PR 3310 Principles of Public Relations Thursday 61109

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

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

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

Brand Association Maps n BAM is from Nielsen (you pay for this service) n A visualization tool to map how consumers naturally think and talk about brands online n 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 n Get’s the side of the consumer (not client) n Use as a reference for what a BAM is n n http: //www. aaai. org/Papers/ICWSM/2008/ICWSM 08028. pdf http: //www. imnewswatch. com/archives/2007/04/nielse n_buzzmet_1. html? visit. From=2

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

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