Communication Theory Case Study Comm 401

In the case study an ad agency hired two consultants to help them create an ad for running shoes. Consultant A presented a scientific approach in a multitude of ways. Consultant A wanted to perform a survey to provide a statistical analysis on the consumers of running shoes. The consultant would focus on demographics, psychographics, and sociographics (ACES, n.d.). To break that down even further there would be categories like income, political preference, age group, and gender (ACES, n.d.). The advice of “Consultant A” is also a scientific approach because it measures quantitative data. The focal point of quantitative data is numbers, and the results are measured then compared. The scientific approach relies on observation, data, and measurement. Consultant A’s plan includes all three resulting in a scientific approach.

1. Consultant B presented a humanistic approach in a number of ways. Consultant B decided to focus more on the physical, emotional, and personal levels of the consumers, and less on the numerical data (). Consultant B’s focal point was the actual act of running vs. the shoe. The humanistic approach relies more on the consumer and less of the quantitative research. Consultant B wanted to really connect with the consumer, and also wanted the consumer to really feel the atmosphere the ad would present. Humanism emphasizes the study of the whole person and that is what Consultant B wanted the ad to depict (McLeod, 2007). The humanistic approach is contingent on the actual person and in Consultant B’s case, the consumer.

2. The Scientific Approach presents some advantages and disadvantages. The scientific approach provides one perspective, which can lead to an objective or bias results. Although the scientific approach provides facts, which is definitely an advantage, the question of accuracy can arise. How trustworthy are the people involved in the surveys and what is the level of social desirability? In interviews and surveys, the respondents may answer according to what the surveyor wants to hear. Will the people decide to let their opinions become public or will the privacy boundary take effect (Griffin, 2013). The scientific approach seems like it takes a lot of time but only focuses on one area at a time. The qualitative results may only represent a sample and not the population.

3. The Humanistic approach also presents some advantages and disadvantages. Although the humanistic approach focuses on a person’s attitude and feelings, those can both be factors that can change at any moment. An advantage to the humanistic approach is the presence of multiple perspectives. Instead of trying to reach one audience, this approach reaches many audiences. The humanistic approach relies on the consumer and really seems to focus on what the consumer actually wants. The rule-based theory seems to go hand and hand with the humanistic approach because the focus is connecting to the person and learning how their lives are managed (Griffin, 2013).

4. It is possible for an ad to want to use both a scientific approach and a humanistic approach. If an ad wanted to utilize both approaches the focus should be on getting to know the people, and also the area. The ad company should conduct focus groups, interviews, and surveys to get the most accurate data. The focal point should be more on psychographics and less on demographics. Find out what the people like, what the people value, and what the people are interested in. Essentially the people are going to become the consumers, so the people matter.

Works Cited

ACES 2015-16 Upfront. (n.d.). Retrieved February 11, 2016, from http://www.mediadynamicsinc.com/

Griffin, E. (2013). A first look at communication theory (9th ed.). Boston: McGraw-Hill.

McLeod, S. (2007). Humanism | Simply Psychology. Retrieved February 12, 2016, from http://www.simplypsychology.org/humanistic.html