Course Name (short): Consumer Research Advg Plan
School: All Sheridan Schools
Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Annie Tarzi
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 14.0
Status: Approved - Under Rev (AREV)

Calendar Description
Learners assume the role of an advertising agent commissioned to develop an advertising plan for a product. Students apply research methodology to gather, evaluate, and analyze primary and secondary data to determine a target group and select the appropriate advertising message directed to that group.

Typical Instructional Format

Courses may be offered in other formats.

Section I Notes: N/A

Detailed Description
Learners assume the role of an advertising agent who has been commissioned to develop an advertising plan for a national product. Students review research options available to the advertiser and select the appropriate source for the most useful information for promotional communications development. They apply research methodology to gather, evaluate, and analyze primary and secondary data to determine a suitable target group and select the appropriate advertising message directed to that group. Topics include the steps of the research process and how to develop a questionnaire. Learners will design, administer, compile, interpret and analyze a questionnaire to obtain information regarding consumer demographics, brand awareness, brand attitudes and purchase intentions. The results of this survey will be instrumental in the development of an advertising plan.

Program Context

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to gather and utilize primary and secondary 
research data in the development of an advertising plan.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Choose the appropriate secondary research data/sources to solve a 
    communication challenge.

2.  Conduct primary research through the preparation of a consumer 
    questionnaire.

3.  Analyze research material to identify core target market.

4.  Interpret research data to understand consumer behaviour.

5.  Develop advertising objectives and strategies in response to 
    findings of primary and secondary research.

6.  Integrate media audience data to determine the most effective 
    medium for a given consumer market.

7.  Compile data into a professional report.

Cross Tab #1 (IMS Report)                 10%  
Product Analysis                          10%
Cross Tab #2 (IMS Report #2)              10% 
Secondary Research Assignment             20% 
Questionnaire Report Assignment           20%  
PMB Test                                  20%
In-class Assignments throughout semester  10%
Total 100%

In addition to achieving a minimum 50% overall grade, a student must 
average at least 50% on the non-group components of the evaluation 
plan in order to receive credit for this course.

Integrated Marketing Communications, Strategic Planning Perspectives, 
Second Edition, Keith J. Tuckwell, Pearson Prentice Hall, 2008.

WEEK 1 
Course Introduction 
Review from APP1, USP
Introduction to Advertising Research
Discuss Product Choice
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WEEK 2
The need for consumer insight
Groups pick products 
In-class assignment worth 2%
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Week 3
Gathering Data and Information
Basics of Print Measurement Bureau.
Groups formed and product choice
Reading Category Specific
PMB Data
LAB: PMB in Practice 
In-class assignment worth 1%
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Week 4
Review reading category specific PMB data
Lab:  Crosstab Exercises 
In-class assignment worth 2%
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Week 5
Understanding Brand Specific PMB Data
Learn how to generate brand specific reports
Cross Tab #1 assignment due - 10%
In-class assignment worth 2%
Lab: Individual earns 10 pts for creating crosstab
=====================================================================

Week 6
Gathering data and information
Lab: Continue working on product analysis
Product Analysis Due - 10%
=====================================================================

Week 7
PMB Test - 20%
Lab: IMS Run #2,
======================================================================

Week 8
Observation and focus group questioning
Movie on observation and focus groups
In-class assignment worth 1%
Lab: Continue Cross tab assignment #2
Secondary research report due - 10%
=====================================================================

Week 9
Collecting Data and Questionnaire Writing using Survey Monkey as an 
additional tool 
Crosstab #2 due - 10%
Lab: Individual earns 10 pts for creating crosstab
=====================================================================

Week 10
Questionnaire Approval
In-class assignment worth 2%
======================================================================

Week 11
Questionnaire and interview workshop
======================================================================

Week 12
Compile, analyze and present data
LAB: Write and executive summary
=====================================================================

Week 13
Questionnaire report - group discussions
Research methods
LAB: Importance of research in the advertising process
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14
Questionnaire report due - 20%