Category Archives: Marketing

Hidden Gems … for Market Researchers








Hello, and welcome to a new blog post series called “Hidden Gems” that   spotlights key sources that may be hard to find as they are buried deep within our business research databases. Today’s post focuses on hidden gems for market researchers.

Market Research Handbooks (Richard K. Miller & Associates)

These comprehensive handbooks are published annually by RKMA  (a well-known market research firm),and focus on U.S. consumer-related markets. Each title includes market forecasts, trends, and statistics, and some titles have a sector-specific focus.  Brock University Library has access to a variety of these handbooks via our subscription to Business Source Complete. The titles available to us from this series include:

Finding hidden gems: a case study

  • Imagine you are researching the horse racing industry and looking more closely at the target market.
  • From the Business Source Complete Advance Search Screen, enter the search term  horse racing.
    • Method 1: You can limit your results by publication type to Market Research Report.
    • Method 2: You can use the Refine Results feature on the results screen to limit by Source Types  to Market Research Reports.

    You will see a list of 24 results (as of April 2014), which include chapters from several  of the handbooks listed above including a chapter on horse racing from the Sports Marketing handbook, and a chapter on thoroughbred and harness racing from the Casinos, Gaming & Wagering handbook.


Method 1: Limit by Publication Type

















Method 2: Filter Results by Source Type

Method 2: Refine Results by Source Type

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Milk, Marketing, and More

You may have heard the news that the “Got Milk?” advertising campaign has been retired by the milk industry.  The California Milk Processor Board retains the license (which was created back in 1993 by the ad agency Goodby, Silverstein, & Partners.).  (Source:Bloomberg Business Week).

Here are some interesting sources on the Got Milk? campaign:

  • The got milk? website ( has videos of 5 recent TV commercials.
  • You can see examples of the famous milk mustache celebrity print ads by visiting the MilkDelivers archive of ads at:
  • Got Milk? Marketing by Association. An article by Jeff Manning in Associations Now, July 2006.
  • got milk? An advertising case history by Douglas B. Holt (Advertising Educational Foundation).
  • The Encyclopedia of Major Marketing Campaigns, Volume Two (Gale, 2007) featured an entry on the Got Milk? campaign. (See pages 257 – 260). [access restricted to Brock University faculty, students, & staff)].

In Canada, as well as the US, the milk industry has launched campaigns positioning chocolate milk as a healthy alternative to sports drinks.


If you are interested in reading up on other marketing campaigns, the Library recently purchased the Encyclopedia of Major Marketing Strategies, Volume 3  (Gale/Cengage Learning, 2013). This work profiles 100 notable marketing and advertising initiatives from 2010 to 2013.  [access restricted to Brock University faculty, students, and staff].

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Friday Focus on New Products

What new product has intrigued you recently? Perhaps it is new twist on an old favorite. An interesting collection of new product success and failures is the NewProductWorks collection in Ann Arbor Michigan. The collection was started by Robert McMath in the the late 1960s in New York State, and then moved to Ann Arbor Michigan in 2001. It is now owned by GFK and is referred to as the NewProductWorks Collection and is a global innovation collection.

CBS Sunday Morning has compiled a gallery of “Epic, embarrasing product failures”  which includes the Edsel, the Segway, and  about 20 more.

Key Sources on New Products


The PDMA Handbook of New Product Development, 3rd edition

        • The Product Development and Management Association (PDMA) recently updated its guide to new product and service development. The third edition was edited by Kenneth B. Kahn and is now available online via the Wiley Online Library database to Brock University students, staff, and faculty.
        • The handbook is laid out into five broad sections: preparing, starting, progressing, achieving, and PDMA research. There is also an appendix with more information about the PDMA, and a new product development glossary of terms.
        • Each of the 26 chapters and 2 appendices are available as a downloadable PDF file. You may also search within the full text of the book.

book_winning_at_new_productsWinning at new products: creating value through innovation, 4th edition, by Robert G. Cooper. New York: Basic Books, 2011. Call No: HG 5415.153 C65 2011

” In this book, Dr. Cooper reveals the critical success factors in product innovation and outlines Stage-Gate®, the most widely-used roadmap for successfully launching new products to market. Cooper also brings key insights on picking the right projects, on how top innovators have adapted the Stage-Gate process, and how you can be ‘Winning at New Products‘.” (book jacket).

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Marketing: Persuasion & Influence

Changing the conversation

Earlier this month, I attended a great conference for instruction librarians called WILU. The closing keynote speaker was Terry O’Reilly, who is a Canadian advertising industry veteran. He spoke to our group about influence and persuasion in a talk titled “changing the conversation”. He talked about branding and reputation ( a brand either stands for something or against something). He cited a number of great examples from past advertising campaigns which illustrated the different ways organizations (companies and non-profits) could change an audience’s negative perception of a product by changing the conversation.

Some of the case studies  he reviewed were:

  • Marlboro cigarettes – originally targeted at women, this product was reimagined in the 1950s as a cigarette for men, using the cowboy and other images to change the perception in the mind of the consumer (Marlboro Man, Marlboro Country campaigns).
  • Rolling Stone magazine – in the 1980’s, the music magazine was losing advertisers because there was mistaken perception that the average reader was an ageing hippie (with no disposable income, etc.). They launched a series of full page ads that showed two images (perception, reality) in order to convince advertisers that their readers were young, had money to spend, and bought the products they were trying to sell (cars, household products).

Some takeways from this session for librarians  looking to do their own market research to find out from their customers: 1. What do they think right now? 2. What do you want them to think?

Final thoughts from Terry:

Accept that you are a brand. Do research to discover the real problem. Look for the greatest area of opportunity. Change the conversation.

Related Links:

The age of persuasion with Terry O’Reilly (CBC radio series which ran from 2008 – 2011). Listen to past episodes.

The Age of Persuasion: how marketing ate our culture / Terry O’Reilly & Mike Tennant. Toronto: Vintage Canada, 2010. Brock Library Call No: HF 5823 O74 2010.

Under the influence with Terry O’Reilly (CBC radio series)

For those interested in the history of  advertising, see:

Stanford Research into the Impact of Tobacco Advertising.

National Museum of American History’s Advertising Collection.

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New marketing and business plan research ebooks

ebrary logo

The following ebooks are now available online to all Brock University Library users via the ebrary platform, which offers readers the ability to print a reasonable number of pages using the InfoTools menu.  If you set up your own ebrary account, you can also download book chapters or a range of pages as image PDFs.  Learn more by looking at their quick start guide.

Marketing Research

  • The entrepreneur’s guide to market research/ Anne M. Wenzel. Santa Barbara, CA: Praeger, 2010.
    • This book guides small business owners & entrepreneurs through the market research and analysis required to write a formal business plan. Topics covered include developing a demographic profile, researching market trends, spending patterns, and estimating the size and growth of the market, analysing direct competitors, and more. It includes a business plan template and a sample market analysis for the yoga market.
  • If you build it, will they come? Three steps to test and validate any market opportunity/ Rob Adams. Hoboken, NJ: Wiley, 2010.
    • Adam’s market validation process is broken down into three phases: ready (could this idea fly?), aim (what do your customers think?) and fire (blasting into the market). The book includes checklists for each phase of the process. There is detailed coverage of market lifecyles and trend analysis, competitive analysis and conducting primary research.

Business Plans

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I saw a clip from this on TV this morning. What do you think? Will the Cat People finally surpass the Dog People?

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Friday Focus on … Cause Marketing

Recently, I met with a student researching Cause Marketing for an assignment.

Cone Communications is a public relations and marketing firm that specializes in cause branding. Here is a great video on global CR opportunities based on their 2011 Cone/Echo Global Opportunity Study:

 What is cause marketing, or cause-related marketing?

According to the Cause Marketing Forum:

Cause Marketing encompasses a wide variety of commercial activity that aligns a company or brand with a cause to generate business and societal benefits.

In addition, they also define what cause marketing is not:

“Social Marketing,” the use by nonprofit and public organizations of marketing techniques to impact societal behavior (e.g. stop smoking, don’t pollute, don’t use drugs, don’t drive drunk.)

nor is it:
“Corporate Philanthropy,” the giving (without expectation of direct corporate gain) of charitable financial and in-kind grants by companies or their corporate foundations.

(source: )

While you will find a lot of information on Cause Marketing on the Internet, and articles about the topic in business magazines, our book collection is, I’m afraid to say, lacking. I will try to beef up our collection with some new titles as I find them. One challenge in selecting books is that they are often catalogued under the Library of Congress Subject Heading for Social Marketing.  Oops!

The Cause Marketing Forum site has a great Knowledge Centre which includes a Cause Marketing 101 backround document, a directory of key players in Cause Marketing, and list of  recent award-winning cause marketing campaigns, called the Halo Awards.

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Friday Focus On … Marketing Places

You’ve all seem them – those ubiquitous commercials enticing you to visit Newfoundland & Labrador. One of my favorites is the one on the Viking settlement in L’Anse Aux Meadows:

While the topic of “place marketing” is typically found in the Travel and Tourism literature, it might also be of interest to marketing and economic development researchers and practitioners.

The following titles may be of interest and can be found in the Brock Library:

  • Competitive identity: the new brand management for nations, cities and regions / Simon Anholt. New York: Palgrave Macmillan, 2007. Call No: HF 1414 A64 2007
  • Destination marketing: an integrated marketing communication approach / Steven Pike. Boston: Butterworth-Heinemann, 2008. Call No: G 155 A1 P54 2008
  • How to brand nations, cities, and destinations: a planning book for place branding / Teemu Moilanen and Seppo Rainisto. New York: Palgrave Macmilan, 2009. Call No: G 155 A1 M56 2009.
  • Media strategies for marketing places in crisis: improving the image of cities, countries and tourist destinations / Eli Avraham and Eran Ketter. Boston: Butterworth-Heinemann, 2008. Call No: G 155 A97 2008

Did you know that the Effie Awards (for effectiveness in advertising) includes a category for Travel, Tourism and Destination advertising?

The 2011 Silver Award winner in this category was the Montana Office of Tourism for their campaign “Montana: there’s nothing here“.  Take a look at this campaign’s videos, images, and read a case study on the winner’s showcase webpage:

Do you have a favorite destination marketing campaign?  Share your thoughts via the Leave a Comment link below.

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