Advertising Research: Theory and Practice
By Joel J. Davis.
Description
Appropriate for courses in Advertising Research. 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 whi...
ISBN(s)
0132218135, 9780132218139
