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Updated June 2008

PRINTED REFERENCE MATERIALS: [Note: In addition to standard reference materials such as dictionaries, atlases, encyclopedias, almanacs and the like our students have access to the following:]  

• Ad Age special annual editions (in Park Library Stacks)  
• Brands & Their Companies (serial) [Note: Davis Library reference has latest edition T223.V4 A22]
• The BrandWeek Directory (serial) Park Library ADV-ref .B821
• Demographics USA: (CD-ROM serial)
  Park Library REF-cen .D3832006. [Note: Davis Library has this market statistics data; check at reference desk.]  
• Donnelley Demographics and Cendata (database) [Note: available only through POPLINE in the Carolina Population Center on campus)
• Editor & Publisher Marketing Guide (annual)
  Park Library REF-bus. E23
• Encyclopedia of Advertising (3 volumes) 
  Park Library ADV-ref .A244
• The Entertainment, Media & Advertising Market Research Handbook
  Park Library ADV-mar .E61 2006
• The Law of Advertising (current in binder format with updates added periodical) Park Library reading room shelf
• Leading National Advertisers (2007): Special Report on 100 Leading National Advertisers (Located in Park Library stacks)
• Market Share Reporter (2000)
• Marketers Guide to Media (2007 annual)
  Park Library ADV-mar .M45  
• SRDS: Standard Rate & Data Service (updated monthly, current year) in Park Library's reading area shelves
• SRDS: The Lifestyle Market Analyst
  Park Library REF-dir .S774L 2006
• Standard Directory of Advertising Agencies (2007 annual) at Park Library's reference desk
  Park Library  REF-dir .S785
• Veronis Suhler Media Merchant Bank: Communication Industry Forecast 2000-2004  [Note: also available on CD-ROM in Davis Library; Park Library has print copies REF-bus .V549f]

[Note well: Nielsen TV ratings and Arbitron Ratings are unavailable in any library on the UNC-CH campus. However, faculty members and students can locate other resources which might help find related statistical data. Here is the URL: http://parklibrary.jomc.unc.edu/nielsenguide.html ] 

DATABASES:

• Ad$pender
  (via http://eresources.lib.unc.edu/eid/)

• Business Source Premier
  (via http://eresources.lib.unc.edu/eid/ )
• Bloomberg’s Financial Services (only in Park Library; check with Librarian for demonstration)
• Choices III (Simmons Marketing Data: available only on computers in computer lab of Park Library.)
• Factiva
  (via http://eresources.lib.unc.edu/eid )
• LexisNexis Academic
  (via http://eresources.lib.unc.edu/eid/ )
• Mintel Reports (via http://eresources.lib.unc.edu/eid/ ); Mintel is a leading provider of competitive media, product, and consumer intelligence. The company produces market research reports for Europe, the UK, and the US. Reports cover a variety of sectors including consumer goods, travel and tourism, financial industry, internet industry, retail, and food and drink. Reports discuss market drivers, market size and trends, market segmentation, supply structure, advertising and promotion, retail distribution, consumer characteristics, and market forecasts. Mintel Reports can be viewed or downloaded. Reports are exportable in .rtf or.zip format.
  Reports are customizable - mark the boxes next to the sections you want to include.
• SportsBusiness Journal Online Database (need login and password to access from Park Librarian's computer)  
• TableBase
  (via http://eresources.lib.unc.edu/eid/ )
• Triangle Business Journal (2008 annual)
  Park Library's reference desk
• UNC-CH Online Catalog: E-Indexes & Databases (select “Business & Economics” link for access to more databases

  CD-ROMS:

• MediaMark Reporter (1996-2000 statistical data from market research)
• NAD/CARU/NARAB Case Reports of Published Decisions (1972-2002)

  PATHFINDERS:

• General web site for Park Library's Pathfinders
• JoMC 170-172 JoMC 172 Advertising Planning
• JoMC 173 Advertising Campaigns
• Florida Tourism Advertising Campaign (2003)
• Guide to finding media statistics

BOOKS:

            Our Park Library's book and serial collections are now accessible via searching on Davis Library's Online Catalog http://www.lib.unc.edu