using qualitative research in advertising strategies techniques and applications

Download Book Using Qualitative Research In Advertising Strategies Techniques And Applications in PDF format. You can Read Online Using Qualitative Research In Advertising Strategies Techniques And Applications here in PDF, EPUB, Mobi or Docx formats.

Using Qualitative Research In Advertising

Author : Margaret A. Morrison
ISBN : 9781412987240
Genre : Business & Economics
File Size : 32. 47 MB
Format : PDF, Mobi
Download : 719
Read : 515

Download Now


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.

Advertising And Public Relations Research

Author : Donald W. Jugenheimer
ISBN : 9781317507376
Genre : Business & Economics
File Size : 53. 2 MB
Format : PDF, Docs
Download : 633
Read : 475

Download Now


Designed to serve as a comprehensive, primary text for research methods courses in advertising and/or public relations programs, this book concentrates on the uses and applications of research in advertising and public relations situations. The authors' goal is to provide the information needed by future practitioners to commission and apply research to their work problems in advertising and public relations.

Advertising Account Planning

Author : Larry Kelley
ISBN : 9781317507437
Genre : Business & Economics
File Size : 90. 32 MB
Format : PDF
Download : 181
Read : 890

Download Now


Concise yet comprehensive, this practical guide covers the critical role of the account planner in advertising. The new edition of Advertising Account Planning features several new topics as well as deeper content in existing areas based on feedback from students, instructors and practitioners.

Handbook Of Qualitative Research Methods In Marketing

Author : Russell W. Belk
ISBN : 9781847204127
Genre : Business & Economics
File Size : 28. 45 MB
Format : PDF
Download : 910
Read : 1069

Download Now


A rare and much needed compilation of some thought-provoking papers in the area of qualitative research in marketing, this book is a must have for anyone pursuing the discipline of marketing research, scholars intent on the pursuit of qualitative inquiry as well as practising professionals looking for innovative approaches to research. Global Business Review Belk has compiled an exhaustive collection of contributions from scholars and practitioners throughout North America and Europe. . . . This extremely informative volume spans the full array of qualitative research areas. . . . Highly recommended. S.D. Clark, Choice The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: research paradigms such as grounded theory and semiotics research contexts such as advertising and brands data collection methods such as projectives and netnography data analysis methods such as metaphoric and visual analyses presentation topics such as videography and reflexivity applications such as ZMET applied to Broadway plays and depth interviews with executives special issues such as multi-sited ethnography and research on sensitive topics. Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Communication Research

Author : G. M. du Plooy
ISBN : 0702156418
Genre : Social Science
File Size : 66. 1 MB
Format : PDF, Kindle
Download : 434
Read : 300

Download Now


Approaches to conducting advertising, mass-media audiences, and mass-media efficiency research in organizational and development contexts are detailed in this reference. Among the topics covered are qualitative and quantitative approaches to research methodology, the steps involved in the research process, data collection, and the procedures used in applying a research design and interpreting research data. Designed to accommodate a variety of learning styles, this book imparts the framework in which to acquire and develop research, problem solving, and communication skills, and basic individual, moral, and ethical values.

Aanwinsten Van De Centrale Bibliotheek Queteletfonds

Author : Bibliothèque centrale (Fonds Quetelet)
ISBN : STANFORD:36105113264944
Genre :
File Size : 56. 68 MB
Format : PDF, Docs
Download : 498
Read : 491

Download Now



Developing Advertising With Qualitative Market Research

Author : Judith Wardle
ISBN : 9781847876966
Genre : Business & Economics
File Size : 59. 53 MB
Format : PDF, ePub, Mobi
Download : 686
Read : 417

Download Now


'Anyone using, practising or teaching qualitative research will find in this series a treasure-house of ideas, techniques and issues. This is a -must-have-' - Admap 'this is one of the best texts on the subject I've come across and I did find some of the content truly inspirational' - Mick Williamson, Creative Director, TRBI for in Brief magazine 'It will be essential reading for anyone involved with qualitative market research' - David Barr, Director General of the Market Research Society 'An ideal resource for people aiming for a qualitative market research career, for academics interested to know more about an important field of application for qualitative research methods, or for those who are already engaged in the field and who wish to update their skills and reflect on their practice and profession' - Nigel Fielding, University of Surrey Qualitative Market Research is a landmark publishing event. The seven volumes provide, for the first time, complete coverage of qualitative market research practice, written by experienced practitioners, for both a commercial and academic audience. The set fills two important market gaps: it offers commercial practitioners authoritative source texts for training and professional development; and provides students and researchers with an account of qualitative research theory and practice in use today. Each book cross-references others in the series, but can also be used as a stand-alone resource on a key topic. The seven books have been carefully structured so as to be completely accessible in terms of language, use of jargon and assumed knowledge. Experienced market researchers will find the tools to help them critically evaluate their own work. Those new to market research will be provided with a complete map of qualitative market research theory and practice (including brands and advertising theory) and the stimulation to discuss and learn more with tutors and practitioners. Qualitative Market Research will be an invaluable resource for academic and professional libraries, commercial market researchers, as well as essential reading for students in market research, marketing and business studies.

Advertising Media Planning

Author : Larry Kelley
ISBN : 9781317519379
Genre : Business & Economics
File Size : 77. 83 MB
Format : PDF, Mobi
Download : 630
Read : 727

Download Now


The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.

Ratings Analysis

Author : James Webster
ISBN : 9781135603427
Genre : Business & Economics
File Size : 29. 6 MB
Format : PDF, ePub, Docs
Download : 526
Read : 222

Download Now


Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the to

Qualitative Research Methods In Public Relations And Marketing Communications

Author : Christine Daymon
ISBN : 9781136935039
Genre : Business & Economics
File Size : 62. 60 MB
Format : PDF, Kindle
Download : 131
Read : 440

Download Now


The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications. Through clear explanations and illustrations, the book encourages undergraduate and master level students to engage with the main approaches and techniques for conducting critical, reflective investigations. This new edition: Identifies the skills and strategies needed to conduct authentic, trustworthy research Highlights specific analytical techniques associated within the main research approaches Provides new sections on internet-based research, critical discourse analysis, historical research, action research and mixed methods research Qualitative Research Methods in Public Relations and Marketing Communications will be invaluable for those undertaking research methods courses on public relations and marketing communication degrees, as well as those working on a dissertation.

Top Download:

Best Books