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Using Qualitative Resources in Advertising

Using Qualitative Resources in Advertising - 2nd edition

ISBN13: 978-1412987240

Cover of Using Qualitative Resources in Advertising 2ND 12 (ISBN 978-1412987240)
ISBN13: 978-1412987240
ISBN10: 1412987245
Cover type: Paperback
Edition: 2ND 12
Copyright: 2012
Publisher: Sage Publications, Inc.
Published: 2012
International: No

List price: $70.00

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Using Qualitative Resources in Advertising - 2ND 12 edition

ISBN13: 978-1412987240

Margaret Ann Morrison

ISBN13: 978-1412987240
ISBN10: 1412987245
Cover type: Paperback
Edition: 2ND 12
Copyright: 2012
Publisher: Sage Publications, Inc.
Published: 2012
International: No
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 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.

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