Successful Advertising Research Methods - Hardcover

Haskins, Jack; Kendrick, Alice

Hardcover

ISBN 10: 0844231894 ISBN 13: 9780844231891

Publisher: McGraw-Hill Contemporary, 1991

Synopsis

Successful Advertising Research Methods is a complete and up-to-date guide to planning and conducting accurate, effective advertising programs. Complete with sample questionaires, reports, and extensive research sources, this book clearly demonstrates every stage of the research process: -Pre-research -Primary & secondary research -Research designs -Survey techniques -Experiments -Media research -Message research -Money research -Single source research -Advertising research & society "Of all the areas of marketing research, advertising research is probably understood least and abused most by well-intentioned practitioners. Successful Advertising Research Methods will no doubt contribute much to the demystifying of this critical subject." James G. Champley Vice President, Marketing Research Director, Cramer Krasselt "This comprehensive text offers . . . guidance to practitioners, instructors, and students who are concerned with developing more effective advertising based on primary and secondary consumer marketing research." Professor Elsie Herbert Louisiana State University "This is exactly what the field needs a book on advertising research that is well thought out and good scholarship." Professor Sandra Utt Memphis State University About the Authors Jack Haskins is an advertising and marketing research consultant based in Cape Canaveral, Florida. He was previously Director of Communications Research and Professor at Indiana University, Syracuse University, and the University of Tennessee. Earlier in his career, he was Manager of Advertising Research at the Ford Division of Ford Motor Co. Alice Kendrick is Associate Professor in the Center for Communication Arts at Southern Methodist University. Professor Kendrick has been involved in research projects for a number of companies, including The Richards Group, Pilgrim's Pride, Sheraton Hotels, and the American Lung Association.

About this title

From the Publisher

IF YOU WANT TO MAKE SURE YOUR CAMPAIGNS COMMUNICATE REAL BENEFITS TO THE CONSUMERS MOST LIKELY TO PURCHASE YOUR PRODUCT OR SERVICE, THIS COMPREHENSIVE HANDBOOK IS FOR YOU. YOU'LL FIND OUT WHY ADVERTISING STRATEGIES AND MESSAGES WORK MORE EF

Edition details

• Publisher: McGraw-Hill Contemporary
• Publication date: 1991
• Language: English
• ISBN 10: 0844231894
• ISBN 13: 9780844231891
• Binding: Hardcover
• Number of pages: 360