MKT 08103 Marketing Research and Communications
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Marketing research plays a vital role in improving the effectiveness of a company's marketing communications strategy. In this MKT 08103 Marketing Research and Communications course, we explored the importance of marketing communications research and how it can be used to improve the effectiveness of each element in the marketing communications mix.
Direct marketing research involves finding answers to questions such as who is driving the market and how is driving the market. Public relations research aims to examine the effectiveness of various public relations programs. At the end of this chapter, we discussed the different functions of media research, as well as the structure and models for making better media decisions. Finally, we looked at the challenges associated with media research.
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