APPLICATION OF MARKETING RESEARCH IN THE DEVELOPMENT OF AN ADVERTISING STRATEGY AND PR CAMPAIGN

Abstract

The article reveals the theoretical foundations and practical aspects of applying marketing research in the process of developing advertising strategies and PR campaigns. It is determined that under conditions of high competition, market digitalization, and dynamic changes in consumer preferences, marketing research serves as a key tool for ensuring the effectiveness of marketing communications. The main directions of marketing research are summarized, including market analysis, consumer behavior studies, competitor evaluation, product and pricing research, distribution analysis, communication efficiency, image. It is shown that the comprehensive use of these research directions contributes to a deeper understanding of market processes, enhances advertising performance, and supports the formation of a positive brand. The article substantiates the role of marketing research at different stages of advertising strategy development—from situation analysis and target audience identification to campaign performance evaluation. Emphasis is placed on the application of modern quantitative and qualitative methods, experimental approaches, digital analytics, and post-testing tools. An algorithm for integrating marketing research into the process of communication strategy. It is established that the use of the data-driven marketing concept, based on analytical insights and digital metrics, improves brand positioning accuracy, optimizes communication channels, personalizes advertising messages, and ensures their adaptability to changing market conditions. It is proved that the in-depth interpretation of research results facilitates well-grounded strategic decisions in advertising and PR, minimizes communication risks, and forms the basis for building long-term relationships with consumers. The prospects for further research are related to the development of approaches to analyzing consumer behavior in digital, virtual, and augmented environments, integrating marketing data with cognitive models of advertising perception, and improving tools for measuring PR effectiveness.