Using Qualitative Research in Advertising: Strategies, Techniques, and Applications - Softcover

Morrison, Margaret A.; Haley, Eric E.; Sheehan, Kim Bartel; Taylor, Ronald E.

Softcover

ISBN 10: 1412987245 ISBN 13: 9781412987240

Verlag: SAGE Publications, Inc, 2011

Inhaltsangabe

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.

Über diesen Titel

Über die Autorin bzw. den Autor

Margaret A. Morrison is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health

Details zur Ausgabe

• Verlag: SAGE Publications, Inc
• Erscheinungsdatum: 2011
• Sprache: Englisch
• ISBN 10: 1412987245
• ISBN 13: 9781412987240
• Einband: Taschenbuch
• Auflage: 2
• Anzahl der Seiten: 217
• Kontakt zum Hersteller: preigu GmbH & Co. KG; mail@preigu.de; ; Lengericher Landstr. 19; Osnabrück; Niedersachsen; 49078; Deutschland