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187914

9780761923831

Using Qualitative Research in Advertising Strategies, Techniques, and Applications

Using Qualitative Research in Advertising Strategies, Techniques, and Applications
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Product details

  • ISBN-13: 9780761923831
  • ISBN: 0761923837
  • Publication Date: 2002
  • Publisher: Sage Pubns

AUTHOR

Morrison, Margaret Ann, Haley, Eric, Bartel Sheehan, Kim

SUMMARY

In this text, the author describes what qualitative research techniques are designed to do and how they aid in uncovering insights useful for advertising strategy development, creative development, and concurrent and post-campaign evaluation.Morrison, Margaret Ann is the author of 'Using Qualitative Research in Advertising Strategies, Techniques, and Applications', published 2002 under ISBN 9780761923831 and ISBN 0761923837.

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