COMM 342 Lecture Notes - Lecture 8: Typography, Swot Analysis, Preem
Document Summary
Communications 342: advertising & imc study guide for test #2 3/10/2017. Research is fundamental for creating strong campaign, key messages, understanding target audiences, and evaluate if objectives for campaign have been met. Prevent crisis and take advantage of changes. Imc research: assembles information to plan the use of a variety of marketing. media, evaluation, and competitors" advertising: strategic research: uncovers critical information that becomes the basis for strategic planning. Consumer insight: planning conclusions and decisions about why people behave as they do based on solid consumer research and thoughtful analyses of the findings. Both the creative team and media planners need to know as much as they can about the people they"re trying to reach. Researchers try to find out what motivates people to buy a product or become involved in a brand relationship. The goal is to find a key consumer insight that will move the target audience to respond.
