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Digital Media and Advertising: ADV 1103

Research help for the course, "Digital Media and Advertising."

Structure of the Ad Industry

Why Business Information?

person wearing suit reading business newspaperBusiness information (company histories and financials, market research reports, consumer data, SWOT analyses, business news, industry performance, etc.) is compiled and written by analysts and sometimes journalists.

When and Why You Should Use Business Information:

  • You need to identify companies and potential competitors
  • You need to understand a company's strategy
  • You need to gather consumer demographics and profiles
  • You need insights into a local market area
  • You need reports on market trends or the performance of a specific industry

Remember: the availability of company information is sometimes impacted by whether the company is public or private; the size of the company; where the company is located; and, how visible the company is (or has been) to the news media.

Find Industry & Company Information

Company Research Tips

The type and amount of information you will find on a company depends upon several factors.  Before you begin your research, ask yourself these questions:

1.  Are there variations of the company name?
Different research resources may use alternative spellings or abbreviations of a company name.  Some databases require a ticker symbol to find company information.

2.  Is the company public or private?
It is usually easier to find information on public companies as private companies do not have to provide information to the Securities and Exchange Commission (SEC) or investors. Try these tips for finding and using information on private companies:

  • Look for directory listings, company profiles, and news articles using the databases listed in the box on the left.
  • Try to find local news coverage in the areas where the company's headquarters or other facilities are located. 
  • Financials for private companies are often reported as "estimates."  The figures may be outdated by a year or more.  Use with discretion, and always cite your source.
  • Check the Internet.  Many private companies have websites with useful information.

3.  What about the company's "family tree"?
Is it a parent company?  Division of another?  Foreign-owned?  Family-owned?  

4.  Is the company newsworthy?
Companies tend to be in the news when they want the PR, when they are performing extremely well, or when they are having problems.  Even a small private company may be considered newsworthy by local press.

- Content adapted from Butler University Libraries 'Company Research' guide.