Research Application Assignment

Advanced Media Planning
ADV 6305, Spring 2000, Kent Lancaster

Research Applications

The third component of this course provides you with an opportunity to apply basic and advanced advertising media planning material covered in this course to a research area of particular interest to you. This could be a separate project or part of your thesis or dissertation. You can focus on any aspect of the course, individually or collectively, including concepts, data, methods, procedures, results and implications. These can be applied to any subject area of interest to you, including dimensions related to advertisers, agencies, new and traditional media, public relations, telecommunications, journalism and political advertising, to name a few of the possibilities.

Two comprehensive examples have been provided in class and on the course web site in the Research Applications section. These include the application of course data, methods and procedures to Public Service Announcements and to Class Action Notice. You probably do not have sufficient time remaining in the course to complete a study of this magnitude. But you can at least begin the planning process. Also, you might wish to extend the Advanced Concepts Project in ways that occurred to you as you were completing the project.

Use the next two class sessions to focus exclusively on your research topic, where applicable, conducting secondary research, gathering data, doing reach-frequency-optimization analyses and so on. Prepare to present a brief, 15-minute report on your project at class time on Tuesday, April 25^th. Your project does not have to be complete at this time, but do provide each class member with a brief summary or your research goals, data, methods, procedures and results where applicable. Your final report is due at 10am on Wednesday, May 3rd, the regularly scheduled final exam period for this course. Turn in your report at my office, 2024 Weimer. If no one is there and your report will not fit under the door then put it in my mailbox in the Faculty Mailroom.

The organization and length of your summary and your final report will depend on the nature of your research application. Whatever the content, be sure to keep the quality high and professional, using complete and detailed citations, where applicable.

Enjoy!

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