The University of Texas - Austin

Advertising Course Research Project

The purpose of this term project is to introduce you to the research process in which you will go through all of the steps taken in conducting and reporting research. In addition, it will provide you with an opportunity to apply the knowledge and skills you learn in this class.

This project can be completed individually, but due to the substantial amount of work required, you are advised to work within a team environment where each member is expected to contribute substantially towards the completion of the project.

Pick an advertising, public relations or marketing-related issue of your interest. Review what is known about the topic (literature review/secondary research). Identify a �hole� in the existing literature or our current knowledge that needs to be studied and then develop research questions or hypotheses accordingly. Conduct your own research (primary research) that addresses the key aspect(s) of the issue and adds to our understanding of the topic. Report the results and summarize your standing for the issue.

Our topic will be the use of celebrity athletes endorsing luxury products.