Margaret A. Morrison, Eric Haley, Kim Bartel Sheehan

Broschiertes Buch

Using Qualitative Research in Advertising

Strategies, Techniques, and Applications

Beschreibung

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.

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

Produktdetails

• Verlag: Sage Publications, Inc
• Artikelnr. des Verlages: B87240P
• 2. Auflage
• Seitenzahl: 240
• Erscheinungstermin: 31. Oktober 2011
• Englisch
• Abmessung: 229mm x 152mm x 13mm
• Gewicht: 354g
• ISBN-13: 9781412987240
• ISBN-10: 1412987245
• Artikelnr.: 33443344