Using Market Research to Create Effective Advertising: Learning from the Advertising Research Foundation's David Ogilvy Research Award Winners

This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand insights, re-define problems or markets, support risk-taking ideas, and illuminate diverse audiences. This book will be an invaluable resource for business executives looking for market strategy, consumer psychologists, teachers, students, and practitioners looking for a trusted guide for study in advertising, marketing and promotion.Pettit, Raymond is the author of 'Using Market Research to Create Effective Advertising: Learning from the Advertising Research Foundation's David Ogilvy Research Award Winners', published 2007 under ISBN 9780805856538 and ISBN 0805856536.