This course will emphasize theory and methods of research used by media professionals and academics in advertising and public relations across a variety of mass media platforms. It will equip the students to understand the role and importance of research in helping businesses and organizations achieve defined goals through communication with their consumers and other constituents. It will introduce the students to sound and effective social science research methods that are commonly used by practitioners; identifying problems and issues of concern; understand target audience, guide strategic planning, message development and evaluate advertising and public relations plans and campaigns. It will provide them a thorough understanding of the use of research and evaluate information by methods appropriate to public relations and advertising management in a real world context. It will teach them to use professional ethical principles and work ethically in pursuit of truth, accuracy, fairness and diversity.

Pre-requisite

The students must have passed the fundamental courses of adverstising; Public Relations; and research Methods.

Learning Outcomes

• After the completion of course, the students will be able to:
• Identify terms and concepts related to Advertising and Public Relations research.
•  Understand the methods and techniques used for Advertising and Public Relations research.
• Select appropriate research methodologies to investigate various advertising and public relations situations including pre-production, production and post-production phases
• Be familiar with ethical issues in Advertising and Public Relations research, including those issues that arise in using quantitative and qualitative research.

Course Contents:

Basic Concepts of Mass Media Research

Research in Public Relations: Purpose, Significance, Impact and role, Areas of Research, and Challenges and Prospects

Quantitative and Qualitative Research Methods and their Applications

Environment Monitoring Research

Organizations and Campaign Research

Evaluation Research

Research in Advertising: Significance, Impact, Areas of research, Challenges and prospects

Copy Testing Research (cognitive, affective and conative dimensions)

Advertising Technology Research

Advertising Management Research

Competition Assessment Research

Proposal and Research Report Writing

Ethical Issues in Public Relations and Advertising Research

Timetable

Day                           Time                 

Monday                     11:00-12:30    

Tuesday                    11:00-12:30

READINGS

1. Wimmer, R.D; & Dominik, J.R. (2003). Mass Media Research: An Introduction. Wardsworth: USA.
2. Sarantakos, S. (1998). Social Science Research. MacMillan: London.
3. Creswell, J.W. (2009).Research Design: Qualitative, Quantitative and Mix Methods Approaches. Sage: London.
4. Wilcox, D.L; Ault, P.H; Agee, W.K; & Cameron, G.T. (2000). Public Relations, strategies and tactics. Adison-Wesely Educational Publishers: USA.
5. Guin, T.C; Allan, C.T; Semenick, R.J. (2003). Advertising and Integrated Brand Promotion.  South Western: USA.
6. Cutlip, S.M; Centre, A.H; 7 Broom, G.M. (1994). Effective Public Relations. Prentice-Hall, New Jersey.
7. Wells, W; Burnett, J; & Moriarthy, S. (2003). Advertising: Principles and Practices. Perason: London.
8. Lee, M; & Johnson, C. (2003). Principles of Advertising: A Global Perspective. Viva Books: Mumbai

ASSESSMENT CRITERIA

Sessional: 20 (Attendance 05, Presentation 05, Assignment 10)

Mid Term Exams: 30

Final Term exam:50

RULES AND REGULATIONS

• 80 % class attendance is a must.
• Assignments would not be accepted after the due date.
• Originality of work would be ensured in case of assignments.
• In group presentations, group members have to divide the sub-topics in consultation with the teacher.

 Note

1. Books are mentioned with serial numbers in the table.
2. At least two assignments would be given to the students during the semester.
3. Presentations would be arranged in group form.
4. Surprise quiz would be a regular activity

Important Dates

Start date: January 13, 2020  End date: May 8, 2020

First Assignment: 5th Week

Quiz: 6th Week

Second Assignment: 14th Week

https://lms.su.edu.pk/files/5195/PR Research chapter.pdf

http://lms.su.edu.pk/files/5195/Research in Advertising chapter.pdf