ADVT - Advertising
Students learn the major communications tools available to promote a product or service to target customers. In the course, students learn marketing communications definitions, concepts, and theories of promotional communications and the tools utilized - both traditional approaches and emerging technologies.
Students will be introduced to the theory and practice of crafting effective visual communication messages for a variety of media commonly used by advertising and public relations professionals. Students will create persuasive messages using relevant software tools and use industry language and terminology to evaluate and assess effective visual communication messages.
In this course, students learn the creative process by which advertising is conceived and structured, based on communications goals and objectives. Students learn techniques for creating the "Big Idea." Students develop step-by-step strategies and refine creative thinking skills. Assignments and discussions aid in the development of advertising creative concepts for use in a portfolio and for class presentation. Prerequisites: MNGT 3510 OR ADVT 1940, AND MEDC 1050.
Students learn the application of writing skills to the field of advertising. The course emphasizes adapting writing style and format to specific target audiences and a variety of advertising situations. Students produce their own advertising copy for inclusion in their portfolios. Students receive the instructor's critique of all their writing and have a chance to critique fellow students' work. Prerequisites: MNGT 3510 AND ADVT 2550.
Topics courses are offered periodically to feature topics in advertising not covered by regularly offered courses. May be repeated for credit if content differs. Prerequisites vary with topic.
Students learn the concepts and techniques of modern design for a variety of media commonly used by advertising and public relations professionals, including posters, brochures, public relations kits, print and television advertising, sales promotions, and Web site/Internet. Students learn the basic elements of design and their best uses. Emphasis is placed on problem/solution exercises and assignments that challenge students to utilize those elements of promotional design to solve communication problems in workplace settings. Project critiques are conducted regularly, and aesthetic and psychological aspects of work are analyzed. Prerequisite: INTM 2350 or ADVT 2350.
Students learn about the issues involved in developing multinational advertising plans/campaigns. Students learn to apply all the major components and steps in the process of advertising planning - client/agency structure, audience identification and segmentation, objective setting, media strategy, creative strategy, research, budgeting - from an international perspective. The course challenges students to address each of these steps within the political, economic, religious, social, and cultural environment of another country and/or region. This is also an international studies certificate course. Prerequisite: MNGT 3510.
Students learn the process, strategies, and techniques involved in advertising production. Four different courses are offered under this course title. Each course focuses on the design and production of advertisements intended for one specific medium: print, television, radio, or Internet. May be repeated for credit if content differs. Prerequisite: ADVT 1940 or MNGT 3510, ADVT 2550, INTM 2350 or ADVT 2350, ADVT 3500.
This course introduces the fundamentals of advertising research. Students learn basic ad research theory and put it into practice by undertaking an actual research project. They learn the roles and subject matter of ad research including secondary sources and syndicated services. They also learn to conduct both qualitative and quantitative primary research, including planning, designing, sampling, data processing, analyzing, and reporting for an actual ad case study. Prerequisite: MNGT 3510 Advertising or ADVT 5321 Advertising Decision-Making for graduate students.
In this course students learn the role of media planning, buying and selling to help fulfill marketing communications objectives. Students learn the components of a professional media plan for target reach; how media buying techniques differ by target audience; and how the media sales process works. The course emphasizes the media's role in the advertising process and the media's influence on current techniques used by advertising agency media departments representing consumer and business clients with national, regional, and local needs. Students prepare a professional media plan utilizing the principles and practices mastered throughout the course. Prerequisite: MNGT 3510 Advertising or ADVT 5321 Advertising Decision-Making for graduate students, or permission of instructor.
Prerequisites: media major, junior standing, permission of the instructor, and filing of official form. May be repeated for credit with instructor's permission if content differs.
Seniors demonstrate their proficiency in advertising/marketing communications in this course. Students assume responsibility for the production of a project under the direction of a faculty member. Projects may include a plan, campaign, or a thesis. Prerequisites: senior standing, acceptance into the major through portfolio review, AND permission of instructor.
Students prepare for careers in the field of advertising/marketing communications by developing their personal portfolios, attending professional organizations' meetings, fine-tuning interviewing skills, and preparing their resumes. Prerequisites: advertising/marketing communications major and senior standing.
This course serves as the culmination of the advertising curriculum. Advertising theories, principles, and techniques presented in the classroom are tested and refined in a "real-world" environment. Students serve as members of an advertising team, assuming the following roles: advertising agency account executive, media planner, copywriter, art director, producer, or videographer. The team undertakes an actual product/service case history assignment: analyzing the communications problem, developing a strategy, and creating and producing an integrated marketing communications campaign. Students must apply for admission to the class and the role of their choice. Prerequisite: permission of the instructor. Students should see their instructor before registering to determine the number of credit hours and what procedure to follow in registering for this course. May be repeated once for credit (up to a total of 6 hours)
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