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Doing research in advertising and marketing will require you to gather information from possibly many resources. Here at the Henry G. Bennett Memorial Library there is much useful information that is available in many different locations in the library and also in many different formats. This document will focus on locating articles out of marketing and advertising journals.
A magazine or journal is something that is published periodically, and so in libraries they are called periodicals. A magazine is a periodical that can be published daily, weekly, or monthly. Magazines usually contain fairly short articles written in a style of writing that is easy to understand. There are usually lots or advertising in a magazine.Unlike books, the contents of journals are not available in the SE library catalog. So where are they located? They are located in magazine and journal indexes. Magazine and journal indexes assign a subject to each article in each journal indexed in the magazine and journal index. Until the 1990's most magazine and journal indexes were in paper, now they are almost all on the Internet. Some of these journal indexes on the Internet index popular magazines, other scholarly, while others are devoted to one subject area, NO Journal Index indexes every journal that is published, so they are selective.
This document is going to focus on four marketing and advertising journals: Journal of Advertising, Journal of Advertising Research, Journal of Marketing, and Journal of Services Marketing. We will focus first on where you can obtain the contents of each issue of these journals, and then on the specific databases that contain the articles from these journals in full-text.
Step One: Finding Where Table of Contents of These Journals AreThe table of contents of these journals is available at each journals' websites: Here is a list of websites where you can go to find the table of contents of several years of each journal.
| Title | Web site where table of contents is available | Address of where table of contents is available |
| Journal of Advertising | Recent Issues, Journal of Advertising | http://www.bus.iastate.edu/JoA/recent_issues.asp |
| Journal of Advertising Research | Cambridge Journals Online | http://journals.cambridge.org/action/displayJournal?jid=JAR |
| Journal of Marketing | Journal of Marketing Website | http://www.marketingpower.com/content1053C362.php |
| Journal of Services Marketing | Emerald: Journal Issue List: Journal of Services Marketing | http://www.emeraldinsight.com/Insight/viewContainer.do?containerType=Journal&containerId=10613 |
You can also get table of contents information from each of the databases listed below. Because the databases allow you to do a search by title of journal, and because the results of a title search will usually appear in date order, you will have a list of articles by issue of each journal.
Step Two: Finding Where The Articles Themselves ResideA periodical index is a publication that indexes the content of periodicals. There are many different periodical indexes, some general and some subject specific. One thing needs to be made clear: There is not any periodical index that indexes every single periodical being published today. So each index is selective in what periodicals it indexes. Periodical indexes tend to index the most important or most popular or most respected or well known periodicals.
PAPER PERIODICAL INDEXES
For many years periodical indexes were published in paper, like a book. They would usually come out every few months with an update, and then come out at the end of the year with an annual cumulation. Paper periodical indexes are cumbersome to use and take some take to look at every year, but they can contain information on many valuable articles written sometimes years ago, and paper indexes are valuable places to search for topics in music, drama, art, literature and history.
ONLINE PERIODICAL INDEXES
In the 1980's many Paper Periodical Indexes became digitized and now most periodical indexes are online on the Internet. In this form they can still be called indexes, but they are usually referred to as DATABASES.Some Online Databases that the SE Library Has
| FirstSearch | Article First
This database contains citations to articles that appear in journals in science, technology, social science, business and humanities, and popular culture. With over 21,000 journals indexed, this is one of the largest journal databases in the SE Library's collection. It covers from 1990 to the present, and is updated daily. |
| ABI/INFORM | ABI/INFORM
"For more than 30 years, ABI/INFORM has been an access point for the most well-respected business
journals in the world. This richly indexed database contains thousands of journals that allow users to track business
conditions, management techniques, business trends, management practice and theory, corporate strategy and tactics,
and competitive landscape worldwide. |
| FirstSearch | H.W. Wilson Select Full Text
Covers 1,600 periodicals from 1994 to the present. Contains records from: Readers' Guide Abstracts, Social Sciences Abstracts, Humanities Abstracts, General Science Abstracts, and Business Abstracts and other Wilson databases. It is updated weekly. An important feature of this database is that all articles are full text. |
| EBSCOHost | Business Source Elite "This business database provides full text for nearly 1,100 business publications, including full text for nearly 500 peer-reviewed business publications. The rich collection of titles in Business Source Elite provides information dating back to 1985. This database is updated on a daily basis via EBSCOhost." |
| EBSCOHost | Business Source Premier "Business Source Premier is the industry’s most used business research database, providing full text for more than 2,300 journals, including full text for more than 1,100 peer-reviewed titles. Business Source Premier is superior to the competition in full text coverage in all disciplines of business, including marketing, management, MIS, POM, accounting, finance and economics. This database is updated daily on EBSCOhost." |
1. Where the Databases are located
These databases are all to be found on the SE Library's Electronic Resources Page at: http://www.se.edu/lib/electres.htm
2. What EBSCOHost and FirstSearch are
The word EBSCOHost or FirstSearch to the right of the database name in the table
above indicates the name of the database vendor where you can find these databases.
If you look at the list of links on the ELectronic Resources page, you will
see the links organized by the type of database that they are. You will find
EBSCOHost and FirstSearch under the listing of databases called Periodical Databases.
When you go down the list, you will see at least two links for both EBSCOHOst
and FirstSearch. The first link is for those that are on the SE campus. Click
on that link, and you will be taken to the list of databases under EBSCOHost
or FirstSearch. The second link is the off campus link. This link is necessary
to use if you are off of the SE Campus. This link takes you to a page where
you will be asked to type in a userid or authorization number, and a password.
The userid or authorization number and password to gain access to EBSCOHost
and FirstSearch is available at the SE Library Reference Desk, and also is
on the proxy server.
The table below shows the four journals that we are focusing on and what database they are indexed in and where they are available full-text.
| Title | ABI-Inform | Business Source Elite | ArticleFirst |
| Journal of Advertising | FT 1987-present | FT 1985-present | citation only 1992-present |
| Journal of Advertising Research | abstracts only 1971-present |
FT 1985-present | Citations only 1992-present |
| Journal of Marketing | FT 1987-2002 | FT 1985-present | citations only 1990-present |
| Journal of Services Marketing | FT 1987-present | Abstracts only | not available |