2. Research

Research will play a vital role in determining how to target our intended audience. It is necessary in deciding our target audience, making our messages persuasive, and generating publicity. It will be important in every step we take in planning, program development, and the evaluation process.

It will help us determine:

• “what is the problem?”,

• “what kind of information is needed?”

• “how will the results of the research be used?’

• “how soon will the results be needed?” (Wilcox 129)

It will give us insight into how “the demographics, lifestyles, characteristics, and consumption patterns of audiences helps to ensure that messages reach the proper audiences.” (Wilcox 131)
We need to know what to spend on so will be most effective. Before implementing the campaign it would be essential for us to use both primary and secondary research methods. Though we know that we want to target college age females we need to learn more about their interests and what their lifestyle is like. We can start off by doing secondary research on the internet to learn more about the target audience then use focus groups for qualitative research and surveys for quantitative research to find out where our research and goals fit in with their beliefs and attitudes.

Polls and surveys can generate publicity for an organization, such as Simmons Mattress and to measure success. Another question to consider is “did the time and money spent accomplish the stated objective?” The data we get from the focus group is a good alternative to individual interviews. It helps identify attitudes and motivations of important publics (136-7). With this knowledge it will be easier for us to organize effective communication objectives, which will also make our strategies and tactics more successful.

Originally by
Lisa Damast
CM 301
11/9/05