CAB290 - Introduction to Advertising Research

Outline information
Schools offering this subject
Last revision date May 13, 2020 11:43:02 AM
Last review date May 13, 2020 11:43:02 AM

Subject Title
Introduction to Advertising Research

Subject Description
In this introductory subject, students will learn the fundamentals of research and how it impacts their lives and the world of communication in which they live. They will learn basic social science research language and how and where to effectively use it in the advertising industry.  In small groups they will self-define a research project that is pertinent to their lives and in weekly incremental stages write a complete research paper.  These skills will be the backbone of an actual, client-based research campaign in CAB390.  Significant emphasis will be placed on the research steps in advertising, communication and the writing of a research paper.? ?
The student will be introduced to the concept of the problem statement, advertising and research objectives, the publics involved, the history behind the subject matter, different qualitative and quantitative research tools, primary and secondary, and the writing of a survey.  They will learn the process of retrieving solid relevant data in order to resolve specific advertising and/or marketing communication problems. This will be achieved by understanding both the how and the why of research and how this will benefit communication goals of advertising agencies.  Implementing a focus group will be at the core of this course as well as the writing an effective survey. 

Credit Status
Creative Advertising Diploma Program Credit

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:

1.     Explain what role research plays in the advertising process.
2.     Demonstrate how advertising agencies are involved in research and why this is relevant to understanding the audience in everyday life.
3.     Identify and use of social science research and how and why it is relevant in the advertising industry.
4.     Discuss the language and terminology used in research.
5.     Interpret the nature of the research data and how it is found, generated and used by advertising.
6.     Identify and summarize why advertisers effectively use this research in their strategic development of campaign messages.
7.     Translate and apply a client/brand insight into a distinctive/unique communication message.
8.     Recommend potential outcomes and measurement tools for application of research.
9.     Construct and develop a research paper from problem statement to conclusion.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.