Learning from Winners: How the ARF David Ogilvy Award Winners Use Market Research to Create Advertising Success
Lawrence Erlbaum | 2007 | ISBN: 0805856544 | Pages: 200 | PDF | 4.56 MB
This new book authored by Raymond Pettit is based upon past winners of the Advertising Research Foundation’s (ARF) David Ogilvy awards over the past ten years. It will be of interest to all teachers and students of marketing research and advertising. The premise of this book is that conducting proper market and consumer research is the foundation of an enterprise as they seek new opportunities for growth. The book details how research contributes to effective advertising campaigns, and is an invaluable resource for business executives looking for market strategy. ARF sells CDs with each year’s Ogilvy award inning video case studies to supplement this book.