The Park Library

Brand Analysis: Research Guide

Dan Haywood's JoMC 170.2 Class
November 19, 2002
Presenter: Barbara Semonche, Director
The Park Library
semonch@metalab.unc.edu

Searching for mass media articles on brands

    http://eresources.lib.unc.edu >> Business & Economics >>
            ABI/Inform
            Dow Jones Interactive
            LexisNexis Academic (select News in "guided search mode")
                        Browse, select from Title List
            Market Research.com Academic
           TableBase
            Wall Street Journal

http://eresources.lib.unc.edu >> I << InfoTrac Web >>
Expanded Academic Index (select Keyword rather than Subject)

[Note: run search, select likely article, read, then scroll to bottom of screen and discover subject headings of other articles linked to this one. Very valuable sources! Then follow these leads for more info and data.]

Suggested search strategies

            <<Brand name>> and <<any of the following key words>>
                    <market share>
                    <competitors>
                    <ad campaigns>
                    <brand>

[Note: discover other useful key words.]

Web Resources

Ad Track Index http://www.usatoday.com/money/index/ad001.htm

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