A practical and accessible approach for how to plan for and complete a consumer insights research project from the initial request for proposal (RFP) to the final presentation of findings, this second edition handbook features new real-world examples and techniques and a new chapter on the uses of the latest research technologies and AI.Danielle Sarver Coombs flips the typical model presented in research methods textbooks to emphasize that data should be used to understand people a...

At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requir...

This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms**.** Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes th...

When Barack Obama was re-elected president in November 2012, his Republican challenger, Mitt Romney, took the blame for being alternately too moderate or too conservative. Critics from both within and outside of his party claimed his vast wealth made him unappealing to voters and that his robotic persona meant he just could not connect. How, then, did he win the nomination? What happened during the twelve-month build-up to Romney being named the presumptive nominee for the Republican Party...

Revolution of the Modern Sports Fan explores the elements of the sports fan that have markedly changed in the past few years. Inherent within these investigations is the role of communication in a multitude of forms (mediated, relational, etc.) as the prototypical sports fan has most heavily shifted within this domain. From the advent of social media to the rise of fantasy sport to the increased media platforms in which to consume sport, the sports fan has never had more options for consum...

In the past, sport, particularly football, has been defined as a male domain. Women’s interest stereotypically ranges from gentle tolerance to active resistance. But increasingly, women are proudly identifying themselves as supporters of their teams, and have become highly desirable audiences for sport organizations and merchandisers. Football provides a unique site at which to examine the complex interplay between three theoretical areas: identity formation and maintenance, commercializat...

Filled with insightful analysis and compelling arguments, this book considers the influence of sports on popular culture and spotlights the fascinating ways in which sports culture and American culture intersect.This collection blends historical and popular culture perspectives in its analysis of the development of sports and sports figures throughout American history. American History through American Sports: From Colonial Lacrosse to Extreme Sports is un...

This is the first book to explore the full significance of sport fans and fandom from an international and interdisciplinary perspective, across different sports, communities and levels of engagement. It gives a comprehensive overview of the undeniable economic and cultural influence of sport industries for which fans are the driving force.The book examines different theoretical and methodological approaches to the study of fans, including typologies of fandom, and presents cutting...

This book takes a close look at politics and social issues in the context of the 2023 FIFA Women’s World Cup, one of the most attended women’s sporting events in history. Featuring the work of leading researchers from around the world, the book is arranged into two thematic sections, with the first examining power structures and inequalities and the second exploring nationalism, identities, and experiencing the women’s game.The book presents a series of important and fascinating ca...

By evaluating the Internet's impact on key cultural issues of the day, this book provides a comprehensive overview of the seismic technological and cultural shifts the Internet has created in contemporary society.Books about Internet culture usually focus on the people, places, sites, and memes that constitute the "cutting-edge" at the time the book is written. That approach, alas, renders such volumes quickly obsolete. This provocative work, on the other hand, foc...

This book takes a close look at the themes of media and communication in the context of the 2023 FIFA Women’s World Cup, one of the most attended women’s sporting events in history.Featuring the work of leading researchers from around the world, the book examines how the tournament was represented through traditional, digital and social forms of media, and considers how an analysis of media and communications in, around and after the tournament can help to illuminate our understand...

For the last 150 years, advertising has created a consumer culture in the United States, shaping every facet of American life—from what we eat and drink to the clothes we wear and the cars we drive.In the United States, advertising has carved out an essential place in American culture, and advertising messages undoubtedly play a significant role in determining how people interpret the world around them. This three-volume set examines the myriad ways that advertisin...