Breadcrumbs Section. Click here to navigate to respective pages.
Book
Book
Learning From Winners
DOI link for Learning From Winners
Learning From Winners book
How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
Learning From Winners
DOI link for Learning From Winners
Learning From Winners book
How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success
ByRaymond Pettit
Edition 1st Edition
First Published 2007
eBook Published 15 August 2007
Pub. Location New York
Imprint Psychology Press
Pages 200
eBook ISBN 9780429235153
Subjects Behavioral Sciences, Humanities
Share
Get Citation
Pettit, R. (2007). Learning From Winners: How the ARF Ogilvy Award Winners Use Market Research to Create Advertising Success (1st ed.). Psychology Press. https://doi.org/10.4324/9780203809655
ABSTRACT
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
TABLE OF CONTENTS
part |4 pages
Part 1 the Winners
chapter 1|20 pages
Seizing a New Business Opportunity
chapter 2|12 pages
Creating a New Business Model Where None Existed Before
chapter 3|16 pages
Smashing Category Traditions
chapter 4|20 pages
Scaling the Ladder of Insight
chapter 5|18 pages
Implementing the “Big Idea” for Everyday Consumer Products
chapter 6|24 pages
Reaching Multiple Customer Segments with a Powerful Idea
part |2 pages
Part 2 Great research is a hidden asset
