Research and planning

1. The Role of
Research
in Planning Decisions

2. What’s the appeal? Why drink milk?
The original Got Milk Ad

3. Award Winning Campaign

4. Does Popular
Campaign received critical acclaim
But per-capita milk consumption
continues to decline
Effective
?
=

5. 0.000
2500.000
5000.000
7500.000
10000.000
1994 1995 1996 1997 1998 1999 2000
Consumption Media Buy Awareness

6. Why do girls not
drink milk
?
Research: Perceived as fattening
Does the drink milk campaign address that concern?

7. to inform campaign planning
Using Research
1. Get information on the helmet company
& the market
2. Divide your market (adult biker
enthusiasts & young bikers)
3. Conduct Research
• Gather Data
• Analyze the Data
• Interpret the Findings

8. Interviews with cyclists
Focus group interviews with kids
Focus group interviews with mothers
Factory visit
Research
Conducted:

9. • Helmets are tested vigorously
• Bell helmets have saved the
lives of car racers
FactoryVisit
Findings

10. Focus Group
=
• No brand awareness
• Purchased at toy & discount stores
• All helmets are equal
• Helmets are equal to corrective shoes
Results:

11. Interpretation
of the Data:
=
Solution:
• Problem #2: kids’ negative perception
Solution: Pursue sport to its fullest
• Problem #1: perception that all helmets are equal

12. Brainstorming
Results of the
=
Bell Helmets:“Courage for your head”
• Bell should own helmets
• Helmets give you the courage to pursue
your sport to the fullest

13. Ad Headlines
A helmet thoughtfully
designed by engineers,
craftsmen and dead guys.
Ad example but
same goes for PR
Resulting
Your brain is a highly sensitive device. Too
bad it comes in such a chintzy carrying case.
“
“
“
“
Does your kid have hundred dollar feet
and a ten dollar head?
“
“

16. How does this relate to
your project
?
Research should dictate planning
Need to understand problem before devising plan to fix it

17. Strategic Plan is based
!
on Research
That’s why it’s step 1 of the planning matrix

18. Steps 1-3 of the
Planning Matrix:
• Background
• Situation Analysis
• Core Problem/Opportunity

19. 1. Gather primary & secondary research on:
• external environment, industry, client,
product/service/issue, promotions, market
share, competition, resources
Background
2. Use that data to conduct a SWOT analysis
3. Identify & profile potential publics
• divide into probable, possible, unlikely public
• identify self-interests & influentials
1

20. SWOT Analysis
S
eaknesses
W
T
O
trengths
pportunities
hreats
What the org. does best (internal)
Restrictions to what can be
accomplished (internal)
Situations that may positively affect
the organization (external)
Situations that may negatively affect
the organization (external)
Informs the design of PR programs

21. Strenghts Weaknesses
Threats
Opportunities
Helpful
in achieving objective
Harmful
in achieving objective
Internal
Origin
Attributes
of
org
External
Origin
Attributes
of
environment

23. PEST Analysis
• Political
• Economic
• Social
• Technological
Changes in the external environment/impact of current events

24. Creating a Profile
of your probable publics
• beliefs, attitudes, values, opinions
• behaviors
• lifestyles
• purchasing preferences
• recreation habits
• media preferences & habits
➡ what are their self-interests
➡ who do they trust, turn to for advice
➡ based on primary & secondary research

25. largely depends on accurate assessment of audience
needs & self-interests
Successful persuasion

26. Appeals to Self-Interest
• Make money
• Save money
• Save time
• Avoid effort
• More comfort
• Better health
• Escape pain
• Gain praise
• Be popular
• Be loved
• Be accepted
• Protect family
• Be stylish
• Be like others
• Avoid trouble
• Avoid criticism
• More joy
• Be safe
• Be secure
• Be like others
• Be an individual
• Protect your
reputation
• Make work
easier
• Satisfy curiosity
• Keep your
possessions

27. Types of Research
Primary
Surveys
Interviews
Comm.Audits
Content Analysis
Readability Study
Web Sites
Gov. Docs
Trade Journals
Census Data
Libraries
Original research
you conduct
Looking up already
existing research
Secondary

28. Situation Analysis
1. Describe current situation & challenges or opps.
2. Identify difficulties & related problems
2

29. One sentence statement of main difficulty or prospect
& of the consequences if not resolved or realized
3or Opportunity
Core Problem

30. Research Step
The Challenge:
• Background (use checklist from book)
• Situation Analysis
• Core Problem/Opportunity
The Learning Objective:
• Conduct research & critically interpret results
• Identify core problem/opportunity statement
grounded in research

31. The Details:
Instructions:
• Assignment description on back of syllabus
• Sample on Blackboard
Expectations:
• Grading criteria on assignment description
• Knock their socks off!

32. In-Class Work
on PEST Analysis
• Political Environment
• Economic Environment
• Social Environment
• Technological Environment
Brainstorm areas you need to research within each of
these 4 categories. Divide work & start research