Advertising Research: Theory & Practice (2nd Edition)

Advertising Research: Theory & Practice (2nd Edition)

Discover how to design and use advertising research.<br> <br>In order to become a successful advertising professional, it’s important to understand the importance of research. <i>Advertising Research: Theory & Practice </i>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.<br> <br>New 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.<br> <br>