What is meant by ethnographic research? Discuss how this type of qualitative research might be used by
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What is meant by ethnographic research? Discuss how this type of qualitative research might be used by and advertising agency during the preparation, illumination, and incubation stages of the creative process. Find an example of an advertising campaign that has used ethnographic research as input to the creative process.
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Advertising and Promotion An Integrated Marketing Communications Perspective
ISBN: 978-0078028977
10th Edition
Authors: George Belch, Michael Belch
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