Advertising Research

Advertising Research
Author :
Publisher : Pearson
Total Pages : 0
Release :
ISBN-10 : 0132128322
ISBN-13 : 9780132128322
Rating : 4/5 (22 Downloads)

Book Synopsis Advertising Research by : Joel Davis

Download or read book Advertising Research written by Joel Davis and published by Pearson. This book was released on 2012 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.


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