Is advertising more of an art than a science? As an out-of-class assignment, write a report on a current trend in advertising-such as viral videos or behavioral targeted advertising-and identify the role that research plays in that trend. Describe what research methods are used to support the advertising practice, and list how advertisers use research data in the creation of specific messages and campaign strategies. Do you think scientific testing methods are able to convey the true impact and effectiveness of advertising?