Checking date: 30/06/2021

Course: 2021/2022

Advertising Efficacy: Pretest and Postest
Study: Master in Advertising Communication (326)

Coordinating teacher: KAISER REMIRO, REGINA

Department assigned to the subject: Department of Statistics

Type: Compulsory
ECTS Credits: 3.0 ECTS


Requirements (Subjects that are assumed to be known)
COMPETENCES CB8, That students are able to integrate knowledge and face the complexity of making judgments based on information that, being incomplete or limited, includes reflections on social and ethical responsibilities linked to the application of their knowledge and judgments. CG3, To apply marketing research tools in the field of advertising communication. CG4, To identify the brands strategy in the current saturated advertising market. CE4, To plan emerging actions in the field of new advertising communication. CE6, To apply market research to evaluate advertising effectiveness. CE7, To analyze market data to design a strategic communication plan. CE10, To identify and define communication objectives and design the most appropriate strategies in the dialogue between brands and consumers. LEARNING OUTCOMES Knowledge of the main instruments and methods of data analysis required to assess the impact of communication. Identification and proposal of communication objectives with their respective measurement indicators. Design of research to measure the perceptions and attitudes of the potential public towards proposals and communication campaigns before and after their launch. Measuring the effectiveness of a communication campaign in different media. Propose recommendations for improvements in the communication campaign on the basis of the research designed and carried out.
Skills and learning outcomes
Description of contents: programme
1. Advertising Effectiveness Measures. 2. Typology of advertising measurement. Pre-test. 3. Typology of advertising measurement. Post-test. 4. Factors that affect the effectiveness of advertising. 5. Statistical analysis tools. 5. SPSS software.
Assessment System
  • % end-of-term-examination 40
  • % of continuous assessment (assigments, laboratory, practicals...) 60
Calendar of Continuous assessment

The course syllabus may change due academic events or other reasons.