Media Advertising

Media Advertising Concentration

Media Advertising students will learn about the major institutions involved in advertising; the role of self- and government regulation; the way consumers turn to, avoid, process and are influenced by advertising; and the role of advertising in selling products as well as promoting ideas, including those designed for the public good.

Students also will learn how to design, create, and manage effective advertising messages and campaigns—as well as assess their intended and unintended consequences. They will have the skillsets to enter the advertising work world as account executives, copy writers, graphic and web designers, media planners, promotions specialists, research analysts, sales representatives and social media coordinators.

Media Advertising Concentration Requirements

Many concentration courses have prerequisites. Be sure to take those into consideration when selecting a concentration and planning the degree.

Complete at least 15 credit hours, including at least 9 credit hours at the 300–400 level, divided as follows:

Both of the following courses:

MSCH-A 337 Electronic Media Advertising

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Principles of Internet, network, national spot, and local radio and television advertising; roles of advertising agency, station representative, time buyer. Credit given for only one of MSCH-A 337 or TEL-T 340.

MSCH-S 348 Audience Analysis

(3 cr.) CASE S&H

P: MSCH-C 207 or TEL-T 207 with a grade of C– or higher, or consent of instructor. The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry. Credit given for only one of MSCH-S 348 or TEL-T 348.

Three (3) courses selected from the following:

BUS-M 300 Introduction to Marketing

(3 cr.)

P: A200, A201, or A202. Only for non-business majors. Offered for students pursuing a minor in business while majoring in a non-business major on campus, including apparel merchandising and interior design, journalism, telecommunications, or sports marketing and management. Examination of the market economy and marketing institutions in the United States. Decision making and planning from the manager’s point of view and impact of marketing actions from consumer’s point of view. Not open to business majors. No credit toward a degree in business. Students may not receive credit for both M300 and (M370 or M304 or M301).

BUS-M 311 Introduction to Marketing Communications

(3 cr.)

P: M300. Only for non-business majors. This course is designed to introduce non-business majors to the field of advertising and promotion. Focuses on examining the factors impacting consumers’ receptivity to marketing messages and purchase behavior. Developing competitive marketing strategies, persuasive messages, and appropriate media vehicles for delivering them are covered. Emphasis on practical application of these concepts through course-long development and presentation of an Integrated Marketing Communications Plan. Not open to business majors. No credit toward a degree in business.

FINA-S 352 Production for the Graphic Designer

(3 cr.)

P: S351 and consent of instructor. A & H A thorough set of practical exercises that combine design projects with related information about both presentation of ideas and printing of finished designs.

MSCH-A 315 Advertising and Consumer Culture

(3 cr.) CASE S&H

Critical examination of advertising’s role in modern societies. Focuses on marketing and consumption as central activities in shaping personal identity and social relations. Credit given for only one of MSCH-A 315 or CMCL-C 315.

MSCH-A 320 Principles of Creative Advertising

(3 cr.)

Analysis of strategy employed in developing creative advertising, with emphasis on role of the copywriter. Research, media, legal aspects, ethical standards as they apply to the copywriting functions. Place of the creative function within the advertising agency and the retail business. Credit given for only one of MSCH-A 320 or JOUR-J 320.

MSCH-M 343 Electronic Media Sales

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Techniques and skills used in selling advertising for television, radio, cable, and the Internet: researching prospective clients, knowledge and application of marketing models, developing an effective media mix to achieve market goals, preparing written and oral sales presentations. Credit given for only one of MSCH-M 343 or TEL-T 343.

MSCH-A 347 Media Promotion and Marketing

(3 cr.)

P: MSCH-C 207 or TEL-T 207 with a grade of C- or higher, or consent of instructor. Theory and practice of designing, implementing, and evaluating promotional materials and marketing campaigns for television programs, radio formats, cable services, the Web, and new media. Credit given for only one of A347 or TEL-T 347.

MSCH-A 420 Advertising Concepts and Copywriting

(3 cr.)

P: MSCH-C 226 or JOUR-J 210, and MSCH-A 320 or JOUR-J 320. Intensive practice in producing effective advertising concepts, copy, and design prototypes for newspaper, magazine, direct mail, outdoor, radio, television, and converged campaigns. Credit given for only one of MSCH-A 420 or JOUR-J 420.

MSCH-A 438 Advertising Issues and Research

(3 cr.)

P: MSCH-A 320 or JOUR-J 320 and junior/senior standing, or permission of instructor. Seminar in current developments in advertising as an economic and social force. Examines contemporary issues in the profession. Students will conduct independent and original research projects. Credit given for only one of MSCH-A 438 or JOUR-J 438.

MSCH-A 441 Advanced Advertising Strategies

(3 cr.)

P: MSCH-C 207 or TEL-T 207, and MSCH-A 337 or TEL-T 340, all with a grade of C- or higher; or consent of instructor. Analysis and evaluation of planning, creative, and placement components of advertising campaigns utilizing the electronic media; development of original advertising campaigns. Credit given for only one of MSCH-A 441 or TEL-T 441.

MSCH-F 391 Media Audiences

(3 cr.) CASE A&H

Studies audiences in the context of film, television, new media, and other media forms. Topic varies, but may include a focus on theories of spectatorship, historical reception studies, ethnographic and/or empirical audience studies, global or transnational audiences, Internet communities, performance theory, fan cultures, and subcultures. May be repeated with a different topic for a maximum of 6 credit hours in MSCH-F 391 and CMCL-C 391.

MSCH-X 472 Media Internship

(1-3 cr.)

P: Junior or senior standing; at least 12 semester credit hours completed in the school; advanced arrangement with academic advisor. Faculty-supervised work in a media field related to student’s academic interests. Credits based on at least 45 work hours per credit hour with a maximum of 6 credit hours applied toward the B.A. in Media or the B.S. in Game Design. Student must write a critical analysis paper and be evaluated by a workplace supervisor. S/F grading. May be repeated for a maximum of 6 credit hours in MSCH-X 472, MSCH-I 497, MSCH-I 382, TEL-T 497, or CMCL-C 382.

MSCH-J 463 Graphic Design I

(3 cr.)

P: MSCH-C 226 or JOUR-J 210. This design course incorporates electronic photo editing, graphics, and page design. Students are instructed in design theory, computer publishing skills, and creative problem solving. Credit given for only one of MSCH-J 463 or JOUR-J 463.

MSCH-J 465 Graphic Design II

(3 cr.)

P: MSCH-J 463 or JOUR-J 463. This advanced design course builds on Graphic Design I and incorporates advanced work in color, type design, computer illustration, creative problem solving, and an introduction to production. Credit given for only one of MSCH-J 465 or JOUR-J 465.

MSCH-R 321 Principles of Public Relations

(3 cr.)

Survey course about theory and practice of public relations. Examines PR function within organizations, its impact on publics, and role in society. Topics include the evolution of the field, the range of roles and responsibilities that practitioners assume, ethics, and significant issues and trends. Credit given for only one of MSCH-R 321 or JOUR-J 321.

MSCH-R 429 Public Relations Campaigns

(3 cr.)

P: MSCH-R 321 or JOUR-J 321 with a grade of C- or higher. Development and execution of a public relations campaign for a non-profit organization. Public relations theory and in-depth care study analysis. Develop a campaign proposal to meet a client’s business objectives and learn how to pitch it. Part of the course focuses on media relations and crisis communications training. Credit given for only one of MSCH-R 429 or JOUR-J 429.

MSCH-S 414 Public Communication Campaigns

(3 cr.) CASE S&H

P: MSCH-C 213 or TEL-T 205 with a grade of C- or higher, or consent of instructor. Theoretical backgrounds of media campaigns; analyses of persuasion strategies, campaign goals, communication media, audiences, and campaign effectiveness. Case studies of campaigns for social action; original analysis of specific campaigns. Credit given for only one of MSCH-S 414 or TEL-T 414.

MSCH-J 488 Agency Practicum--Agency 7

(3 cr.)

P: Junior or senior standing. Capstone, clinical experience that models the professional practices and service offerings of world-class integrated marketing communication media agencies. Implement public relations/advertising services for real clients through service learning. Professional skills, proficiencies, and best practices through hands-on learning. May be repeated for a maximum of 6 credit hours in J488 or JOUR-J 488.

MSCH-X 498 Research in Media

(1-4 cr.)

P: Approval of instructor and Director of Undergraduate Studies. Opportunity for independent readings, research, and experimentation on relevant issues in media and communications; work with faculty member on individual basis. No more than 3 credits at one time. May be repeated for a maximum of 6 credit hours in MSCH-X 498, MSCH-J 499 and JOUR-J 499.

Specialization restrictions:

See The Media School Bulletin for complete details.

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