ADV509 : Advertising Research
Description:
The purpose of this course is to explore the various roles advertising research plays in account and brand planning -- the strategic foundation for any marketing communications program. To accomplish this goal, students will learn the importance of advertising research as it relates to gaining consumer knowledge. Traditional advertising research used by mass marketers will be discussed, as well as the newer techniques employed by companies in search of understanding their specific customer base more precisely. As such, this course will teach you how to use both quantitative and qualitative research methods. Special emphasis will be given throughout the course to the increasingly more diverse marketplace and how advertising research can be used to explore different ethnic, cultural, age and gender-specific groups.
Prereq: ADV 207 - Writing Advertising Strategies and Executions.
Limited enrollment with priority given to advertising majors.
Available Locations:
England
Semester(s) Offered:
Offered: Spring
Credits:
3
Department:
Advertising
