Public relations (PR) is the practice of managing the flow of information between an

individual or an organization and the public.

Marketing Research
Secondary
Research that get from a third party or it is already existing information such
as books, articles, government studies, and directories.
One of them is called syndicated research and it is important because it is
conducted and sold to companies (Nielsens)
Primary
Research this is done for the first time, most likely conducting your own study
and it only inclusive to you and no one else has access to it
Primary is a custom and the benefits of primary is that it cost less and a
disadvantage of a secondary is that it is more expensive and it is not custom
Benefits of primary are that it allows asking specific questions and a disadvantage
of a primary is that it is costly
Marketing is beginning and ends with a customer
How do I find out what the customer need?
Primary studies
Qualitative, quantitative, qualitative study (focus group) and a moderator is the only
person you see once the study has started, they conduct conversation amongst the
people they dont use a questionnaire but rather an discussion guide and topics, not
questions, but topics!
The facility provides room for incentives and recruitment of participants
A quantitative has to do with numbers and rates of questions that are to be
answered by people
Quantitative are projectable to the universe asking a group of carefully chosen
people and presumably results would be the same if everyone in the universe was
asked. People have to be carefully chosen.

THE HOMEWORK WAS TO FIND AN ARTICLE THAT PUBLIC RELATIONS EFFORTTED,

LIKE WHERE SOMEONE WANTS TO BUY A PRODUCT AND THEY HIRED SOMEONE TO
ADVERTISE THAT SAME PRODUCT AND OR CAN MAYBE JUST WANT TO INCREASE
AWARENESS.
Has TO BE IN A NEWSPAPER OR MAGAZINE

Sampling
In order for it to be reliable, it has to have repeatability and has to be nonbiased
It can also be valid, which means it that specific one is sufficiently large and
randomly selected, (each choice has an equal chance of being selected)
Know what a focus group is
Focus group - a demographically diverse group of people assembled to participate
in a guided discussion about a particular product before it is launched, or to provide
ongoing feedback on a political campaign, television series, etc
Purchase Decision Making Process
1.
2.
3.
4.
5.
6.
7.

Awareness of want/need
Awareness of generic want/need solution
Gathering a list of generic want/need solution providers
Familiarization with generic want/need solution providers
Developing a preference for a want/need solution provider
Purchase it
Post purchase analysis
Want: when a consumer recognizes an unfulfilled need and a product will
satisfy it
Unfulfilled want: when a consumer becomes frustrated with the fact that a
product they have is not performing properly (like a car, boat, or appliance, a
lamp, etc.)
Unfulfilled want can also be when the consumer runs out of a product, like
milk or bread
Also, when a consumer becomes aware of a product that is better than their
current ro
Information search: comparing different, alternative selections that
consumers can purchase to satisfy their need
Internal information search: a search utilizing information from memory such
as past experiences with the product
External information search: the process of seeking information in the outside
environment

Evaluation of alternatives and purchase: after consumer have recognized a

need, conducted information research and created a final decision set, they
then must make a decision.
1. Need recognition (when a consumer is faced with a difference between an
actual and desired state, it can occur immediately and can be a very basic
impulse that you experience, internal and external stimulus) a. external
stimulus: when a consumer is affected by outside influences
2. Information search
3. Evaluation of alternatives
4. Purchase
5. Post-purchase behavior
Consumer behavior: the process consumers go through when they make
purchases. It involves factors that influence their decision and usage.

Statement of Objectives
1. Purpose
2. Objective
Awareness level
Perception of purpose
Decision making factors
3. Purchase decision making
a. Factor priorities
4. Demographics
5. Methodology
a. Internet
b. Mail
c. Person to person
d. Telephone
6. How familiar are you with the following universities?
7. How would you rate the following universities on their tuition?
8. How important are the following in your choosing a college?
9. Demographics (absolute market segment descriptors)
a. Age
b. Gender
c. Geography
d. Income
e. Education
f. Occupation
g. Marital status
h. Sexual orientation
i. Ethnicity
Purpose: establish a marketing communication strategy
Positioning: a marketing concept that outlines what a business should do to market
its product or service to its customers. In positioning, the marketing department

creates an image for the product based on its intended audience. This is created
through the use of promotion, price, place and product.
We position ourselves, as public relations advocates, through market research,
identify of purchase, decision making factors, and choose the one that you excel in.
Plan
Situation overview where are we and how did we get there
Goals and objectives where do we want to go
Marketing strategy
a.
b.
c.
d.

Increase
Increase
Increase
Increase

market share
size of market
usage among existing customers
product line

Marketing tactics
a.
b.
c.
d.

Product (promise)
Price
Place (pipeline)
Promotion

Scheduling budget

Situation overview
a. Companys name
1. History
2. Key personnel
b. Product
1. General description
A. Benefits
B. Features
C. SWOT analysis
ii. Strengths
iii. Weaknesses
iv. Opportunities
v. Threats
2. Sales history
3. Current perception
(absolute)
Psychographics (not-absolute)
Hobbies
Entertainment

Where buy clothes

Car driven

Arbitrate vs. mediate

Arbitrate - Hears evidence hands decision (judge)
Mediate Hears from both sides then executes reason

Average and mean are the same

Median is the middle umber
Norm is the standard average

Biannual twice a year

Biennial every two years
Semiannual twice a year

Brand names use only when essential when sponsoring event; buick open