Author: American Association of Advertising AgenciesPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 57
Book Description
Changes in Retailing ; how They Affect National Advertising
Author: American Association of Advertising AgenciesPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 57
Book Description
How Advertising Works
Author: John Philip JonesPublisher: SAGE Publications, Incorporated
ISBN: 9780761912408
Category : Business & Economics
Languages : en
Pages : 372
Book Description
John Philip Jones, bestselling author of What's in a Name? and When Ads Work, has edited an authoritative handbook of research procedures that determine effective advertising. All participants in the advertising process - clients, media and agencies - are fully represented in this volume. Chapter authors reflect a global mix of academic and professional backgrounds and include: Leo Bogart, Andrew Ehrenberg, Simon Broadbent, Herbert Krugman, and the Editor John Philip Jones. Most chapters have been specifically written for this volume and are complemented by a few adaptations of classic articles.
National Advertising Vs. Prosperity
Author: Ralph BorsodiPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 328
Book Description
The Future of Newspapers
Author: Bob FranklinPublisher: Routledge
ISBN: 1317990544
Category : Business & Economics
Languages : en
Pages : 406
Book Description
The future of newspapers is hotly contested. Pessimistic pundits predict their imminent demise while others envisage a new era of participatory journalism online, with yet others advocating increased investment "in quality journalism" rather than free gifts and DVDs, as the necessary cure for the current parlous state of newspapers. Globally, newspapers confront highly variable prospects reflecting their location in different market sectors, countries and journalism cultures. But despite this diversity, they face similar challenges in responding to the increased competition from expansive radio and 24 hour television news channels; the emergence of free "Metro" papers; the delivery of news services on billboards, pod casts and mobile telephony; the development of online editions, as well as the burgeoning of blogs, citizen journalists and User Generated Content. Newspapers’ revenue streams are also under attack as advertising increasingly migrates online. This authoritative collection of research based essays by distinguished scholars and journalists from around the globe, brings together a judicious mix of academic expertise and professional journalistic experience to analyse and report on the future of newspapers. This book was published as special issues of Journalism Practice and Journalism Studies.
National Hardware Bulletin
Author: The Advertising Book, 1916
Author: Paul Terry CheringtonPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 622
Book Description
Marketing Research That Pays Off
Author: William WinstonPublisher: Routledge
ISBN: 1317952464
Category : Business & Economics
Languages : en
Pages : 296
Book Description
From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research. The studies presented cover such topics as communications issues, new product introduction, brand equity, brand positioning, and sales analysis. Because they represent successful applications of marketing research to challenging questions, these cases offer a number of specific lessons. Throughout, Marketing Research That Pays Off shows you how to: use the right sample for reliable data reduce the time needed for traditionally multi-phased research avoid the pitfalls of short-term effects in tracking data deal with multinational research use attitude measures to help interpret sales data involve marketing management to ensure acceptance of results make effective use of small budgets The format of each chapter allows the authors to pose a question or present a particular marketing problem and then take you step-by-step through the solution. Actual problems solved include how to improve upon a successful campaign, revitalize a failing retail center, avoid misunderstanding in conducting multinational research, use scanner data to help understand the package goods market, avoid being mislead by short-term effects in tracking data, learn what aspects of a package attract attention and what they communicate, and how to effectively reach both children and their parents with one message--all on a small budget. It is the unique problem/solution approach to marketing research that makes Marketing Research That Pays Off especially valuable to all marketing research professionals and beginner- to mid-level marketing managers. In addition, the book's easy-to-read presentation of case studies makes it approachable and useful as a companion text for classes in marketing and marketing research.
The First Advertising Book
Author: Paul Terry CheringtonPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 624
Book Description
The Art of Empirical Investigation
Author: Julian Lincoln SimonPublisher: Transaction Publishers
ISBN: 1412835941
Category : Business & Economics
Languages : en
Pages : 558
Book Description
Julian Simon was known for his methodical, and often controversial, writings challenging conventional beliefs about overpopulation, pollution, disappearing farmland, and the scarcity of energy sources and raw materials. But throughout his works is a common theme: that responsible, unbiased research and examination of the data is indispensable to formulating a well-informed and accurate opinion. "The Art of Empirical Investigation" teaches student, professor, researcher, and those interested in ascertaining the truth about social issues just how to proceed. "The Art of Empirical Investigation" is a textbook on the basics of social-scientific research. It discusses all the important empirical methods used in social science, and its examples, drawn from a wide variety of academic and applied fields, illustrate the use of each method in its most appropriate context. The actual decisions a researcher must make at every stage of a project are emphasized, as well as obstacles to knowledge--such as observer bias, deception, unreliability of data, and sampling costs--and how to overcome them. Presupposing nothing, the book introduces the reader to the foundations of empirical social-science research, regardless of a specific field. It also makes an important contribution to beginning researchers' understanding of an operational definition of causality, which cuts through philosophical obscurity and teaches the researcher how to decide whether or not a given relationship is causal. James E. Katz contributes an introduction written for this new edition, in which he explains why, after over three decades, this remains one of the best books on research methods around. Written in a clear, informal style, "The Art of Empirical Investigation" is a must for the student and teacher of the social sciences, researchers, and journalists. Julian L. Simon (1932-1998) was professor of business administration at the University of Maryland and Distinguished Senior Fellow of the Cato Institute. His books, as author or editor, include "Population Matters, Hoodwinking the Nation," and "The Economics of Population: Key Classic Writing," all available from Transaction. James E. Katz is professor of communication at the School of Communication, Information and Library Studies at Rutgers University. He is the author of "Machines That Become Us" and "Connections," both available from Transaction.
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