MKTG 420 Marketing Communications



Companies / Industries / Markets / Consumers
Advertising Resources
Finding Articles


Companies / Industries / Markets / Consumers

Business Insights: Essentials provides company and industry intelligence on thousands of global companies. It includes periodical articles, news articles, and press releases; investment reports; corporate chronologies and company histories; brands and product information; industry and company rankings; financial overviews; industry overviews; and HR law case digests.

Business Source Complete provides full-text business journals and hundreds of scholarly, peer-reviewed journals covering all aspects of business. Other resources include financial data, books, monographs, major reference works, book digests, conference proceedings, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, SWOT analyses, and more.

Hoover's Online covers public, private, and international companies. Includes overviews, major industry trends, industry links, and IPO information. Three users access.

IBISWorld is a comprehensive collection of Industry Market Research Reports, which contain trends, statistics, and analysis on market size, market share of competitors, and industry growth rates. Performance analysis includes emerging industry trends as well as recent production performance and 5 year forecasts. Each comprehensive study also examines details such as: the barriers to entry, operating cost structure (industry averages), technology & systems, and domestic & international markets. Tables and statistics include: Industry revenue, exports, imports, wages, and number of companies in the industry. UO subscription includes: US Industry Reports, Business Environment, Specialized Industry Reports, and China Industry Reports (China Site). Academic provides thousands of full-text market research reports published by Kalorama Information, Packaged Facts, and Specialists in Business Information.  Topics cover consumer goods, food and beverage, healthcare, publishing, manufacturing, and other markets and industries.

Market Share Reporter (MSR) is a compilation of market share statistics from periodical literature. MSR entries fall into 4 broad "Market Share Type" categories: Corporate, Institutional, Brand, and Product. Consumer and industrial products, and company and brand level market share are also included.

industrial products, and company and brand level market

Mint Global contains information on over 35 million companies worldwide, including banks and insurance companies, providing descriptive information, company financials,news, market research, ratings and country reports, scanned reports, ownership and M&A data via two separate interfaces, Mint Global and Orbis.

Mintel Reports covers market research studies on consumer products, services, and lifestyles. Each report describes the economic drivers, leading companies, market share, market size, trends, segmentation, and consumer attitudes and purchasing habits. It is international in scope but strong in Europe and the U.S.

Orbis is the other interface of Mint Global, which is a global database produced by Bureau van Dijk. Contains information on millions of companies including extensive data on
company locations of subsidiaries, financial performance, industry, deals, ownership structure, number of employees, year of incorporation and other criteria. Also compares a
company to its competitors along multiple dimensions.

The SBRnet database focuses on the sporting goods and sports marketing industry covering all facets of the industry: sports equipment sales, sports participation, fan profiles, sports broadcasting, sports sponsorship, and sports marketing.

TableBase is the database that specializes exclusively in tabular data on companies, industries, products, and demographics.  It is international in scope and covering more than 90 industries.


Advertsing Resources



AD$ Summary reports advertising expenditures in eleven major media: Magazines, Sunday Magazines, Newspaper, National Newspaper, Outdoor, Network Television, Spot Television, Syndicated Television, Cable Television Networks, Network Radio, and National Spot Radio. 

This is an excellent source for statistics on advertising spending, media, agencies, annuals & fact packs. PLEASE USE FIREFOX.  Use this directly link for access if you are on campus.

For off-campus access, Username and Password are required to access DataCenter.  Follow these steps:

  1. Go to Authentication for Library Electronic Resources & Services page and login with your DuckID to find Username and passwords for AdAge Datacenter.
  2. Click
  3. Go to the top right of next screen, and click Login.
  4. Enter User Name and Password and hit Enter.
  5. You will see YOUR ACCOUNT PROFILE PAGE.  Please leave it as it is.  Do not alter anything.
  6. Scroll down to the bottom of screen and click AdAge DataCenter.
  7. Select an edition.
  8. A list a companies displays in the green area. 
  9. Select an interested one and click + sign to view data.


  • SRDS Media Solutions

Standard Rate and Data Service (SRDS) provides detailed ad rates, editorial or programming content, circulation, and other basic information for a variety of advertising media, including radio, television, newspapers, and consumer magazines.  Please Search the online catalog by title for access. Please follow these steps.

  1. Enter SRDS Media Solutions in the Search Box and hit Search.
  2. Click the title link.
  3. Click “connect to UO’s copy of SRDS media solution” on the record page.
  4. Select a media type in the SearchColumn (green).  e.g Newspaper Media.
  5. Enter the name of a newspaper of your interest.  e.g. New York Times.
  6. Click Options and select Title Only and then click Go button.
  7. Click the second title link (Newspapers) to view details.
  8. General Information is displayed as default. 
  9. To look for Rates & Policies, just click the button in the grey line.
  10. You can also click other buttons to view detailed information.



Perform a Journal Title search in the library catalog:

  • Admap: the journal of advertising media analysis and planning(HF5801 .A16, print only)

Full text of the following magazines/journals can be  accessed via Business Source Complete :

  • Admedia
  • Advertising age
  • Adweek
  • American Demographics
  • International journal of advertising
  • Journal of advertising
  • Journal of Advertising Research
  • Journal of current issues and research in advertising
  • Mediaweek


Finding Articles

Academic Search Premier is a multi-disciplinary database with a large collection of peer-reviewed full-text journals.  This database offers information in nearly every area of academic study including: business, social sciences, humanities, science, education,  language and linguistics, arts & literature, medical sciences, ethnic studies, and many more.

Business Source Complete provides  ull-text business journals and hundreds of scholarly, peer-reviewed journals covering all aspects of business. Other resources include financial data, books, monographs, major reference works, book digests, conference proceedings, case studies, investment research reports, industry reports, market research reports, country reports, company profiles, SWOT analyses, and more.

JSTOR provides an image archive of important scholarly journal literature in nearly all the humanities and social sciences disciplines, international and foreign areas studies, and many of the sciences. JSTOR is not a current issues database. Because of JSTOR's archival mission, there is a gap, typically from one to five years, between the most recently published journal issue and the available back issues.

Lexis-Nexis Academic provides full text access to news, business and company information, and legal and medical information.

Newspaper Source provides cover-to-cover full text for more than 40 U.S. and international newspapers, including the Christian Science Monitor, USA Today, The Washington Post, The Washington Times, The Times (London), Toronto Star, etc. The database also contains selective full text of more than 335 regional American newspapers. In addition, full-text television and radio news transcripts are provided from CBS News, CNN, CNN International, FOX News, NPR, etc.

Regional Business News provides full text to nearly 100 regional U.S. and Canadian business publications (including titles from Crain Communications).


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Kaiping Zhang (
Business/Economics Librarian