莫利亚提《广告学：原理与实务（英文版·第11版）》moriarty_adv11e_06.pptxVIP

Advertising IMC: Principles PracticeEleventh EditionChapter 6Strategic ResearchCopyright ? 2019, 2015, 2012 Pearson Education, Inc. All Rights Reserved. Part 2Principle: Be True to Thy Brand—and Thy Consumer Key Objectives Understand the strategic research process and why brand communicators use it.Discuss the main factors involved in designing a research study.Understand how to choose appropriate research methods and collect data.Describe current research trends and challenges. Lean Cuisine Gets it RightLean Cuisine’s story is about the importance of listening to your customers, being hone