MSC 322 - Advertising Account Planning and Research

An exploration and the application of various research techniques that are used to better understand consumers and generate successful advertising strategies. The history and function of account planning, as well as its relationship to this process are thoroughly examined. Both quantitative approaches, including surveys and experimental designs, and qualitative methods, including in-depth interviews and ethnographic procedures, are addressed.
Lecture
Credits: 3
Prerequisite: MSC 200 and MSC 210
Offered When Needed