How advertising works : the role of research / Jones, John Philip.

of advertising research -- Uses of advertising research -- Research ethics.

-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic

, positioning, and the value proposition -- 7. Advertising research -- 8. Planning advertising and integrated

-- Advertising and promotion : ethics and regulation -- Research in advertising.

success. This first section shows how to research products, understand consumer behavior, analyze

International Advertising -- Agency Selection -- Advertising Research -- Creative Decisions -- Media Selection

brand promotion -- Market segmentation, positioning, and the value proposition -- Research in

-- Adventures in misplaced theories / by Herbert Jack Rotfeld -- Imc, advertising research, and the advertising

Planning and Strategy. The client ; Market research ; Account planning ; The creative brief -- The Creative

research and expert opinion. It draws upon the evidence to establish principles that can be applied to

advertising strategy -- Research : gathering information for advertising planning -- Marketing and advertising