Respuesta :
The company is conducting marketing research to determine whether or not its advertising message could be clearly understood by its customer is relates to the evaluation component of the integrated marketing communication in the communication process.
The message evaluation process of integrated marketing communication could be done by various methods sush as:
- Concept testing
- Copy testing
- Recall test
- Recognition tests
- Attitude and opinion tests
- Emotional reaction tests
- Physiological tests
- Persuasion analysis.
Those methods mentioned above could be used in difference condition based on the objective of the market research and the evaluation objective.
The evaluation process is held to examine the message and physical design of the advertisement, coupon, or direct marketing pieces. The respondent behaviour also used as an evaluation tools by using the count visible customer actions, such as store visits, inquiries, or actual purchases. In the recent years, the marketing research could be done both directly or through online evaluation.
Learn more about the Integrated Marketing Communication here: https://brainly.com/question/24015598
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