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Unformatted text preview: Behavioral influences on consumer decisions (pages 144-145) The consumer decision process (pages 145-147) Segmenting and Targeting (pages 147-150) Chapter 6 Strategic research Research: the quest for intelligence and insight (pages 157-162) The uses of research (pages 162-165) Research methods used in advertising planning (pages 165-172) (know about: survey, interview, focus group, observation, ethnography and diaries) Chapter 7 Strategic planning Strategic planning (pages 181-184) Basic strategic planning decisions (pages 185-194) Account planning (pages 194-199)...
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- Spring '10