ELE 3764 Advertising Research
It has become increasingly vital to create distinctive and effective advertising. Firstly, advertising must awaken enthusiasm in the recipient, which is achieved by making a different and unexpected advertising while having relevance for the target group. This effect is achieved by using a so-called creative message. Consequently, the course highlights insight in creativity, creative processes and creative advertising. Secondly, all advertising needs to be tested to ensure an adequate level of effectiveness. This is done by pre-testing the campaign before it is implemented. This course focuses on various methods of pre-testing. Moreover, it is equally essential to determine whether the campaign actually reached its objectives. Course participants will therefore be given a thorough introduction to various methods of post-testing campaigns.
In order to conduct testing procedures, course participants need a thorough understanding of methods and methodology, in addition to quantitative and qualitative analysis. Consequently, this course emphasises methodological rigour.
- Students will have insight into the recipients background
- Students will have basic knowledge of creativity, creative processes and creative advertising
- Students will be familiar with procedures leading to first-rate ideas based on customer briefing
- Students will have knowledge of the conditions that need to be met for an advertising campaign to be effective; effectiveness here defined as fulfilment of communication goals
- Students will be familiar with the most important methods of pre and post-testing of campaigns
After the course students will be able to:
- Design creative advertising campaigns
- Adapt ideas to different channels
- Single out creative and effective solutions
- Pre-test campaigns
- Post-test campaigns
- Students will demonstrate an understanding of the necessity of both creativity and effectiveness as well as knowledge of how legislation regulates both content and style of a presented message. Students will be able to evaluate the strengths and weaknesses of various methods.
- Advertising relevance and creativity
- What? Convincing message
- How? Advertising design
- Insight as a basis for creativity
- How to create the great idea?
- Creative processes and creative thinking
- Methods for pre-testing campaigns
- Methods for post-testing campaigns
- Advertising effectiveness
Learning outcome will be achieved through a mixture of lectures, assignments and individual work. A practical assignment constitutes an important part of the learning process. Groups of maximum three students must create and qualitatively (focus groups) test an advertisement for a client of their choice.
For electives re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.
Higher Education Entrance Qualification.
Students must have passed MRK 3414 Marketing Management and a basic course in statistics, either MET 2920 Statistics or MET 3431 Statistics or equivalent.
Form of assessment:
Internal and external examiner
Examination when next scheduled course
|Group/Individual (1 - 3)
|Form of assessment:
|Examination when next scheduled course
Prepare for teaching
Group work / Assignments
Group work / Assignments
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.