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

2. 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

3. Where is the Business Library?

4. Your Course Guide
It also can be found linked on the Business Library web site.

5. 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

6. 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

7. 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.

8. 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)

9. News & Articles Business Source Complete ABI/INFORM Complete
Communication & Mass Media Complete 
Factiva
Nexis Uni
These can all be found here:

10. 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?

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

12. 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

13. 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?

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

15. 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

16. 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 address
Connect to Simply Analytics
Examples:
# travel | public transportation | public transportation-used in the lst 30 days | NO
Census tract = approx – 8000 people. Block groups = approx people

17. 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 & (millions)
Which activities are US internet users doing via mobile app?

18. 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 (chart)

19. 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

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

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

22. Costs of Development How Much to Make an App
Web Design Pricing Estimate
calculator.php
Articles may also help:
website-redesign-cost
massive-review-pricing-budget-considerations
Search article databases…
Example: h.proquest.com.proxy1.cl.msu.edu/docview/ ?accou ntid=12598 gives estimate for store remodeling costs

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

24. 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.

25. 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.

26. What Questions Do You Have?
Ask the Advertising Librarian!
Alex Hauser
(517)
(when sending include course number in subject heading)
Trouble getting a database to work?
Contact Discovery Services
(517)