2021-2022 Undergraduate Catalog 
    
    May 24, 2022  
2021-2022 Undergraduate Catalog

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