By Jay Conrad Levinson, Gerald Linda, Robert J. Kaden

More Guerrilla advertising Research will take readers on a trip via essentially the most misunderstood and under-utilized advertising and marketing techniques.  The follow-up to Guerrilla advertising Research, this ebook destroys the parable that in basic terms significant businesses can find the money for advertising examine.  It makes a speciality of why small and mid-sized companies can make the most of undertaking concentration teams and surveys, and the way they could do it.  More Guerrilla advertising Research comprises new and up-to-date fabric on atmosphere learn objectives and targets; how one can set a learn finances; secondary learn; qualitative study; learn into feelings; patron delight learn; and the way forward for advertising research.


Reviews of the 1st edition:

“[A] welcome addition to the ‘guerrilla marketing’ books designed to provide useful recommendation to smaller and medium-sized companies. – Choice

“In easy, layman’s phrases, outlines winning thoughts that even the smallest companies can implement.” – [i]Kirkus Reviews


“[A] sensible advisor for the nonprofessional researcher.” – Journal of financial Literature

“[A] excellent primer at the subject.” – Library Journal

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Additional resources for More Guerrilla Marketing Research: Asking the Right People, the Right Questions, the Right Way, and Effectively Using the Answers to Make More Money

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Consumers know very well that wearing Nike sports shoes does not make them any more likely to be a winner nor does it make them into a street-smart urban survivor. qxd 40 21/12/2004 4:51 PM Page 40 Advertising and Promotion and they know that others know it too. The brand’s socially constructed meaning is part of the communication game we play with each other in negotiating our social identity. Marketing executives and advertising and communications professionals are all interested in what advertisements mean to consumers.

Particular discourses may be groups of social texts that usually conform to certain rules and conventions, such as the discourse of advertising, of medical consultation, of literary appreciation or of marketing management. These discourses are comprised of accepted conventions of speech, manner, subject and tone. As we have seen, many ads refer to non-advertising discourses in order to enhance the resonance of their meaning for consumers. The conventions of a given discourse form can be very difficult to ascertain under conditions of normal social interaction.

Print and TV executions were linked by the focus on language and the ways in which Thailand speaks to you. Case Exercises 1. In a study group, explore the group members’ perceptions of Thailand. Contrast these perceptions with three other countries. Develop a perception matrix with the four countries contrasted along two suitable axes. Discuss what has formed or influenced these perceptions. What kinds of promotional or communication activity might be powerful in changing these perceptions? 2. Consider Thailand’s tourism situation.

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