Advertising Research : Theory and Practice

Joel J Davis
Pearson Education
 9780132128322
0-13-212832-2

Discover how to design and use advertising research. In order to become a successful advertising professional, it's important to understand the importance of research. Advertising Research: Theory & Practice.

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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. 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.