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Advertising Research : Theory and Practice

ISBN: 9780132128322 | 0132128322
Edition: 2nd
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 5/13/2011

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Discover how to design and use advertising research. In order to become a successful advertising professional, it#x19;s important to understand the importance of research. Advertising Research: Theory & Practiceshows 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#x19; behaviors. Changes and advancements in research design and methodology are also addressed.


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