Using Qualitative Research in Advertising.pdf

Using Qualitative Research in Advertising false
By:Margaret A. Morrison
Published on 2011-10-31 by SAGE


This 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 created 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. The text describes how these techniques 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 illustrate the value of qualitative research in the real world.

This Book was ranked at 4 by Google Books for keyword Advertising.

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Book which was published by SAGE since 2011-10-31 have ISBNs, ISBN 13 Code is 9781412987240 and ISBN 10 Code is 1412987245

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