MKTG 456 – International Marketing Management: Library Research Guide
Promotion
Standard Directory of Advertisers - HF5805 .S72 Main Reference
This reference book lists what advertising agency a company uses. Advertising expenditures for some companies are listed. Also try contacting the company's advertising agency for sample advertisements.
ABI/Inform
Database of mostly full-text articles from nearly 1800 business periodicals. Try a search on the company name in the Company search field and advertising or promotion in the Subject search field.
Business Source Complete
Database with full text from thousands of business publications. Also includes industry & market research reports from Datamonitor and country reports from CountryWatch and Business Monitor.
Business & Company Resource Center
Database of company and industry profiles and articles from business periodicals. Mostly full-text. Do a Company search on your company's name, and look at the articles ("Articles about this company") under the heading "Sales & Marketing".
One way to get a sense of the company image is to look at the the company's annual report (see Mergent Online) and/or company homepage. The company's homepage is also a good place to look for their promotional materials.
Advertisements
Standard Directory of Advertisers - HF5805 .S72 Main Reference
This reference book lists what advertising agency a company uses. Try checking the agency's Web site or contacting the agency for a company's sample advertisements.
Newspaper & Magazine ads - look in newspapers or popular magazines from other countries for advertisements.
You may be able to find an example of your company's broadcast advertisements on AdvertisementAve.com
Some examples of advertisements can be found in the magazine Advertising Age at call # HF5801 .A276 Main Current Journal.
Try searching the Web for ad images from the company:
Check the company's homepage
Search online using Google Image Search
Do a Google search using terms like the company name and ads or advertisements (e.g.,a Google search on Starbucks advertisements finds information from AdWeek on a "Best Spots" Starbucks television ad).