Consumer Research Advertising Planning
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2021
Prerequisites: ADVG18846
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Marc Doucette
Course Leader or Contact: Annie Tarzi
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: This course is delivered as a 2-hour lecture followed by a 1-hour lab.

Section II: Course Details

Detailed Description
Learners assume the role of an advertising agent who has been commissioned to provide future direction for advertising messaging for a national brand/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 methods 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. Learners will conduct a variety of primary research techniques, including but not limited to, focus groups, brand audits, developing a brand archetype, and learning about social listening techniques. Based off of the research, students will obtain information regarding consumer demographics, brand awareness, brand attitudes and purchase intentions. The results will be instrumental in the development of an advertising plan.

Program Context

Advertising and Marketing Comm Program Coordinator(s): Marc Doucette
This is a compulsory course in the third semester of the program that forms a foundational knowledge base for subsequent courses. Understanding how to use primary and secondary research effectively is imperative for developing comprehensive advertising plans.

Advertising/Marketing CommMgmt Program Coordinator(s): Marc Doucette
This is a compulsory course in the third semester of the program that forms a foundational knowledge base for subsequent courses. Understanding how to use primary and secondary research effectively is imperative for developing comprehensive advertising plans.

Course Critical Performance and Learning Outcomes

  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 focus groups, brand audit, brand archetype and social media listening techniques.
  3. Analyze research material to identify core target market.
  4. Interpret research data through primary and secondary sources 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 Presentation

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Cross Tab #1 (Vividata Report) - Individual10.0%
 Storytelling Collage Assignment - Group15.0%
 Cross Tab #2 (Vividata Report #2) - Individual10.0%
 Secondary Research Assignment - Group20.0%
 Final Presentation - Group25.0%
 Vividata Test - Individual20.0%

Evaluation Notes and Academic Missed Work Procedure:
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. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

  • Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
  • Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
  • Numeracy - Execute mathematical operations accurately.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
  • Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
  • Personal Skills - Manage the use of time and other resources to complete projects.
  • Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

  • Challenge Exam
  • Portfolio

Section III: Topical Outline
Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: Multiple Professors
OptionalTextbookIntegrated Marketing Communications, Strategic Planning Perspectives, Keith J. Tuckwell, Pearson Prentice Hall, Second Edition, 2008

Applicable student group(s): Advertising Marketing and Communications Advertising Marketing and Communications Management
Course Details:

Module 1 (Learning Outcome(s): 1):

  • Introduction to Advertising Research
  • Introduction to Gathering Data and Information
  • Discuss Product Choice
  • Beginning of Secondary Research Methods
  • Secondary Research Assignment 20%


Module 2 (Learning Outcome(s): 1, 3, 4, 6):

  • Gathering Data and Information continued
  • Basics of Vividata
  • Reading Category Specific Vivdata
  • Reading Brand Specific Vividata
  • LAB: Vividata in Practice 
  • Crosstab 1 Assignment 10%
  • Vividata Test 20%


Module 3 (Learning Outcome(s): 2, 4):

  • Brand Personality/Create Perceptual Map
  • Brand Archetype development
  • Social Media Listening
  • LAB: Vividata in Practice continued
  • Crosstab 2 Assignment 10%


Module 4 (Learning Outcome(s): 2, 4):  

  • The need for consumer insights 
  • Observation Techniques and Focus Groups
  • How to ask People Questions
  • Focus group sessions
  • Storytelling Collage assignment (15%)

Module 5 (Learning Outcome(s): 5, 7):

  • Collecting and Analyzing Data and Questionnaire Writing
  • Last Steps in the Research Process:
  • Compile, Analyze and Present Data
  • Workshop
  • Final Presentations 25%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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