Advertising (ADVT)

Courses

ADVT 2337. INTRODUCTION TO ADVERTISING. 3 Hours. (TCCN = COMM 2327)

The role of advertising in society. Basic concepts include marketing message creation, budget determination, agency-client relationships, and social responsibility of advertisers.

ADVT 3304. STRATEGIC COMMUNICATION I. 3 Hours.

Introductory strategy course focusing on creative communication in advertising and marketing communication planning. The evolution and development of the strategic creative process is evaluated relative to campaign objectives and research, especially as it impacts Integrated Marketing Communication and branding programs. Students successfully completing Strategic Communication I advance to Strategic Communication II. Prerequisite: COMM 2311 previously listed as JOUR 1345, ADVT 2337, MATH 1308, COMM 2315 all with a minimum grade of C (2.0/4.0 scale).

ADVT 3305. ADVERTISING MEDIA. 3 Hours.

Decision-making in selection and use of advertising media. Evaluation of media alternatives in terms of marketing communication objectives and strategy, audience analysis, media-market research, cost, and editorial/program content. Media plans are developed consistent with Integrated Marketing Communication and branding programs. Prerequisite: COMM 2311 previously listed as JOUR 1345, ADVT 2337, COMM 2315, and MATH 1308, all with a grade of C or better.

ADVT 3306. STRATEGIC COMMUNICATION II. 3 Hours.

Advanced strategy course building on the foundation from Strategic Communication I; assumes a basic understanding of strategy and research. Advanced critiques of existing campaigns coupled with the development of strategic communication for various media, including print, broadcast, direct mail, and Internet. Persuasive presentation of strategies and executions to others as in an agency setting; includes copywriting, basic art direction, and multimedia usage. Prerequisite: ADVT 3304 with a grade of C (2.0/4.0 scale) or better, and COMM 3303.

ADVT 4300. INTEGRATED MARKETING COMMUNICATION (IMC) MANAGEMENT. 3 Hours.

Theory and management of such functional integrated marketing communication areas as advertising, public relations, sales promotion, and direct response are evaluated relative to targets, timing, and messages strategies. A managerial approach is used to review and evaluate the strengths and weaknesses of IMC strategy and planning relative to brand management. Prerequisite: ADVT 3304 with a grade of C (2.0/4.0 scale) or better.

ADVT 4301. ADVERTISING AND IMC CAMPAIGNS. 3 Hours.

Advanced study in the application of advertising and marketing communication theories. Advertising campaigns are developed consistent with Integrated Marketing Communication and branding programs. Student agency teams develop speculative advertising and IMC plans for organizations, products and/or brands. Prerequisite: A grade of C (2.0/4.0 scale) or better in ADVT 3305, ADVT 3306, ADVT 4300.

ADVT 4391. CONFERENCE COURSE. 3 Hours.

Topic assigned on an individual basis, covering individual research or study in the designated areas. May be repeated when topic changes, for a maximum of six credit hours. Prerequisite: COMM 2315 and 60 or more hours earned and permission of the department.

ADVT 4393. SPECIAL TOPICS. 3 Hours.

Special studies in advertising. Topic varies from semester to semester. May be repeated when topic changes, for a maximum of six credit hours. Prerequisite: COMM 2315 and 60 or more hours earned and permission of the department.

ADVT 4395. PROFESSIONAL INTERNSHIP. 3 Hours.

Individual research in advertising while working with business and industry. Individual conference to be arranged. Prerequisite: COMM 2315, 60 or more hours earned and permission of the department. Graded Pass/Fail.