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Original articles from Susan Hart & Mary Beth West.
 
Perceived Marketing Misfires Reveal Case for Research
Our commentary here isn’t intended to argue for or against any of the campaigns that sparked recent and ongoing headlines. Instead, we have an argument to make that’s twofold: 1) dispelling the myth that strategic communication is not impactful or measurable, and 2) calling for higher standards in the methodologies used in publicly funded communications campaigns — namely, utilizing market research.

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