ACC 342 Lecture Notes - Lecture 16: Performance Indicator, Focus Group, The Focus Group
Problem: Millennials don't recognize Fedex as much as UPS or Post Office.
Solution: Show how Fedex supports the communities and improves overall life.
Fedex Case Study
The goal: Key Performance Indicator
KPI
What you had before you started the campaign in order to compare
Baseline Data
Numerical value/ How much
Quantitative Data
Interviews/ Focus Groups/ Meaning
Qualitative Data
The voice of the consumer
- Generation of insights that contribute to strategy development, creative development, and campaign
evaluations
Account Planning
Helps us understand what the consumer cares about
Interviews surveys and research
Stuff that drives the campaign/ comes before the campaign.
- Who is the target?
- What is liked?
- Communication Mediums
Formative Research
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Problem: Milk is only for kids
Solution: Milk for dinner - it pairs with spicy, savory, and sweet dishes.
California Milk Case Study
Requires strategy, increase profit, growth
Organizational goals
Language barriers
Communication goals
The step by step on how to get there and it is usually time-focused.
Its reasonable and reachable
Objective
Awareness, Interest, Desire, and action
Behavioral Objectives
Collected data yourself
Primary Research
The systematic attempt to use research other people have conducted to answer your question.
- Advantage: Faster, saves money
Secondary research
Did the campaign work?
Evaluative Research
- Many trial runs
- Many focus groups
- Using specific methodologies
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Formal Research
- Paying attention to environment
- Not GOOD research
Informal Research
amount of people who act on the ad
conversion rate
Ethnography
Immersing yourself in an experience
Multiple methods to confirm findings
Triangulation
Use findings from a focus group to help you decide questions to include on a survey
Build-on approach
1. Determine a clients situation
2. Identify the research problem
3. Write research objectives
4. Choose a research design
5. Do the research
6. Communicate the results
Steps in research process
A set of circumstances you're dealing with
- Can be an opportunity or an obstacle
Situation
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Document Summary
Problem: millennials don"t recognize fedex as much as ups or post office. Solution: show how fedex supports the communities and improves overall life. What you had before you started the campaign in order to compare. Generation of insights that contribute to strategy development, creative development, and campaign evaluations. Helps us understand what the consumer cares about. Stuff that drives the campaign/ comes before the campaign. Solution: milk for dinner - it pairs with spicy, savory, and sweet dishes. The step by step on how to get there and it is usually time-focused. The systematic attempt to use research other people have conducted to answer your question. Informal research amount of people who act on the ad conversion rate. Use findings from a focus group to help you decide questions to include on a survey. Build-on approach: determine a clients situation, identify the research problem, write research objectives, choose a research design, do the research, communicate the results.
