JMS 560 - Advertising Research
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Results of the first exam can be found here. For the exam, 137+ is A range, 122 - 136 is B range and 107 - 121 is C range. There was 31% A and 54% B on the exam. The spreadsheet also shows your current total. 90%+ is A range, 80% to 89% is B range, etc. (The letters in the second column of the spreadsheet are the first letter of the student's last name.)
Course Description
There are three goals for this course.
The first two goals relate to your education. First, as a result of participating in this course you will (hopefully) have a better understanding of the role of research in the advertising business (overall) and in the development of an advertising campaign (in particular).
You will see how research is used to aid in strategic and creative decisions. Specifically, upon successful completion of JMS 560 you will have developed a better understanding of:
Use the "Syllabus" and "Course Content" links for further detail on the specific topics that will be addressed.
Second, the material discussed in this course will provide the prerequisites necessary for success in a course many of you will take next semester - JMS 565: Advertising Campaigns.
The third and perhaps most important goal pertains to your career after you leave SDSU. Students who are successful in this course tend to be successful in the advertising business, in great part because they have learned how to "think" about advertising. As a result, the third course goal is to help you develop your advertising-related strategic skills. If successful, you will move beyond telling what data or information "is" to interpreting what the data or information "means." You will learn how to answer questions such as:
"What's our target consumer like? How do they think and feel about our company and our product?"
"How can we make our advertising more effective?"
"How do we define effectiveness? Given this definition, how do we know if our advertising is, in fact, successful?"
"What are competitors' advertising strategies?"
"Which advertising campaign should we select?"
"How can we make our media work harder?"
"How do evaluate our options as they pertain to traditional and new media?"
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