MRI-Simmons Insights (formerly University Reporter) is a consumer intelligence and discovery platform that provides information on consumer behaviors, brand consumer messaging, cross-channel marketing, and media planning tactics.
Mintel Reports offers product and industry market research reports covering US and International marketplaces. Each report combines data and analysis of the competitive landscape, supply chain, market-share size and trends, and consumer profiles. Complex demographic issues are broken into easy-to-understand sections, explaining consumer behavior and demonstrating the structure of the market.
Industries covered include: Automotive Beauty Consumer Electronics Digital Media Drink Financial Services Food Foodservice Health & Wellness Household Personal Care Packaging Retail Sport & Entertainment Travel & Tourism
Tutorials: Interactive Databook Training (10:39) A 10-minute tutorial video on how to navigate Interactive Databook, how to explore demographics, and customize your own consumer data report.
Formerly eMarketer Pro, Insider Intelligence is a definitive source of independent analysis based on vetted and transparently sourced data. The platform gives users access to the latest content from Financial Services, Retail & eCommerce, and Digital Marketing.
Statista is a leading provider of market and consumer data. Statista consolidates statistical data on over 80,000 topics from more than 22,500 sources.
Resource URL: https://www.statista.com/
Abbreviation: stati
Vendor: Statista
Subjects: Business, Communication, Demography and Population Studies, Economics, Hospitality, Marketing, Public Health, Urban and Regional Planning
Type: Datasets / Statistics
Demographics Now has been developed by SRC, LLC to bring you the data you need to make sound business decisions. With DemographicsNow you can analyze the demographic and market potential of any geography in the U.S.
Resource URL: https://link.gale.com/apps/DNOW?u=tall85761
Abbreviation: demnow
Vendor: Gale
Subjects: Communication, Demography and Population Studies, Geography, Hospitality, Public Health
Type: Datasets / Statistics, Maps
Communication & Mass Media Complete (CMMC) offers full text and cover-to-cover indexing and abstracts for journals covering communication, mass media, linguistics, rhetoric, language, logic, and other closely related fields. Content includes more than 440 full-text journals, Cover-to-cover indexing and abstracts for 670 journals, and 5,500 author profiles.
Business Source Complete is the world's definitive scholarly business database, providing the leading collection of bibliographic and full text content. As part of the comprehensive coverage offered by this database, indexing and abstracts for the most important scholarly business journals back as far as 1886 are included. In addition to the searchable cited references provided for more than 1,200 journals, Business Source Complete contains detailed author profiles for the 20,000 most-cited authors in the database. Journal ranking studies reveal that Business Source Complete is the overwhelmingly superior database for full text journals in all disciplines of business, including marketing, management, MIS, POM, accounting, finance and economics. Additional full text, non-journal content includes 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.
Intelligent software that provides geodemographic data on Hispanic Markets in the US. Information on the user id and password of this program is available for the students enrolled in ADV 5605. Check the course syllabus.
Textbook available at the FSU Libraries
The Algorithms of Strategy: An Account Planner's Toolbox by Avery, J.The Algorithms of Strategy answers big questions like: How does advertising work? How do people make purchase decisions? How do you differentiate your brand proposition? How do you find consumer insight? The book contains a detailed overview of key tools and principles of classic account planning.
Super Strategist : The Art and Science of Modern Account Planning by Lesley Bielby & Douglas AtkinProvides clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap―the customer journey
Call Number: eBook w/ 3-user. On order
Publication Date: 2021
Advertising Management in a Digital Environment by Larry D. Kelley; Kim Bartel SheehanAdvertising Management in a Digital Environment: Text and Cases blends the latest methods for digital communication and an understanding of the global landscape with the best practices of the functional areas of management. Divided into three core sections, the book provides a truly holistic approach to Advertising Management. The first part considers the fundamentals of advertising management, including leadership, ethics and corporate social responsibility, and finance and budgeting. The second part considers human capital management and managing across cultures, whilst the third part discusses strategic planning, decision making and brand strategy. To demonstrate how theory translates to practice in advertising, each chapter is illustrated with real-life case studies from a broad range of sectors, and practical exercises allow case analysis and further learning. This new textbook offers an integrated and global approach to Advertising Management and should be core or recommended reading for undergraduate and postgraduate students of Media Management, Advertising, Marketing Management and Strategy, Communications and Public Relations. The applied approach provided by case study analysis makes it equally suitable for those in executive education and studying for professional qualifications.
Call Number: eBook w/ unlimited access
Publication Date: 2021
The Consumer Insights Handbook: : Unlocking Audience Research Methods by Danielle Sarver CoombsAt its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences' wants, needs, and desires through messaging and products designed to resonate. Guided by the author's own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
Call Number: eBook w/ 3 users.
Publication Date: 2021
Research Methods and Techniques in Public Relations and Advertising by Bayram Aydin (Editor); Emine Sahin (Editor)The authors in this volume present a new point of view related to research methods and techniques in public relations and advertising. The book seeks to provide a research guide that covers topics including selecting and writing a research subject, data collection, and analysis selection for beginner researchers. The articles focus on various methods such as netnographical analysis, experimental study, case analysis, discourse analysis, Delphi method, survey, etc.