ADPR 3850 Lecture Notes - Lecture 7: Brainstorming, Content Analysis

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3850
• Professor: Michael Cacciatore

Document Summary

Strategic and systematic: linked to the big picture and based on research. Methods: observations, sample surveys, experiments, focus groups, content analysis, statistical data. Methodology: how to combine different methods in order to answer a specific research/client question. Eight elements of a program plan: situation. Three situations generally provide the need for a pr program: Need a program to remedy a problem- baked beans. Need for a one-time launch of a product or service. Grow out of goals, are clear and measurable. Can be output or impact as well as informational, attitudinal/motivational, and/or behavioral. Rather, market research is done to pinpoint specific publics and where they are located. Targeting decision-making is based on trends in demographics, growth opportunities, costs. Increasingly, we target at the individual level: one-on-one marketing. Facebook, google: small markets, ex: mercedes maybach (super expensive) Age, gender, ethnicity, interest, education, marital status: strategy.