Using Qualitative Research in Advertising: Strategies, Techniques, and Applications
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 applicat…
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Produktdetails
Weitere Autoren: Haley, Eric / Sheehan, Kim Bartel
- ISBN: 978-1-4129-8724-0
- EAN: 9781412987240
- Produktnummer: 19354468
- Verlag: Sage Pubn
- Sprache: Englisch
- Erscheinungsjahr: 2011
- Seitenangabe: 218 S.
- Masse: H22.6 cm x B15.2 cm x D1.8 cm 325 g
- Auflage: 2. A.
- Gewicht: 325
Über 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
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