Advertising Research
Theory and Practice
Published on 11. December 1996
Book
Hardback
695 pages
978-0-13-221813-9 (ISBN)
Description
Appropriate for courses in Advertising Research.
This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways-breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.
This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways-breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 185 mm
Width: 242 mm
Thickness: 31 mm
Weight
1225 gr
ISBN-13
978-0-13-221813-9 (9780132218139)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
04/2011
2nd Edition
Pearson
€157.83
Article is exhausted; no reprint
Content
I: A FRAMEWORK FOR RESEARCH.
1. The Nature of Advertising Research.
2. The Process of Advertising Research.
3. The Ethics of Advertising Research.
4. Reporting Research.
II: CONSIDERATIONS IN THE PLANNING OF ADVERTISING RESEARCH.
5. Secondary Research.
6. Primary Research.
7. Experimentation.
8. Sampling.
III: THE CONDUCT AND ANALYSIS OF QUALITATIVE RESEARCH.
9. Qualitative Research.
10. Focus Groups.
11. Analysis of Qualitative Data.
IV: THE CONDUCT AND ANALYSIS OF QUANTITATIVE RESEARCH.
12. Measurement in Advertising Research.
13. Question Development.
14. Questionnaire Design.
15. Analysis of Quantitative Data: Descriptive Approaches.
16. Analysis of Quantitative Data: Inferential Statistics.
V.: THE COMPETITION AND COMPETITIVE ENVIRONMENT.
17. Advertising Content Analysis.
18. Perceptual Mapping.
VI.: THE TARGET CONSUMER.
19. Segmentation.
20. Q-Methodology.
VII.: ADVERTISING CREATIVE AND PRODUCT DEVELOPMENT, SCREENING, AND EVALUATION.
21. Concept and Benefit Testing.
22. Communication Research: Exploring the Strengths and Weaknesses of the Advertising Creative.
23. Copy Testing.
VIII.: MEDIA RESEARCH.
24. Audience Measurement.
25. Media Expenditures: The Advertising Budget and Competitive Strategies.
APPENDICES.
Appendix A. Guide to Computer-Assisted Data Analysis.
Appendix B. Statistical Tables.
Index.
1. The Nature of Advertising Research.
2. The Process of Advertising Research.
3. The Ethics of Advertising Research.
4. Reporting Research.
II: CONSIDERATIONS IN THE PLANNING OF ADVERTISING RESEARCH.
5. Secondary Research.
6. Primary Research.
7. Experimentation.
8. Sampling.
III: THE CONDUCT AND ANALYSIS OF QUALITATIVE RESEARCH.
9. Qualitative Research.
10. Focus Groups.
11. Analysis of Qualitative Data.
IV: THE CONDUCT AND ANALYSIS OF QUANTITATIVE RESEARCH.
12. Measurement in Advertising Research.
13. Question Development.
14. Questionnaire Design.
15. Analysis of Quantitative Data: Descriptive Approaches.
16. Analysis of Quantitative Data: Inferential Statistics.
V.: THE COMPETITION AND COMPETITIVE ENVIRONMENT.
17. Advertising Content Analysis.
18. Perceptual Mapping.
VI.: THE TARGET CONSUMER.
19. Segmentation.
20. Q-Methodology.
VII.: ADVERTISING CREATIVE AND PRODUCT DEVELOPMENT, SCREENING, AND EVALUATION.
21. Concept and Benefit Testing.
22. Communication Research: Exploring the Strengths and Weaknesses of the Advertising Creative.
23. Copy Testing.
VIII.: MEDIA RESEARCH.
24. Audience Measurement.
25. Media Expenditures: The Advertising Budget and Competitive Strategies.
APPENDICES.
Appendix A. Guide to Computer-Assisted Data Analysis.
Appendix B. Statistical Tables.
Index.