Many advertising creative personnel are opposed to focus group research as they argue that they may inhibit
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Many advertising creative personnel are opposed to focus group 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)
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Advertising And Promotion An Integrated Marketing Communications Perspective
ISBN: 9780073404868
9th Edition
Authors: George E. Belch, Michael A. Belch
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