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2003 - 2004
Undergraduate Catalog

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Advertising

College of Journalism and Communications

INSTRUCTIONAL STAFF

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.

ADV 3000 Elements of Advertising.

Credits: 3; Prereq: sophomore standing.

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.

ADV 3001 Advertising Strategy.

Credits: 3; Prereq: 3JM ADV ; minimum grades of C or better in MMC2100, ADV3000, and MAR3023.

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.

ADV 3203 Introduction to Advertising Design and Graphics.

Credits: 3; Prereq: 3JM ADV; Advertising majors only; minimum grades of C or better in MMC 2100, ADV 3000, and MAR 3023.

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.

ADV 3501 Advertising Research.

Credits: 3; Prereq: 3JM ADV, minimum grades of C in MMC 2100, ADV 3000 and MAR 3023.

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.

ADV 3502 Advertising Sales.

Credits: 2; Prereq: 3JM, minimum grade of C or better in MMC 2100, ADV 3000 and MAR 3023.

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.

ADV 4101 Copywriting and Visualization.

Credits: 3; Prereq: 3JM ADV; minimum grade of C or better in MMC 2100; ADV 3000 and MAR 3023, and ADV 3203; Coreq: ADV 3501.

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

ADV 4102 Advanced Copywriting.

Credits: 3; Prereq: 4JM ADV; minimum grade of B in ADV 4101.

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..

ADV 4200 Advertising Graphics and Production.

Credits: 3; Prereq: 3JM ADV, minimum grade of C in ADV 3000 and ADV 3203.

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.

ADV 4300 Media Planning.

Credits: 3; Prereq: 3JM ADV; minimum grade of C or better in MMC 2100, ADV 3000, MAR 3023, ADV 3001, and ADV 3501.

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.

ADV 4400 International and Cross Cultural Advertising.

Credits: 3; Prereq: 3JM ADV; minimum grade of C or better in MMC 2100, ADV 3000, MAR 3023 and ADV 3001.

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.

ADV 4401 Direct Response Advertising and Sales Promotion Writing.

Credits: 3; Prereq: 3JM ADV; Coreq.: ADV 4101.

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.

ADV 4700 Retail Advertising.

Credits: 3; Prereq: 3JM ADV; minimum grade of C in ADV 4101.

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.

Credits: 3; Prereq: 4JM ADV; minimum grade of C or better in ADV4101 and ADV4300.

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.

ADV 4905 Individual Problems.

Credits: 1 to 3; Prereq: 3JM ADV, at least 10 hours of 3-4000 level advertising courses and approval of the chairperson.

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

ADV 4930 Special Study in Advertising.

Credits: 2 to 3; May be repeated with change of content one time. Prereq: 3JM ADV.

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

ADV 4931 Seminar: Ethics and Problems in Advertising.

Credits: 2; Prereq: 3JM ADV, minimum grade of C in ADV 3001 and ADV 3501.

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.

Credits: 1 to 3; Prereq: 3JM ADV; 2.5 minimum professional GPA; minimum grade of C in ADV 3000 and MAR 3023; completed 1 related advertising course and departmental approval.

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.

 
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