statistics on advertising related topics. The June and November issues rank top advertising expenditures.

Advertising Red Books
Lists companies that spend $200,000+ on advertising per year. Each entry contains information on company contacts, products, advertising expenditures, key personnel, and advertising agency.
Latest year in MGT/ECON/GOV Ref HF 5805.S714

Brandweek
Full-text in Academic Search Premier (EBSCO), and ABI/INFORM (ProQuest).
June issue provides annual reports on media expenditures by top industries and companies.

Mediaweek
Full-text in LexisNexis Academic, and ABI/INFORM (ProQuest).
Covers television, radio, and print media industries.

Market Research Reports

Business & Company Resource Center (Gale)
Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000 U.S. & international companies and 53 industries .Includes the latest information drawn from Market Share Reporter & World MarketShare Reporter.

Business Rankings Annual
Includes the "top ten" lists, compiled by newspapers, periodicals, statistical annuals and other publications. Includes an index by company name.
MGT/ECON HG 4050.B88.

Business and Industry (RDS) (Gale)
Provides marketing facts and figures for public and private companies, industries, markets, and products for all manufacturing and service industries on both domestic and international levels. Includes such information as market share, market size, sales, etc.

Datamonitor Industry Market Research
Contains the full text of reports published in the United Kingdom, covering the U.K., France, Italy, Germany, Spain, Europe, United States, and the world. The material is written by a specialized team of industry experts who rely on data drawn from exclusively commissioned Gallup surveys, consumer panels, and in-depth trade interviews. Reports typically discuss products, the competitive environment, pricing, market share, and other key issues affecting industries. Most records have tables containing valuable facts and figures on companies and products. Datamonitor Reports are available thorough Business and Industry (RDS) (Gale). Go To and specific source, click LOOKUP, choose D, select Datamonitor Industry Market Research, go to the bottom of the page and click ADD SELECTED SOURCES, now you have different choices, either write keywords describing your industry or just select the industry and region. Also available through Business & Company Resource Center (Gale).

Euromonitor International Passport
An integrated on-line business information system providing key business intelligence on countries, consumers, lifestyles, markets and companies. Excellent for market research, international business case studies, scenario planning and comparative analysis.

Mintel Reports (Must create profile, see description)
Offers a series of research reports covering the US and International marketplace. Each market research report provides data & analysis of the competitive landscape, market-share analysis and consumer profiles.

MarketResearch.com Academic
This database includes market research reports from Kalorama (Biotechnology, Healthcare, and Pharmaceuticals), Packaged Facts (Food, Demographics, and Consumer Goods and Services), SBI (Manufacturing and construction materials and chemicals) and ICON (Global Product Studies)

PROMT (Gale)
Includes summaries and full text from nearly 1,000 business and trade journals, industry newsletters, newspapers, market research studies, news releases, and investment and brokerage firm reports.

Strategy

Journal of Advertising Research
Full-text available in Business Source Premier (EBSCO), and Business & Company Resource Center (Gale). Contains research and development of advertising theory and practice.

Journal of Product & Brand Management.
Full-text available in Business Source Premier (EBSCO), and ABI/INFORM (ProQuest).
Market share, brand portfolio valuation, target marketing, customer retention, pricing, and product launches.

ABI/INFORM (ProQuest)
Locate articles from trade journals on branding, changing models, management challenges, and strategy. The "Topic" search or the "browse the subject directory" will help you find useful terms.

Company Directories and Rankings

Brands and their Companies
Basic information on consumer brands and their manufacturers or distributors.
Latest edition in MGT/ECON/GOV REF T223. V4 A23

The Advertising Red Books: Advertiser, Business Classifications
Provides information on over 25,000 companies that spend a minimum of $200,000 on advertising.
Latest edition in MGT/ECON/GOV REF HF 5805 .S714

The Advertising Red Books. Agencies.
Includes indexes by agency name, type, personnel, and location; includes some coverage of agencies outside of North America.
Latest edition in Hum Ref HF 5805 .S72

Company and Industry Databases

Business & Company Resource Center (Gale)
Indexes public and private company data, including contact names, address and telephone numbers, total employees, sales volume and business descriptions. Covers more than 11,000 U.S. and international companies and 53 industries.

EDGAR
Electronic Data Gathering, Analysis and Retrieval System - Financial reports of corporations from reports submitted to the Securities and Exchange Commission (SEC). Includes annual reports, quarterly reports, balance sheet, income statement, security activity and analysis and much more

Factiva
Provides a single point of access to a deep archive of news and business information from over 8,000 sources in 22 languages, including local, national and international newspapers, leading business magazines, trade publications, and newswires. Company analysis with access to historical market data, interactive charting, financial statements, and company reports from D&B and Investext. Continuously updated.

Investext Plus (Gale)
Indexes reports and forecasts prepared by top Wall Street and international brokerage firms. More than 11,000 U.S. and international companies and 53 industries are covered.

LexisNexis Academic
Provides full text of newspapers, trade publications, wire services, broadcast transcripts, and non-English language sources. Updated daily, it delivers company financial information, SEC filings and reports, and industry and market news, and in-depth Hoover company profiles.

Business and Industry (RDS) (Gale)
A multi industry, international database that provides access to full text company, industry, market, and product information. Covers over 600 leading trade and business sources.

Websites

Ad*Access
http://scriptorium.lib.duke.edu/adaccess/
An extensive on-line database of over 7,000 advertisments from the J. Walter Thompson Company Competitive Advertisement Collection available from the John W. Hartman Center at Duke University. The images are from U.S. newspapers and magazines from 1911 through 1955.

Adbusters
http://www.adbusters.org/home/index.html
This group deserves a separate entry as an interesting contrast to current advertising practice. From the site: "We are a global network of artists, activists, writers, pranksters, students, educators and entrepreneurs who want to advance the new social activist movement of the information age."

Adforum.com
http://www.adforum.com
Internet portal to the advertising, marketing and communications industry, with direct links to 18390 agencies in 136 countries. Some restricted access, but includes searchable database of ads.

Advertising @ About.com
http://publicrelations.about.com/?once=true&
AdPitch archive, career resources, research links, etc.

Advertising Council Archives
http://web.library.uiuc.edu/ahx/adcouncil
The Archives, housed at the UIUC Libraries, include both the finished advertisements themselves and materials on policy and campaign formation. Materials include both print and television and radio advertisements; holdings are in a number of formats, including 35 mm film, videocassette, reel-to-reel, and compact disc, as well as print proofs and posters. The collection also includes minutes, notes, and correspondence, allowing the researcher to discover the story behind the ads.

Advertising Principles
http://advertisingprinciples.com/
This site presents evidence-based advertising principles that were abstracted from typical practice, expert opinion, and empirical studies. The site is divided into five sections: Creating ads, evaluating ads, media planning, presenting ad proposals, and evaluating ad proposals.

Advertising World from University of Texas
http://advertising.utexas.edu/world
This source claims to be the most comprehensive Internet collection of websites suitable for advertising and marketing research. A to Z list of links to everything from account planning to outdoor advertising to web site promotion. Primarily commercial sites, but also includes links to research, law and other topics related to advertising. Sponsored by Leo Burnett.

American Advertising Museum
http://www.admuseum.org
The American Advertising Museum is a major exhibition, research and education center, located in Portland, Oregon, which houses the industry's most comprehensive collection of advertising and business artifacts, assembled through contributions and loans from advertising agencies, advertisers, media, private collectors and other museums, including the Smithsonian Institution. The Museum's primary collection is The ADVERTISING TIMELINE, spanning nearly 300 years of American social history.

American Press Institute Journalists Toolbox: Advertising/Marketing Links
http://www.journaliststoolbox.com/newswriting/advertising.html
A portal page with an extensive list of links to advertising and marketing websites, organizations, online newsletters, and research resources.

ClickZStats: Advertising/Marketing
http://www.clickz.com/showPage.html?page=stats/sectors/advertising
This free resource provides articles and statistics on advertisers, advertising placements, and forecasts.

Consumer Expenditure Survey
http://www.bls.gov/cex/
From the Bureau of Labor Statistics, this resource provides data on consumer demographics and expenditure patterns. A wide variety of reports and tables are available for download.

D'Arcy Advertising Collection
http://www.comm.uiuc.edu/darcy/
The D'Arcy Collection includes almost two million original advertisements published between 1890 and 1970, and is a rich source of research information on products advertised by many agencies. While the vast majority of these advertisements appeared in newspapers, magazines and trade journals, there are a few in other forms such as brochures, signs, and programs. Also included are ads from organizational and governmental advertisers such as the American Red Cross, New York City's Lincoln Center, and NATO.

Emergence of American Advertising
http://scriptorium.lib.duke.edu/eaa
Another site from Duke University that antedates the AdAccess site listed above. Presents over 9000 images from 1850-1920 relating to the early history of advertising in the United States.

Fifty Years of Coca-Cola TV Advertisements
http://memory.loc.gov/ammem/ccmphtml/colahome.html
Includes highlights from the Motion Picture Library at the Library of Congress. Covers a variety of television advertisements, never-broadcast outtakes, and experimental footage reflecting the historical development of television advertising for a major commercial product. Indexed and keyword searchable.

International Advertising Resource Center
http://www.bgsu.edu/departments/tcom/faculty/ha/intlad1.html
Collects literature and information sources useful to international advertising researchers and practitioners. Consists of 11 major sections, including international advertising research, global media, advertising/media by country, professional international associations and awards, and top multinational advertisers and agencies

KnowThis.com: Promotion and Advertising
http://www.knowthis.com/promoadv.htm
As a section of the WWW Virtual Library, this site offers resources for designing advertisements and for coordinating advertising campaigns. It also provides resources for direct marketing, Internet advertising, and public relations.

Lurzer's Archive
http://www.luerzersarchive.net/products.asp
Features over 20,000 international print ads from the magazine in a searchable database.

Medicine and Madison Avenue
http://scriptorium.lib.duke.edu/mma
Presents images and database information for approx. 600 health-related advertisements printed in newspapers and magazines. Covers the evolution of images from the 1910's through the 1950's.

Smithsonian Advertising, Marketing and Commercial Imagery Collections
http://americanhistory.si.edu/archives/d-7.htm
The Archives Center has nationally recognized collections for the study of advertising and marketing, including advertising cards, posters, labels, letterheads, booklets, trade catalogues, and other ephemera. The collection is organized into 538 subject and geographic categories (primarily manufactured products) and is strongest for the period 1840-1900. Other large collections of commercial ephemera include greeting cards, matchbooks, sports trading cards, postcards, and cigarette packaging.

SRDS Support Services
http://www.srds.com/portal/main?action=MainFrameset
Media planning/buying calculators, advertising and marketing links, tips on using SRDS print resources, industry events, media calendars. The Lee Library subscribes to the electronic publications of SRDS.

Associations and Organizations

Advertising Educational Foundation
http://www.aef.com
The Advertising Educational Foundation serves as the industry's clearinghouse, repository and distribution center for educational information and materials to improve the perception and understanding of the social, historical, cultural and economic role of advertising.

American Academy of Advertising
http://www.aaasite.org/
An organization of advertising scholars and professionals with an interest in advertising and advertising education. Fosters research that is relevant to the field and provides a forum for the exchange of ideas among its academic and professional members. Through the Journal of Advertising and the annual conference Proceedings, the Academy disseminates research findings and scholarly contributions to advertising education and the profession.

American Advertising Federation
http://www.aaf.org
A trade association representing 50,000 industry professionals and a nationally coordinated network of advertisers, agencies, media companies, ad clubs and college chapters. Most areas of the site require membership for access.

American Association of Advertising Agencies
http://www.aaaa.org
The national trade association representing the advertising agency business in the United States. Its membership produces approximately 75 percent of the total advertising volume placed by agencies nationwide.

Association of National Advertisers
http://www.ana.net
A leading industry organization. Provides mostly proprietary resources so membership is required to access most of the useful portions of their site.

Direct Marketing Association
http://www.the-dma.org/
The largest trade association for businesses interested in direct, database, and interactive global marketing. Active in international government relations, reflecting the rapid growth of transborder marketing. The DMA umbrella includes two independent subsidiaries that specialize in e-commerce: the Association for Interactive Marketing (AIM) and the Internet Alliance (IA).

Interactive Advertising Bureau
http://www.iab.net
Primary organization for interactive media advertising, including online, Interactive broadcasting, email, wireless and Interactive television media.

International Advertising Association
http://www.iaaglobal.org/
A global organization committed to fight unwarranted regulation on behalf of all those engaged in responsible commercial speech and to act as an advocate for freedom of choice for individuals across all consumer and business markets.

Outdoor Advertising Association of America
http://www.oaaa.org/
A trade association representing the outdoor advertising industry and dedicated to promoting, protecting and advancing outdoor advertising interests in the U.S. Strategic focus is on government relations, marketing, communications, membership, and operations.

World Advertising Research Center (WARC)
http://www.warc.com/
WARC is an independent organization that works closely with trade associations, industry bodies and companies around the world. It's subscription-based service WARC.com gathers together over 25,000 articles, case studies, research reports and summaries covering all areas of marketing communications. Members can also access adspend statistics, demographic and economic data, consolidated global industry news, marketing communications best practice papers and expert editorials on current industry trends.