MCM 313: Advertising and Public Relations Research

Learning Outcomes

1. explain the concept of research;
2. outline the reasons for research in advertising and public relations;
3. explain how to gather data for advertising and public relations planning and decision making discuss the importance of advertisers and public relations research in helping clients locate market segments and identify target markets; and
4. apply quantitative and qualitative research methods to advertisers and public relations research Outline the challenges international advertisers face in collecting research data abroad.

Course Contents

Application of quantitative and qualitative research methodologies in advertising and public relations contexts; emphasis will be placed on budget, copy, and media research. It shall examine

the concept of research; reasons for research in advertising and public relations; how to gather data for advertising and public relations planning and decision making; the importance of advertisers and public relations research in helping clients locate market segments and identify target markets. Practicum will be on the application of quantitative and qualitative research methods to advertisers and public relations research; and identification of the challenges international advertisers face in collecting research data abroad.