CAB 190 Advertising Strategies

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CAB 190Advertising Strategies

• Research Orientation
• Presented by James Buczynski, M.L.I.S.

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If your boss asked you to provide him/her a list
of advertising agencies based in Markham, where
would you get it?

• Google?
• Redtoronto.com, Yellowpages, etc.
• National list of advertisers (book)

You would have to make it from multiple sources,
each searched differently
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Agenda (45 minutes)

• Big Picture
• Research Strategy
• Search Vocabulary
• Library sources
• Free web sources
• Hands-on exercises

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Big Picture

• What am I looking for?
• Who, what, where, when, why, how?
• How am I going to use it (info, data, images,
  sound)?
• What criteria will I use to evaluate its
  usefulness? Currency?, Voice?, Credentials/reputat
  ion?

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Research Strategy

• Iterate!
• As you learn through exploration, use what youve
  learned to refine your search
• Adapt. Trial Error.
• Develop a Search Vocabulary
• Access library sources
• Access Free web sources
• Access Pay-per-view web resources.
• Access people.

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Developing a search vocabulary

• The computer only finds what you ask it to. Exact
  matching
• Wrong word little or no hits.
• Search for the right words by scanning the hits
  of searches in various sources. Find Synonyms
• Be mindful of alternate spellings. (Color, colour)

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For example

• Which advertising firm is currently handling
  advertising contracts for Coca-Cola in Canada?

Canada North America
Firm Agency Company
Contract Account
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Broadening or Narrowing a Vocabulary

• Depends where you are looking.
• Book search engine (broad first)
• Journal/magazine article search engine (narrow
  first)
• Website search engine (narrow first)
• Are your keywords successful (decent recall) or
  not?

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For exampleBroadening

• Youre trying to find Canadian market share
  information for unscented hair gels for men.
• Unscented hair gel for men
• Mens hair gel
• Mens hair products

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For exampleNarrowing

• Youre trying to find out what are the hot
  advertising campaigns right now.
• Advertising campaigns
• Television Advertising
• Select a specific industry (ex. Auto)
• Select a specific product (ex. Hybrids)

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Precison vs Recall

• Precison only the good stuff
• you are using the best
• keywords for the source
• being searched
• Recall hits
• High is good if you are unsure
  of the right keywords.
• Bad if you are forced to do too
  much browsing. Choose narrower
• terms.

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Exercise 1

• Develop a search vocabulary for researching
  word-of-mouth marketing, specifically related to
  web sites or online services.
• Use web searches and/or
• Use library resources
• http//library.senecacollege.ca/Find_Articles/DB/b
  usiness.html

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Keywords

• WOM
• Word of mouth
• Word-of-mouth
• Marketing
• Advertising
• Referral (marketing)
• Guerrilla (marketing)
• Slashdotting

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Connecting the keywords

• Each search system has its own way of connecting
  keywords.
• Text box for a search query (WOM and Marketing)
• Text box and drop down menus or check boxes

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Connecting the keywords

• Generally speaking, use
• AND narrow a search. Each term must be present.
• OR broaden a search. Any term can be present.
• words in quotation phrase searching

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• Word of mouth OR word-of-mouth
• WOM AND advertising
• Referral marketing

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Scan a search systems HELP documentation to
learn how to search effectively.

• For example
• Google intitleword-of-mouth
• Business Source Premier SU word of mouth

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Sourceseach has its own search engine

• Books
• Magazines, journals, newspapers
• Directories
• Statistical data files
• Reports
• Websites, web portals

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We all want it online

• Information is a business and more and more of it
  is only accessible by payment.
• Library pays for you to have access to online
  sources.
• If you really want it and we dont have it you
  may need to pay for access. We cant
  inter-library loan electronic materials.

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Seneca Libraries

• On campus, generally no logins.
• Off campus, log in using Seneca email username
  and password.
• Some resources cannot be used off campus.
• http//library.senecacollege.ca/

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Demo
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Exercise 2 (Write down the citations)

• Locate a book about the practice of Word of mouth
  marketing or advertising.
• Locate 3 magazine or journal articles, in
  Senecas digital library, about word of mouth
  marketing, specifically focusing on online
  services.
• http//library.senecacollege.ca/

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Free Web Sources

• Anybody can publish anything
• Before you use it, investigate it
• The quality of the sources you use is a direct
  reflection of the quality of your research
  assignment

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!
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Who Can I Ask If I Get Stuck?
Online Ask Seneca Librarieshttps//my.senecaco
llege.ca/webapps/portal/frameset.jsp Live
Chatinstant message conversation with a
librarian Click on the Ask Us Now icon on
the librarys homepage

• In Person Ask for help at the Reference Desk

416-491-5050 x 3038
Your Instructor