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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 11
Many advertising creative personnel are opposed to focus groups research as they argue that they may inhibit the creative process. Discuss the problems, as well as the value, of using focus groups to evaluate advertising creative work. (LO2)
Explanation
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Marketers are often faced with the need ...
Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch
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