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Advertising Research : Theory and Practice by Joel J. Davis (2019, Hardcover, Revised edition)

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Product Description : Discover how to design and use advertising researchIn order to become a successful advertising professional its important to understand the importance of research Advertising Research Theory Practice shows readers how research helps advertisers make the best decisions in regards to strategy target audiences and creativity in a complex consumer and media environmentNew chapters have been added in this edition that highlight recent developments in advertisers behaviors Changes and advancements in research design and methodology are also addressed

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In order to become a successful advertising professional, it's important to understand the importance of research. Advertising Research: Theory & Practice shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment. KEY TOPICS: The Nature and Process of Research; Research Ethics; Secondary Research; Sampling; Collecting Qualitative Insights; Focus Groups; Analysis of Qualitative Data; Data Collection through Observation: Human and Automated; Data Collection through Observation: Biometrics; Survey Research; Measurement; Asking Questions; Questionnaire Design; Experiments; Quantitative Data Analysis: Descriptive Statistics; Quantitative Data Analysis: Inferential Statistics; Segmentation; Brand Maps; Concept and Benefit Testing; Post-Production Advertising Testing and Optimization; Presenting Research MARKET: For professionals looking to increase their advertising knowledge and skills.