APR 280 Test 1
APR 280 Test 1 APR 280
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This 7 page Study Guide was uploaded by Tricia Sylvia on Friday March 25, 2016. The Study Guide belongs to APR 280 at University of Alabama - Tuscaloosa taught by Brandon K. Chicotsky in Spring 2016. Since its upload, it has received 73 views. For similar materials see Investigation and Insights in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/25/16
Test Thursday, February 18, 2016 8:42 AM What makes a campaign effective? • innovative strategies and efficient use of budget o All of the above will be the answer 5 Components of a Campaign Plan (memorize) 1. goal—the conceptual statement 2. thorough research 3. clear objectives 4. research based strategies 5. documented results Secondary Data: • Content analysis Why should you be hired? Contribution to the bottom line Campaign Benchmarks • Budget tracking effectiv e Main Point of Class • Teach to conduct research • Develop applied research abilities A Bird's Eye View of Consumer and PR Research • Post recession consumer • Moved to what consumer behavior after the recession in '08? • Are consumers willing to punish companies for bad behavior? • What might that punishment look like? Research Process in order 1. Planning and strategy selection 2. Selecting channels and materials 3. Developing materials and pretesting 4. Implementation 5. Assessing effectiveness 6. Feedback to refine program Main questions asked when pursuing research? Project Purpose: 1. What do we already know 2. What are the gaps in our information base 3. What other research exists 4. might be useful 5. What will we do with this research 6. What special connections do we need to consider for this project Who transcribes answers? • Part of the research team Which sampling will have more credibility • Mixed of nonrandom and random • Nonrandom recruitment o Always random Define • External validity o Generalizability • Internal validity o Testing what your research inquiries ask • Predictive validity o Getting what you'd expect Generalizability increases validity Randomness increases credibility What are the goals of research • Representatively • Objectivity • Accuracy • Reliability • Validity Who sets campaign goals? • Both • We would like to guide them to what we can accomplish Know 3 types of planning research: • Formative research • Program research • Summative research SWOT and why it's used • Macro overview of industry • Included in situation analysis Determine whether something is qualitative or quantities • Content analysis o Quantitate!!!! What are the strongest attributes for landing a job upon graduation • GPA and resumes don’t really mean anything How is a campaign constructed? Who is setting objectives? When constructing a design for your campaign how do you increase validity? • Review literature and find previous studies and adapting it to the current study Notable agency communication challeng es • Example: apple • Have problems listening to the customer/end point stakeholder Focus group limitations • Variance • Moderator bias • Informal • Not representative • Too small to represent the target population Not always practical: • Logistically difficult • Expensive • Time consuming • Geographic difficulties • Measurement of size and distribution is limited 4 Types of publics • Active on all relevant • Apathetic on all relevant • Active on only issues if they involve most people in a relevant population • Active on only a single issue Some none of the above THINK REALLY HARD Types of research strategies • Communications audit o Examines the vehicles through which messages are sent and received from stakeholders • Example: • You are a CEO of a company of 1000 employees and you have been printing one page news memos and putting it on desks • Audit: survey if it is effective • Email would be more effective • Social responsibility audit o Examines an organizations performance related to corporate citizenship • Example: • Volkswagen emission testing • Survey if people are mad or not (loyal customers) § Will change strategy depending on response • Reputation audit o Involves an identity analysis, image analysis and coherence analysis o Compare desired identity with perceived identity • Ex: tweets to your company • Code 1234 good, bad, angry, weird • Decide Likert scale • Gap research o Gauges publics opinions on strengths and weaknesses of an org • Ex: longitudinal study • Gap research in academia: previous knowledge and new ideas you will offer Before you launch your survey • Pretest Are in depth interviews, focus groups, informal tracking info is it qualitative or quantitative? • Qualitative Content analysis • Qualitative Experimental results • Quant Budget histories • Quant Formal tracking data from websites • Quant 3 types of planning research • Formative o Assessing the lit to guide research (previous data) • Program o A guide to implementation o How your study will be executed • Summative Agency sets campaign goals, want client to think they are Internal Validity Predictive validity • Face validity External validity Main goal of research: • Generalizable • Representativeness to target population Most credibility? • Random recruitment Project purpose 1. What do we already know 2. What are the gaps in our information 3. What other research exists that might be useful 4. What will we do with this research 5. What special considerations do we need to consider for this project Know where pretesting goes in study design -‐-‐> order the thing Feedback comes after planning Green-‐washing businesses is something that happened post-‐recession that consumers are akin to Cyclical research process: Research Questions: Research Process:
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