Advertising research : theory and practice / Joel J. Davis.
نوع المادة :
نصالناشر:Upper Saddle River, N.J. : Prentice Hall, [2012]تاريخ حقوق النشر: copyright 2012الطبعات:2nd edوصف:xxviii, 675 pages : illustrations ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9780132128322 (hbk)
- 0132128322 (hbk)
- HF5814 D38 2012
| نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
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كتاب
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UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5814 D38 2012 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30010011078492 | ||
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كتاب
|
UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5814 D38 2012 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30010011078489 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
| HF5814 .A285 2009 ادارة الاعلان التجاري / | HF5814 .A285 2009 ادارة الاعلان التجاري / | HF5814 D38 2012 Advertising research : theory and practice / | HF5814 D38 2012 Advertising research : theory and practice / | HF5814 .F37 2009 فن التحرير للإعلان و العلاقات العامة / | HF5814 .F37 2009 فن التحرير للإعلان و العلاقات العامة / | HF5814 .H35 2009 الدعاية للفن و الدعاية الانتخابية : الكرسي و التوقيع: تحقيق حلم دانتو / |
Includes bibliographical references and index.
Pt. I. Foundations. The nature and process of advertising research ; Research ethics -- Pt. II. Sources of information. Secondary research ; Sampling -- Pt. III. Qualitative research. Collecting qualitative insights ; Focus groups ; Analysis of qualitative data -- Pt. IV. Quantitative research. Observation research: human and automated ; Observation research: biometrics ; Data collection through surveys ; Measurement ; Writing survey questions ; Questionnaire design ; Experimentation ; Descriptive statistics ; Inferential statistics -- Pt. V. Applied topics. Segmentation ; Brand mapping ; Advertising testing: concept and communications tests ; Post-production advertising testing and optimization ; Reporting research
Discover how to design and use advertising research. In order to become a successful advertising professional, it{u2019}s important to understand the importance of research. Advertising Research: Theory and 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. New chapters have been added in this edition that highlight recent developments in advertisers{u2019} behaviors. Changes and advancements in research design and methodology are also addressed.
