CAP 115: Research Basics for Advertising and PR: Industry / Market Share & Company info

Research Basics for Advertising and Public Relations

Market Share/Rankings & Industry Statistics/Trends

Market research includes information about industry, product, brand, consumers, geography, etc., and competitors.

Company Financial Info

Company financial profiles are a quick way to get background on a company, what they do, & their current situation.

Google a company's website and look for "about us" or "investors" for annual reports and info for shareholders.


SWOT or TOWS = Strengths, Weaknesses, Opportunities, Threats. Analyzing these qualities provides a good overview of a company's current & future prospects. 

By analyzing the external environment (threats & opportunities), & your company internal environment (weaknesses & strengths), you can think about the strategies of your organization, department, team, your skills & experience, a process, or a marketing campaign.

If you can't find a SWOT analysis for your company, look at a competitor or an industry analysis: the factors are often similar for companies in the same industry.

  • Last Updated: May 21, 2024 9:32 AM
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