, a category of IMC research, is used to diagnose possible communication problems before a campaign begins.

Message pretesting

Explanation

Integrated marketing communications (IMC) is the strategy that ensures that all forms of communications and messages are carefully linked together. IMC integrated multiple communications channels to ensure a maximal informational and delivering a unified message to end-users through various channels with a persuasive impact to help develop or evaluate message strategies on customers. There are four categories of  research approach to IMC: strategy research, creative concept research, pretesting, and post-testing

Message pretesting is a category of IMC research used to diagnose possible communication problems before a campaign begins. It is a valuable element of formative research which is used to learn how and whether your message stands out among the clutter of other messages that will lead communication from disparate functions to detect possible communication problems.

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