Communication Research and Advertising

Topics: Advertising, Research, South Africa Pages: 15 (3703 words) Published: September 17, 2013
COM306D
Communication Research

Assignment 1

Unique number: 385697

Semester 2

Student number: 41783751

TASK 5.10

I, the undersigned, hereby declare that this is my own and personal work, except where the work(s) or publications of others have been acknowledged by means of reference techniques.

I have read and understood Tutorial Letter CMNALLE/301/4/2013 regarding technical and presentation requirements, referencing techniques and plagiarism.

Signature: Signed
Name: Teboho Letshaba
Student Number: 41783751
Date: 25 July 2013
Witness’s signature:Signed
Keletso Ratlhagane

TABLE OF CONTENTS
1. MAIN ISSUE5
1.1Main issue criteria5
1.1.1Nature of research5
1.1.2Time dimension5
1.1.3Action5
1.1.4Issue5
1.1.5Method6
2RESEARCH CRITERIA6
2.1Relevance6
2.2Researchability6
2.3Feasibility6
2.4Ethical acceptability7
3EXTENT7
3.1Brief background of the publications7
3.1.1Drum7
3.1.2KickOff8
3.2Geographical boundary8
3.3Nature of the time dimension8
3.3.1Motivation for choice of time9
4POPULATION9
4.1Target population9
4.2Accessible population9
4.3Population characteristics10
4.4Units of analysis10
5ASSUMPTIONS11
5.1Sub issues11
6GOAL and OBJECTIVES12
6.1Nature of the goal12
6.2Relationship of goal and objectives to the main issue12 7RESEARCH QUESTIONS12
8THEORETICAL APPROACH13
8.1What each creative concept mean14
9RESEARCH DESIGN16
9.1Qualitative design16
9.2Quantitative design17
9.3Inductive reasoning17
9.4Deductive reasoning18
9.5Methods and techniques to collect qualitative data18
9.6Methods and techniques to collect quantitative data19
9.7Why the design is flexible19
SOURCES CONSULTED38
SELF-ASSESSMENT AND SELF-REFLECTION40
1MAIN ISSUE
Content analysis of different creative concepts and their characteristics applied in eight selected advertisements found in two publications – weekly magazines – Drum and You of July 11, 2013.

1.1Main issue criteria
Creative concepts applied in the advertisement will play a meaningful role whether the campaign succeeds or not. Pictures, text and captions are but some of the few items that are used to structure the advertisement. In other instances, advertisers use unique payoff lines which enable them to be a cut above the rest.

1.1.1Nature of research
The research approach is both qualitative and quantitative. The use of narrative data on the study prompted the adoption of qualitative approach. The quantitative approach came as a result of a data that was counted and numerically measured.

1.1.2Time dimension
The nature of the research is cross-sectional. The study is conducted through the use of July 11, 2013 editions of Drum and You. Both are weekly magazines. Therefore research findings are limited to the abovementioned period.

1.1.3Action
Exploratory and descriptive studies are used to determine characteristics of creative concepts used in selected advertisements for the research project.

1.1.4Issue
The issue at hand is to look at creative concepts used by various advertisers from the selected advertisements published in the July 11, 2013 editions of Drum and You.

1.1.5Method
A content analysis of two publications – Drum and You – and promotional messages carried through the use eight selected advertisements.

2RESEARCH CRITERIA
Every study conducted has to meet research criteria. It had to be relevant, researchable, cost-effective and should not violate acceptable ethical standards.

2.1Relevance
Drum and You form part of the print media which remain vital component of mass communication. Advertisers also used these...
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