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ERIC Number: EJ1049400
Record Type: Journal
Publication Date: 2015
Pages: 6
Abstractor: ERIC
ISSN: ISSN-1740-4622
Street Crossing: Observational Research and Developing Health Communication Strategies
Mackert, Michael; Lazard, Allison; Wyeth, Ben
Communication Teacher, v29 n1 p49-54 2015
Students in communication, and particularly in advertising, are encouraged to value creativity. However, even in programs that value creativity, it can be difficult to encourage creativity in the process of research that guides communication efforts. The project described in this paper--"Street Crossing"--is used in upper-division and graduate-level account planning courses as a unit activity. While definitions of account planning vary, a consistent theme is account planners serve as a "voice of the consumer" in the agency and ensure campaigns will resonate with consumers (Hackley, 2003; King, 2008a, 2008b; Kocek, 2013; Pollitt, 2008; Steel, 1998). A primary goal of account planning is to determine what consumers "really" want, not just what they "say" they want when asked (Steel, 1998). Uncovering insights to guide an effective advertising campaign requires thoughtful qualitative and quantitative research, often supplemented by anthropological observational research--immersing oneself in the consumer's life (Kocek, 2013; Steel, 1998). A key benefit of the Street Crossing exercise is it provides students an opportunity to explore different ways of using research to solve a communication problem, explain the thinking behind that research, and make communication recommendations based on their findings--all skills required for account planners. In essence, the Street Crossing exercise bridges the gap between research methods textbooks to applied practice by illustrating how research, when done properly, can lead to better strategic and creative outcomes.
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Publication Type: Journal Articles; Reports - Descriptive; Guides - Classroom - Teacher
Education Level: Higher Education; Postsecondary Education
Audience: Teachers
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A