Advertising

College of Journalism and Communications

Sutherland, J.C., Chair; Roosenraad, J.A., Adviser; Cho, C.H.; Correll, L.; Duke. L.; Goodman, J.R.; Morris, J.D.; Morton, C.; Pisani, J.R.; Roberts, M.; Treise, D.M.; Villegas, J.; Wagner, E.L.; Weigold, M.F.

Students who have not been admitted to the College of Journalism and Communications must have a 3.0 overall grade point average to enroll in other than the following courses: MMC 1000, MMC 2100, RTV 3000, RTV 2100, ADV 3000 and PUR 3000.

The role of advertising in a free economy, and its place in the media of mass communications. A study of advertising appeals, product and market research, selection of media, testing of advertising effectiveness and organization of the advertising profession.

A study of the theoretical foundations and the process of developing advertising and promotional strategy; methods of utilizing research data for developing and evaluating advertising strategy.

An introduction to visual communication theory and methodology, principles of design and production processes. Lectures include such topics as symbols, visual perception, conceptualization and layout stages, design principles, typography, illustration and imaging, color and color reproduction, print production, printing processes, computer graphics, video production and graphics.

The acquisition, evaluation and analysis of information for advertising decisions. Emphasis on understanding the scientific method, developing explicit and measurable research objectives, selecting appropriate methodologies and analyzing data.

Principles of selling media time and space to advertisers. An overview of sales opportunities and challenges in the various advertising media. How to prepare and deliver effective sales presentations.

Application of creative strategy for print and electronic media. Requires preparation of advertisements including rough layouts and storyboards.

Advanced course in the application of creative strategy for print and electronic media requiring preparation of advertisements. Emphasis placed on research, planning, development of creative concepts, writing, and design..

Designed to acquaint students with print production techniques. Emphasis is placed on techniques related to the advertising business. Lectures review specific uses of design, typography and print production with lab sessions dedicated to practicing layout and production techniques.

Designed to acquaint students with the problems, techniques and strategy of buying advertising space and time effectively and economically in newspapers, magazines, radio, television and outdoor media.

Major concepts and issues in international and cross cultural advertising campaign planning including primary and secondary research to assess environmental situations, setting objectives, budgeting, media, creative, ethics and social responsibility.

The strategy, planning and creative considerations that precede and guide the writing and preparation of direct response advertising and sales promotion activities. Strategic use of traditional mass media, interactive media and telemarketing as sales promotion vehicles and to achieve direct response.

A survey of retail advertising, including co-op and collateral materials. Brings together work of preceding advertising courses, including application of creative strategy in print and electronic media for retail advertising, budgeting and planning.

ADV 4800 Advertising Campaigns.

An advanced advertising course requiring the student to prepare and produce a complete general advertising campaign. Emphasis is placed on production methods, costs, research and media analysis.

The student and the instructor concerned will choose a problem or project which will give the student experience in his or her major field.

Variable advertising-related topics not covered in other advertising courses.

Major concepts and issues in the effects of advertising on society, culture, and the economy with emphasis on ethical systems and ethical decision making.

ADV 4940 Advertising Internship.

Student will select work area related to the field of advertising for on-the-job training. Student will work a minimum of 100 hours for each credit. Weekly progress reports, summary report, and supervisor's evaluation required.