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APR 280 Week 1 Notes

by: Tricia Sylvia

APR 280 Week 1 Notes APR 280

Tricia Sylvia
GPA 3.7

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First week notes for exam 1
Investigation and Insights
Brandon K. Chicotsky
Class Notes
public relations, Advertising, investigation and insights
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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  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


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