Finding industry and branding information

STRATEGIC BRAND MANAGEMENT

Objectives

To use various methods for finding industry information To construct subject searches in order to target articles on branding To identify plagiarism scenarios as well as ways to avoid plagiarism

Industry information

NAICS CODES, INDUSTRY OVERVIEWS, AND OTHER SOURCES

NAICS codesNorth American Classification SystemUsed to classify industries for statistical purposesDrill down through the lookup toolFind the NAICS code through a sample companyUsed to target specific industries in business databases or to find government statisticsExample: 44111= new car dealers

Start broad with industry overviews

1. Go to the page for industry information on the ad guide.2. Find the NAICS code for commercial passenger airlines like American

Airlines.Use the lookup tool or search for a known company overview.

3. In Business Insights: Global, search with the NAICS code and “Industry” from the drop down menu.

4. Click into the industry overview for the American market.5. What kind of information can you find? How is the overview helpful for

your research of an industry?

Other sources for industry information?

Trade magazine articles Market share reports Professional association reports Newspaper articles Industry statistics

Professional Associations

1. Found “National Air Transportation Association” homepage URL through Business Insights: Global.

2. Searched related:http://www.nata.aero in Google to find more.

Articles on branding

SUBJECT SEARCHES IN ARTICLE DATABASES

Where might you find information about branding?

Trade publications like Ad Age or Ad Week Scholarly articles from advertising researchers Business magazines like Harvard Business Review Market research reports Industry profiles SWOT reports Newspaper articles

Subject searches in databases

How does a database pull results based on what you type in the box? Words are matched to any terms appearing in the text

What are the problems with keyword searches? Trash results Need to search with different ways of saying the same thing Need to come up with terms on your own

How are subjects more powerful? Applied by a human No synonym problem More relevant results Can browse a list of terms

Tips for subject searchesUse relevancy rankingBrowse the entire listFind one article you like, and browse the subject terms for that articleUse the most specific term

Example Search

What is the effectiveness of engaging with potential consumers through social media? How can we measure our effectiveness?

Social media in marketing (subject) AND engagement (keyword)

Social media in marketing (subject) AND brand evaluation (subject)

Avoiding Plagiarism

COMMON SCENARIOS, TOOLS FOR CITING

Is it plagiarism?

For a paper, you find a blog that has some really great ideas and makes valid arguments that are relevant to your topic. You decide to use one of the ideas and place it in your own words. Since it isn't a direct quote, you didn't add quotation marks and you didn't include a citation.

Is it plagiarism?

You looked up the capital of Iowa on Wikipedia and did not include a citation in your paper.

Is it plagiarism?

Your research paper is due in 30 minutes when you realize that you lost all of your notes. You have a direct quote in your paper and have included it in quotation marks, but you forgot to add the in-text citation and the source in your bibliography. You don't have time to find it again, so you decide to submit the paper anyways without the citation.

Is it plagiarism?

Original text:Because women’s wages often continue to reflect the fiction that men earn the family wage, single mothers rarely earn enough to support themselves and their children adequately. And because work is still organized around the assumption that mothers stay home with children, even though few mothers can afford to do so, child-care facilities in the United States remain woefully inadequate.

As Elaine Tyler May points out, “women’s wages often continue to reflect the fiction that men earn the family wage” (588). Thus many single mothers cannot support themselves and their children adequately. Furthermore, since work is based on the assumption that mothers stay home with children, facilities for day care in this country are still “woefully inadequate.” (May 589).

Citation help

Final QuestionWhat were the most important things you learned today?Answer in Socrative.