A01=Raymond Pettit
Ads Airing
advertising effectiveness measurement
Advertising Research
Arf Ogilvy Award
Author_Raymond Pettit
Auto Sites
award
behavioral economics marketing
Bissell Sweepers
business case analysis advertising
Case Study
Category=KJSA
Category=KJSM
copy
creative strategy evaluation
crest
Crest Whitestrips
David Ogilvy
decision science in branding
Dry Seasonings
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eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
evidence-based advertising research methods
Flavor Combination
market
Market Mix Models
Marketing Equivalent
mix
models
Mri Analysis
Mri Research
ogilvy
Ogilvy Award
Ogilvy Award Winning
organizational change communication
Playing Back
Pre-experimental Designs
Purchase Funnel
QoL Facet
Quantitative Research
research
Steak Sauce
testing
Tv Ad
Tv Campaign
Tv Spot
whitestrips
Product details
- ISBN 9780805856538
- Weight: 402g
- Dimensions: 152 x 229mm
- Publication Date: 27 Aug 2007
- Publisher: Taylor & Francis Inc
- Publication City/Country: US
- Product Form: Hardback
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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.
