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Publisher: Lawrence Erlbaum
Language: English
ISBN: 0805856544
Paperback: 200 pages
Data: Aug 2007
Format: PDF
Description: This new book authored by Raymond Pettit is based upon past winners of the Advertising Research Foundation’s (ARF) David Ogilvy awards over the past ten years. It will be of interest to all teachers and students of marketing research and advertising. The premise of this book is that conducting proper market and consumer research is the foundation of an enterprise as they seek new opportunities for growth. The book details how research contributes to effective advertising campaigns, and is an invaluable resource for business executives looking for market strategy. ARF sells CDs with each year’s Ogilvy award inning video case studies to supplement this book.

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