PR, advertising, marketing pros invited to market research seminar

CHAPEL HILL -- Public relations, marketing and advertising professionals are invited to register for the seminar "Understanding Your Audience," scheduled for Sept. 26, in the School of Journalism and Mass Communication at the University of North Carolina at Chapel Hill.

"Many public relations and advertising professionals recognize the importance of audience or market research, but they often struggle to convince their clients of the value of research," said Sabrina Davis, the school’s executive education director. "With this seminar, we aim to help professionals determine what types of research are most effective, how to evaluate results and how to convince clients to invest in research."

The seminar will begin with a presentation on consumer trends by Dr. J. Walker Smith, president of Yankelovich Partners Inc. Smith is senior author of "Rocking the Ages: The Yankelovich Report on Generational Marketing," a book recognized by experts as the definitive source on market segmentation and future trends in the consumer marketplace.

Dr. Walter Lindenmann, a market research and measurement pioneer, will focus on how to measure and evaluate the effectiveness of various communications programs and activities. Lindenmann created the Ketchum Communications Research and Measurement Department and has conducted seminars on research in 13 countries. He is now an independent consultant.

Registration is $150. More information and registration forms are available at http://www.metalab.unc.edu/jomc/general/special/execeducation/index.html on the World Wide Web. Applicants can print the forms and fax them to (919) 962-0620 or e-mail them to ssdavis@email.unc.edu. Forms are due by Sept. 19. For more information or to have a form mailed, call Davis at (919) 966-7024.

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