This comprehensive volume is designed to serve as a primary textbook for research methods courses in Advertising and/or Public Relations programs at both undergraduate and masters levels. The book concentrates on the uses and applications of research in advertising and public relations situations. Although the authors cover the design and conduct of research in ample detail, their goal is to provide the information need by future practitioners to commission and apply research to their work problems in advertising and PR.

Advertising and Public Relations Research has been carefully crafted to enhance learning and comprehension. Each chapter begins with a list of learning objectives. The text material (supplemented by plentiful exhibits) is exceptionally clear and readable, and has a practical orientation. Chapters conclude with brief summaries, discussion questions to help expand and test students' comprehension, suggested research exercises, and sources for additional information.

“Wow, is this a needed addition to our choice of textbooks! The authors fill a gap that's existed for years, and do so in a more modern fashion, by taking an integrated marketing communication approach. The book also takes a wonderfully pragmatic approach, addressing things like the differences between academic and industry research. Rather than talk about research in abstract terms that can apply equally to almost any field, this book explains how it fits into the world of advertising and public relations, providing a concrete context that will help students to envision how research will fit into their own future.” — Jef Richards, University of Texas

“A good textbook in Advertising and PR Research is long overdue and I can't think of a better group of individuals to write one. Don, Larry, Sam, and Jerry all bring different things to the table, which makes this THE textbook to use for anyone teaching or taking AD/PR research methods.” — Harsha Gangadharbatla, University or Oregon (*)

“One of the challenges that we face in public relations is proving worth. Without structured research, measuring PR's value to an organization has been left to intuition, which can be fuzzy. This book takes the issue of PR value into the classroom, preparing prospective practitioners with real research methods to solve real problems and provide real value to their organizations. Students of this text will help the public relations industry take a critical step forward.” — Brian G. Smith, University of Houston