Advertising research
Chapter overview
This chapter builds on Chapter 3 by examining a key aspect of the advertising planning process – advertising research. The first part of the chapter discusses how research should underpin the planning cycle and provides a practical discussion of how research can be used to fine-tune and evaluate the final advertising execution. The second part of the chapter then provides a toolbox of research techniques that may be used by practitioners, researchers and students to investigate the effectiveness of the messages communicated by tourism and leisure advertising. This discussion of research techniques is complemented by the first of our end of chapter case studies which reviews how qualitative approaches can ...
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