This guide is intended to identify the primary resources available for research in the field of advertising/international advertising. One difficulty associated with advertising research is that many of the resources used are closely associated with marketing rather than with mass communication, and therefore the researcher needs to be familiar with marketing/business materials as well as communication sources. Use of business library collections and collaboration with business librarians is suggested. In addition, there is a distinct difference in the types of materials used by advertising professionals on the creative side of the advertising process. The emphasis of this guide is on the marketing/business side, although some creative materials have also been included.
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