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Электронный каталог: Morrison, M. A. - Using qualitative research in advertising : strategies, techniques, and applications
Morrison, M. A. - Using qualitative research in advertising : strategies, techniques, and applications
Книга
Автор: Morrison, M. A.
Using qualitative research in advertising : strategies, techniques, and applications
Издательство: SAGE, 2012 г.
ISBN 978-1-4129-8724-0
Автор: Morrison, M. A.
Using qualitative research in advertising : strategies, techniques, and applications
Издательство: SAGE, 2012 г.
ISBN 978-1-4129-8724-0
На полку
Книга
659 M86
Morrison, M. A.
Using qualitative research in advertising : strategies, techniques, and applications / M. A. Morrison, K. B. Sheehan, E. Haley . – 2nd ed . – Los Angeles, Calif. : SAGE, 2012 . – 218 p. – На англ. яз. - ISBN 978-1-4129-8724-0 .
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, 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. 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.
659.1
339
General = Advertising
General = Marketing. Sales
Коллекции = Открытая научная библиотека
659 M86
Morrison, M. A.
Using qualitative research in advertising : strategies, techniques, and applications / M. A. Morrison, K. B. Sheehan, E. Haley . – 2nd ed . – Los Angeles, Calif. : SAGE, 2012 . – 218 p. – На англ. яз. - ISBN 978-1-4129-8724-0 .
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, 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. 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.
659.1
339
General = Advertising
General = Marketing. Sales
Коллекции = Открытая научная библиотека
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