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Marketing

Librarian: Hyun-Duck Chung

Market Research Reports | Consumer Research | Branding & Packaging | Advertising |
Regulation | Sample Plans

Market Research Reports

Mintel Reports (Quick Start Video Guide)

• Provides reports on consumer attitudes, lifestyles, and trends.
• Tracks product innovation in relation to select companies.
• Lists advertising agencies.

Business Source Premier
Market Research Reports radio button

Consumer Research: Geographies, Demographics, Psychographics, Sociographics

ReferenceUSA
U.S. Residential database

SimplyMap
Allows you to map demographic and points of interest data.

American Fact Finder (U.S. Census)

Log Into North Carolina (LINC) (N.C. State Data Center)

Spending and Time Use Surveys (Bureau of Labor Statistics)

ESRI Data - Tapestry Market Segmentation System
http://www.esri.com/data/esri_data/tapestry.html

• Identify top three neighborhood lifestyles by ZIP code.
• Community Tapestry Handbook (PDF) .

Lifestyle Market Analyst
DH Hill Library , Learning Commons HF5415.33 .U6 L54

Handbook of Marketing Scales: Multi-item Measures for Marketing and Consumer Behavior Research
DH Hill Library , Learning Commons HF5415.3 .B323 1999

Opinion Poll Statistics & Data Sets Guide
http://www.lib.ncsu.edu/data/opinionpolls.html

Branding and Packaging Products

Brands and their Companies
DH Hill Library, Learning Commons T223.V4 A22
Available through Gale Directory Library

Business Source Premier
Advanced search limit by "product review" or click on More Options and search by "product name".

Lexis Nexis Academic
Power search limit by index term "branding" or "product management".

PaperChem
Search for "packaging" or "marketing".

Advertising & Media

Search for articles on your topic using the databases below (you can cross search these databases at the same time in Ebsco. Once you are in EBSCO, look for "Search Other Databases" or "Choose Databases"):

• Business Source Premier
• Film & Television Literature Index
• Communication and Mass Media Complete
• PsychInfo

Advertising Red Books - Advertiser & Agencies
DH Hill Library, Learning Commons HF5805 .S71 & HF5805 .S72
Find advertising agencies used by large companies, and major accounts held by agencies, medium of advertisement used and total expenditure figures.

Direct Marketing Market Place
DH Hill Library, Learning Commons HF5415.1 .D57
Find companies that use direct marketing and those that supply them: catalogers, consultants, creative services, list brokers, telemarketers, letter shops, publications, associations and events.

Broadcasting and Cable Yearbook
DH Hill Library Stacks (4th floor) HE8689 .B77

Gale Directory of Publications and Broadcast Media
DH Hill Library, Learning Commons Z 6951 .A97
Available online through Gale Directory Library.

Advertising Age Data Center
http://adage.com/datacenter/

Advertising Research Foundation - Councils
http://www.thearf.org/channels/councils
Most of the content on this site is restricted to members or at cost, but individual Council pages provide free access to PDFs of powerpoint slides from previous meetings.

American Marketing Association
http://www.marketingpower.com
Free registration gets you access to webinars and reports related to marketing.

All Advertising Agencies
http://www.alladvertisingagencies.com
Helps you screen and identify ad agencies based on venue/ad type, industry, annual budget and zip code.

Regulation of Marketing in U.S.

Marketing practices are regulated at the federal, state and local levels. Generally, federal regulations apply to interstate commerce, and state and local regulations govern intrastate commerce. Below are three major regulatory bodies that play a part in product labeling practices and advertising claims:

Federal Trade Commission - Business Information
http://www.ftc.gov/bcp/business.shtm

Food & Drug Administration - Information for FDA-Regulated Industry
http://www.fda.gov/oc/industry/default.htm

Federal Communications Commission

• Media Bureau: Industry Analysis Division
  http://www.fcc.gov/mb/industry_analysis/
• Enforcement Bureau: Regulation of Obscenity, Indecency and Profanity
  http://www.fcc.gov/eb/oip/Welcome.html

Sample Marketing Plans

MPlans.com
http://www.mplans.com/spm/

MoreBusiness.com
http://www.morebusiness.com/templates_worksheets/bplans/printpre.brc

Knowthis.com: Marketing Virtual Library
http://www.knowthis.com/general/marketplan.htm

BusinessTown.com Marketing Plans
http://www.businesstown.com/marketing/plans-sample.asp

Marketing and Strategic Planning
http://marketing.about.com/cs/marketingplans

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