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RESEARCH & EVALUATION <br />Research should be utilized frequently to measure <br />effectiveness and to help guide direction for policy, <br />strategy & financial management. <br />▶ Oversee creative strategy testing and conduct regular <br />focus groups <br />▶ Leverage existing data and qualitative findings for <br />advance planning <br />▶ Establish baseline campaign awareness and post <br />campaign tracking – measuring the impact on awareness, <br />attitudes, and utilization <br />MARKETING DEPARTMENTS RELY ON