24510 Advertising Research
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2024 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24309 Marketing Research
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
The subject provides a hands-on opportunity to apply marketing research concepts studied in earlier subjects. Operating as consultancy teams, students undertake a multi-stage group project involving target market research, strategy and executional development and testing, and presentation of validated campaign recommendations. This enables students to demonstrate their technical and professional skills for advertising research. A student’s ability to apply evidence, creativity and critical reasoning to address a marketing communication problem is developed via analysis and interpretation of data as well as creation and testing of ad executions.
Subject learning objectives (SLOs)
| 1. | employ comprehensive strategy planning |
|---|---|
| 2. | construct research foundations required for effective strategy planning |
| 3. | develop and test alternatives before presenting the final recommendations |
| 4. | effectively communicate research findings. |
Contribution to the development of graduate attributes
This subject contributes to the development of the following graduate attribute(s):
- Intellectual rigour and innovative problem solving
- Professional and technical competence
Teaching and learning strategies
The teaching and learning approach is based on student interactions with the lecturer and with group members which will occur in class and online (via the learning management system and/or email). Interactions in class will involve collaborative discussion on a variety of issues including but not limited to good and bad research practices and the ethical application of research methods. Additionally, interacting with your lecturer and your group members will enable you to complete tasks and assessments and achieve the subject objectives. Students are active participants in all these interactions and will learn by doing.
Students are expected to have not only read announcements and other information on the learning management system before each class but also prepared their research project ideas/programs/activities/drafts for discussion in class. It is expected that feedback that is provided in class and/or online will be acted on by students in order to fine-tune different aspects of the research project and achieve the subject objectives. Initial feedback on the research project will be provided in Week 2 in class and/or online, and then progressively as different aspects of the project are developed and executed.
In this subject students undertake a multi-stage group project that initially involves target market research. It later involves advertising strategy and executional development followed by advertising research to determine the effectiveness of those executions. It finally involves presentation of validated campaign recommendations.
Students must attend the first class to be included in a consultancy team.
Content (topics)
• Focus group research and interviewing
• Surveying and analysis
• Concept testing and experimentation
Assessment
Assessment task 1: Research Study Report (Group)
| Objective(s): | This addresses subject learning objective(s): 2 and 4 |
|---|---|
| Weight: | 30% |
Assessment task 2: Analysis & Planning Report (Individual)
| Objective(s): | This addresses subject learning objective(s): 1 and 3 |
|---|---|
| Weight: | 35% |
Assessment task 3: Executional Report (Individual)
| Objective(s): | This addresses subject learning objective(s): 1, 2, 3 and 4 |
|---|---|
| Weight: | 35% |
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Recommended texts
There is no set text. Readings will be provided in class.
References
The following are indicative references only. You might find some, if not all of these references useful.
Books:
AFA Advertising Effectiveness Awards.
Belch, George and Belch, Michael (2018), Advertising and Promotion: An Integrated Marketing Communications Perspective, 11th edition, McGraw-Hill/Irwin: New York.
Davis, Joel (2012), Advertising Research: Theory and Practice, Prentice Hall, Upper Saddle River, NJ.
Rossiter, John and Larry Percy (1997), Advertising Communications and Promotion Management, 2nd edition, McGraw-Hill: New York.
Sissors, Jack and Roger Barron (2010), Advertising Media Planning, McGraw-Hill.
Sutherland, Max (2008), Advertising and the Mind of the Consumer, Allen & Unwin: Crows Nest, NSW.
Journals: · Journal of Advertising - Journal of Advertising Research - Current Issues and Research in Advertising - Journal of Consumer Research - Advances in Consumer Research - Journal of Marketing - Marketing Letters