Presentation by Prof. Anne Danehy, Associate Dean for Academic Affairs, College of Communication, Boston University. Part of the Communication Research Center (CRC) Colloquium Series. This presentation delves into the indispensable role of applied communication research within the realm of integrated strategic communication campaigns. Applied research informs and elevates communication strategies across diverse channels and platforms and aids in creating culturally sensitive messaging. This presentation will provide insights into how research methodologies are used in the development, implementation and evaluation of strategic communication campaigns. Through case studies we will explore different research methodologies, learn how research is used in a variety of different contexts and how applied consumer research is used to understand attitudes, motivation and behaviors, leading to the development of integrated campaigns that resonate with target audiences across diverse industries.
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