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164Advertising Research7 Advertising Research
Advertising Research is defined as the systematic and objective approach to the development and provision
of information for the advertising management decision – making process. It is research activity that is
performed in support of the planning, development, placement or monitoring of advertising.
STEPS IN ADVERTISING RESEARCH PROCESS
- Establish the need for information
- Specify research objectives and information needs
- Determine sources of data
- Develop the data collections forms
- Design the sample
- Collect the data
- Process the data
- Analyze the data
- Present research results