Advertising
is an economic driver in America and makes us aware of products
and services. It supports mass media and makes it possible
for everyone to access information on the radio, television,
newspapers, and magazines at very little, or no, direct cost.
The practice of advertising requires persuasive skills, a
comprehension of media usage and effects, and strategic planning.
It is also a creative
activity that demands knowledge, discipline, diligence, and
inspiration.
Students will be
able to plan a comprehensive persuasive campaign, create compelling
and informative messages, and deliver them economically and
effectively through a spectrum of mass media outlets.
Program
Objectives for Advertising
Students will be able
to enumerate the roles, and identify various types of advertising.
(This objective is the focus of ADV 3000-Advertising and COM 6010-Advertising
Strategy but is also developed in ADV 3400-Media Strategy, and
in ADV 3500-Creativity and Copywriting.)
Students will recognize,
understand and be able to apply persuasive and motivational theories.
(Theories specific to advertising are presented in ADV 3000-Advertising,
the initial course in the degree program, but are also discussed
throughout the curriculum. ADV 3320-Consumer Behavior provides
an emphasis on theory.)
Students will develop
the analytical and creative skills to ability to create effective
persuasive messages in written, visual, and aural formats. (COM
3500-Creativity and Copywriting focuses on this objective. Visual
design skills are further developed in COM 3460-Desktop Publishing
which provides an understanding of graphic communication.)
Students will demonstrate
dynamic, effective, and persuasive oral communication skills.
(This objective is developed throughout the program of study but
is a primary focus in the capstone course, ADV 4900-Seminar in
Advertising.)
Students will be
able to select media that efficiently, and effectively, reach
targeted audiences. (This objective is the primary focus of ADV
3400-Media Strategy but is applied in ADV 4900-Seminar in Advertising
where students actually create a comprehensive campaign.)
Students will be able
to employ appropriate research techniques and analyze, interpret,
and present data effectively. (Research is incorporated in all
courses in the advertising curriculum and is demonstrated in ADV
4900.)
Students will demonstrate
an understanding of the ethical and legal aspects that influence
advertising. (This objective is emphasized throughout the advertising
curriculum.)
Student will experience
the application of their knowledge and skills in a professional
context. (COM 3950-Communication Practicum provides students with
an opportunity to develop their professional portfolio, and practice
their skills, in an advertising agency, or in the promotional
department of a company, under the supervision of a professional.)
