Markets & Advertising

Librarian: Jennifer Garrett

Market Research . Consumer Research . Branding & Packaging . Advertising . Regulation . Sample Plans

Market Research 

Mintel Reports

  • Provide reports on consumer attitudes, lifestyles, and trends
  • Track product innovation in relation to select companies
  • List advertising agencies

Passport GMID Euromonitor

  • Offers Market Share statistics on many consumer product categories
  • Provides reports on consumer attitudes, lifestyles, and trends
  • Covers North America (U.S. and Canada), Asia-Pacific, World

Frost & Sullivan Reports

  • Provide reports on High-Technology and Industrial sectors

ESRI Business Analyst Online (BAO)

  • Extensive demographic, consumer spending, and business data
  • Provides detailed information about consumers, their lifestyles and buying behavior, and businesses in your market areas
  • Analyze trade areas, competition, supply and demand

Consumer Research: Geographies, Demographics, Psychographics, Sociographics

Mintel Reports
Reports on consumer attitudes and purchasing habits

Allows you to map demographic and point-of-interest data

American Fact Finder (U.S. Census)

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

Facts & Figures (NC OSBM, State Data Center)

Spending and Time Use Surveys (Bureau of Labor Statistics)

SRI Data - Tapestry Market Segmentation System

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

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

Branding and Packaging Products

Brands and their Companies
Books D. H. Hill Jr. Library, Learning Commons T223.V4 A22
 Available through Gale Directory Library

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

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

Next Search for "packaging" or "marketing"

Advertising & Media

Search for articles on your topic using the databases below. (To cross search all of these databases at once in EBSCO, look for "Search Other Databases" or "Choose Databases" in the EBSCO database interface.)

Advertising Red Books - Advertiser & Agencies
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
Books D. H. Hill Jr. Library, Learning Commons HF5415.1 .D57
Find companies that use direct marketing and those that supply them, including catalogers, consultants, creative services, list brokers, telemarketers, letter shops, publications, associations, and events.

Broadcasting and Cable Yearbook
Books D. H. Hill Jr. Library Stacks (4th floor) HE8689 .B77

Gale Directory of Publications and Broadcast Media
Books D. H. Hill Jr. Library, Learning Commons Z 6951 .A97
Available online through Gale Directory Library.

Advertising Age Data Center

American Marketing Association
Free registration gets you access to webinars and reports related to marketing.

All Advertising Agencies
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

Food & Drug Administration - Information for FDA-Regulated Industry

Federal Communications Commission

Sample Marketing Plans - Marketing Virtual Library

How to Create an Effective Marketing Plan - Marketing Plans

Marketing and Strategic Planning