MC4307-Ch2-3 - 7/29/11 Chapters 2-3: The Research...

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7/29/11 1 Chapters 2-3: The Research Foundation MC4307: Advertising Campaigns Emmeline Aguirre, MA Understanding Clients and Consumers Developing a Research Plan or Outline Where to begin your search How to separate the search into sections How to obtain information How to process information Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns Developing a Research Plan Where to begin your search With the company With the consumer Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns
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7/29/11 2 Developing a Research Plan How to separate the search into sections Separate sections to ensure no areas are overlooked Begin with a two-part Situation Analysis First Part: Company Analysis, Consumer Analysis, Market Analysis Second Part: Product Analysis, Competitive Analysis Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns Developing a Research Plan How to obtain information Primary Sources for company’s mission, finances, products, etc. Secondary Sources for objective information Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns Developing a Research Plan How to process information Adopt a competitive attitude Analyze rather than describe Breakdown descriptive background information into components Examine the nature and function of the information gathered Provide insight Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns
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7/29/11 3 The Situation Analysis Organized Structured Detailed Focused Formatted Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns The Situation Analysis Organized Create an outline Create sections based on broad topics Company Consumer Market Product Competition Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns The Situation Analysis Structured State company’s problems and opportunities first Assume inside-outside perspective Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns
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7/29/11 4 The Situation Analysis Detailed Research findings should be detailed to develop strategy and tactics. Analyze findings rather than merely presenting them. Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns The Situation Analysis Focused Identify problems and opportunities Set objectives Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns The Situation Analysis Formatted SWOP or SWOT Analysis: emphasis is on company Brand Audit: emphasis on brand Problems and Opportunities Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns
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7/29/11 5 The Situation Analysis SWOT or SWOP Strengths Weaknesses Opportunities Threats/Problems Chapter 2-3: The Research Foundation MC4307-Advertising Campaigns The Situation Analysis Brand Audit
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This document was uploaded on 10/26/2011 for the course MASS COMMU 4303 at Texas State.

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MC4307-Ch2-3 - 7/29/11 Chapters 2-3: The Research...

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