Journ 201 1st Edition Lecture 18 Outline of Last Lecture I. Intro to Strategic CommunicationII. Strategic CommunicationIII. Two Basic Types of Strategic CommunicationIV. AdvertisingV. Who Advertises?VI. What About Earned Media?VII. Where Advertising comes fromVIII. Advertising, 1870IX. Post War: 1940’s, 1950’sX. 1960’s – 1970’sXI. Advertising TodayOutline of Current Lecture II. Fundamentals of Strat CommIII. 5-tep Strategic ThinkingIV. Market Research V. 3 Research TechniquesVI. 2 Research ConsiderationsVII. Survey ResearchVIII. Market Research FirmIX. Old Spice (example)X. Focus GroupsXI. Observation/ EthnographyXII. Febreeze (example)Current LectureI. Fundamentals of Strat CommII. 5-Step Strategic Thinkinga. Researching the landscapeb. Define Goalsc. Develop strategies and tacticsd. Execute campaigne. Evaluate resultsIII. Market Researcha. Developed from 1920’sThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.b. Hit its stride in 1960’s c. Today a major industryd. Questions to aski. Who is using what?ii. How are they using it?iii. Who is not using the product? Why not?iv. What are their beliefs and attitudes about it?IV. 3 Research Techniquesa. 1 – Surveyb. 2 – Research Considerationsc. 3 – Observational StrategiesV. 2 Research Considerationsa. Representativenessi. Depends on the size and the quality of the sampleb. DetailVI. Survey Researcha. Call many people, ask them about what they dob. Large number of respondentsc. Built on statistical properties to enable representativenessd. Dependent on accurate recalle. Level of representativeness: potentially highf. Level of Detail: pretty lowVII. Market Research Firm a. SimmonsVIII. Old Spice (example)a. Look for…i. Where did market research inform this company?ii. How did they use that research insight to build creative responses?b. Old Spice’s Problems/ Insightsi. Women buy more body wash than menii. Target is womeniii. 3 Issues they have to face1. Increase competition for bod wash2. Young men associate Old Spice with old men3. Women do most of the purchasing of body washIX. Focus Groupsa. A facilitator collects respondents into a group b. Ask questions, listen to responses and interactionsc. Dependent on accurate recalld. Reactions are in an artificial social contexte. Level of Representativeness: Lowf. Level of Detail: mediumi. Ability to build on social interactionsX. Observation/ Ethnographya. A researcher visits a person/ group and observes themb. Opportunity to see what they actually doc. Not dependent on accurate recalld. Responses are in a genuine social contexte. Level of representativeness: lowf. Level of detail: highXI. Febreeze (example)a. 1993: Febreeze wasn’t sellingb. Why?i. People don’t smell their own smellsc. Febreeze sent researchers to the homes of people who did use Febreezed. These people were not using Febreeze to get rid of the occasional smelle. Instead, Febreeze had become habituary f. Leveraging research Insighti. Febreeze rebranded as a rewardii. Not as a one-off odor
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