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Informing Creative Development

While much of the research and analysis to this stage in the advertising campaign development process is about understanding consumer behaviors, needs, wants and motivations, understanding how to inspire and inform the creative process requires a different and additional set of data tools, sources, and approaches.  This course will introduce these tools and give students hands-on experience using them to deliver impactful, business-building creative-driving assets.  Students will learn the research approaches to inform the balance between rational vs. emotional messaging.  They will learn the research tools required to develop the messaging language to ensure clarity and brand consistency across audiences and segments, as well as the key tools used to develop an impactful creative brief.  This course will teach students about the research tools used to test creative campaigns and measure campaigns across channels.

There are 7 live remote 60-minute sessions.  Students must attend 4 of the 7 sessions. In the Spring 2024 academic semester, this course's live sessions will be held on Tuesdays from 7PM-8PM.

More details

You'll Walk Away with

  • The ability to integrate existing and new data sources to develop a strategy to address a key insight
  • The ability to recommend research approaches to inform the balance between rational and emotional messaging
  • The ability to design appropriate messaging research to support a campaign platform
  • The ability to integrate insight inputs into an impactful creative brief to assist in generating a campaign platform
  • The ability to recommend a testing plan for a creative campaign
  • The ability to recommend research tools and optimizations for creative assets across channels
NO open sections available for this course at the moment. Please check back next semester.