PRA 245 - Research and Strategic Planning for Advertising and Public Relations

Prerequisites, PRA 230, PRA 231, public relations, advertising and entertainment marketing major. This course is designed to give students experience in planning and conducting several critical types of professional research for use in the strategic development of advertising and public relations programs. This includes all aspects of survey research, from consumer insight interview vehicles, such as focus groups and “man on the street” interviews to ethnographic research and pre-post tracking studies. Students learn to use key Advertising/Public Relations industry strategic tools: Target Audience/Persona Development; Creative Briefs; Brand Positioning Statements, and Brand Character Statements. Some sections of this course may be reserved for National Student Advertising Competition team members only. Letter grade. (Offered as needed.) 3 credits