Abstract:

The paper seeks to demonstrate that research continues to play an important role in the development, execution, and refinement of marketing strategies made manifest through visual communication. Interest in such research appears to be growing, not diminishing, as marketers around the world face the growing need to maximize communication effectiveness in a shrinking, complex, and largely "over-communicated" world. The paper: 1) discusses selected visual communications programs which will illustrate research techniques employed in the development and refinement of marketing strategies; 2) relates these programs to a classification of communication strategies. Four case studies, drawn from different regions of the world, are used to illustrate the theme of the paper.