Business Administration 162 - Principles of Marketing - Cardona

At this point you have completed parts 1-6 of your assignment including marketing environment analysis, objectives, a target market, customers and markets, global marketing and digital marketing, pricing your product, your brand, services decisions, and distribution and supply chain management. This part of the assignment will focus on promotion and communication activities.

Read each prompt in part 7 and make sure you understand what is being asked. Contact Prof. Cardona with any questions via Canvas. Note these basic ideas for this part of the assignment:

• Setting marketing objectives
• Promotion elements and strategies
• Advertising strategies

Search engines (Google, library databases, etc.) use simple words called operators to combine keywords and effectively find things online. The most common operators to use are AND, OR, and NOT as follows:

• AND: Narrows your search, combines different concepts, and retrieves results which contain both/all keywords. For example, salons AND spas would look for all businesses that used either word.
• OR: Broadens your search, combines similar concepts (synonyms), and retrieves results which contain either or both/all keywords. For example, acrylic OR gel nails to find either type of nail
• NOT: Narrows your search, excludes unwanted terms from your search. For example, nails NOT construction. This would eliminate any results that included the kind of nails used in construction.

Boolean Operators (AND, OR, NOT)

Watch this short video on Boolean operators (3:43):

McMasters Libraries: How Library Stuff Works Boolean Operators (AND OR NOT) Youtube Video

Modifiers (*, (), " ")

• Use quotation marks or "" to look for a specific phrase or term in that order. Example: "acrylic nails" will give results only including this exact phrase instead of anything that has nails or the word acrylic.
• Use truncation or * to broaden a keyword to its many forms. Example: minorit* would include minority, minorities, and minoritized in the results.
• Use brackets or parentheses or () to tell the database the order you want to search. Example: (salons OR spas) AND "facials" would look first at any results with the term salons OR the term spas then it would look for anything that also had the term "facials" in the same result.

Watch this short video on Modifiers (3:45):

McMasters Libraries: How Library Stuff Works Modifiers Youtube Video

Adapted from FindItSearch Help via UND

Using the operators and modifiers above, you can search for advertising information on companies or products in the following GCC Library databases.

In the database, enter:

• Your NAICS or product or company or industry name. For example, nail salons or NAICS 812113

AND

• adspend 
• "advertising spend"
• "advertising expenditure"
• "advertising budget"
• ad
• commercial
• marketing