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PR 3310 Principles of Public Relations

PR 3310 Principles of Public Relations. Thursday, 6/11/09. Class Objectives. Hand in your papers Presentations: M. Moore and L. Floyd Lecture Brand Association Models (BAM) Introduce Paper 2 Midterm Review Homework assignment Midterm tomorrow

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PR 3310 Principles of Public Relations

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  1. PR 3310Principles of Public Relations Thursday, 6/11/09

  2. Class Objectives • Hand in your papers • Presentations: M. Moore and L. Floyd • Lecture • Brand Association Models (BAM) • Introduce Paper 2 • Midterm Review • Homework assignment • Midterm tomorrow • Presentations on Monday: A. Rodgers and A. Pate • Paper 2 due Thursday 6/18 by 12:05 p.m.

  3. Video about responding to a negative message of your brand • Nielson video (6 1/2 minutes) Get Defensive When Tracking Online Buzz Of Your Brand • http://blog.nielsen.com/nielsenwire/consumer/get-defensive-when-tracking-online-buzz-of-your-brand/ • Brand association maps • Consumers talk a lot when there is fear (dialogue)

  4. Brand Association Maps • BAM is from Nielsen (you pay for this service) • A visualization tool to map how consumers naturally think and talk about brands online • To visually gauge the identity and reputation of your brand by doing a content analysis (count) of blog postings, content on forums and other consumer generated media • Get’s the side of the consumer (not client) • Use as a reference for what a BAM is • http://www.aaai.org/Papers/ICWSM/2008/ICWSM08-028.pdf • http://www.imnewswatch.com/archives/2007/04/nielsen_buzzmet_1.html?visitFrom=2

  5. Brand Association Maps How Nielsen creates a BAM Software (probably) analyzes consumer conversations on the Internet and plots the words and phrases that most closely correlate to the subject of study. The closer a word appears to the center of the map, the stronger the association or correlation. The proximity of words to each other on the map connects a correlation

  6. The iPhone We’ll do a BAM a bit differently • It’ll be a visual brainstorming exercise • How you would define what the iPhone is or does. • Name some competitors to the iPhone • What words describe the reputation of the iPhone • Write down any other words that you think are in some way connected to the iPhone

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