Advertising Intelligence : The science behind the art of the world's best campaigns book cover
1st Edition

Advertising Intelligence
The science behind the art of the world's best campaigns

  • Available for pre-order on April 10, 2023. Item will ship after May 1, 2023
ISBN 9780815360100
May 1, 2023 Forthcoming by Routledge

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Book Description

Nerdvertising is about the science behind the art of advertising, and how this combination of science and art has the potential to produce the world’s best campaigns. The little-known, often overlooked science of advertising is through the development of an insight, which can be based on a myriad of facts but when revealed is the alchemy of art and science that very often leads to a successful campaign. This book aims to demystify the science behind the art in three ways: Learn how to use research tools and techniques to develop useful facts; Transform facts into potential insights; and effectively communicate insight recommendations to key stakeholders.

Table of Contents

Section One: Understanding Nerdvertising

Chapter 1: What is an Insight

Chapter 2: Advertising Research Framework

Chapter 3: Advertising Research Problems, Process, Data Collection and Proposals

Chapter 4: Syndicated Research and Secondary Culture/Trends/Media

Section 2: Primary Qualitative Tools for Insight Development

Chapter 5: Overview of Primary Qualitative Advertising Research Tools

Chapter 6: Depth Interviews

Chapter 7: Focus Groups

Chapter 8: Ethnographies

Chapter 8: Online Qualitative Methods

Chapter 9: Customer Journey Mapping

Progressive Assignment: Hotel Brand Qualitative Research

Section 3: Primary Quantitative Tools for Insight Development

Chapter 10: Overview of Primary Quantitative Advertising Research Tools

Chapter 11: Basics of Data Preparation, Descriptive Statistics and Surveys

Chapter 12: Hypothesis Testing

Chapter 13: Relationships and Regression

Chapter 14: Factor and Key Driver Analysis

Chapter 15: Segmentation and Cluster Analysis

Chapter 16: Correspondence and Multiple Discriminant Analysis

Chapter 17: Digital and Social Media Analysis

Chapter 18: Marketing Mix and Attribution Modeling Analysis

Progressive Assignment: Hotel Brand Quantitative Research

Section 4: Putting it all Together

Chapter 19: Techniques to Communicate Insights to Stakeholders

Chapter 20: Including Insights in Creative Briefs

Chapter 21: Future of Nerdvertising

Progressive Assignment: Hotel Brand Revitalization Recommendation

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