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Business Administration 166 - Advertising - Cardona

This guide will support BUSAD 166 with Prof. Rafael Cardona including resources for completing assignments and learning about advertising concepts.

Company Research for Marketing

Doing company research provides information on corporate entities and organizations directly from the source and from the industry or market that they do business within. You will need to know whether your company is a public or private company to successfully do research. 

Private companies are companies that are owned by private investors. They do not need to meet the Securities and Exchange Commission filing requirements for public companies. Examples of private companies include Staples, Cargill, and Trader Joe's.

Public companies are companies that have issue securities through an initial public offering or IPO. The company stock is traded on at least one stock exchange or in the over-the-counter market. Examples of public companies include Netflix, Chevron, and Nike.

Company research may also include:

  • Company profiles with basic contact information
  • Standard Industrial Classification (SIC) or  North American Industry Classification System (NAICS) code
  • Stock exchange abbreviations and official names
  • Competitors and industry standing
  • Annual sales and revenue statistics
  • Expected growth and trends
  • Products and services
  • Company size
  • Strengths, Weaknesses, Opportunities, Threats (SWOT) analyses

Adapted from LMU Research Strategies for Company Information Tutorial and ELAC Business Guide.

Company Profiles

Company Websites & Ad Agencies

Companies, especially public companies, use their websites to provide information on branding activities and marketing strategies.

Review these sections of a company website to get a sense of current marketing strategies and branding:

  • Brands 
  • Social or Social Media
  • Media Center
  • Newsroom
  • Culture or Environment

You can also use Wikipedia to determine whether the company is public or private and more recent events or news about them. For example, Netflix's Wikipedia page shares more about their expansion into the international market and gaming with links to their new products.

Ads, Commercials, Agencies and Campaigns for Companies

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