Tracy Adams
While much of the research and analysis to this stage in the advertising campaign development process is about understanding consumer behaviors, needs, wants and motivations, understanding how to inspire and inform the creative process requires a different and additional set of data tools, sources, and approaches. This course will introduce these tools and give students hands-on experience using them to deliver impactful, business-building creative-driving assets. Students will learn the research approaches to inform the balance between rational vs. emotional messaging. They will learn the research tools required to develop the messaging language to ensure clarity and brand consistency across audiences and segments, as well as the key tools used to develop an impactful creative brief. This course will teach students about the research tools used to test creative campaigns and measure campaigns across channels.
There are 7 live remote 60-minute sessions. Students must attend 4 of the 7 sessions. In the Fall 2024 academic semester, this course's live sessions will be held on Tuesdays from 7PM-8PM.