For courses in Advertising Research. 
Discover how to design and use advertising research.
In order to become successful advertising professionals, students need to understand the importance of research. Advertising Research: Theory & Practice shows students how research helps advertisers make the best decisions in regards to strategy, target audiences, and creativity in a complex consumer and media environment.
New chapters have been added in this edition that highlight recent developments in advertisers’ behaviors. Changes and advancements in research design and methodology are also addressed.