Posts tagged Advertising

Need an advertising case study? Warc.com (library.lincoln.ac.uk > Find > Databases > W >) could be just what you’re looking for. Say if you need to investigate the eco, hybrid, electric cars market, as an example.

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Worthwhile books are always a feature on the cumulative list of Book of the Month entries. Mark W. Schaeffer’s (2014: 22-23) landmark new edition of the Tao of Twitter (located at 658. 872 sch) contains the illuminating mantra: “Human interaction leads to connections. Connections lead to awareness. Awareness leads to trust. Trust is the ultimate catalyst to business benefits, as it always has been.” It’s a simple step to knowing how that relates to building a cost effective, sustainable business. What exactly are the benefits to business? According to Schaeffer (2014: 27) they are:

  •      Competitive intelligence
  •      Market insight
  •      A new supplier or partner
  •      Publicity
  •      Brand awareness
  •      An idea
  •      New products and services
  •      Potential new customers

Such points can be supported by studies too. Twitter’s dynamic arena can lead to job advice, job offers, invitations, international blogging connections, global brand awareness, and supportive relationships. Twitter is a more effective promotional tool than Facebook. Every study shows that the Twitter community is the most loyal and engaged, according to the “Social Research” study by Edison Research (2014).  One study (not referenced in the book) shows that 67% of Twitter followers (versus 51% of Facebook fans) are more likely to buy the brands they follow (Schaeffer, 2014: 31). The Marketing firm SocialTwist analysed a million Facebook and Twitter followers, and Twitter’s tweets amassed over three times as many clicks on average than Facebook (Schaeffer, 2014). One last statistic. Daily Twitter users are “six times more likely to publish articles, five times more likely to post blogs, seven times more likely to post to wikis, and three times as more likely to post product reviews at least monthly compared with non-Twitter users” (Schaeffer, 2014: 36). One last thing: targeted connections. Writing a review on what must be considered as an indispensable guide for anyone using Twitter (from a business angle) it is tempting to reproduce the entire book in one blog post. So, I simply recommend that you read it instead.

Now the summer has arrived (or almost) it’s time for a refresh of the Business & Law Librarian blog. I hope you like it. I’ve gone with the blend of a metropolitan skyline at night (Brisbane, if you’re wondering) and of course, a library-themed background. Studying for the future leitmotif. I like it as it looks fresh and colourful (well, I would say that as I designed it!)

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We’re often asked about strengthening our print book collection by purchasing more copies and make them more available, such as placing them on short-loan or supplementing a title by acquiring an ebook. I use a New Library Books for Business School Talis reading list as a news bulletin to keep students and staff aware of our latest additions, either as new titles or as additional copies.  It is interactive containing the past three months’ worth of newly acquired books that support the Business School, and is updated every week to illustrate what new titles and additional copies are available in the Library, so it’s worth checking out the Business Librarian blog regularly.

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CapturestepsIn this blog post I want to outline the process of conducting a literature review on a chosen topic, such as ‘buyer behaviour and ethical purchase intentions’. My main advice whilst carrying out this type of research is to be open-minded and explore ideas as though it’s the first time you have come across this topic.

 

 

 

 

 

Literature searching and the art of reviewing literature 

  1. Allow yourself time to browse the library catalogue (library.lincoln.ac.uk > resources > Library catalogue…) http://catalogue.library.lincoln.ac.uk/ipac20/ipac.jsp?profile=
  2. Search for relevant material on your chosen topic.
  3. Search for ‘BA marketing’ for instance as this will bring up undergraduate dissertations. (282 titles matched)
  4. Search Find it at Lincoln on the Library webpage (on Find it at Lincoln you can ‘add to folder’ which makes it easier to collate your research, and send it via email then save on your student drive, memory stick, et al).
  5. Search the Advertising and Marketing Library subject guide: http://guides.library.lincoln.ac.uk/advertisingandmarketing for relevant databases like Warc.com and ABI Inform using keywords like ‘buyer behaviour and ethical purchase intentions’ (ABI Inform has some 7, 154 results).
  6. Identify key articles, conference papers, quality newspapers (check out the Lexis Library database), and interesting chapters relevant to your topic.
  7. I might amend my searches by adding ‘motivation’ or ‘actual’ to refine my research .
  8. Explore some ideas and focus your reading, BEFORE writing any draft (but be adaptable, open to change as your literature review may veer from its original course).
  9. Critically evaluate what you read; don’t take things at face value, look deeper. It is healthy to question everything but remember to be objective to form a balanced opinion.
  10. Look for ‘chains’ (they will make the structure easier) when you design the essay plan. How does one piece of research or set of ideas influence the next? Use a mind map or flow chart if necessary.
  11. Write brief notes about the development of the research over time
  12. Note the key 5-10 pieces of research that most influenced the subject. Briefly chart how each piece of research influenced others in the chain.
  13. Identify how your research will follow on from previous research. Will it add to knowledge about the topic or methods? Add this to your introduction.

(indebted to Stella Cottrell’s ever popular Study Skills Handbook, 2008). Making study easier. Incidentally, Stella’s now PVC for Learning, Teaching and Student Engagement at the University of East London.

For a more detailed overview of a literature review I found it a pleasure to read the University of Leicester’s Student Learning Development webpage on Doing a Literature Review. http://www2.le.ac.uk/offices/ld/resources/writing/writing-resources/literature-review which contains invaluable advice on structure, editing, remaining focused, amongst other gems. Reviewing literature can be overwhelming and it is a skill in knowing where the boundaries lay (i.e. what to leave in, what to leave out) and is a cause of many a student headache so it’s worth to remember the valuable advice from Rudestam and Newton (1992:49) when they said to ‘build an argument, not a library’.

References

Cottell, S. (2008). Study Skills Handbook. Basingstoke: Palgrave Macmillan.

Rudestam K. & Newton R. (1992). Surviving your dissertation. London:Sage.

 

 

 

Owing to student demand for a more flexible service, Martin and I are splitting the Wednesday morning drop-in service to one-hour slots from 10-11 every Wednesday and Thursday mornings (the original drop-in session was 9.30-11.30 on Wednesdays). They will still take place on the ground floor of the Business & Law building near the Book & Latte cafe, but with me leading the Wednesday session, and Martin the Thursday session.

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Owing to student demand for greater flexibility around our drop-in sessions taking place at the Business School building, Martin and I will be delivering separate 1 hr sessions on the ground floor, opposite Starbucks (the Book & Latte) from 10-11am on Wednesday (Daren) and 10-11am on Thursday (Martin). Although we support different subjects we are keen to meet any student in the Business School with a library-related query such as researching the library databases, Harvard referencing and essay writing (such as essay planning, how considerate research relates to structuring and assignment, etc).

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  • New entry gates which will make access a lot easier;
  • New improved thin client PCs with updated software and much better processing power so they can handle video at full screen;
  • Twelve replacement Macs;
  • Increased budget – additional £30k for Reading List books;
  • More 24/7 opening – starting 5th October;
  • A better organised and more up-to-date stock (thanks to extensive weeding and stock moves);
  • Permanent display case on the Ground Floor – coming soon ‘Steampunks’;
  • Online 3D Maps – currently under development;
  • Better water fountain on the Ground Floor (+ possibility of water on upper floors too);
  • Office 2016  (the mac version of 365) has already been rolled out to the Macs on the 1st floor;
  • More ‘user friendly’ Eating and Drinking policy.

Courtesy of the on-screen recording software Camtasia, I’ve recorded a presentation with an embedded video which includes my overdubbed narration. This presentation will be rolled out during the Freshers’ Week in a few days’ time to various subjects I support.

The time has finally come to create a work-related Twitter account to relentlessly publicise the Business Librarian blog and its content.  180+ posts and counting since its inception in 2011. As you know, I blog regularly throughout the working week and would like to (shamelessly some might say) generate more hits. Join me in my quest to promote the University Library to Business School students @LINCLibrarian.

In addition the great joy about setting up a work account is that I am able to link to subject-related journals, magazines, newspapers and organisations that I’ve been familiar with for several years in my role as subject librarian for Accountancy and Finance, Advertising and Marketing, Economics, Events Management, International Business, Modern Languages and Tourism.

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From 1st June Business School subjects will be split meaning that Martin Osborne will support Business, Business & Management, Management, MBA, and Professional Development.

I have published subject guides for the courses I will support from next Monday:

Daren Mansfield, Academic Subject Librarian for all of the above….CaptureDarenPoster14

Although this message was originally posted in March this year, I thought it was important to re-announce that from 1st June 2015 subject support for the Business School will be split along the following lines:

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Daren will support…Accountancy and Finance, Advertising and Marketing, Economics, Events Management, International Business, Languages, Tourism, Lincoln College.

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Martin will support…Business, Business & Management, Management, MBA, Professional Development, North Lindsey College .

Our (amicable) separation is not divorce though, as both Daren and Martin will continue to work closely together as we remain part-time and unable to cover the week individually. A range of libguides will shortly be published to support these various subjects.

Just to let you know that our More Books service for undergraduate students will be closing on the 15th May, so if you want a book to be added to the library collection please submit your request before this deadline. More Books for Research will remain open for postgraduate students and researchers and is available at http://lncn.eu/pu57.

The More Books service for undergraduates will return in the Autumn.

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 http://library.lincoln.ac.uk/home/more-books/