Advertising Research : Theory and Practice

Davis, Joel J.

ISBN 10: 0132128322 / ISBN 13: 9780132128322

Verlag: Pearson Education, Limited, 2011

Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Bestandsnummer des Verkäufers 6549047-6

Inhaltsangabe:

In order to become a successful advertising professional, it’s important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment.

KEY TOPICS: The Nature and Process of Research; Research Ethics; Secondary Research; Sampling; Collecting Qualitative Insights; Focus Groups; Analysis of Qualitative Data; Data Collection through Observation: Human and Automated; Data Collection through Observation: Biometrics; Survey Research; Measurement; Asking Questions; Questionnaire Design; Experiments; Quantitative Data Analysis: Descriptive Statistics; Quantitative Data Analysis: Inferential Statistics; Segmentation; Brand Maps; Concept and Benefit Testing; Post-Production Advertising Testing and Optimization; Presenting Research

MARKET: For professionals looking to increase their advertising knowledge and skills.

Bibliografische Details

Titel: Advertising Research : Theory and Practice
Verlag: Pearson Education, Limited
Erscheinungsdatum: 2011
Einband: Hardcover
Zustand: Good
Auflage: 2. Auflage