Franklin &  Marshall College Library

BOS 342: Promotional Strategy and Advertising

Primary Resources

Good places to look for advertising.......

television, radio, newspapers, magazines, Internet, billboards, products, stores, movies, delivery trucks


Experiment: Television is a strong visual medium, try watching the commercials with the sound on MUTE. Can you still guess what's being advertised? How strong are the visuals? If its a commercial you've seen many times before, do you see anything new or different?

Online Resources
You can try almost any company name in the Netscape “location” bar, to find web sites for your chosen company, or use a popular web index to search for a company web site. Be aware of bogus web sites!!
AMAZING website, top 10 commercials, all viewable. Spotlights commercial controversies.

Full text newspapers and journals. Excellent source for up-to-date business info and SEC filings.

Readers' Guide Full Text
Indexes over 200 popular U.S. general interest periodicals. Covers 1983 to the present.

One of the more comprehensive web search engines.

Business Full Text (Wilson)
Indexes more than 300 international English-language business magazines covering accounting, finance, management, and small business. Covers January 1986 to the present.

Stuart Elliott's Media Perspective
"As you may know, no one keeps readers better informed on the latest happenings and challenges in the advertising industry than Stuart Elliott. Elliott's covered it all, TV commercials, online ads, virtual ads, magazine ads, advertising agencies, creative trends in advertising and unusual new ways to sell products like ads on blimps or the floors of supermarkets. Now Stuart Elliott is bringing his expertise to IN ADVERTISING, a new weekly e-mail newsletter from that takes a close look at the people, campaigns and deals that are shaping the industry. Available exclusively to e-mail subscribers."

HarpWeek: the Civil War Era 1857-77
Access to a 21-year period of Harper's Weekly covering the Civil War and Reconstruction Era. Provides both text and image searching capabilities.

The Ad*Access Project, funded by the Duke Endowment "Library 2000" Fund, presents images and database information for over 7,000 advertisements printed in U.S. and Canadian newspapers and magazines between 1911 and 1955.

Library Catalog
Excellent starting point to find book and periodical resources found in the libraries.

Leo Burnett
One of the world's top ad agencies.

Makers of "dried plums" and other shriveled fruit.

Print Resources

Advertising Age - periodical (1972-present)
on microfilm, current issues in Periodical Reading Room. Excellent source for current advertising trends and information

Business Week - periodical (1929-present) Bound
current issues in Periodical Reading Room

Encyclopedia of Major Marketing Campaigns
Ref HF5837 .E53

Standard & Poor's Industry Surveys - quarterly
Ref HC 28 .S7
Covers recent developments within an industry and highlights the performance of the major companies; some statistical data is provided,

Value Line - weekly
Ref Desk HG 4501 .V26
Arranged by industry groupings; includes an overview of the industry as well as individual company reports.

Marketing: An Encyclopedic Dictionary
Ref HF5412 .M47
Guide to advertisers and marketing, new product development. Listing of the 400 largest U.S. advertisers.

Encyclopedia of Consumer Brands
Ref HF 5415.3 .E527

Hoover's Guide to Private Companies
Ref HG 4057 .A28614

Directory of Corporate Affiliations
Ref HG 4057 .A219

International Directory of Company Histories
Ref HD2721 .D36
Multi-volume set, detailing the history of many publically-owned companies.

Current Biography
REF CT 100 .C8
Up to date, summarized biography of major US and International figures.

American Decades
REF E 169.12
Capsulation of major events in 10-year spans. Check for other chronologies in same area.

Blunders in International Business
HD 62.4 .R53 1999

Last updated: 9/5/01 ag, contact Andy Gulati for assistance, 291-4261