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Advertising Intelligence
Crc Press Inc (Verlag)
978-0-8153-6010-0 (ISBN)
Section One: Understanding Nerdvertising
Chapter 1: What is an Insight
Chapter 2: Advertising Research Framework
Chapter 3: Advertising Research Problems, Process, Data Collection and Proposals
Chapter 4: Syndicated Research and Secondary Culture/Trends/Media
Section 2: Primary Qualitative Tools for Insight Development
Chapter 5: Overview of Primary Qualitative Advertising Research Tools
Chapter 6: Depth Interviews
Chapter 7: Focus Groups
Chapter 8: Ethnographies
Chapter 8: Online Qualitative Methods
Chapter 9: Customer Journey Mapping
Progressive Assignment: Hotel Brand Qualitative Research
Section 3: Primary Quantitative Tools for Insight Development
Chapter 10: Overview of Primary Quantitative Advertising Research Tools
Chapter 11: Basics of Data Preparation, Descriptive Statistics and Surveys
Chapter 12: Hypothesis Testing
Chapter 13: Relationships and Regression
Chapter 14: Factor and Key Driver Analysis
Chapter 15: Segmentation and Cluster Analysis
Chapter 16: Correspondence and Multiple Discriminant Analysis
Chapter 17: Digital and Social Media Analysis
Chapter 18: Marketing Mix and Attribution Modeling Analysis
Progressive Assignment: Hotel Brand Quantitative Research
Section 4: Putting it all Together
Chapter 19: Techniques to Communicate Insights to Stakeholders
Chapter 20: Including Insights in Creative Briefs
Chapter 21: Future of Nerdvertising
Progressive Assignment: Hotel Brand Revitalization Recommendation
Erscheint lt. Verlag | 1.5.2023 |
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Verlagsort | Bosa Roca |
Sprache | englisch |
Themenwelt | Sozialwissenschaften ► Kommunikation / Medien ► Kommunikationswissenschaft |
Sozialwissenschaften ► Kommunikation / Medien ► Medienwissenschaft | |
Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb | |
ISBN-10 | 0-8153-6010-X / 081536010X |
ISBN-13 | 978-0-8153-6010-0 / 9780815360100 |
Zustand | Neuware |
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