Fundamentals of Advertising Research - Alan D. Fletcher, Thomas A. Bowers - książka wyd. 1988

Opis

“Fundamentals of Advertising Research” by Alan D. Fletcher is a comprehensive introduction to the principles and practice of advertising research. The book explores the methods used to gather, analyze, and interpret information about consumers, markets, advertising campaigns, and media effectiveness. It provides an overview of research techniques and explains how reliable data can support the planning, evaluation, and improvement of advertising strategies. Written in a practical and accessible manner, the publication is a useful resource for students and professionals in advertising, marketing, market research, and communication.