9780132128322

Advertising Research Theory & Practice

  • ISBN 13:

    9780132128322

  • ISBN 10:

    0132128322

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 05/13/2011
  • Publisher: Pearson

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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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