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Marketing & Advertising Guide

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Reference & Research Resources

Comment Icon0 Reference materials are shelved alphabetically by call number in the Reference Room. Ready Reference materials are held at the Reference Desk.

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  • The Advertising Age Encyclopedia of Advertising REF HF5803 .A38 2003 (3 volumes)
    The essays in these volumes can be divided into 4 basic categories: (1) agency histories (including entries on the major advertising holding companies); (2) advertiser/brand/market histories; (3) biographies; (4) entries on theoretical, methodological, and practical aspects of advertising.
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  • Advertising Manager’s Handbook REF HF5823 .B634 1999
    A book for advertising managers and other people who are responsible for planning and managing their organizations’ advertising programs. This handbook can help you plan, implement, and manage an effective, successful advertising program.
    >>More Information About This Book
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  • America’s Greatest Brands REF HD69 .B7 A52 (6 volumes)
    Insight into many of America’s strongest and most valuable brands. Each of the volumes celebrates the achievements, exceptional effort, and outstanding work involved in maintaining one of the most well-earned and valued assets: a great brand.
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  • Companion Encyclopedia of Marketing REF HF5415 .C547353 1995
    An encyclopedia containing information about aspects of marketing, such as the history and origin of marketing, marketing theory, and modern practice.
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  • Dartnell Marketing Manager’s Handbook REF HF5415.13 .D33 1994
    Features material from more than 100 marketing experts. More than 70 chapters cover every key aspect of marketing, including chapters on quality, the marketing of services, ethics, global marketing, and database marketing.
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  • Dictionary of Marketing REF HF5415 .K615 1995
    Lists more than 5000 terms culled from all areas of marketing. Sets down an exhaustive range of marketing and marketing-related terms and provides a definition or, where appropriate, a detailed explanation and description for all entries.
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  • Encyclopedia of Consumer Brands REF HF5415.3 .E527 1994 (3 volumes)
    Provides substantive information on products that have been leaders in their respective brand categories and have had decided impact on American business or popular culture.
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  • Market Share Reporter: An Annual Compilation of Reported Market Share Data on Companies, Products, and Services REF HF5410 .M35 2008 (2 volumes)
    A compilation of market share reports from periodical literature. This is a unique resource for competitive analysis, diversification planning, marketing research, and other forms of economic and policy analysis. Provides market share information on domestic and international markets. Entries fall into 4 broad categories: (1) Corporate market shares show the names of companies that participate in an industry, produce a product, or provide a service; (2) Institutional shares are like corporate shares but show the shares of other kinds of organizations; (3) Brand market shares are similar to corporate shares with the difference that brand names are shown; (4) Product, commodity, service, and facility shares feature a broad category and show how the category is subdivided into components.
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  • The Official Guide to the American Marketplace: The Real Facts About How Rich, Well-Educated, Healthy, Family-Oriented, Hard-Working, and Diverse We Are REF HA214 .A6 1995
    Examines American lifestyles in detail and includes the demographic and lifestyle statistics most important to businesses. The American Marketplace is a reference that provides in-depth marketing analysis, based upon the latest data collected mainly from the federal government – the Census Bureau, the Bureau of Labor Statistics, the National Center for Education Statistics, and the National Center for Health Statistics. Divided into eight broad trends: Education; Health; Income; Labor Force; Living Arrangements; Population; Race and Ethnicity; and Spending and Wealth.
    >>Updated information from this publication is available in LEXISNEXIS ACADEMIC: Click on Sources (blue tabs on left) then Browse Sources. Select Industries & Markets under Publication Type, then Market Research Reports. Select The American Marketplace (formerly called The Official Guide to the American Marketplace) and click on OK-Continue. Enter search terms in search box and Search. See Marketing & Advertising: Business Databases section for off campus access to LexisNexis Academic.
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  • Plunkett’s Advertising & Branding Industry Almanac REF HF5805 .P58 2008
    Complete guide to the advertising and branding industry. Complete profiles on the top companies with the latest statistics and trends in: Marketing, Advertising, Branding, Online Strategies, Media Strategies, Positioning Strategies, Consulting.
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  • Slogans REF HF6135 .S57 1984
    A collection of more than 6,000 slogans, rallying cries, and other exhortations used in advertising, political campaigns, popular causes and movements, and divers efforts to urge people to take action, the entries representing a broad spectrum of time and origin yet conveniently arranged by thematic categories and identified as to source.

Marketing & Advertising Directories

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  • Broadcasting & Cable Yearbook REF HE8689 .B77 2010
    • Industry Overview • Television • Cable • Radio • Satellites & Other Carriers • Programming Services • Technological Solutions • Brokers & Professional Services • Associations, Events, Education, Awards • Law & Regulation, Government Agencies
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  • Editor & Publisher Market Guide 2008: The Directory of Newspaper Markets and Demographics
    REF HF5415.3 .E35 2008
    Annual directory of newspaper markets and demographics. Contains data on more than 1,600 daily newspaper cities in the U.S. and Canada, everything from ethnic breakdowns to shopping mall information to banking data. It features 2000 U.S. Census population figures, as well as current estimates for population, housing and income data, and retail sales amounts. For Canada, it features 2001 Canada Census figures, and current estimates for population, households and retail sales amounts based on that census.

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