Web Resources: Advertising and Public Relations Research

• Moving international advertising research forward: a new research agenda.
  by Taylor, Charles R.: http://www.allbusiness.com/marketing-advertising/advertising/402905-1.html
• Perspectives on advertising research: views from winners of the American Academy of Advertising...by Stafford, Marla Royne: http://www.allbusiness.com/professional-scientific/advertising-related-services/476678-1.html
• International Advertising: A Research Agenda. by Zinkhan, George M.: http://www.allbusiness.com/marketing-advertising/advertising/483965-1.html
• Speculations on the future of advertising research. by Stewart, David W. : http://www.allbusiness.com/marketing-advertising/advertising/345017-1.html
• Why media matter: toward a richer understanding on consumers' relationships with advertising...by Thompson, Craig J.: http://www.allbusiness.com/marketing-advertising/public-relations-media/620854-1.html
• Introduction to Market Research: http://www.allbusiness.com/marketing/market-research/1286-1.html
• The Five Basic Methods of Market Research: http://www.allbusiness.com/marketing/market-research/1287-1.html
• The development of an advertising campaign to discourage smoking initiation among children...by Luna, David: http://www.allbusiness.com/professional-scientific/advertising-related-services/733071-1.html
• Inside The Consumer Mind by Wendy Melillo: http://www.allbusiness.com/marketing-advertising/4218061-1.html
• Does TV advertising really affect sales? The role of measures, models, and data aggregation. by Weiss, Doyle L.: http://www.allbusiness.com/marketing-advertising/advertising/528461-1.html
• Teenage exposure to cigarette advertising in popular consumer magazines: vehicle versus message...by Lancaster, Kent M.: http://www.allbusiness.com/marketing-advertising/advertising/671339-1.html
• Research in Public Relations: http://www.carma.com/research/PR_Metrics.pdf
• Council of Public Relations Firms: Case Studies: http://www.prfirms.org/index.cfm?fuseaction=Page.viewPage&pageId=523&parentID=474
• Public Relations Society of America: http://www.prsa.org/
• Institute of Public Relations: http://www.instituteforpr.org/research/
  The Plank Center for Leadership in PR: http://www.plankcenter.ua.edu/
• New Media, New Influencers and Implications for Public Relations: http://sncr.org/wp-content/uploads/2008/08/new-influencers-study.pdf

Web Resorces on Media and Society

• http://www.mediachannel.org/
• http://www.mediaaccess.org/web/
• http://www.centerforsocialmedia.org/
• http://www.guardian.co.uk/media
  http://www.globalresearch.ca/
• http://www.axisoflogic.com/
• http://axisoflogic.com/artman/publish/MediaCritiques.shtml
• http://www.counterpunch.org/
• http://mediamatters.org/
• http://www.commondreams.org/
• http://www.prisonplanet.tv/
• http://www.rockymountainnews.com/
• http://www.media-awareness.ca/
• http://www.fair.org/index.php
• http://www.media-alliance.org/
• http://www.freepress.net/
• http://www.thehoot.org/web/home/index.php
• http://www.cybercollege.com/frtv/frtv030.htm
• http://www.cultsock.ndirect.co.uk/MUHome/cshtml/media/effects.html
• http://www.psu.edu/dept/medialab/researchpage/research.htm
• http://www.theory.org.uk/ctr-eff.htm
• http://www.mediaed.org/cgi-bin/commerce.cgi?display=home
• http://www.hinifoto.de/gaming/unesco.html
• http://www.globalkids.org/olp/focus/focusreport.pdf
• http://www.uk.sagepub.com/mcquail5/downloads/Handbookchaps/ch9%20Downing%20HB.pdf

Advertising: The Art of Persuasion

The ad is the meeting place for all the arts, skills, and all the media. Marshal McLuhan

Advertising: The Persuasive Profession
Advertising: The Propelling Power
Advertising: The Hidden Persuader

Abraham Maslow posits five social needs of human beings and refers them as needs hierarchy. Theses are survival needs, security and safety needs, love and belonging needs, esteem needs, and self-actualization needs. Advertising addresses to all these human needs. Advertising is all about promotion of goods and services in a marketplace driving economy. The intention is to move consumers to make a buying decision. Advertising moves consumers to buy, thus enabling the economy to provide goods and services at a lower cost.

Consumers are more educated today about the goods and services they buy. Advertising has been the educating of consumers so they can make informed buying decisions. Advertising is not a mere appendage to the mass media. It has a structure and existence of its own, and it is part of any nation’s economy. (Melvin L. DeFleur & Everette E. Dennis (1991). Understanding Mass Communication. Houghton Miffin Company, Boston).

The American Marketing Association defines advertising as any paid form of non-personal presentation and promotion of ideas, goods and services. The definition lacks role of mass media in advertising. So here is one with role of mass media advertising.John S Wright in his book Advertising (1982) defines advertising as “controlled, identifiable information and persuasion by means of mass communication media.”

Watch PBS- Frontline documentary:

• The Persuaders - http://www.pbs.org/wgbh/pages/frontline/shows/persuaders/
  

Must watch or listen...

Watch or listen to Stephen Fry's speech on The BBC and the future of Public Service Broadcasting.