ELE 3764 Advertising Research

ELE 3764 Advertising Research

Course code: 
ELE 3764
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Morten Erichsen
Morten William Knudsen
Product category: 
Bachelor
Portfolio: 
Bachelor - Electives
Semester: 
2019 Spring
Active status: 
Active
Teaching language: 
Norwegian
Course type: 
One semester
Introduction

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.

Learning outcomes - Knowledge
  • Students will have insight into the recipient’s 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

 

Learning outcomes - Skills

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
Learning Outcome - Reflection
  • 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.
Course content
  • 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 process and requirements to students

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.

Software tools
Qualtrics
SAS - JMP
Additional information

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.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

Students must have passed MRK 3414 Marketing Management and a basic course in statistics, either MET 2920 Statistics or MET 3431 Statistics or equivalent.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37641
Grading scale:
ECTS
Grading rules:
Internal and external examiner
Resit:
Examination when next scheduled course
100No2 Week(s)Group/Individual (1 - 3)
Exams:
Exam category:Submission
Form of assessment:Written submission
Weight:100
Invigilation:No
Grouping (size):Group/Individual (1-3)
Duration:2 Week(s)
Comment:
Exam code:ELE37641
Grading scale:ECTS
Resit:Examination when next scheduled course
Exam organisation: 
Ordinary examination
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching30Hour(s)
Prepare for teaching40Hour(s)
Group work / Assignments30Hour(s)
Group work / Assignments50Hour(s)Practical assignment.
Examination50Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:30 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:40 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:30 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:50 Hour(s)
Comment:Practical assignment.
Workload activity:Examination
Duration:50 Hour(s)
Comment:
Sum workload: 
200

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.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Bjørnqvist, Kim; Johannessen, Magne; Aarflot, Elling 2018 Markedsspråket (Språk og idéutvikling i markedskommunikasjon) Gyldendal Akademisk
Document
Authors/Editors År Tittel Edition Publisher StudentNote
Erichsen, Morten; Knudsen, Morten William 2014 Artikkelsamling i kreativ reklameutforming og research Itslearning Publiseres på Itslearning