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| Author: | Rappaport, S.D. |
| Title: | Listening solutions |
| Journal: | Journal of Advertising Research
2010 : JUN, VOL. 50:2, p. 197-213 |
| Index terms: | marketing advertising research software service digital technology |
| Language: | eng |
| Abstract: | This article deals with listening solutions as related to marketing and advertising strategies. Discussed is the importance of listening in media-content analysis, noting how digital technology has increased the speed of analysis, decreasing its cost. The role of digital technology in marketing research is described as to Internet searching and search engines, text-analytics, online communities, and social media. Also, information is provided on marketing trends, media monitoring, and computer software. |
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