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Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
Edition 10ISBN: 978-0078028977 Exercise 10
What is meant by ethnographic research? Discuss how this type of qualitative research might be used by an advertising agency during the preparation, illumination, and incubation stages of the creative process. Find an example of an advertising campaign that has used ethnographic research as input to the creative process.
Explanation
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Ethnographic research is a qualitative r...
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
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