Foundations of Advertising Research

This foundational course introduces students to the use of research and insights in developing the marketing and advertising journey. Students will understand the steps in developing an advertising campaign, establish campaign objectives and strategy, and discuss media planning and campaign evaluation. Students will examine why quantitative and qualitative research is important, and its role in the marketing and advertising journey. Because data is a basic foundation in marketing and advertising, students will learn how First-, Second-, and Third-Party data are used. This course will cover analyzing behavioral data to offer deep understanding about the customer, how it can be useful to set campaign goals, and to measure impact. Students will learn why and when experimentation is used in advertising research, how to develop a Design of Experiment, and to create and test hypotheses. Finally, students will learn to evaluate the impact of different media and the media-mix on achieving specific organizational and communications goals.
There are 7 live remote 60-minute sessions.  Students must attend 4 of the 7 sessions. 
 

Continuing Education Units (CEU) : 2.5

You'll walk away with

• The ability to evaluate the range of research methodologies for the advertising and marketing purpose
• The ability to develop an understanding of qualitative and quantitative research methods
• The ability to analyze various types of behavioral data for measuring campaign impact
• The ability to design appropriate success metrics and measurement plan
• The ability to develop a high-level research plan to address a marketing need