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Advertising and Public Relations - a subject guide for The School of Advertising and Public Relations: Company Directories/Profiles

Resources for researching advertising, marketing, and the media.


Directories provide information on a company's status, whether it is public, private, a subsididary, or foreign-owned.  Also find contact information, names of top executives, number of employees, sales estimates, type of company, etc.

Company Profiles

A company profile is a quick way to get background on a company, what they do, and their current situation.

SWOT Analysis

SWOT  =  Strengths, Weaknesses, Opportunities, Threats. or TOWS Matrix is a variant of the classic business tool, SWOT Analysis. TOWS and SWOT are acronyms for different arrangements of the words Strengths, Weaknesses, Opportunities and Threats.

By analyzing the external environment (threats and opportunities), and your company internal environment (weaknesses and strengths), you can use these techniques to think about the strategies of your organization, your department or your team. You can also apply them in thinking about a process, a marketing campaign, or even your own skills and experience.

Analysis of these 4 qualities provides a good overview of a company's current and future prospects.  SWOT analyses can be found in the databases listed below.

If no SWOT analysis is available for your company, look at a competitor or an industry analysis.  The SWOT factors are often quite similar for companies in the same industry sector.

Associate Professor / Librarian for Haslam Business, Advertising, RHTM, Executive MBA programs