JMS 785: Seminar in Advertising Research
(Fall, 2013)
Instructor: Dr. Joel Davis
Office Hours
Tuesday and Thursday from 12:50 to 1:50; 3:30 to 3:50. Other times by
appointment. Office location is PSFA 337A.
Phone: 4-­­6714
E--mail: jdavis@mail.sdsu.edu
Text: There is no text. Readings are either available through direct download or through SDSU
online library resources. The latter will be explained in greater detail in class.
Overview
Let’s begin by discussing what this course is not. It is not a course in experimental design or
statistical analysis. Nevertheless, these topics do play a role in the course and as a result, you should
have some academic experience with qualitative and quantitative research/data analysis, sampling,
and experimental design.
Here is what the course is: Over the semester we will discuss important academic and “real-­­world”
research studies related to current issues and developments in advertising and branded
communications. We’ll spend a considerable amount of time on research related to branding, the
consumer-brand relationship, and social media. As part of this discussion we’ll see how research
allows us to better understand the dynamics of the topic and to make better decisions in each topic
area. Course emphasis is on creativity in research … interpretation and application … to help you
move from describing what data “is” to determining what the data “means” and the implications of
that meaning for advertising decision-­­making. More on this during the first class session.
Obviously, this is a graduate level seminar and as such the approach and expectations are different
from an undergraduate course. YOU are expected to make major contributions to the course
through discussion and leadership. In order to accomplish this you MUST come to class prepared -­­-­­
readings, assignments and thinking completed before class. In addition, it is expected that you will
do your own research, as appropriate, to prepare yourself for class discussions. Always be prepared
to answer the question: "So what do YOU think?" with evidence and sources that go beyond the
provided readings.
Grading
Your grade will reflect your efforts in several areas.
Examinations: There is a midterm and final exam, both of which you will complete outside of class.
Each is worth 30% of your grade. Exams are not cumulative and the questions on each exam will
address key content and insights from class readings and especially class discussion (which is why
attendance is very important).
Paper: The paper will focus on a published, academic research study of your choosing, providing it
has prior instructor approval. Your tasks in the paper will be to: (1) place the research in a broader
context noting its relevance to advertisers/marketers, (2) critically evaluate the research, (3)
interpret, apply and extend the research to facilitate usefulness to advertisers/marketers. The paper,
which should be approximately 12 to 15 pages in length (not counting references), is worth 30% of
your grade. Specifics and an exemplar paper will be discussed in class.
Class Participation: This is the instructor’s assessment of your overall preparation and contribution. It
is worth 10% of your grade. Note: You cannot participate if you are not in class.
Housekeeping
Do not leave any food products, newspapers, etc. in the classroom. Please recycle your plastic bottles,
aluminum cans and discarded paper in appropriate containers. Eating and drinking in a classroom is
a conditional privilege that requires individual responsibility and which may be rescinded if abused.
Use of Electronic Equipment
Laptops should be ONLY be used for taking notes. You may be asked to verify that your laptop is
being used for course related purposes. Please turn off all cell phones and other electronic
equipment. Students using cell phones during class or inappropriately using a laptop are
disruptive to both other students and the professor, and may be asked to leave class.
Excuses, etc.
Most excuses and explanations for failing to meet assignments or deadlines are unacceptable.
Documented major family crises, illness and other monumental, unavoidable and/or unanticipated
events will be given due consideration.
Academic Integrity1
Academic integrity is a critical component of your education. Note that violations of academic
integrity carry serious consequences. You may fail the assignment, fail the course, and/or be
suspended. The most common violations of academic integrity are described below.
Cheating
Cheating is the use of impermissible and/or unacknowledged materials, information, or study aids
in any academic activity. Using books, notes, calculators, conversations with others, etc. when their
use is restricted or forbidden, constitutes cheating. Similarly, students may not request others
(including commercial term paper companies) to conduct research or prepare any work for them.
Students may not submit identical work, or portions thereof, for credit more than once without
prior approval of the instructor to whom the work is being submitted for the second or subsequent
time.
1
Source for this section: http://academicintegrity.rutgers.edu/integrity.shtml
Plagiarism
Plagiarism is the representation of the words or ideas of another as one's own in any academic work.
To avoid plagiarism, every direct quotation must be identiqied by quotation marks, or by appropriate
indentation, and must be cited properly according to the accepted format for the particular
discipline. Acknowledgment is also required when material from any source is paraphrased or
summarized in whole or in part in one's own words. To acknowledge a paraphrase properly, one
might state: to paraphrase Plato's comment... and conclude with a footnote or appropriate citation to
identify the exact reference. A footnote acknowledging only a directly quoted statement does not
suffice to notify the reader of any preceding or succeeding paraphrased material. Information that is
common knowledge, such as names of leaders of prominent nations, basic scientific laws, etc, need
not be cited; however, the sources of all facts or information obtained in reading or research that are
not common knowledge among students in the course must be acknowledged. In addition to
materials specifically cited in the text, other materials that contribute to one's general understanding
of the subject may be acknowledged in the bibliography. Sometimes, plagiarism can be a subtle issue.
Students are encouraged to discuss any questions about what constitutes plagiarism with the faculty
member teaching the course.
Denying others access to information or material
It is a violation of academic integrity to deny others access to scholarly resources or to deliberately
impede the progress of another student or scholar. Examples of violations of this type include giving
other students false or misleading information; making library material unavailable to others by
stealing or defacing books or journals; deliberately misplacing or destroying reserve materials; and
altering someone else’s computer files.
Facilitating Violations of Academic Integrity
It is a violation of academic integrity for a student to aid others in violating academic integrity. A
student who knowingly or negligently facilitates a violation of academic integrity is as culpable as
the student who receives the impermissible aid, even if the former student does not benefit from
the violation.
Students with Disabilities
Students who need accommodation of their disabilities should contact me privately by the second
class period to discuss speciqic accommodations for which they have received authorization. If you
have a disability, but have not yet contacted Student Disability Services, please do so before coming to
see me. Student Disability Services is located in room 3101 of the Calpulli Center on Hardy Ave. (near
Cox Arena), and their phone number is 619--­594-­­6473. More information is available at
http://www.sa.sdsu.edu/dss/dss_home.html.
Class Schedule and Readings
NOTE: URLs are provided to cut and paste into your browser when WORD takes a long time to
load/download document.
August 27: Orientation; Introduction to role of research; VERB: Research in action
First, click on this link for the first reading: VERB Campaign Overview.
Second, use the SDSU (online) library journal locator to locate the American Journal of
Preventive Medicine, specifically Volume 34 Issue 6 (Supplement 1). Download and
read the following three papers:
Overview of Formative, Process, and Outcome Evaluation Methods Used in the VERB
Campaign, Pages S222-S229 Judy M. Berkowitz et. al.
Methodology of the Outcome Evaluation of the VERB Campaign, Pages S230-S240
Lance D. Potter et. al.
The VERB Campaign: Applying a Branding Strategy in Public Health Pages S183-S187
Lori D. Asbury et. al.
Finally, please visit VERB ADVERTISING to review VERB advertising.
Please be prepared to discuss all of the prior in class.
September 3: Ethics, Regulation and Deception
First, for an overview of the legal requirements for advertising deception read the
FTC Policy Statement on Deception.
Second, read a categorization scheme for deception by implication. After reading this
paper, examine and bring to class print ads where are you prepared to discuss how each
ad could be made deceptive (or is deceptive) given one of the classification categories.
Third, download and read each of the documents linked below (in the order indicated):
KFC (Complaint, Ads, Decision: Document pages 422 - 442)
(http://www.classmatandread.net/class/regulation/Volume138.pdf)
Tropicana Complaint
Tropicana Ads
(http://www.classmatandread.net/class/regulation/tropicana_ads.pdf)
Tropicana Order
Finally, use the SDSU (online) library journal locator to locate the Journal of Public
Policy and Marketing, specifically Volume 14 (1995) Issue 1. Download and read the
following three papers:
Consumer research in FTC versus Kraft (1991): A case of heads we win, tails you
lose? Jacoby, Jacob; Szybillo, George J., p1-14
Deception, materiality, and survey research: Some lessons from Kraft. Stewart,
David W., p15-28
When experts disagree: Comments on the articles by Jacoby and Szybillo and
Stewart. Sudman, S., p29-34
September 10: Qualitative Research: Approaches and Analysis
First, use the links below to obtain and read key content:
Projective Techniques (1) and Projective Techniques (2)
Interpersonal Process Recall (Be prepared to discuss how this technique can be applied
to obtain marketing/advertising relevant consumer insights.)
Repertory Grid: Overview, Session Set-Up, Analysis (Be prepared to discuss a branded
use for this technique)
Laddering: Overview, Detail (As with the prior, be prepared to discuss a branded use
for this technique)
Second, read about qualitative data analysis and reporting:
Chapter 3 in Qualitative Data Analysis
(http://www.classmatandread.net/class/785wk3/Qualitative_data_analysis.pdf)
Reporting Qualitative Research
(http://intqhc.oxfordjournals.org/cgi/reprint/19/6/349.pdf)
Reliability and Validity in Qualitative Research
Third, skim the following two reports. Prepare a point of view with regard the quality of
the report, especially with regard to the communication of key learnings and insights .
Recycling Report
(http://www.classmatandread.net/class/qual/-Recycling report.doc)
Condom Report
(http://www.classmatandread.net/class/qual/-condom report.pdf)
September 17: Product Placement
First, use this link above to get a feel for:
product placement in video games (slides 15+)
(http://www.slideshare.net/fuordigital/the-video-game-advertising-landscape)
and then familiarize yourself with the results of research on this form of advertising in
the Massive Video Game Research Report
(http://www.classmatandread.net/class/pp1/Massive-Jumper.ppt)
Second, read Engagement and In-Game Placement.
(http://www.classmatandread.net/class/pp/oto.pdf)
Finally, please read and be prepared to discuss the following academic papers:
Three papers are from the Journal of Advertising, specifics are shown below:
CONSUMERS, CHARACTERS, AND PRODUCTS. By: Russell, Cristel Antonia; Stern,
Barbara B., Spring2006, Vol. 35 Issue 1, p7-21
AUDIENCE RESPONSE TO PRODUCT PLACEMENTS. By: Balasubramanian, Siva K.;
Karrh, James A.; Patwardhan, Hemant. Fall2006, Vol. 35 Issue 3, p115-141
PRODUCT PLACEMENT. By: La Ferle, Carrie; Edwards, Steven M., Winter2006, Vol. 35
Issue 4, p65-86, 22
One paper is from the Journal of Consumer Research, as shown below:
Investigating the Effectiveness of Product Placements in Television Shows: The Role of
Modality and Plot Connection Congruence on Brand Memory and Attitude. By: Russell,
Cristel Antonia., Dec2002, Vol. 29 Issue 3, p306-318
One paper is from the Journal of Promotion Management, as shown below:
The Effective Product Placement: Finding Appropriate Methods and Contexts for
Higher Brand Salience. By: SOONKWAN HONG, YONG JIAN WANG, AND GILBERTO DE
LOS, Vol 14 (2008), p. 103–120.
September 24: Message Framing
First, download and read the following papers (best in the order indicated)
Kahnemann: Risk, Values and Frames
Rothmann, Strategic Use of Gain- and Loss-Framed Messages
Davis, Environmental Framing
Second, select a product that does not use framing in its print ad. Then, after exploring product
attributes and benefits (both real and perceived) bring the ad to class prepared to discuss how
the product could be promoted with positively and negatively framed messages.
October 1: Introduction to Consumer-Brand Relationships
October 8: Take-Home Mid--Term Exam
October 15: The Core of Consumer-Brand Relationships - Trust
October 22: Consumer-Brand Relationships - Breaking Up Isn’t Hard to Do
October 29: When Consumer-Brand Relationships Go Wrong - Apology and Recovery
November 5: Traditional Media Advertising Campaign Evaluation
The readings below focus on the Youth Anti-Drug Public Service Campaign:
Anti-­­Drug Campaign --­-­­ Target Audience
Anti-­­Drug Campaign --­-­­ Communication Objectives
Anti-­­Drug Campaign --­-­­ Formal Evaluation (Read only Chapters 2 and 5)
http://class.classmatandread.net/Fullreport.pdf
Academic evaluation of antidrug campaign
(http://www.classmatandread.net/class/antidrugeval.pdf)
The two readings below focus on the VERB campaign:
VERB Evaluation (I)
VERB Evaluation (II)
(http://www.kff.org/entmedia/upload/--­Promoting--­Physical--­Activity--­Among-­Tweens--­Evaluation--­Results--­of--­CDC--­s--­VERB-­­ Campaign--­Marian--­Huhman.pdf)
Each of the readings below focus on the evaluation of state tourism campaigns. Be prepared to
discuss the strengths and weaknesses of each evaluation.
State Evaluation (I)
http://class.classmatandread.net/--­ADTRACK(2).pdf
State Evaluation (II)
http://class.classmatandread.net/--­Ad Tracking Report (3).pdf
November 12: Social Media Campaign Evaluation and Attribution
First, read Attribution Models at Mashable, Forrester Understanding Attribution,
and HMG Insights.
Second, watch the video of attribution modeling at:
http://www.youtube.com/watch?v=JRTWNN2J6Jo (You can start at the 4:15 mark)
Third, read about an alternative to Google attribution modeling at iCrossing here.
November 19: Social Media Metrics/ROI, Sentiment Analysis
First, there are multiple approaches to conceptualizing social media return on investment
(ROI). CRITICALLY read and be prepared to compare, contrast, and evaluate the perspectives
expressed in the readings noted below:
iContact (http://www.icontact.com/static/pdf/Calculating_Social_Media_ROI.pdf)
MITSloan
Radian 6 (http://socialcommercetoday.com/documents/Radian6_2012.pdf)
Social Media Watch
Second, read about different approaches to calculating social media ROI. Develop a point of
view regarding the acceptability of each. After reading these approaches, create and be
prepared to discuss your own approach.
Can You Manage Your Social Media Investment
Approaches to calculating ROI and the ROI Calculator
Purchase Equivalency Calculator
Third, read Twitter Sentiment Analysis (pages 35 -­­ 50;
(http://www.classmatandread.net/class/s/AMSJ Vol_16_SI_2012.pdf).
Finally, conduct a search for the same term(s) of your choosing at Socialmention and
Tweetfeel. Be prepared to discuss the accuracy, strengths and weaknesses of each approach.
November 26: Paper Conferences (by appointment)
December 3: Advertising Testing and Optimization
The readings below address the most fundamental aspect of testing: A/B:
A/B Testing (Be sure to read examples on bottom of page)
(http://www.smashingmagazine.com/2010/06/24/the-ultimate-guide-to-a-btesting/)
Omniture A/B Testing (Read all “continue” pages)
A/B Case 1
A/B Case 2
A/B Case 3
The reading below provides the transition from A/B testing to multivariate testing:
Beyond the A/B Split
The readings below explain and provide examples of multivariate testing:
Introduction to Multivariate Testing
Multivariate Overview
Multivariate (Intro: 1 of 3)
Multivariate (2 of 3)
Multivariate (3 of 3)
Academic application of multivariate testing
December 7: Final exam distributed via email
December 10: Paper and final exam conferences (by appointment)
Final exam and paper are due via email no later than midnight on December 13, 2012.