PRA 245 - Strategy and Account Planning

Prerequisites, PRAEM major, PRA 230 or PRA 231. This course gives 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 essential Advertising/Public Relations industry strategic tools: Target Audience/Persona Development; Creative Briefs; Brand Positioning Statements, and Brand Character Statements Letter grade. (Offered every semester.) 3 credits