Tehnici de analiză a campaniilor de comunicare
Methods of analysis for communication campaigns

Summary/Abstract: The article studies the new field of campaign research methodology. The objective is to present the difficulties of communication campaign research, the evolution of research methods and trends, then to focus on the principles of practical evaluation, its rules and the methods of evaluation. It reviews the methods that are used in the measurement of the change of opinion and behavior, and reveals the patterns suitable to be used in case studies.

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