Advertising and Media Planning: Company Research

Public v. Private

Due to U.S. reporting standards, it is easier to find information on U.S. Based Publicly Traded companies than on privately held companies. Not sure if a company is publicly traded on a U.S. exchange?  Use the Symbol Lookup available through MarketWatch to determine if a company is traded on a public exchange and in which country.

Researching a Company

There are three types of sources that you will want to consult when researching a specific company and its competitors:

Company Website

Look here for:

  • Mission and Vision Statement
  • Investor Information
  • Annual reports
  • Press releases
  • Company news (some)

Library Databases

Look here for:

  • Competitors
  • Locations
  • Products and Operations
  • Industry Information
  • Strategy

News Sources

Look here for:

  • Company news
  • Industry news

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