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Learning from winners : How the ARF David Ogilvy Award winners use market research to create advertising success

By: Contributor(s):
Publication details: London Routledge 2008Description: 176p xviiISBN:
  • 9780805856538
Subject(s): DDC classification:
  • 658.830000 PET
Contents:
Table of contents D. Allsop, Preface. S. Kim, Foreword. Introduction: Prologue; Part 1. The Winners; Seizing a New Business Opportunity; Creating a 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 With a Powerful Idea; Part 2. Great Research Is a Hidden Asset; The David Ogilvy Research Excellence Awards; Great Research Is a 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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Item type Current library Shelving location Call number Status Barcode
BOOKs . NAB Compactor 658.83 PET (Browse shelf(Opens below)) Available 29367

Table of contents
D. Allsop, Preface. S. Kim, Foreword. Introduction: Prologue;
Part 1. The Winners;
Seizing a New Business Opportunity;
Creating a 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 With a Powerful Idea;
Part 2. Great Research Is a Hidden Asset;
The David Ogilvy Research Excellence Awards;
Great Research Is a Hidden Asset;
Where Are We Headed;
Appendices: Ken Roman, personal essay - "Learning From Winners: Look Before You Leap." Description of Attached CD ROM.