Use this guide for helping your research for Marketing & Advertising information

		Basic Marketing and Advertising ideas and theory - Looking for books, journals and articles in databases, and Internet links
		Planning and running an Advertising campaign
		Competitive analysis for products

Basic Marketing and Advertising ideas and theory If you were going to promote a new product, what factors should you be considering in your advertising plan? (for example, what is the importance of 'market share', 'branding', 'advertising', or 'retailing'?)

Books and catalog resources There are many books available on MARKETING, using keywords such as commerce, e-commerce, marketing, importing, exporting, trade, market research, advertising, selling, supply chain, distribution etc. For a general guide to the location of books in the library on Marketing, look for the following LC shelf numbers: HF 1414-1416 Trade and commerce HF 5410-5417 Marketing and distribution HF 5419 Wholesale HF 5428 Retail HF 5437 Buting and selling HF 5548.32 E-Commerce HF 5801 Advertising HF 5814 Market research

Journals useful to this topic can be found through Databases: Major Advertising journals in the UAE, and the broader world.  Search for these publications using the 'Publications' tab at the TOP of either Business Source Complete or Communication and Mass Media Complete.  The following are recommended journals that we have access to: Advertising Age Internet Advertising Report Adweek Journal of Promotion Management Brandweek Journal of Web Site Promotion Brandwork Media Week Businessweek Promo Emarketer Public Relations Quarterly International Journal of Advertising   Also look at the following lists of journals, and what holdings we have of them, if you would like other titles: Advertising Marketing

Internet Links and Resources BUBL LINK : Advertising Quality 'Subject Directory' guide to Web links in all advertising topics.   BUBL LINK : Marketing Quality 'Subject Directory' guide to general Marketing topics, organizations, journals and Web links   SOSIG (Social Science Information Gateway) : Marketing and Communications There are links to journal abstracts and articles, company information, research, educational materials, government publications, news, mailing lists, and resource guides. Each subject has an administrator responsible for selection and content. While SOSIG is a British Web site database, the scope is international.

Planning and running an Advertising campaign If you are running an advertising campaign for a new product, what information can you find about similar products and successful advertising? Use Lexis-Nexis, an excellent library database which indexes current news, including coverage for the Middle East and the UAE, and provides the news information in full-text.  A 'Quick News Search' on a specific product, a product or service type and the UAE will usually retrieve substancial information. Searching on Google can give good information about products and companies too.  For UAE information, you could use a search string such as "product type (fill this in with your topic)" AND "advertising campaign" AND (UAE OR "United Arab Emirates").  Narrow this result by date if you get too many results, as you are probably only interested in recent campaigns. The following are recommended Internet links on the topic of advertising.  Many of these sites have search boxes.   Directories to other Resources Ball State University has a great range of Media and advertising links: http://www.bsu.edu/web/adinfo/Hanlywebsite.htm University of Texas at Austin : Department of Advertising http://advertising.utexas.edu/world/ Other good resources AdBuzz http://www.adbuzz.com/ AdFolio :The largest Advertising creative library on the Web http://ww0.adforum.com/adfolio/search.asp AdAge : A Marketing history reference resource http://www.adage.com/century/ Places to find advertisements: Adweek http://www.adweek.com/aw/creative/best_spots_90s/90s_33.jsp Advertisement Avenue http://www.advertisementave.com/ Public Service Advertising: The AD Council http://www.adcouncil.org/ The Ad Forum http://www.adforum.com/specialevents/ACT/ACT6/tc.asp Problem Advertisements: AdBusters http://www.adbusters.org/home/ Creativity's Ad Critic www.adcritic.co UAE information about products/services and advertisements Strategiy : Business & Marketing source in the Middle East News links by product and industry, by company, and by country including the UAE http://www.strategiy.com/ads.asp IAA: International Advertising Association – UAE Chapter (We site under construction, but will include extensive UAE information, including recent awards) http://www.iaauae.org/iaauaelib.htm Marketing, advertising, creativity in the UAE (Journal of a professional copyrighter and journalist based in Dubai, UAE) Includes many articles from the region, and GMR Effectiveness in marketing awards 2006. http://farrukh.wordpress.com/2006/02/ AdForum : Ad agencies and Commercial ads Search for examples of award winning commercials.  Includes coverage of the UAE. http://www.adforum.com/ The Institute of Direct Marketing Includes search facilities, and includes coverage of the Middle East http://www.theidm.com/ AME Info: The ultimate Middle East Business Resource Includes UAE and Middle East information.  Search ability for both “News and articles” and “Current events” from the right-hand side tool bar. http://www.ameinfo.com/   Competitive analysis for products In planning an advertising campaign, you should be aware of other competitors in your field, and what their advertising and brand identification is, especially in a small market such as the UAE.   Use Internet resources such as these to locate company or product information: AME Info - Middle East Business Resource : Company and Stock Market information, Business News Use GOOGLE searches to find company and annual report information: type in "UAE companies" type in the name of your company and "annual report" OR .... most companies also maintain their own web sites, useful for financial information, products and services of the company.  Try the most common form of the internet address e.g.: http://www.businessname.com, or if unsuccessful add the country code if outside the US e.g.: http://www.multiplex.com.au or http://www.etisalat.ae   Use library Databases for reliable and often comprehensive information about a particular company, including competitors, and marketing stragegies: Hoover's Online via Lexis-Nexis A good place to start.  To access Hoovers on the Lexis-Nexis database, select the Business option from the left hand menu, then choose Company Profiles.  From the search screen, choose Hoover Company Reports from the drop-down source menu. Company profiles Use the Company Profiles tab in the Business Source Complete database for a 'Datamonitor' report on that company that includes a company overview, key facts, business description, company history, key employees, major products and services, top competitors, company view, and locations and subsidiaries.