Using Qualitative Research in Advertising: Strategies, Techniques, and Applications (BOK)

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

439,00 43900
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The 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, designed 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 and how they 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 of the value of qualitative research will bring the content from the pages to the real world.

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2012 Forfatter Eric E. Haley, Kim B. Sheehan, Margaret A. Morrison, Ronald E. Taylor
Forlag
Sage Publications Ltd
ISBN 9781412987240
Antall sider 240 Dimensjoner 15,2cm x 22,9cm x 1,8cm
Vekt 299 gram Leverandør Bertram Trading Ltd
Emner og form Advertising

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