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Unformatted text preview: What do we mean by effective ad/pr? Strategic communication is partly a scientific and partly an artistic activity. Demonstrably effective work is still the exception and not the rule What is strategic comm. Research? Systematic and objective process of generating information for aid in making decisions in strategic communication. Keywords: Systematic, objective, helpful Why we conduct research? Research is an essential tool in all areas of mass communication. To understand the market and gain insights about consumers. . So that we can develop a better campaign To understand how communication works. So that we can make better decisions about what to say How research is used?...
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This note was uploaded on 04/22/2008 for the course JOUR 3251 taught by Professor Jisuhuh during the Spring '08 term at Minnesota.
- Spring '08