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PR 340: Introduction to Advertising: Databases

Advertising Research Databases

Here are a few databases to begin your research:

Business perspective Databases

search tips

Once you have identified your topic, check to see if it is too specific, if it is, work toward a general focus. This will help you  generate a list of keywords, or concepts related to your topic

Keywords

marketing, youth, luxury brands, automobiles, hybrid cars,soft drinks, etc....

Use AND, OR, NOT to connect your phrases/keywords

to locate both hybrid AND cars

to locate either word U.S. OR United States

to locate (the first word) soda NOT carbonated drinks

 * truncation symbol

tech*  tech, technology,technological, technologies

Types of resources

peer-reviewed

scholarly articles

magazines

trade publications

case studies

books

government reports

book chapters

reports