Advertising Research: Theory and Practice: Theory & Practice - Rilegato

Davis, Joel J.

Rilegato

ISBN 10: 0132128322 ISBN 13: 9780132128322

Casa editrice: Pearson College Div, 2011

Riassunto

Discover how to design and use advertising research.

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.

New chapters have been added in this edition that highlight recent developments in advertisers’ behaviors. Changes and advancements in research design and methodology are also addressed.

Su questo libro

Product Description:

For courses in Advertising Research. This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways--breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.

Su questa edizione

• Editore: Pearson College Div
• Data di pubblicazione: 2011
• ISBN 10: 0132128322
• ISBN 13: 9780132128322
• Rilegatura: Copertina rigida
• Numero edizione: 2
• Numero di pagine: 675