Resources for Strategic Communication

Top Picks

• Advertising Red Books
  Contains information on advertising agencies and advertisers who spend more than $200,000 annually on advertising. Contains both the Standard Directory of Advertising Agencies and the Standard Directory of Advertisers.



• EBSCO MegaFILE
  Contains articles from advertising and marketing magazines, research journals, and industry and company news.



• Mintel Market Research Database
  Mintel reports analyse market sizes and trends, segmentation, attitudes and purchasing habits, and more.



• NetAdvantage
  This Standard and Poors database provides, among other things, industry overviews, trends, and company profiles of publicly traded companies.



• Simmons Choices 3
  CD-ROM in Wilson Library Business Reference area. National consumer survey of 30,000 households used in marketing research. Design customized reports that can be cross tabulated for a wide array of demographic and psychographic characteristics of users of products and their media behavior. The most recent data on the CDROM is from surveys taken in 2003.



• MediaMark Reporter
  CD-ROM in Wilson Library Business Reference area. Contains information on consumer behavior, demographics and media preferences. Latest data: 2002. See also: Brief Guide to MediaMark and Simmons



• Simmons Choices 3
  CD-ROM in Wilson Library Business Reference area. Contains demographic and psychographic characteristics of users of products and their media behavior. Latest data: 2003.

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Advertising Industry Publications

• Advertising Age
  
• Ad Week
  
• Brandweek
  
• Mediaweek
  
• PR Week
  

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• EBSCO MegaFILE
  The EBSCO MegaFILE is comprised of the complete content and functionality of Academic Search Premier, MasterFILE Premier, Business Source Premier, and Regional Business News.



• LexisNexis Academic
  LexisNexis Academic is a collection of online databases: News, Business (plus corporate news and corporate financials), Legal, Medical, and Reference. International news sources are included.

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Market Share Resources

Note: No single resource exist that has all the possible market share data available. Finding market share information for a company or product may require looking in several different sources, and it may not even be available to the general public. Below are some of the sources commonly used by business research librarians.

Market Share Reference Books

Market Share Reporter

This annual print resource contains over 2,000 market share entries arranged according to SIC codes.

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World Market Share Reporter

Approximately 1,670 entries in World Market Share Reporter cover 360 geographic locations. The entries provide world market share data and rankings of companies, products and services.

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Market Share Information in Databases

Use the databases listed below to search a number of trade publications for market share information.

• EBSCO MegaFILE (available remotely to U of MN faculty, students, and staff)

Market Share Information in Annual Reports

A company's annual report may include information about it's market share. If the company's estimate is based on internal numbers, also look for third-party evaluations. Annual reports for publicly traded companies can be found using the following resources:

• EDGAR: Corporate filings from the US Securities and Exchange Commission
• Mergent Online (available remotely to U of MN faculty, students, and staff)

Market Share Research Databases

In the research databases listed below (available remotely to U of MN faculty, students, and staff), search stock reports, industry profiles and more, which may contain market share information.

• Global Market Information Database (Student and Staff)
  The Global Market Information Database (GMID) is an integrated on-line information system providing key business intelligence on countries, companies, markets, and consumers. Statistics and profiles on 205 countries worldwide, lifestyle reports for 52 countries, market size for more than 330 consumer products in 52 countries, 3,500 market reports offering strategic analysis for consumer, industrial and service sectors, and profiles of 3,000 leading fast-moving consumer goods companies.



• Investext Plus
  Investext Plus contains research/analyst reports on companies and industries as well as annual statistical reports of industry trade associations. It delivers full-text reports in their original published formats, complete with charts, photographs and graphics. Investext Plus contains full-text analyst reports from 700 of the world's top investment banks, brokerage firms and trade associations. It contains over 700,000 reports, with thousands of new reports added each week. Historical reports are available back to 1996. Investext Plus also gives users the same research and analysis used at top investment banks, consulting firms and law firms to monitor industry trends, track company financials, and research merger and acquisition opportunities.



• Mintel Market Research Database
  Mintel publishes over 45 reports each month, covering a wide range of sectors and focusing on topical marketing issues. Divided between UK-specific, European and USA reports, Mintel reports analyse market sizes and trends, market segmentation, and consumer attitudes and purchasing habits, as well as assessing the future of the market. By providing a comprehensive picture of the consumer, Mintel's reports provide thorough analyses of specialist sectors.



• NetAdvantage
  This Standard and Poors database includes overviews from the Industry Surveys tracking trends and leading companies in 52 industries. Company profiles in the Stock Reports with key financial data on public companies including peer group analysis and performance ratings from Standard Poors. Directory listings from the Register of Corporations, Directors, and Executives listing sales, products, other brief information for 55,000 public and private companies along with names of top executives.

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Target Market Data

• Books on consumer statistics
  



• County and City Data Book
  Hosted by the University of Virginia, this resource provides WWW access to the electronic versions of the 1988 and 1994 County and City Data Books. This service provides the opportunity to create custom printouts and/or customized data subsets.



• Consumer Expenditure Survey
  Surveys of information on the buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics.



• DemographicsNOW
  Database with pre-formated demographic data reports on data such as consumer expenditures, population, income, race, housing, and employment. Geographic selections include DMAs.



• Demographics USA
  Zip Edition. Provides consumer expenditure, income and retail sales data on a Zipcode level.



• Global Market Information Database (Student and Staff)
  Statistics, lifestyle reports, market size, consumer expenditures, and much more.



• Lifestyle Market Analyst.
  Provides information about the kinds of people likely to participate in specific lifestyles, such as: book reading, gardening, shopping by mail, frequent fliers, antique buyers, attending cultural events, gourmet cooking and such. The volume also shows primary lifestyles for major U S cities and and estimates by city of the number of people engaging in a specific lifestyle behavior.



• Mintel Market Research Database
  Mintel publishes over 45 reports each month, covering a wide range of sectors and focusing on topical marketing issues. Divided between UK-specific, European and USA reports, Mintel reports analyse market sizes and trends, market segmentation, and consumer attitudes and purchasing habits, as well as assessing the future of the market. By providing a comprehensive picture of the consumer, Mintel's reports provide thorough analyses of specialist sectors.



• Statistical Abstract of the United States
  As the National Data Book it contains a collection of statistics on social and economic conditions in the United States. Selected international data are also included. The Abstract is also your Guide to sources of other data from the Census Bureau, other Federal agencies, and private organizations (see example table). The online version has full text from 1995-, although the series as a whole starts in 1878.



• Demographics USA
  Zip Edition. Provides consumer expenditure, income and retail sales data on a Zipcode level.
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• Lifestyle Market Analyst.
  Provides information about the kinds of people likely to participate in specific lifestyles, such as: book reading, gardening, shopping by mail, frequent fliers, antique buyers, attending cultural events, gourmet cooking and such. The volume also shows primary lifestyles for major U S cities and and estimates by city of the number of people engaging in a specific lifestyle behavior.
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• Survey of buying power and media markets
  
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• MediaMark Reporter
  CD-ROM in Wilson Library Business Reference area. Contains information on consumer behavior, demographics and media preferences. Latest data: 2002. See also: Brief Guide to MediaMark and Simmons



• Simmons Choices 3
  CD-ROM in Wilson Library Business Reference area. Contains demographic and psychographic characteristics of users of products and their media behavior. Latest: 2003.

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Researching Companies

• Ad $ Summary
  Print resource also known as LNA, Leading National Advertisers or CMR. Currently published by TNS Media Intelligence. Ad $ Summary lists brands alphabetically and includes the total advertising expenditure for those brands across 10 media. Also includes parent company and PIB Classification for each brand. Listed also are industry class totals and rankings of the top 100 companies in each of the 10 media.
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• Ad $ Summary
  Print resource also known as LNA, Leading National Advertisers or CMR. Currently published by TNS Media Intelligence. Ad $ Summary lists brands alphabetically and includes the total advertising expenditure for those brands across 10 media. Also includes parent company and PIB Classification for each brand. Listed also are industry class totals and rankings of the top 100 companies in each of the 10 media.



• AdSpender (Ad$pender)
  Ad$spender is a summary of advertising expenditures for 100,000 brands across all media. Online version of Ad $ Summary.



• Advertising Red Books
  The Advertising Red Books provide competitive intelligence and prospecting data on advertising agencies and on advertisers. The Advertiser database contains information on nearly 18,000 U.S. and international advertisers who each spend more than $200,000 annually on advertising. The Advertising Agency database contains detailed profiles of nearly 14,000 U.S. and international agencies, including accounts represented by each agency, fields of specialization, and more. Previously known as Standard Directory of Advertising Agencies and Standard Directory of Advertisers.



• Business Source Premier Enhanced
  Can be used to find company profiles on public companies, and some larger private companies.



• Corporate Affiliations
  Can be used to find out which company that is the maker of a brand. To search for product/brand, select Advanced Search in left menu, then select Product/Brand Name in the dropdown menu.



• Encyclopedia of American Industries Online
  Business reference encyclopedia providing overviews on a wide range of industries in every realm of American business.



• Hoovers
  Company profiles with sales, employees, business segments, and lists of competitors. Access Hoovers through LexisNexis Academic --select the Business tab > Company Profiles (on right frame) > search company and look for a Hoovers report in the "References" sectionTo search only Hoovers content, customize the search by finding Hoovers on the "Selected Sources" list



• Mergent Online
  Profiles of public corporations around the world that includes summaries, company histories, property, financials, subsdiaries, joint ventures, long term, press release and annual reports. Pdf images of corporate annual reports for publicly traded US and foreign corporations are available going back to 1996. Access to SEC filings via EDGAR database are also included in Mergent Online. The University of Minnesota license allows 6 simultaneous users.



• Million Dollar Database (Dun & Bradstreet)
  Million Dollar Database on the Internet (MDDI) from Dun and Bradstreet lists over 1.6 million in the U.S. Includes private and public companies with either sales of one million dollars, or 20+ employees or those branch locations with 50+ employees. Entries include contact information, executives, sales, employees, industry codes, business descriptions. Each firm is assigned a Duns number to create links for parent companies and their branches. Search features allow finding companies for viewing, sorting, printing and dowloading.



• NetAdvantage
  This Standard and Poors database includes overviews from the Industry Surveys tracking trends and leading companies in 52 industries. Company profiles in the Stock Reports with key financial data on public companies including peer group analysis and performance ratings from Standard Poors. Directory listings from the Register of Corporations, Directors, and Executives listing sales, products, other brief information for 55,000 public and private companies along with names of top executives.



• NAICS - North American Industry Classification System
  Hosted by the Census Bureau, this web site not only tells users about NAICS, its history and future, but provides handy tools such as the NAICS-SIC Bridge and links to statistics sorted by NAICS code.



• SIC Code on the Web
  Use this Internet site to locate the number for your industry.

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Finding Previous Advertising Campaigns

Below are some resources that may be helpful in finding information about advertising campaigns.

• Encyclopedia of Consumer Brands
  Use this three volume set to obtain fundamental brand history, marketing campaign basics, product performance measures, and more.
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• Encyclopedia of Major Marketing Campaigns
  This volume is organized by individual advertising campaign and provides campaign overview, historical context of the ad, target market, competition, marketing strategy and campaign outcome.
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• Major Marketing Campaigns Annual
  Profiles of 100 notable advertising and marketing initiatives in 1998 and 1999.
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• Encyclopedia of Consumer Brands
  Use this three volume set to obtain fundamental brand history, marketing campaign basics, product performance measures, and more.



• EBSCO MegaFILE
  Can be used to search trade publications for articles on advertising campaigns.



• Factiva
  Can be used to find articles that mention ad campaigns. Try for example a keyword search such as campaign and brand. Full text source of global news and business information, major daily newspapers, newswires, academic and trade journals, magazines, transcripts of media programs, web sites, images. Try for example a keyword search



• Major Marketing Campaigns Annual
  Profiles of 100 notable advertising and marketing initiatives in 1998 and 1999.



• Online Commercial/Advertising Sites
  



• Television News Archive
  Index to news broadcasts from ABC, CBS, and NBC (August 1968 - present) and CNN (1995 - present). The CNN material can be viewed online and it includes advertising that appeared in conjunction with the news.

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Media Directories - in Print

• Bowker's News Media Directory
  Continues: Working press of the nation. Includes 3 volumes: Newspaper directory; Magazine and newsletter directory; TV and radio directory. Features information such as contact information, year established, frequency, size, rates, printing process, freelance pay scale, newswire services, circulation size, bureau names, personnel (editors), deadlines, materials accepted, and supplement information.
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• Broadcasting and Cable Yearbook
  Profiles of thousands of radio and television stations in the United States and Canada. Includes a station’s call letters, frequency or channel, address, telephone, fax, e-mail, Internet address, ownership, and programming format, and circulation figures from Arbitron. Also information on industry associations.
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• Editor and Publisher International Yearbook
  Listings for dailies worldwide and community and special interest U.S. and Canadian weeklies. Tables profile newspaper ad trends, circulation size by population groups, rankings by circulation size and more.
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• Gale Directory of Publications and Broadcast Media
  This premier media directory contains thousands of listings for radio and television stations and cable companies. Entries contain addresses, phone numbers, fax numbers, e-mail addresses, key personnel, and more. Coverage between print and broadcast media varies some. Continues: Gale directory of publications.
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• SRDS Business Publication Advertising Source.
  Quarterly, two part directory that contains alphabetical listings of U.S. business publications, U.S. healthcare publications, and more, divided into broad subject areas (advertising, insurance, restaurants, etc).
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• SRDS Consumer Magazine Advertising Source
  Quarterly directory of U.S. consumer magazines, farm publications, and more. Lists publications alphabetically within broad categories (for example: adventure and outdoor recreation, babies, health).
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• SRDS Newspaper Advertising Source
  Semi-annual directory of U.S. and Canadian newspapers. Newspapers are listed alphabetically by state and city. Also includes average readership statistics for metropolitan newspapers.
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• SRDS TV & Cable Source
  Quarterly directory of consolidated DMA markets, TV, national and regional cable networks syndicators, Latin American media, and more. TV stations listed alphabetically by city. Listings include information on local TV market, including demographic profile, merchandise sales rankings, and more.
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Media Directory - Online

• Bowker's News Media Directory
  Continues: Working press of the nation. Includes 3 volumes: Newspaper directory; Magazine and newsletter directory; TV and radio directory. Features information such as contact information, year established, frequency, size, rates, printing process, freelance pay scale, newswire services, circulation size, bureau names, personnel (editors), deadlines, materials accepted, and supplement information.



• Broadcasting and Cable Yearbook
  Profiles of thousands of radio and television stations in the United States and Canada. Includes a station’s call letters, frequency or channel, address, telephone, fax, e-mail, Internet address, ownership, and programming format, and circulation figures from Arbitron. Also information on industry associations.



• Editor and Publisher International Yearbook
  Called by some "possibly the single most important source on newspaper industry facts". Entries include circulation numbers, price, advertising and representatives, market information, etc.



• Gale Directory of Publications and Broadcast Media
  This premier media directory contains thousands of listings for radio and television stations and cable companies. Entries contain addresses, phone numbers, fax numbers, e-mail addresses, key personnel, and more. Coverage between print and broadcast media varies some. Continues: Gale directory of publications.



• SRDS Business Publication Advertising Source.
  Quarterly, two part directory that contains alphabetical listings of U.S. business publications, U.S. healthcare publications, and more, divided into broad subject areas (advertising, insurance, restaurants, etc).



• SRDS Consumer Magazine Advertising Source
  Quarterly directory of U.S. consumer magazines, farm publications, and more. Lists publications alphabetically within broad categories (for example: adventure and outdoor recreation, babies, health).



• SRDS TV & Cable Source
  Quarterly directory of consolidated DMA markets, TV, national and regional cable networks syndicators, Latin American media, and more. TV stations listed alphabetically by city. Listings include information on local TV market, including demographic profile, merchandise sales rankings, and more.



• Ulrich's Periodical Directory
  A directory of nearly a quarter-million newspapers, popular and trade magazines, and academic and scholarly journals. Use Advanced Search to search by keyword, circulation, topic/subject, country, language, and much more. The listings include active, ceased, and forthcoming publications. Remote access for current U of MN students, faculty and staff.