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The library will be closed on Wednesday, June 19 in observance of Juneteenth. Gleeson Library encourages all individuals in the USF community to use this day to reflect on and actively engage in anti-racism work.


This guide can help you understand more about the advertising industry, along with advertising spending, trends, audience, and strategies.

Advertising and Marketing Campaigns and Strategies

Journal Articles

Books and Ebooks

Industry Information

Company Research Hints

When researching a company, keep in mind the following:

  • Do you know the exact name of the company? For example, the drug store chain is called Walgreen’s, but the actual company name is Walgreen Co. Also, make sure you are searching for a company, not a brand name. For example, Crest is a brand of toothpaste produced by the company Proctor & Gamble.
  • Is the company public or private? Private, or closely-held companies, do not sell stock to the public, and are not obligated to disclose information about themselves. For this reason it may be more difficult to obtain information about private companies. Articles and the company’s own web site may be the best sources of information for private companies. More on public vs. private companies.
  • Your company may be part of more than one industry, and it is very helpful to do some industry research to see how your company is doing in its industry and sector, and among its competitors. Try our industry research guide.

Company Overviews

Start with your company's web site: Press releases, media, products, company history, and other information.

Then try:

Advertising Spending and Statistics

Images and Examples of Advertisements

Citing Your Sources

Whenever you do research, you will need to cite the information sources that you use. Most business scholars use APA style. Here are some tools that can help you with this task:


Gleeson Library's guide to citations: How? Why? When? 


Getting Help!

There are several ways to obtain assistance with your research. Read on!

You have your very own librarian! She is Penny Scott, and you can contact her for help. 

Her contact information is: email: * phone: 415-422-5389

It is best to  email ahead, or make an appointment, to make sure she is available! Appointments are available virtually via Zoom, or in person, and are great for groups or individuals. If you don't see a time that works for you, email Penny. 

If Penny is not available, or any time you need help, you can always get help, just Ask a Librarian!

You can also take a look at our Research Guides on many topics!

Ask A Librarian