11. HOW DO YOU FIND
INFORMATION?
• Qualitative Research
• Quantitative Research
• You should do both
12. WHAT DO YOU DO WITH
THIS INFORMATION?
• Data is irrelevant if there isn’t content with
context.
• You need to identify core finding that are the
result of your research.
• What is the audience?
• How do we reach them?
• What are barriers we haven’t thought of?
• SWOT analysis can help here.
13. WHAT DO YOU DO WITH
THIS INFORMATION?
• Those finding are at the core of your big idea,
objectives and programming.
• If this isn’t aligned, you don’t do well.
15. OBJECTIVES
• Goals are often provided to you.
• You create a big idea that unifies the
campaign.
• Objectives make the abstract big
idea more concrete.
• We do a bad job creative objectives.
• It muddies the campaign.
16. LET’S TALK THE BIG
IDEA
• You want a connected protagonist.
• You want a brand archetype the
audience can believe in.
• This influences tone, color and
imaging.
17. LET’S TALK ABOUT
OBJECTIVES
• Output are raw numbers.
• Impact change perception or
behavior.
• You need to have both.
• Impact takes more work and can
result from your research.
18. WHAT DOES A GOOD
OBJECTIVE HAVE?
• Singular infinitive phrase.
• It must be quantified.
• It must be difficult to reach but attainable.
• It must be aligned with the research and
audience.
20. PROGRAMMING
• This is a media kit.
• This is social media.
• This is an advertising plan.
• You choose what you think
will work for the client.
• You also create the content.
21. PROGRAMMING
You will need to do two things related to
programming.
1. You need to explain how this programming
aligns with the research, goals, big idea and
objectives.
2. When you create the programming, the content
needs to do what you say it’s going to do.
3. It needs to meet the criteria I talked about in
3700. Same grading rules apply.
23. EVALUATION SHOULD
BE EASY
• Did you meet the targets
listed in the objectives?
• If your objectives are bad,
this goes haywire.
24. SO WHAT WILL YOU
HAND IN?
• A complete communications plan.
•Research
•Objectives
•Programming (Ideas and the content)
•Evaluation
25. SO HOW IS FARKAS
GOING TO GRADE YOU?
• For the Lombardi project:
• 100 points research
• 100 points programming
• 50 points for objectives
26. SO HOW IS FARKAS
GOING TO GRADE YOU?
• For the final project:
• 150 points for research
• 200 points for programming
• 50 points for objectives
27. SO HOW IS FARKAS
GOING TO GRADE YOU?
• Research
•Did you follow the steps?
•Did you ask the right questions?
•Did you talk with the right people?
•Is everything aligned?
•This is inherently a bit subjective.
28. SO HOW IS FARKAS
GOING TO GRADE YOU?
• Programming
•Is everything aligned?
•The same criteria I used in 3700 on
assignments.
29. SO HOW IS FARKAS
GOING TO GRADE YOU?
• Objectives
•See the slides on objectives. Did you
fit that criteria?
