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In this second edition of The Advertising Research Handbook, Charles Young expands his material to twenty chapters that represent four distinct and complementary views of the ever broadening landscape of ad research. Topics covered range from fresh news from the field of neuroscience to timeless insights that can help guide marketing and creative communities all the way from strategic development to creative execution. Industry professionals who want to understand and implement the practice of advertising research in an effective way will find this book to be a useful tour guide and counsel that is easy to read and repeatedly reference. Its purpose is to be helpful in breaking down the often and unnecessarily complicated systems of ad research so that everyone can understand them and reap the benefits of speaking a common language. Finally, those who read this book will find the proof to help educate their teams on why the use of a heuristic model rather than a black box system will improve their company s quest for managing a brand s communications in real time
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Chuck Young is the author of The Advertising Research Handbook. He has been helping clients, agencies and creatives gain a better understanding of advertising for over thirty years. From working as a researcher for Leo Burnett and Euro/Tatham to founding a major worldwide advertising research firm, advancing the understanding of how advertising works has been his goal. He is the inventor of the Ameritest Picture SortsŪ technique, a frequently published author, and is a six-time winner of the Advertising Research Foundation s David Ogilvy research award. He currently lives in Albuquerque, New Mexico.Review:
Chuck has given us an approach to marketing research, specifically ad testing, that gives us actionable results and key insights. Both are critical to our success. --John Galvin, Director, Worldwide Corporate Market Research, Intel
For nearly thirty years, researchers were centered on only two measures, recall and persuasion, without regard to how consumers were processing what they saw and heard. Copy research became a game of beating norms. Chuck has brought a fresh perspective not only in terms of how to measure reaction to advertising, but also in terms of how people process information and react emotionally to messages. He is the only person I know to step outside the world of advertising to study the world of filmmaking and then apply its principles to how people process messages. --Michael Robinson, Omnicom
The Advertising Research Handbook should be a must have for all marketers engaged in developing and managing advertising programs. Not only does it simply and easily outline the different ways in which advertising works, the different types of research for pretesting, and its ability to meet its goals, it also provides some helpful tips for strengthening advertising based on learning from a robust database. --Tim Teran, EVP, Consumer Insights & Strategy, Macy s
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