ADV 3501: Advertising Research Techniques

Instructor:

James A. Geason

Section:

0061

Office:

2081

Class Days:

Tuesday 8th period 3:00-3:50 Thursday 8th - 9th period 3:00-4:55

Office Hours:

Tu & Th 7th

Office Phone:

392-2254

Class Room:

1064 Weimer

 

Home Phone:

332-9714

 

 

Web Page:

http://www.nersp.nerdc.ufl.edu/~adv3501

Course Description:

A study of the survey and experimental techniques used to determine the effectiveness of print and broadcast advertisements. Emphasis will be placed on stating objectives and pre- and post-testing advertising copy for the attainment of advertising objectives. Attention will be given to secondary research.

 

Prerequisites:

ADV 3000, or equivalent, with a minimum grade of C, or approval.

 

Objective:

The objective of this course is to provide students, prospective decision-makers, the background to become better users of research in planning marketing communications.

 

Strategy:

The objective of this class will be achieved through (1) class lecture and (2) a term research project.

 

Textbook:

Advertising Research Theory and Practice, 1997 by Joel J. Davis, Prentice Hall, Upper Saddle River, NJ

 

Course Material:

Course notes and other material is available at Target Copy 22 NW 13th Street 376-3826 or in the Journalism Reading Room

 

Evaluation:

Students will be evaluated on the basis of the total points accumulated during the term. Points will be given for (a) three examinations; (b) a team research project; (c) completion of a secondary research assignment; and (d) participation in an actual research project.

Each examination will be 50 questions. The tests will be a mix of multiple-choice and true-false questions. Each exam is worth 25% of your grade.

The secondary research project will be completed on an individual basis with a pass-fail evaluation. Anyone not completing this assignment will receive an "incomplete" for the course.

The term project will consist of secondary, qualitative and quantitative research on a topic to be assigned. The term project is worth 25% of your grade. Each team project will be evaluated and assigned points ranging from 0 to 50. That grade will be the highest any one person on the team may receive. Grades for individual team members will be determined on the basis of peer evaluations. If your team members give you an evaluation of "0", you will receive "0" points on the project.

Participation:

Students are expected to participate in at least one research project during the term. While you will not be evaluated on your effort, you must participate in at least one project. Students who have not taken part in one project will receive an incomplete for the class.

 

 

Tentative Grading Scale

 

 

Grade

Points

Percent

% of Class

 

 

 

A

184-200

92-100

8

 

 

 

B+

178-183

89-91

18

 

 

 

B

164-177

82-88

26

 

 

 

C+

158-163

79-81

27

 

 

 

C

144-157

72-78

8

 

 

 

D+

138-143

69-71

4

 

 

 

D

124-137

63-68

4

 

 

 

E

0-124

0-62

-

 

 

Attendance:

Attendance is expected unless there are emergency circumstances or illness. Students are responsible for all materials covered in the classes from which they are absent. Absences from scheduled examinations will be excused for illness only if you have a note, signed by a physician, stating you were physically unable to take the examination.

 

Copyright:

All original material used in this course is copyrighted by the instructor and may not be sold without the written consent of the instructor.

 

Posting Grades:

Unless you object, grades will be posted by the last four digits of your Social Security number.

 

Final Exam:

Saturday April 25, 1998 5:30 - 7:30p.m. in room 1064 Weimer Hall

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