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

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

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

Inhaltsangabe

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.

Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.

Über die Autorin bzw. den Autor

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

„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.

Verlag
SAGE Publications, Inc
Erscheinungsdatum
2011
Sprache
Englisch
ISBN 10 
1412987245
ISBN 13 
9781412987240
Einband
Taschenbuch
Auflage
2
Anzahl der Seiten
236
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

Lengericher Landstr. 19
Osnabrück
Niedersachsen
49078
Deutschland

Weitere beliebte Ausgaben desselben Titels

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

Vorgestellte Ausgabe

ISBN 10:  0761925996 ISBN 13:  9780761925996
Verlag: SAGE Publications Inc, 2002
Hardcover