COMM 342 Lecture Notes - Lecture 6: Target Market, Marketing Mix, Product Design
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Chapter 6 class notes for week 6. Research is perceived in many ways both positively and negatively among imc and. Understanding how to conduct effective, thorough, and applicable research is key for communication professionals. Research is fundamental for creating strong campaigns, key messages, understanding target audiences, and evaluate if objectives for campaign have been met. Research is the controlled objective and systematic gathering of information to describe and understand what is happening. If a (cid:272)o(cid:373)pa(cid:374)y puts out a s(cid:374)eak peak of a produ(cid:272)t a(cid:374)d the people do(cid:374)"t like it so they go (cid:271)a(cid:272)k to the drawing board (or not if people like it) Market research complies information about the product, the product category, competitors, and other details of the marketing environment. Consumer research is used to identify people who are in the market for the product. Brand communication research focuses on all the element of advertising messages, media, evaluatio(cid:374), a(cid:374)d (cid:272)o(cid:373)petitors" advertisi(cid:374)g.
