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Using Qualitative Research in Advertising
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Strategies, Techniques, and Applications
Paperback
Print on Demand | Lieferzeit: Print on Demand - Lieferbar innerhalb von 3-5 Werktagen I
Artikel-Nr:
9781412987240
Veröffentl:
2011
Einband:
Paperback
Erscheinungsdatum:
31.10.2011
Seiten:
240
Autor:
Margaret A. Morrison
Gewicht:
354 g
Format:
229x152x13 mm
Sprache:
Englisch
Beschreibung:
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
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.
PrefaceAcknowledgments1. Introduction and Overview2. A Qualitative View of the World3. Ethnographic Methods for Advertising Research4. Listening to Consumers5. Projective and Elicitation Techniques6. Qualitative Research Online7. Using Research to Inspire Great Creative Work8. Balancing Ideals and Real-World Constraints9. Evaluating the Work of Planners and Parting ThoughtsAppendix 1: Conducting a Long InterviewAppendix 2: Putting Your Skills to UseAppendix 3: Disney?s Animal Kingdom: A Case StudyReferencesIndexAbout the Authors