Advertising Research Theory Practice 2nd Edition by Joel J. Davis

Advertising Research Theory Practice 2nd Edition by Joel J. Davis ISBN-13: 9780132128322 ISBN-10: 0132128322Discover how to design and use advertising research.In order to become a successful advertising professional, it?s important to understand the importance of research. Advertising Research: Theory & Practice 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.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.