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Strategic Communication: PR and Advertising: Types of Strategic Communication LIterature

A resource guide for research in marketing, advertising, and public relations

Scholarly Research Articles

Quantitative - information collected and numerically represented

  • surveys
  • questionnaires
  • experiments

Qualitative - information collected by observation & interpretive approaches

  • participant observation
  • interviews
  • focus groups

Source:  Accredited in Public Relations presentation.

Trade Publications

Trade publication/media articles - “How to do it well”, “This is how we did it” articles written by practitioners

Example Sources:

  • Advertising Age
  • Public Relations Strategies and Tactics
  • Adweek

Commerical

Commercial Research - Research conducted by commercial companies.  Businesses purchase this research to gain a competitive edge in their market areas. 

Examples of commercial research companies:

 

Mintel Nielsen
Simmons Equifax
Euromonitor (Passport) Ipsos
Experian Gallup

Grey Literature

"Grey Literature are materials and research produced by organizations outside of the traditional commercial or academic publishing distribution channels."  Grey Literature includes:

  • working papers
  • government documents
  • white papers

​Producers of Grey Literature include:

  • government
  • organizations/associations
  • academic institutes/centers
  • private companies and consultants
     

Wikipedia contributors. (2018, April 22). Grey literature. In Wikipedia, The Free Encyclopedia. Retrieved 12:19, September 9, 2018, from https://en.wikipedia.org/w/index.php?title=Grey_literature&oldid=837672993

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