The Importance of Research in Creative Advertising

Research skills are vital for many careers and industries. In creative advertising, it is the difference between giving accurate market statistics, customer insights, or knowing the latest trends in technology. As aspiring professionals in our field, even students should be interested enough in the various areas of expertise to always be abreast of the latest developments. When learning how to conduct research in the FIU/MAS GSC MA- Creative Track, it is inevitable that certain topics will require deeper research.

While the program will teach you how to do this, read on to see some of the other ways research plays a role in a creative advertising position. Our unique selling point is how the program not only teaches these skills but then gives you the opportunity to have a finished portfolio through a premiere Ad school (Miami Ad School) to show off when applying to the workforce.

How Advertising Research Effects Creative Campaigns

Advertising research is needed in order to determine the effectiveness of a campaign or commercial based on the feedback of a consumer. This kind of research is vital as it analyzes whether or not the ROI of an advertisement has been achieved, which is one of the goals in advertising. Here are several others:

• Generate creativity through well-formed strategies.
• Position yourself as a reliable, data-backed source of information.
• Identify future problems that a campaign might face.
• Track and analyze your campaign’s performance.
• Reduce failure when you’ve done great research beforehand.

• Increase awareness and knowledge about your target market for branded campaigns.
• Analyze a changing market as client awareness is vital.
• Measure final results to use as research for the next campaign.

Creative Research Methods

As researchers, we all use technology that offers new opportunities. As a student, you can learn how can now to use apps, data visualizations, user-feedback, and campaign metrics to communicate research. Some fear that technology will make their research practices obsolete, but this should not be a cause for fear, but instead and a chance to grow.

Mixed methods are best in any case as subjects have dedicated books, journals, and magazines, even available online. Students often think gathering data requires both quantitative and qualitative methods, but there are other options used to inform the same piece of research via a multi-media presentation. This is especially vital to communicate to clients the rationale behind certain aims or goals at work.

Expand Your Skillsets with FIU-MAS Global Strategic Communications Creative Track

A master’s degree from FIU-MAS GSC – Creative Track will provide a foundation in the creative, management, interpersonal, and analytical skills required to work in the advertising field. Coursework in business, consumer behavior, and media combined with classes in design, copywriting, and marketing prepare you to conduct research for effective ad campaigns. The program includes subtracts for specializing in art direction, copywriting, social media, and creative strategy.

The Global Strategic Communications Creative Track is a 39-credit program that culminates in a Master of Science in Mass Communications degree awarded by Florida International University and graduation from world-renowned Miami Ad School’s portfolio program. The interdisciplinary program combines graduate-level academic courses with the creative skills-building curriculum taught by the leading portfolio school in the world.

For more information on the GSC program, contact Grizelle De Los Reyes, Director of the FIU-MAS Creative Track program at gdelosre@fiu.edu.