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Market research has been defined as “the process of collecting, analysing and interpreting marketing information” (Hague and Jackson, 1990, p.11) and will provide a clear idea of the user groups, key audiences and their behaviour and beliefs.
The objectives of a communications strategy differ from strategy to strategy, each individually tailored to fulfil the need of the organisation and their target market.
Communication objectives should refer to how the communication, or message, should affect the mind of the target market.
Adcock, Bradfield, Halborg and Ross (1998) state the objectives of communication can originate from three categories;
? Informing – Providing information on a service or product, from building awareness that is exists to what it does and where it can be found...
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