Advertising and Public Relations Research

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9780765636065: Advertising and Public Relations Research

Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

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About the Author:

Donald W. Jugenheimer is an author, researcher, consultant and educator. His specialties are communication, advertising and media management, media economics and advertising media. He has authord or co-authored 20 books.

Larry D. Kelley is a Professor of Advertising at the University of Houston, USA. He teaches advertising media planning, advertising account planning, and prinicples of advertising, among other classes. He has authored or co-authored 7 books.

Jerry Hudson is Professor of Advertising at Texas Tech University, USA. He teaches advertising, electronic media, research methods, and data analysis, and he has published in Health Marketing Quarterly, Journalism Educator, Journalism Quarterly, Social Science Journal and Southwestern Mass Communications Journal.

Samuel D. Bradley is Visiting Associate Professor at the University of South Florida, USA. His research has been published in the Journal of Advertising, Media Psychology, Psychology & Marketing, Journal of Consumer Psychology, and Human Communication Research, among others.

Review:

"The second edition of Advertising and Public Relations Research builds on the strengths of its worthy predecessor and continues to provide a solid foundation in research planning and methodology for undergraduate students in advertising and public relations." --Fred Beard, University of Oklahoma

"One of the biggest challenges of teaching research for advertising and public relations is finding a textbook that addresses the foundation of research methods while also illustrating the relevance and application of research for the professional practice. The second edition of Advertising and Public Relations Research solves this problem, and is the perfect blend of theory and practice." --Kati Tusinski Berg, Marquette University

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