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| Advertising Research: Theory and Practice | 
 enlarge | Author: Joel Davis
Publisher: Prentice Hall
Category: Book
List Price: $122.00
Buy New: $26.00
You Save: $96.00 (79%)
Buy Used from $26.00
Sales Rank: 638627
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: 1st
Number Of Items: 1
Pages: 695
Shipping Weight (lbs): 2.7
Dimensions (in): 9.5 x 7.3 x 1.2
ISBN: 0132218135
Dewey Decimal Number: 659.1072
EAN: 9780132218139
ASIN: 0132218135
Publication Date: November 26, 1996
Availability: Usually ships in 1-2 business days
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Product Description
This textbook provides students with the knowledge and skills necessary to be successful advertising professionals in the advertising business. Advertising Research: Theory and Practice distinguishes itself from other advertising research texts in four ways?breadth, depth, integration and currency. This book has been written and structured with the goals of improving student learning and facilitating the application of newly learned material to actual situations. Coverage is divided into two parts. The first part discusses the context in which advertising research is conducted, while the second part presents specific research topics and techniques.
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