Discover how to design and use advertising research.<br /><br />In order to become a successful advertising professional, it's important to understand the importance of research. <i>Advertising Research: Theory & Practice </i>shows readers how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment.<br /><br />New chapters have been added in this edition that highlight recent developments in advertisers' behaviors. Changes and advancements in research design and methodology are also addressed.
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