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Using Qualitative Resources in Advertising - 2nd edition

by Margaret Ann Morrison

Using Qualitative Resources in Advertising (ISBN10: 1412987245; ISBN13: 9781412987240)
ISBN13: 978-1412987240
ISBN10: 1412987245

Summary:

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 insig ...show morehts 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. ...show less

Edition/Copyright: 2ND 11
Cover: Paperback
Publisher: Sage Publications, Inc.
Published: 10/25/2011
International: No

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