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Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand in
1136569032
Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand in
50.49 In Stock
Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success

Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success

by Raymond Pettit
Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
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Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success

Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success

by Raymond Pettit

Overview

This book demonstrates how the best companies use the creative application of research, done up front, to produce the big ideas with significant impact on the market and on the people, employees, partners, retailers and customers. Readers of this book will experience how brand managers and their agencies use the right research to drive new brand in

Product Details

ISBN-13: 9781136676765
Publisher: Taylor & Francis
Publication date: 08/27/2007
Sold by: Barnes & Noble
Format: eBook
Pages: 200
File size: 3 MB

About the Author

Raymond Pettit

Table of Contents

D. Allsop, Preface. S. Kim, Foreword.Introduction: Prologue. Part1. The Winners. Seizinga New Business Opportunity. Creatinga New Business Model Where None Existed Before. Smashing Category Traditions. Scaling the Ladder of Insight. Implementing the ‘Big Idea’ for Everyday Consumer Products. Reaching Multiple Customer Segments Witha Powerful Idea. Part2. Great Research Is a Hidden Asset. The David Ogilvy Research Excellence Awards. Great Research isa Hidden Asset. Where Are We Headed? Appendices: Ken Roman, Personal Essay – “Learning From Winners: Look Before You Leap.” Description of Attached CD ROM.
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Business
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