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.

A new media advertising concentration will begin in 2018

The Media School restructured the media advertising concentration in the BA Media degree requirements with changes effective from summer 2018.

If you are currently certified into the concentration, you will continue to have access to all courses in the degree except for MSCH-A 337 (replaced by MSCH-A 300), MSCH-A 320 (also replaced by MSCH-A 300) and MSCH-A 420 (replaced by MSCH-A 305). These numbers will not be taught again. Several new MSCH-A courses will be offered in the future and all of them will count toward the current concentration.

If you are completing the Media Advertising concentration or the Media and Creative Advertising specialization, please note the following:

  • If you have completed either MSCH-A 337 or MSCH-A 320, do not take MSCH-A 300 because it will not count toward your degree.
  • If you have not completed MSCH-A 337, MSCH-A300 will fulfill the MSCH-A 337 requirement.
  • If you have completed MSCH-A 320, you have now fulfilled the MSCH-A 337 requirement.

Some familiar course names have changed, but the numbers are the same, except for MSCH-A 420 which has been changed to MSCH-A 310, and MSCH-A 337 and MSCH-A 320 have become MSCH-A 300.

Freshmen and new transfer students beginning at IU Bloomington after July of 2018 should familiarize themselves with the information below.

The Media School is restructuring the Media Advertising concentration in the BA Media degree requirements effective summer 2018. If you are currently certified into the concentration, you will continue to have access to all courses in that degree except for MSCH-A 320 (an elective) which will not be taught again. Several new MSCH-A courses will be offered in

The proposed restructuring takes full advantage of the faculty expertise and leverages Media School resources to prepare students for current conditions in the profession while remaining consistent with the goal of providing a well-balanced education in the liberal arts and sciences.

The revised concentration has three required courses instead of two and allows for two more courses from a list of five new or revised advertising offerings. Students must choose one of two new specializations to complete the degree—one in creative advertising and the other in advertising management. While familiar courses like BUS-M 300 Introduction to Marketing, MSCH-J 463 Graphic Design I, MSCH-S 348 Audience Analysis and MSCH-M 343 Electronic Media Sales will count toward these new specializations, several new courses taught by newly hired advertising faculty will also be offered regularly.

Below are the requirements for the revised concentration and specializations. The Media Core is still required and students will be greatly advantaged by taking MSCH-C 207 Introduction to Media Industry and Management and advantaged by taking MSCH-C 226 Visual Communication since these core courses are prerequisite to many advertising courses.

Requirements for the BA Media’s Media Advertising concentration

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 as follows:

1. All three of the following courses:

MSCH-A 300 Introduction to Advertising and Integrated Marketing Communication (Formerly A 337)

(3 cr.)

P: MSCH-C 101 and MSCH-C 207 with a grade of C- or higher. Examines principles of media advertising and applications across platforms and audiences. Analyzes the advertising industry structures and processes, including the roles of agencies, creative teams, station representatives, and buyers. Topics include the social and individual effects of advertising, ethical issues in advertising, and considerations for advertising in a global marketplace. Credit given for only one of MSCH-A 300, MSCH-A 320, MSCH-A 337 or TEL-T 340.

MSCH-A 305 Integrated Media Creative Content, Strategy, and Development (formerly A420)

(3 cr.)

P: MSCH-C 101, MSCH-C 207 and MSCH-A 300 with a grade of C- or higher. Develop creative and implementation skills with intensive practice producing effective integrated communication strategies, concepts, copy, and design for print, broadcast, direct, mobile, digital, and social media campaigns. Credit given for only one of MSCH-A 305, MSCH-A 420 or JOUR-J 420.

MSCH-A 310 Media and Consumer Behavior

(3 cr.)

P: MSCH-C 101, MSCH-C 207, and MSCH-A 300 with a grade of C- or higher. Introduces ways media producers and advertisers conceptualize and measure audiences. Examines strategies and criteria used to evaluate media as advertising delivery vehicles. Students utilize market research and match media with products, services, and behavioral campaign goals.

2. Two (2) courses selected from the following:

MSCH-A 441 IMC Campaign Planning

(3 cr.)

Analysis and evaluation of planning, creative, and placement components of advertising campaigns utilizing the electronic media; development of original advertising campaigns.

MSCH-A 442 Brand Strategy and Media Management

(3 cr.)

P: MSCH-C 101, MSCH-C 207, MSCH-A 300, and MSCH-A 310 [A310 waived in 2018-19] Students learn the concepts associated with branding and brand equity. These concepts are then applied to analyses of case studies of brand creation, development, and extinction.

MSCH-A 450 Portfolio Workshop

(3 cr.)

P: MSCH-C 101, (MSCH-C 207 or TEL-T 207), MSCH-A 300, and MSCH-A 305.  Workshop for planning, developing, and creating advertising and integrated marketing communication campaigns for all media. Students work individually and collaboratively in small teams of copywriters, graphic designers, and art directors to create advertising and IMC campaigns. Advertising agency professionals critique the resulting portfolios.

MSCH-A 480 NSAC Competition Team

(3 cr.)

P: Permission of instructor. As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition. A470

MSCH-V 470 Issues in Media (Approved topics only)

(3 cr.)

P: senior standing in Media School. Seminar exploring new developments and advanced research in media.

3. Specialization restrictions:

Must complete the Advertising Creative specialization or the Advertising Management specialization

Advertising Creative specialization

Complete three (3) courses from this list:

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.

MSCH-A 450 Portfolio Workshop I

(3 cr.)

P: MSCH-C 101, (MSCH-C 207 or TEL-T 207), MSCH-A 300, and MSCH-A 305.  Workshop for planning, developing, and creating advertising and integrated marketing communication campaigns for all media. Students work individually and collaboratively in small teams of copywriters, graphic designers, and art directors to create advertising and IMC campaigns. Advertising agency professionals critique the resulting portfolios.

MSCH-A 480 NSAC Competition Team

(3 cr.)

P: Permission of instructor. As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition. A470

MSCH-A 488 Agency Practicum—Agency 7

(3 cr.)

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.

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-S 348 Audience Analysis

(3 cr.)

The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.

MSCH-S 471 Applying Theory to Media Design

(3 cr.)

Basic media theories as well as cognitive, emotional, and social psychology, with a focus on how these theories can be applied to the design of media messages. Special attention given to interactive and immersive mediated environments.

MSCH-V 470 Issues in Media (Approved topics only)
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-X 478 Field Experience in Media (Approved topics only)

(4 cr.)

Topical course integrating classroom and field experience. Includes 10-day field experience during or after term offered. Field experience will change based on topic.

Note:  Students may only count three (3) credits from X472, or X478 toward their Advertising Management specialization

Advertising Management specialization

Complete the following:

MSCH-S 348 Audience Analysis

(3 cr.)

The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.

Complete two (2) additional courses 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.

MSCH-A 441 IMC Campaign Planning

(3 cr.)

Analysis and evaluation of planning, creative, and placement components of advertising campaigns utilizing the electronic media; development of original advertising campaigns.

MSCH-A 442 Brand Strategy and Media Management

(3 cr.)

P: MSCH-C 101, MSCH-C 207, MSCH-A 300, and MSCH-A 310 [A310 waived in 2018-19] Students learn the concepts associated with branding and brand equity. These concepts are then applied to analyses of case studies of brand creation, development, and extinction.

MSCH-A 480 NSAC Competition Team

(3 cr.)

P: Permission of instructor. As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition.

MSCH-A 488 Agency Practicum—Agency 7

(3 cr.)

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.

MSCH-M 343 Electronic Media Sales

(3 cr.)

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.

MSCH-M 448 Advanced Media Metrics & Measurement

(3 cr.)

P: MSCH-C 101, MSCH-C 207 with a grade of C- or higher. Learn advanced formative and evaluative research techniques including biometrics, eye-tracking and dynamic self-report response. Examine theoretical underpinnings and challenges of measuring audience exposure to media messages in a fragmented media environment.

MSCH-V 470 Issues in Media (Approved topics only)

(3 cr.)

P: senior standing in Media School. Seminar exploring new developments and advanced research in media.

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-X 478 Field Experience in Media (Approved topics only)

(4 cr.)

Topical course integrating classroom and field experience. Includes 10-day field experience during or after term offered. Field experience will change based on topic.

Note:  Students may only count three (3) credits from X472, or X478 toward their Advertising Management specialization

Advertising Courses offerings going forward with prerequisites

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 300 Introduction to Advertising and Integrated Marketing Communication(Formerly A 337)

(3 cr.)

P: MSCH-C 101 and MSCH-C 207 with a grade of C- or higher. Examines principles of media advertising and applications across platforms and audiences. Analyzes the advertising industry structures and processes, including the roles of agencies, creative teams, station representatives, and buyers. Topics include the social and individual effects of advertising, ethical issues in advertising, and considerations for advertising in a global marketplace. Credit given for only one of MSCH-A 300, MSCH-A 320, MSCH-A 337 or TEL-T 340.

MSCH-A 305 Integrated Media Creative Content, Strategy, and Development (formerly A420)

(3 cr.)

P: MSCH-C 101, MSCH-C 207 and MSCH-A 300 with a grade of C- or higher. Develop creative and implementation skills with intensive practice producing effective integrated communication strategies, concepts, copy, and design for print, broadcast, direct, mobile, digital, and social media campaigns. Credit given for only one of MSCH-A 305, MSCH-A 420 or JOUR-J 420.

MSCH-A 310 Media and Consumer Behavior

(3 cr.)

P: MSCH-C 101, MSCH-C 207, and MSCH-A 300 with a grade of C- or higher. Introduces ways media producers and advertisers conceptualize and measure audiences. Examines strategies and criteria used to evaluate media as advertising delivery vehicles. Students utilize market research and match media with products, services, and behavioral campaign goals.

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-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-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 450 Portfolio Workshop I

(3 cr.)

P: MSCH-C 101, (MSCH-C 207 or TEL-T 207), MSCH-A 300, and MSCH-A 305.  Workshop for planning, developing, and creating advertising and integrated marketing communication campaigns for all media. Students work individually and collaboratively in small teams of copywriters, graphic designers, and art directors to create advertising and IMC campaigns. Advertising agency professionals critique the resulting portfolios.

MSCH-A 438 Advertising Issues and Research

(3 cr.)

P: MSCH-A 300 or 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-A 442 Brand Strategy and Media Management

(3 cr.)

P: MSCH-C 101, MSCH-C 207, MSCH-A 300, and MSCH-A 310 [A310 waived in 2018-19] Students learn the concepts associated with branding and brand equity. These concepts are then applied to analyses of case studies of brand creation, development, and extinction.

MSCH-A 480 NSAC Competition Team

(3 cr.)

P: Permission of instructor. As a team, students create and deliver a fully integrated marketing communication campaign for a national client chosen by the American Advertising Federation for its annual National Student Advertising Competition. A470

MSCH-V 470 Issues in Media (Approved topics only)

(3 cr.)

P: senior standing in Media School. Seminar exploring new developments and advanced research in media.

Plan for teaching out the current concentration

The current Media Concentration requires two specific 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.)

The behavior, descriptors, and measurement of telecommunications audiences. Sample survey, focus groups, and other research methods used by the telecommunications industry.

MSCH-A 337 will be equivalent to the new MSCH-A 300. Students pursuing the current degree will have access to this course every semester, either as A337 or A300.

MSCH-S 348 will continue to be offered every semester. While no longer required in the concentration, it will be required in one of the allowed specializations and will count toward the other.

The current concentration also requires three courses from a long list of advertising, business, journalism and public relations courses. We plan to offer MSCH-A 315, MSCH-A 347 and MSCH-A 438 without modification. The prerequisites for those classes are met by either the currently recommended MSCH-C 207 (part of the Media Core) or the new MSCH-A 300 (equivalent to the current MSCH-A 320 and MSCH-A 337). We will add a new course as prerequisite to MSCH-A 441 that may prove problematic for students completing the current degree since it is one of the new courses, but we will waive that new prerequisite as necessary to allow students to complete their currently configured degrees in a timely fashion.

Finally, we will count the all MSCH-A courses—both current and new—toward the current degree by exception.

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