Precampaign research

This is useful to assist in defining the problem that the advertising campaign may seek to solve, to guide creative strategy development and indicate the type and level of advertising that may be required. The objectives for research before a campaign are to increase the effectiveness of the campaign when it does run, to screen out any negatives in ideas being considered, and to select the best ideas. Those who argue against pre-campaign research do so on the grounds that it is generally artificial and limited in nature.

Online Survey Champion

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