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Course Guide

Key Resources:

Industry:

Databases:
Go to http://www.lib.odu.edu/ > Databases > Business & Economy

• IBIS World -
  Contains statistics, descriptions of markets, segments, industry conditions, factors affecting performance and key competitors.

Websites:

• NAICS ( North American Industry Classification Code) - http://www.census.gov/epcd/www/naics.html

Market Research & Consumer Behavior:

Databases:
Go to http://www.lib.odu.edu/  > Databases > Business & Economy

Mintel Reports -
Provides access to U.S. and international market and consumer research through reports, data, daily news articles on corporate, product and advertising activity, as well as opinions and comments from Mintel's analysts. ODU students, faculty and staff are required to sign in to their Mintel Reports Personal Profile. First time users click on create a personal profile.

Websites:

• American FactFinder - http://factfinder.census.gov/
  View statistics about population, housing, industry and business by ZIP code, city and county.
• BLS Consumer Expenditure Survey – http://www.bls.gov/cex/
  Consumer spending by region, education and occupation on various items.
• Virginia Statistics – http://www.vawc.virginia.gov/analyzer/
• Virginia Community Profiles - http://www.vawc.virginia.gov/gsipub/index.asp?docid=342  
  These documents feature a wealth of information including demographic, economic, and educational data.  Find information by county, city and work investment area.
• Community Tapestry – http://www.esribis.com/reports/ziplookup.html - View lifestyle segments by ZIP code.
• Switchboard -   http://www.switchboard.com/ - Find businesses by ZIP code.

Library Resources (In Perry Library):

• Best Customers: Demographics of Consumer Demand- REF HC 79.C6 R87
  Analyzes household spending on more than 300 products and services.
  
• Demographics USA - REF HF 5437 .S32
  Contains demographic, income, retail sales and establishments data for counties and states. Provides EBI (effective buying income) of households.
• SRDS Lifestyle Market Analyst - REF HF 5415.33 U6154
  Provides lifestyle and demographic characteristics for 200+ U.S. markets. 
• The Sourcebook of ZIP Code Demographics – REF HA 203.S67 2003
  Includes spending potential indices, income, population change, and population composition by zip code.

Advertising:

Databases:

Advertising Red Books -
Lists advertising agencies and advertisers. For advertises, information includes the approximate advertising budget, company offices, ad agency used and media used by the company.

Mintel Reports -
Click on Media Homepage at the top. In the media search box, type in a brand or company name. Includes information regarding new campaigns, launch reviews, advertising agency news etc.

Library Resources (In Perry Library):

SRDS(Standard Rate and Data Service)- advertising costs for various media.

• Business Publication Advertising Source - REF 5905.B87
  Provides detailed advertising rates offered by trade publications
• SRDS Circulation - HF 5905.C57
  Provides statistics on the circulation of most American newspapers.
• SRDS Consumer Magazine - HF 5905.C66
  Provides detailed advertising rates offered by magazines
• SRDS TV & Cable - HF 5905.S745
• Radio Advertising Source - HF 5905.R33

How to calculate ad rates for Television and Radio Advertising: http://library.uww.edu/guides/mediarates.html

Gale Directory of Publications and Broadcast Media -  Use to identify media (newspapers, magazines, radio, television and cable systems in a specific location. Includes circulation data and avertising rates.

Article Databases

Databases:
Go to http://www.lib.odu.edu/  > Databases > Business & Economy

You can find articles about advertising in various business periodicals such as Advertising Age, Adweek, Brandweek, Business Week and the Wall Street Journal. 

ABI/INFORM -
Business Source Complete -

Search Tips:

To refresh your memory and learn more about search strategy, truncation, wildcards, Boolean searching, phrase searching, limiters, etc. click here

Other Information:

Citation styles (including APA, MLA, Turabian) are available on the General Reference Sources page under "Style Manuals & Writing Guides"

Citing your Sources for Business Students (Boston University) - http://www.bu.edu/library/guides/pml/citation.html