Introduction -- Development of strategy : structural components -- Audience strategy : architectural perspective -- Creative strategy : structural support webbing -- Conceptual strategy : presentation drawing -- Verbal communication strategy : architectural rendering -- Visual communication...

1. Audiences articulating advertising -- 2. Beyond attitudes : to the audience itself! : understanding consumers : interpretive inductivism -- 3. Interpreting place branding : absorbing or alienating? -- 4. From productive consumer to reflective citizen : a reception study of advertising...

pt. 1. Introduction to advertising and public relations research -- pt. 2. Secondary research in advertising and public relations -- pt. 3. Primary research in advertising and public relations : qualitative research -- pt. 4. Primary research in advertising and public relations : quantitative...