The purpose of this volume is to present, in nontechnical language, most of the basic concepts of advertising research. Since the volume is intended to be comprehensible to the lay person, discussion does not go too deeply into the technical details of advertising or research methodology. However, used as an introduction and outline to be supplemented by outside readings, the book can be useful as a guide to greater mastery of advertising research practices. An introduction describes advertising and research processes and outlines the most common advertising research plans. Major sections are devoted to research on advertising media, advertising messages, and money and management. Additional facets of advertising research--miscellaneous tools and techniques and the public's attitudes toward advertising in general--are also investigated. (KS)