APR 280 Week 1 Notes
APR 280 Week 1 Notes APR 280
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This 7 page Class Notes was uploaded by Tricia Sylvia on Friday March 25, 2016. The Class Notes belongs to APR 280 at University of Alabama - Tuscaloosa taught by Brandon K. Chicotsky in Spring 2016. Since its upload, it has received 37 views. For similar materials see Investigation and Insights in Advertising at University of Alabama - Tuscaloosa.
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Date Created: 03/25/16
Lesson 1, 2, and 3 Tuesday, January 26, 2016 8:12 AM GSD&M o Big PSA company Benchmarks o seeing how well a campaign does ex: missy Copeland under amorour ad how many times she’s mentioned w/ua, how much sales go up, views, googles KNOW: Basic User Process 1 define the research problem 2 review the literature (look at the data) 3 develop research questions/hypothesis hypothesis is a prediction based off previous information question is unasked before 1 determine the appropriate research method and design the project - validate or invalidate the process 1 collect data 2 analyze and interpret data - quantitive 1 determine implication qualitative did you make money did you launch it at the right time of the day for maximum views? 1 replicate studies Recitation: what leverage do you have in the marketplace? internet and mobile UX (user experience) the average starting salary for communications majors out of college is what? $47k what does it take to double that amount? expertise, experience, and execution power “Great research leads to a great strategic approach” What makes a campaign effective? innovative strategies and efficient use of budget What does Consumer Insights mean? learning everything possible that’s relevant to succeed in its objectives help facilitate with good PR practice “I am here to make this company better” execute research to solve objectives Campaign Plan Components 1 goal—the conceptual statement 2 thorough research 3 clear objectives 4 research based strategies 5 documented results Primary Vs. Secondary Data primary o gathered by you o you were the first to get the data secondary o gathered by someone else that you analyze Best campaigns… use research to develop objectives, create strategy and provide clear benchmarks for evaluation o benchmarks like money spent/budget/money made Most popular PR/ Ad Research PRIMARY data interview method/observations telephone focus groups impersonal mail survey o expensive/ineffective internet survey fax survey o very outdated—replaced by email Most popular SECONDARY methods literature searches competitive analysis o one company vs another case studies archival research o already been done organizational research media audits o how often something is mentioned online sales and market share data general online research Campaign Tendencies demographic profiles o all the same age example psychographic profiles o liberals example geographic o where they live experimental research message testing media testing product testing Is a campaign effective?—did you make your bottom line?? Benchmarks: the things that can be measured from a campaign o did you do it on time o did you make money o did you communicate with shareholders o Terminal benchmarks: (after campaign is executed) increasing awareness changing perceptions change opinions Objectives: what are we trying to do? 4 types: 1 behavior based 2 awareness and visibility based 3 opinion based 4 attitude based specific measurable global objectives immediate terminal Bottom line outcomes: more important than campaign activities o did you accomplish what you set out to accomplish Lesson 3 External Stakeholders CNN example o try to situate themselves in the middle of the political spectrum and to appeal to youth Anderson Cooper for millennials o independent voters o Military families launched during gulf war best at reporting per Dick Chaney Benchmarks things that can be measured examples increased awareness changing perceptions change opinions intermediate benchmarks take place during campaign to see if things are successful during o terminal benchmarks measured at end of campaign Objectives: Specific and measurable 3 Types global objectives o summarizes overall effect of a campaign intermediate objectives o progress shown terminal o final outcome FOR EXAM: Understanding the post recession consumer: companies go “green” o make it seem like they are environmentally conscious making them a part of the solution rather than the problem less concerned about what people think and more about their own immediate needs need to employ a campaign that has hard terminal outcomes longitudinal How to anticipate consumer behavior: 1 understand how previous downturns altered consumer psychology and activity 2 understand how the new recession compares 3 the journey consumers have taken to the present ’08 Recession: consumers moved to simplicity consumers are willing to punish companies for bad behavior during recessions o Chevy and GM Trend towards green consumerism many affluent consumers were initially reluctant to admit that they were economizing baby boomers debt financed to create the perception that they were more wealthy The recession has made discretionary thrift acceptable and fashionable eating/growing “local” Recoveries unleash pent-up consumer demand but discretionary thriftiness will likely stay o ex: food trucks Lesson 4 Tuesday, January 26, 2016 8:22 AM What reference knowledge can you contribute as a young professional? Knowledge of millennials Nearly all jobs are not obtained by sending in cover letters and resumes from a job post. How are they obtained? Through strategic relationship building Where does one build such relationships? At targeted conferences PRSA.org/conferences Go to conferences before graduating Data Research and Data Collection 1 Planning and strategy selection Secondary and primary research Writing goals and objectives Target audience strategies 2 Selecting channels and materials Messages and materials channels 3 Developing materials and pretesting Develop and test message concepts Draft materials Pretest revise 4 Implementation Introduce Work with intermediaries Track process 5 Assessing effectiveness 6 Feedback to refine problem Old way of business: demonstrate value with thick binders and media clippings New way of business: EVIDENCE Credibility is gained from facts and data, not necessarily from the intuition and past experience Research studies often raise new questions Research is an ongoing process of learning Practitioners ask these questions when pursuing research…. (will we make money/meet bottom line) 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 Informal research: typically rely on information gathered from a sample that is not representative Makes it harder to generalize your research Focus Groups (informal research) Directed group discussion: 6-12 people Participants typically share key demographic characteristics Led by a moderator who asks questions and probes responses Less validity than formal research Half way between formal and informal on paper--informal in actuality Nonrandom sampling Has the most validity and will give you the best result Example: you wouldn’t market Taylor Swift articles to heavy metal fans Convenient sampling is kiosk people at the mall to try their sample Not representative with no validity Informal research has less generalizability Sample typically does not accurately represent the pop form which it is drawn Scientific research methods: (formal) Experiments Content analyses Surveys (most common) Goals of research: Representativeness Objectivity Accuracy precision Reliability/ replicability Validity (internal and external) External Validity Representativeness/generalizability Consumer can do what the makers can do with general knowledge of the public Internal Validity Are we asking what we want to study? (face validity) Ex: we want to sell more Taylor Swift albums beyond the millennial demographics to their dads Determine if we're asking the right questions Look at other case studies related to it Content validity Comprehensive nature of research measures Predictive/ Criterion Validity Soundness of a research measure when tested against an external standard Example: driving test People who perform well on a driving test should be able to drive a car safely Market Index Overall aggregate of the market Aggregate is the overall sector of the market Ex: all categories that fall into tech