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MKTG 3382: Integrated Marketing Communications

Key resources for researching companies, products, branding, and advertising resources.

Activity 1

1. Review company information and narrow down your choice to research.

       Source to use: Hoover's, PrivCo (for private companies), company annual report


2. Identify the industry to which your brand belongs and find an appropriate industry report. Look for discussions of your company's position in that industry.

Sources to use:  IBISWorld, Marketscope Advisor, Mintel Market Reports



Activity 2

1. Using Passport (Euromonitor GMID), find:

a report on your product or a similar product;

and the leading company in terms of market share for that product.

Source: Passport Global Market Information Database


2. Find at least one article that discusses advertising strategies for your company and product.

        Source: Business Source Complete