Using Qualitative Research in Advertising: Strategies, Techniques, and Applications - Couverture souple

Morrison, Margaret A.; Haley, Eric E.; Sheehan, Kim Bartel; Taylor, Ronald E.

 
9781412987240: Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
Couverture souple
ISBN 10 : 1412987245 ISBN 13 : 9781412987240
Editeur : SAGE Publications, Inc, 2011

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Margaret A. Morrison is Professor in the School of Advertising and Public Relations at the University of Tennessee, Knoxville. She received her Ph.D. from The University of Georgia in 1996. She has taught classes in media planning, account planning, qualitative research, and advertising campaigns at Tennessee since 1995. Her work has appeared in various outlets such as Journal of Advertising Research, Journal of Advertising, Journal of Current Issues and Research in Advertising, and American Journal of Public Health

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
SAGE Publications, Inc
Date d'édition
2011
Langue
anglais
ISBN 10 
1412987245
ISBN 13 
9781412987240
Reliure
Broché
Numéro d'édition
2
Nombre de pages
217
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

Friedensallee 273
Hamburg
22763
Allemagne

Autres éditions populaires du même titre

9780761925996: Using Qualitative Research in Advertising: Strategies, Techniques, and Applications

Edition présentée

ISBN 10 :  0761925996 ISBN 13 :  9780761925996
Editeur : SAGE Publications Inc, 2002
Couverture rigide