ABSTRACT
This chapter helps people to learn: the difference between marketing and advertising research; to assess emotional versus rational approaches to research problems; about consumer sentiment analysis; about return-on-investment research. Advertising and public relations is a part of a larger context. Whether it is a marketing program or a corporate communications program, advertising and public relations are just two of many activities that a company will use to meet their objectives. Marketing research looks at a brand from all angles. Essentially, that is the 4Ps of marketing: product, price, place (distribution), and promotion. Advertising and public relations are emotional businesses. Research, however, is typically a rational business. Much of advertising/public relations research is designed to get at the emotional connection between the brand's communications and the consumer. Making those emotional connections is what makes the difference in a campaign's effectiveness. Advertising/public relations problems have overlap with marketing, such as target audience segmentation, but are also discrete, such as message development.
