An overview of advertising as it relates to marketing and mass media. The course examines the advertising industry, including advertisers, advertising media and ad agencies, advertising history, its social and economic effects, advertising law and ethical standards. Students are introduced to the advertising planning process: product, market and consumer research, creative and media strategy, production of messages and evaluation of advertising effectiveness.

Introduces advertising account planning and covers basic research skillsets, with an emphasis of how insights influence brand strategies in advertising. By reviewing numerous case studies, students understand how research influences strategies, what role brand archetypes play, how A.I. affects marketing strategies, best practices for writing strong creative briefs, and understanding the true definition of a brand. Students learn how to think strategically and critically, study morals and ethics in advertising and understand how storytelling is becoming more important in today's ever-changing advertising landscape.

Focuses on ideation and creative messaging with an emphasize on copywriting. Explores ideation as a means of creating concepts that can move across multiple media platforms, as well as preform in non-mediated spaces. Covers ideation, strategy, creative appeals and the fundamentals of copywriting. Presented in a lecture/lab format where students present and critique their work.

Work experience in advertising in specific organizational settings, supervised by an approved professional coupled with related academic work assigned. Approval of departmental internship director required in advance of internship. May be taken more than once to a maximum of three credits total. 0 credit is SNC/UNC grade assessment; 1-3 credits is S/U grade assessment.

Examines insight-driven media strategy in advertising. Course material builds upon on an historical perspective and discussion of the core purpose and value of media strategy. Students review and evaluate a wide variety of media options, from conventional and digital media platforms to emerging applications and channels. Provides an understanding of and instruction in the use of leading consumer research, planning and buying analytics and methods used for evaluation of media planning, execution and stewardship.

A continuation of ADVE 3400. Emphasis on formulating strategy and producing executions for coordinated, multi-media campaigns. Each student creates a portfolio which showcases his or her talent and ability to work as a professional copywriter.

Supervised study of a specific area or topic in Advertising

Capstone course that simulates the full advertising campaign process. The first part of the course focuses on cultural and market forces. The second part focuses on a full campaign, created by students working in teams, for a real client and incorporates skills from previous courses. Instruction emphasizes the skills necessary to present strategic points of view and creative work.

Examines insight-driven media strategy in advertising. Course material builds upon on an historical perspective and discussion of the core purpose and value of media strategy. Students review and evaluate a wide variety of media options, from conventional and digital media platforms to emerging applications and channels. Provides an understanding of and instruction in the use of leading consumer research, planning and buying analytics and methods used for evaluation of media planning, execution and stewardship.

A continuation of ADVE 3400. Emphasis on formulating strategy and producing executions for coordinated, multi-media campaigns. Each student creates a portfolio which showcases his or her talent and ability to work as a professional copywriter.