APR 280 Week 2 Notes
APR 280 Week 2 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 11 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 5 Tuesday, February 2, 2016 8:11 AM Why do we do research in Advertising/PR? Informed creativity o Research will guide your creativity o Ex: googles design has changed over the years Research has dictated what the consumer wants Help managers make sense of fragmented global multimedia environments Results of Research: Probe attitudes Identify opinion leaders Help determine appropriate timing for actions and messages Keep management in touch with external stakeholders o All of these become applicable with research to anything Purpose of communication Confirms whether complaints about an org are widespread or rep a vocal minority Percent unintended effects Provide facts What does work look like after you graduate? Research Planning Execution Results Who sets campaign goals? The agency or the client? o Both o You set your client's goals and they set yours If what you decide to do goes wrong you have research to back up why you did it Campaign strategy? The agency If your client is setting it you're in trouble Research should be goal oriented like the campaign plan itself Reduce uncertainty Gain maximum control of anything that can be controlled Gain maximum understating of anything that can be controlled Three types of planning Formative o Provides data to guide campaign Program o Guides the implementation/strategies Summative Usefulness 1 Problem identification 2 Problem effects or implementation 3 Strategic direction 4 Strategy testing 5 Tracking during implementation 6 Evaluation of results Research plan: provides explanation of 1 Research Needs a Your situation analysis can help you determine this b Problem. Situation. Opportunities, and constraints c SWOT i Strengths ii Weaknesses iii Opportunities iv Threats 2 Research Goals 3 Research Objectives 4 Hypothesis or hunches 5 Research Questions 6 How data will be used Quantitative data Survey data o Likert scale On a scale of 1-7 how much do you blank Example: how much do you love chipotle example Aggregate is ~4 Want to improve, but can't know that until you have data Gives a quantitative approach to a sentiment or feeling o Makes data understandable for you and the client to make better campaigns Sales figures Content analysis Experimental results Budget histories Formal tracking data from websites Qualitative data Focus groups interviews Field observations Informal tracking communication among stakeholders What goes into a research plan? Strategic pr management pg. 63 Problem recognition Constraint recognition o Degree to which individuals believe they have the ability to effect situation Level of involvement o Connection between individuals and themselves 4 types of publics Active on all relevant issues Apathetic on all relevant issues Active only on issues only if they involve most people in a relevant situation Active only on a single issue Three segments of stakeholders 1 Long haul types a Til I die 2 Special interest types a Concerned only about certain elements of a topic 2 Hot-button types a Emotional debates Testing communication channels 1 Credibility 2 Research and exposure frequency a Can measure in a large scope b Did the message reach the audience 2 Efficiency a Don’t be wasteful i Ex: target is toddlers but test adults 2 Control a Use a control to increase validity 2 Flexibility a Ability to change 2 Context Testing the message Pretests! o Avoid controversies with careful execution Types of research strategies Communications audit o Examines the vehicles through which messages are sent and received from stakeholders Social responsibility audit o Examines org Reputation audit o Involves an identity analysis, image analysis, and coherence analysis Compare desired identity with perceived identity Gap research o Gauges strengths and weaknesses Lesson 6 Thursday, February 4, 2016 8:12 AM What goes into a research plan? Strategic pr management book table 4.2 63 1 Research needs Problem statement What the client/you wants Situation analysis SWOT 2 Research Goals What are you trying to find out Need to be focused or it’s a disservice to you and client 3 Research objectives Know where you're headed 4 Hypothesis Inquiries/investigations based off of pervious data Anticipated answer More valid than a research question 5 Research strategies how are you going to do what you want to do 6 Expected uses of the results Coding: Ex: you have 100 videos of Steph Curry shooting NBA 3 pointers NBA gives you data that says he was uncontested(open) when he shot Code 1 and 2 1=1 contested 2=uncontested Go through and check to see if it matches the data given to you Take coded number and do a cross comparison analysis or ANOVA(stats) Intercoder reliability Measuring someone else's data to check reliability an indicator of measurement consistency helps us to determine whether two coders are consistent in evaluating a characteristic of a message Research needs: Your situation analysis can help you determine this Problem situation opportunities constraints Also SWOT Quantitative Data Numerical approach Survey data Sales figures Content analysis Experimental results Budget histories Formal tracking data form websites Qualitative Data Focus groups Interviews Field observations Informal tracking communication among stakeholders (not generalizable to demographic population) Problem recognition Extent to which publics sense a problem exists Doesn't always have to be a "bad" problem Constraint Recognition Degree to which individuals believe they have the ability to affect in issue or situation How a PR practitioner believes they can control the public/what they believe You influence the constraint Level of Involvement Degree to which individuals feel a connection between a situation or issue and themselves Good example is in politics 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 3 segments of stakeholders Long haul Special interest Hot button Emotional debates Testing communication channels 1 Credibility 2 Reach and exposure frequency a How often and how far 2 Efficiency a Is it reaching who you want to reach 2 Control a Press release b website 2 Flexibility a Like a weather channel--can change 2 Context Testing the Message Pretests Avoid controversies with careful execution 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 How to Construct a Survey Pretest o Document how you did it Who you tested How you did it Did it work o Keep names of those you pretested Not every question should be a Likert scale o 0 1 2 o 0 male o 1 female o 2 other Not "how female are you on a scale" Ask around/at/toward/about topic to create a body of knowledge
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