Reference no: EM132689374

Question 1: Discuss the different market research efforts. Which effort are the best to use in the IMC planning process? Describe how that effort is the best.

• There are multiple ways that market research can be conducted. Four ways to conduct the research include: surveys, interviews, focus groups and observation (Grenier, 2019). I think that the best effort to use in the IMC planning process could include any of the above, surveys sound like a go to but to understand how the efforts work each process should be used to understand what the research is needed for. Though with focus groups they lead to understanding more of what a group needs as far as specific marketing terms are used. For instance, doing a survey is a good way to know what the consumers want and with an interview it could go the same way with how observation does. Understanding what the consumers want and need is the basis of knowing how to lead the campaign. "A complete IMC planning process includes the evaluation of potential business market segments as well as consumer market segments" (Clow & Baack, p. 152). This is a good way to understand the IMC planning process and what it includes to make it so that the evaluation goes the way it is needed to.