This course develops students' ability to understand and effectively conduct research projects in advertising, such as audience analysis, message/media research, and marketing surveys. It is designed to bring together the theories and methods of communication and social sciences to deal with practical problems in advertising. Emphasis will be on a synthesis of theoretical studies in communication and professional practice in advertising.

CILO-1: Identify major issues in advertising research, education as well as professional practice today. CILO-2: Explain the relationship between advertising research and cultural, social, psychological, marketing, and communication studies. CILO-3: Discuss the importance of the idea of fostering university staff should go beyond "acquisition" to include "participation" and "creation". CILO-4: Apply advertising strategic planning and analyze its related research.