UNIVERSITY OF WEST FLORIDA
JOHN C. PACE LIBRARY
Promotion
Tutorial
OBJECTIVES
To provide tips for locating information on
marketing and promotion.
 To locate Adage.com website.
 To provide key concept terms for searching.
 To provide a correct APA citation for the material
located.

PROMOTION
 This
tutorial will be somewhat different than
previous tutorials because I will only provide
suggestions for locating information on
marketing promotion.
 Unfortunately sites which previously
provided information free of charge are now
not cost free.
 However, this tutorial will suggest ways you
can research on your own to locate marketing
information on your industry.
ADAGE.COM?
•AdAge.com is one source
of excellent information for
marketing. I will be
showing you how to
navigate the site, however
they now charge for their
products and we will not
require you to pay for this
information.
•The site contains
information which could be
useful in your career if you
are in marketing.
•Open your Internet
Browser and type in the
URL – www.adage.com.
WHAT NEXT?
To begin our
research, we
will click on
Data Center on
the left side
scroll bar.
AND NOW?
We have a few
choices here.
Please notice the
disclaimer which I
have circled. The
arrow points to a
report we might
like to see.
However, when we
click on the report,
check what we get.
MARKETERS/ADVERTISERS
If we click on “100
Leading National
Advertisers,” we
unfortunately get
the screen below.
Money, money, money!
ALL IS NOT LOST!
If we click on
Books and Other
Library Materials,
we will find that
UWF has access
to Advertising
Age which is the
journal produced
of the website
articles.
ADVERTISING AGE
Type in the title of the journal. Make sure that you
change the search type to Journal Title, then click
Search.
ADVERTISING AGE
The journal we want is the first record. If we click
on the Find It button, we will see which databases
contain full text articles from the journal.
ADVERTISING AGE
The journal is available
from a number of
databases, however, I
would like for us to use
Lexis-Nexis for our
search. So click on
GO.
LEXIS-NEXIS
Type 100 leading
national
advertisers in the
search box and
click Search.
Notice that we
are only
searching in the
source
Advertising Age.
LEXIS-NEXIS
There are a
number of good
articles. Notice
that the actual
report 100
Leading National
Advertisers is not
listed. They have
to get you to sign
up on the Website
somehow.
MEDIAWORKS?
Looking back at
the Adage.com
site, we can click
on MediaWorks to
look at media
related news and
articles. However
when you find an
article you would
like to read, you
need to register
(free), so if you
see something
special, register.
OTHER IDEAS
Please
look through some of the
other FREE reports available here
to see if there is anything
applicable for your industry.
There are other ideas for locating
marketing information for your
industry:


Industry association websites
Company websites
ASSOCIATIONS
Go to your industry associations and look for
headings that contain facts and figures, marketing,
promotion, retail, or similar terms..
SPENDING AND SAVING MONEY
Here is a report
from the fmi.org
site that contains
some information
about trends in
marketing and
sales.
SPENDING AND SAVING MONEY
CITATION FROM DATABASE
 This
would be the correct form for citing
the article:
Food Marketing Institute. (2005). Spending and saving money.
Food Marketing Website. Retrieved April 12, 2005 from
http://www.fmi.org/facts_figs/spendingandSavingMoney.pdf

Notice that the Institute is the author and the Retrieved
from statement actually contains the URL from the
information itself.
KROGER
Using Google, or your favorite search engine, look
for your companies’ Websites. I usually look at the
information about the company first.
KROGER
After digging
around the site a
bit, I located this
information about
brands. The
report also
provides a lot of
marketing
information,
especially trends
and what they
market in Florida.
CITATION FROM DATABASE
This
would be the correct form for
citing the article:
Kroger Company. (2005). Corporate brands. Kroger
Website. Retrieved April 12, 2005 from
http://www.kroger.com/globalincludes/corporate_pdfs/se
c4.pdf
WHAT ABOUT GALE?
Gale is one more source for marketing information as
you can locate media information for different media
formats.
 From the library homepage, go to the databases and
click on “G” and select Gale’s Ready Reference Shelf.
 Since we have done this many times, I am going to go
directly to the database rather than step you through it!

GALE READY REFERENCE
The best search strategy for our purposes seems to
be the Free Text search, so let’s click on that icon.
GALE READY REFERENCE
I have typed
media and
Pensacola in the
Free-Text search
box. Now click
Search.
GALE READY REFERENCE
This list shows all
of the different
media sources for
Pensacola. Let’s
look at WABB-FM.
WABB-FM
This provides
contact information
for us if we would
like to advertise on
this channel. You
might also take a
look at the Ad
rates.
CITATION FROM DATABASE
This
would be the correct form for
citing this information:
WABB-FM. (2005). Retrieved March 30, 2009 from Gale
Ready Reference Shelf.
THANK YOU
Thank you for viewing this tutorial. I hope that it
will help you locate marketing information for
your industry.
Make sure that you take the practice quiz to
receive full participation points.
2009 © Donna Fluharty