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MKTG 3382: Integrated Marketing Communications

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

Product Evaluation

Use the article databases listed under Situation Analysis, primarily Business Source Complete and Nexis Uni.  Note also that many books in the library have discussions of choosing, promoting, and protecting brands; try looking under "Brand name products" in the library catalog.  You might find the following titles interesting to see how other major advertising campaigns were designed:

Encyclopedia of Major Marketing Campaigns vol. 1    REF HF 5837 E53 2000

Encyclopedia of Major Marketing Campaigns vol. 2: online access here

Advertising Age Encyclopedia of Advertising      REF HF5803 .A38 2003