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5.0 out of 5 stars The Advertising Research Handbook, November 20, 2008
This review is from: The Advertising Research Handbook, Second Edition (Paperback)
A great addition to any marketer's library. An enlightening and entertaining read for practitioners and academics alike.
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4.0 out of 5 stars Good overview of the research fundamentals, May 31, 2011
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This review is from: The Advertising Research Handbook, Second Edition (Paperback)
This book is a great read for clients and agencies who want a better understanding of advertising research. It is objective, despite the author being linked to a research vendor, and outlines the strengths and weakness of different research approaches.

In an era of accountability, this should be on your reading list if you are creating, producing, or paying for advertising.
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The Advertising Research Handbook, Second Edition
The Advertising Research Handbook, Second Edition by Charles E. Young (Paperback - October 1, 2008)
$22.95 $20.66
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