Open Conference Systems, ICQQMEAS2015

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THE APPLICATION OF MIXED RESEARCH METHODS IN THE ANALYSIS OF THE “CHILD HELPLINE” ADVERTISING CAMPAIGN (2011-2014)
Mart Soonik, Tiiana Hiob

Last modified: 2015-09-24

Abstract


Advertising companies before they initiate and after they launch an advertising campaign, follow communication research approaches in order to specify people’s understanding and approval/acceptance of the advertising messages and visuals. It is a good habit to develop at least focus group or in depth interviews with the representative of target group, but quite often it is only the internal discussion of the designer’s own self. With the case of Child helpline launched in Estonia, the authors had a possibility to execute focus group interviews with main target groups (adults and youngsters) after every campaign was already launched (2011-2013). Sampling methods about both research methods are discussed

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