Advertising and Public Relations Research - 9780765636065
Un libro in lingua di Jugenheimer Donald W. Kelley Larry D. Jerry Hudson Bradley Samuel D. edito da M E Sharpe Inc, 2014
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This textbook focuses on the applications and uses of research in advertising and public relations. While research is covered in detail, the aim of the book is not to create researchers, but to show future professionals in the fields how to commission and apply research to their work. Chapters include bulleted lists of learning objectives, brief concluding summaries, discussion questions, research exercises, and sources for more information. The second edition brings new chapters on focus groups, in-depth interviews, and content analysis, as well as chapter expansions covering qualitative research, and general updates including examples and case studies. The authors are Jugenheimer (author, researcher, consultant, educator), Bradley (director of advertising, U. of South Florida), Kelley (advertising, U. of Houston, author, advertising professional), and Hudson (educator, advertising and electronic media). Annotation ©2014 Ringgold, Inc., Portland, OR (protoview.com)
Informazioni bibliografiche
- Titolo del Libro in lingua: Advertising and Public Relations Research
- Lingua: English
- Autori : Jugenheimer Donald W. Kelley Larry D. Jerry Hudson Bradley Samuel D.
- Editore: M E Sharpe Inc
- Collana: M E Sharpe Inc (Paperback)
- Data di Pubblicazione: 28 Febbraio '14
- Genere: BUSINESS and ECONOMICS
- Argomenti : Advertising Research Public relations Research
- Pagine: 367
- Dimensioni mm: 228 x 190 x 19
- EAN-13: 9780765636065