Abstract:
Within 'social research', as within 'market research', the functions of communication research are: I. to optimise the efficiency of specific communications; II. to assess the effects of communication acts. Its contributions are both direct and indirect. Directly, it helps to improve the efficiency of social propaganda. Indirectly, it leads to a fuller under- standing of the communication processes involved. The former is the most obvious beneficial consequence, but the latter is perhaps the more important in the longer term. Some of the many possible direct applications of communication research are exampled by studies undertaken by the Health Education Council in England and Wales in connection with the development and monitoring of its anti-smoking campaigns.
This could also be of interest:
Research Papers
Some applications of operational research to the problem of advertising
Catalogue: ESOMAR Yearbook 1963-1964
Author: David Lowe-Watson
 
June 15, 1964
Research Papers
Television advertising as social communication
Catalogue: Seminar 1996: Managing Media Data For Market Profit
Authors: Natalia Kostenko, Tatyana Koshechkina
 
November 11, 1995
Research Papers
Communication index
Catalogue: Congress 2007: Excellence
Authors: Jun Zhang, Wei-Cheng Chen, Ying Qin, Min Shen
Company: InterMedia Survey Institute
September 19, 2007
