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MCOM 3314: Public Relations and Advertising Research

Find Articles and Books - Discover

Discover is a single search box that searches many of the library's databases simultaneously.

Type words in the search box with "quotations marks". If searching a phrase in "quotation marks" finds only a few items, try the search without the quotation marks.

For advertsing and public relations, trade journals and magazines are good resources.  So no need to check the box for Scholarly Articles.

If there are no or few articles about a particular company, consider other research aspects:

  • information about its industry in general
  • information about the major companies in its industry
  • information about the target consumer

Finding the Full Text of Articles

Direct Full-Text Links

Some articles may have a link to PDF Full Text or HTML Full Text.  Just click on the link to get the entire article.

"Find Full Text"

Some articles may have a button for "Find Full Text".  Click on the button for a variety of options.

Available through Another Database

After clicking on the "Find Full Text" button, often there is a link to the full text of the article in a library database.

Available through the Library's Physical Collections

Also, after clicking on the Full Text@WT button, sometimes there is an option to find the journal in the Cornette Library In-House Collection.  This option will take you to information about a journal that is physically on the shelves of this library.  You will need to verify that the year of publication for the article is actually available in print, microfilm, etc.

Interlibrary Loan

Some articles may have a link to "Request this article from Interlibrary Loan". By making the request, you may be able to get the article from another library. The article will be free, but allow three days to two weeks to receive the article.

Date of Publication

The list of results may include articles with publication dates that are too old for your research.

You could limit the publication date range, for example, to 2006 to the present.  But the topics could still be historical.

What Next?

After a Discover search, you will have many options to improve the list of full-text articles in the search results, such as:

  • click on Advanced Search  to type in addtional/different search words or for various options
  • use the facets in the right-hand column to find fewer, better articles
  • change the date range of publications to see only recent articles
  • filter results by subject terms
  • filter results by database ("Collection")
  • remember:  more search words = fewer articles

Recommended Databases - General

After beginning a search using Discover, you may be able to find additional articles by searching in an individual database. For example, explore the subject terms that are unique to each database. 

Also, one database may be more likely to cover a particular topic.  PsycINFO would be a good database to search when looking for information about psychographics (lifestyles, hobbies, spending habits).   American FactFinder would be good to use when researching demographics (age, gender, race, income, location, occupation).

How to Get to Databases

One way to get to a list of available databases---

Click on the link to Databases A-Z on the library home page

Business Source Complete

If you have a tricky topic, you may want to focus your search in a relevant database.  For example, if you want to advertise a technological resource to educators, consider using Business Source Complete.

Experiment with different search terms.  Be flexible until you find some general words as a starting point for your research, such as:




You will probably want to filter your results to only see the most recent articles published.

With a broad number of results, you may browse them in order by relevance (best articles at the top of the list).  Look for alternate search terms and subject headings to create more searches.

Clicking on any blue link is a new search:

  • Computers in education
  • Educational technology
  • Classroom management - software

Is It Okay to Use Google?

Since you will have to verify that your sources are reputable, it is not a good idea to use Google.

You may be able to spend less time overall on your research if you use databases available from the Cornette Library.

eBook Collection - Advertising

You may read eBooks online or check them out from the datababase eBook Collection. Examples include: