Program Rationale and Objectives

Advertising is an economic driver in 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.)