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Sethburg Books
"How Its Done"
A Research and
Planning Handbook for Marketing Communications Professionals
By: Seth Ginsburg
Synopsis
How
It's Done: A Research and Planning Handbook for Marketing Communications
Professionals
is an excellent resource to consult
for reaching your target and getting the appropriate information across
in the right ways. The proprietary content within gives front-line
managers, executives, researchers, and planners the specifics on
obtaining the data you need to boost the visibility and relevance of
your brand. Insights cultivated from 20 years of experience spent in
advertising, direct marketing, PR agencies, and consulting are put
together in
How It's Done: A Research and Planning Handbook
for Marketing Communications Professionals.
Step-by-step
explorations and reviews within include:
defining
generational cohorts and lifestages;
engaging in
category research;
conducting
qualitative and quantitative research;
the details of
focus groups, session duration, hybrid designs, changes in questions and
stimuli;
interviewing
methods (questionnaire, online surveys, etc.);
and communicating
conclusions.
You will also
want to read
How It's Done: A Research and Planning Handbook
to find out:
brand and message
strategies;
image-driven
approaches;
creative
development (and media selection);
copy testing;
and campaign
evaluation.
Available At:
Association of National
Advertisers, Inc.
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