Research for Advertising Campaigns Resources & Tools to Help You Succeed!

Using the Business Library The Business Library has several resources for you including: Databases and books 24/7 access to databases from anywhere Dedicated research websites 24/7 Help Line Group Study Rooms including Room 13 MSU Printing

Where is the Business Library?

Your Course Guide http://libguides.lib.msu.edu/adv486 It also can be found linked on the Business Library web site.

Your Information Needs Get in your working teams & talk about your client & campaign ideas List some of the types of information you want to find or think you will need in order to make a strong presentation to your client. Write your answers for Question 1 of the worksheet

Research: Why? Most current & up-to-date facts Statistics and references help you to be convincing & accurate! Keywords are important here! What else can I call this? Ex. Obesity, overweight, health issues, healthy eating habits, exercise Is there a specific group of people I’m interested in? College students, elderly, teenagers, infants

Let’s Think of Keywords! In your working teams… Take one minute to think of some keywords you could use to search for/about your target market or client. Ask yourself, “What else can I call this?”, “Is there a specific group we want to focus on?” Write your keywords down for Question 2 of the worksheet.

News & Articles Find news & articles about companies, industries, issues, etc. in: Magazines Journals newspapers What is going on now? What is being said about or by the players involved? Use various keywords (ex. Opiates, opioids; prescription drug abuse, prescription drug addiction)

News & Articles Business Source Complete ABI/INFORM Complete Communication & Mass Media Complete  Factiva Nexis Uni These can all be found here: http://libguides.lib.msu.edu/busdatabases/

Consumer Analysis These resources will help answer the questions: Who is the target market/audience? What are the consumer/audience demographics, psychographic, and behavioral factors?

Consumer Analysis Mintel Academic Reports Simply Analytics eMarketer Statista SRDS BusinessDecision DemographicsNow

Mintel Academic Reports Consumer spending and buying patterns Demographic profiles Marketing and Attitudes Industry/market overview and trends Connect to Mintel Academic Reports Examples: Car Sharing, Ride Sharing, and Alternative Transportation – US – March 2019 Marketing to Gen Z – US – May 2019

Industry Analysis These resources will help answer the questions: What is going on in the industry? What are new trends? Who are the major companies in the industry?

Industry Analysis IBISWorld Mintel Academic Reports Passport GMID MarketLine Advantage BizMiner Hospitality & Tourism Complete

IBISWorld Similar to Mintel but less consumer information Covers other areas Look at both to give a good overview of the industry Connect to IBISWorld Examples: Scheduled and Charter Bus Services in the US New Car Dealers in the US

SimplyAnalytics Create account using MSU email address Great for local information! (But also can get state and national data) Provides information on what people are doing - Consumer spending, buying patterns, and activities 5 Users at a time Create account using MSU email address Connect to Simply Analytics Examples: # travel | public transportation | public transportation-used in the lst 30 days | NO Census tract = approx. 2500 – 8000 people. Block groups = approx.. 600 -3000 people

eMarketer Online marketing statistics Articles and reports Consumers, media usage, mobile, social media, and more Connect to eMarketer Example: Car-sharing Service Users Worldwide, 2017 & 2022 (millions) Which activities are US internet users doing via mobile app?

Statista Statistics on over 80,000 topics including marketing and hospitality Connect to Statista Example: Sharing services in the U.S. (dossier) Quality of public transportation in the local area in the U.S., 2018 (chart) Americans’ per capita average annual expenditure on transportation in 2018 (chart)

SRDS Has local information Includes hobbies and activities (Claritas Segmentation and Market Solutions) Also has advertising information like radio stations and newspapers in the area. Connect to SRDS

Campaigns & Advertisements AdForum Mintel Academic Reports Encyclopedia of Major Marketing Campaigns

Advertising Expenditures Winmo (formerly Advertising Redbooks) 5 users at a time.

Costs of Development How Much to Make an App http://howmuchtomakeanapp.com/ Web Design Pricing Estimate http://platowebdesign.com/web-design-pricing- calculator.php Articles may also help: http://blog.hubspot.com/insiders/how-much-does-a- website-redesign-cost http://savvyapps.com/blog/how-much-does-app-cost- massive-review-pricing-budget-considerations Search article databases… Example: http://ezproxy.msu.edu.proxy1.cl.msu.edu/login?url=http://searc h.proquest.com.proxy1.cl.msu.edu/docview/1536881762?accou ntid=12598 gives estimate for store remodeling costs

Citing Your Sources Just do it! Citing Business Databases in APA Style

Workshop Your Research Ideas! On your own or in your working teams… Pick 1 database discussed in class and use your keywords to search for information about your target market or your client. What is one interesting thing you found? How might it be useful in your project? Write your answers down for Question 3 of the worksheet.

Questions? Notice something Confusing or Weird? What is one thing about this research that is confusing or weird? Write it down for Question 4 of the worksheet (page 2). Tear off the last page of the worksheet and give it to the librarian. Don’t write your name down unless you’d like a personal response.

What Questions Do You Have? Ask the Advertising Librarian! Alex Hauser hauseral@msu.edu (517) 884-6679 (when sending email include course number in subject heading) Trouble getting a database to work? Contact Discovery Services reachout@msu.edu (517) 353-8700.