Ad Survey

Author: Wang Bing
Publisher:
Publish Date: 2002-10-02
Features: This book focuses on the application of research in advertising actions. Published in 1997, it quickly gained recognition for its comprehensive exposition of advertising research theory and detailed explanation of practical operational methods, and was widely used as teaching materials for relevant courses in colleges and universities, as well as internal training materials for advertising agencies. The second edition incorporates the author's new research findings and practical experience, providing a more systematic and in-depth description of the specific operations of advertising research roles and functions, research methods, project design and processes, data analysis, and the writing of research reports. It also integrates new international perspectives and methods, making the content richer and more instructive. The second edition also adds three typical examples of advertising research, and introduces the ideas and methods of advertising content analysis, circulation and consumption research, satisfaction and customer behavior research through these examples.