Keyword : Research .Advertising .Public Relations .ICT .Right Principles
Author(s) : Vaungwa Apaa Nyihar Tine
Abstract :
This study examines the roles that research and evaluation are capable of and do play in advertising and public relations practice in Nigeria. The paper lays bare the steps involved in using research and evaluation to enhance the practice of public relations and advertising in order to deliver on clients’ demands or desires. The advantages of these to the practitioners are also showcased as including knowing the situation on the ground and then designing how best to go about managing the image or pushing sales up. The paper also highlights the problems of research and evaluation in the practice of public relations and advertising in Nigeria as being apathy towards research by practitioners, gross scarcity of resources to see through researches, clients or advertiser’s lackadaisical attitude at briefing agencies or practitioners and the existence of internal squabbles amongst practitioners in the same organization. The paper also extols the stupendous profits accruable to the public relations and advertising practitioners in using the rapid and ever expanding development of information communication technologies, to boost their research and evaluation prowess, as these have contributed to changes not only in consumer or audience behaviour but also in marketing research communication and methods, especially public relations and advertising.
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