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ADV 281 Study Guide - Nomothetic


Department
Advertising
Course Code
ADV 281
Professor
All

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ADV 281 Research Methods 01/21/2014
Big stuff from (updated) syllabus
Six exams @10pts each: 2/6 2/25 3/13 4/8 4/24 5/13
Two quizzes (without any notice) 5 pt
Two individual assignments 15pt 2/11, 5/6
Office hours: Armory 270, TR 3:30-5:00 (by appointment only)
Agenda
Overview
Advertising
Research and the scientific method
Contribution of research
Overview
Chapter 1-16 ( some part from chapter 21)
Advertising and scientific research methods ( 1,2,3 )
Research ethics (2)
Qualitative methods (5-9)
Quantitative methods (10-16)
Reporting research (21)

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Advertising Research Methods 01/21/2014
Advertising?
- promoting a product
- producing commercials and services
- marketing tool
- paid communication
Advertising is a paid, mass-mediated attempt to persuade and/or inform
What makes a good ad?
- Can remember it
- Clear what you are trying to sell and promote
- Get a response
- Original
Advertising can be creative, artistic, intuitive, etc. But…
Ultimately good advertising is subjective to you target market or audience
Advertising Research?
“…collecting and comprehending information for the production of an advertisement”
“interpreting marketplace trends:
“used to learn what advertising strategies work best
to gain insight about their target audience
Research?
Attempt to discover something

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Advertising Research Methods 01/21/2014
Research is life; all of us conduct research every day (decide which clothes to put on, figure out the most
direct route to your destination)
We are all researchers already. Then, why take this course?
Good ways to attempt to discover something vs. not-so-good ways to attempt to discover something
It’s important to learn the best way to collect into and analyze it.
Ways of knowing ( Epistemology )
How do you know what you think you know?
-Tradition
We’ve always known that the Earth is flat.
Advantage: Save us time
Disadvantage: Not always correct
- Authority
So-and-so says that the Earth is flat
Advantage: save use time and takes advantage of others’ knowledge
Disadvantage: Again, not always correct.
- Intuition
I just know/feel that the Earth is flat
Advantage: May feel compelling
Disadvantage: Can’t be evaluated or explained
Our alternative.. Scientific X
Scientific research: an organized, objective, controlled, qualitative or quantitative empirical analysis of one
or more variables
Reliance on empirical inquiry, characterized by a particular rhetoric, assumed regulative principles
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