Advertising Research: Theory and Practice

Type

Book

Authors

Joel J. Davis

ISBN 10

0132218135

ISBN 13

9780132218139

Tags

Advertising, Accounting, Business & Finance

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. - from Amzon

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