Students majoring in Advertising Communication may take
concentrations in the following tracks:
Advertising Account Executive Track
An account executive is the liaison between an advertising
agency and its clients. To prepare for this challenging position,
students learn to analyze competitive activities and consumer
trends, report client billing, forecast agency income, develop
advertising strategies and coordinate activities among the
creative, media and research departments.
Media Planning/Buying Track
Advertisements are effective only if placed in the right medium at
the right time. Ensuring this is the job of media planners.
Students learn to evaluate newspapers, radio broadcasts and other
media for optimum advertising efficiency. Students also learn to
serve as media buyers, who negotiate with media representatives to
put the approved plan into effect.
Creative Track
Copywriters create the copy that will reach their audience in
print, through radio or on television. Art directors develop the
visual concepts that convey the copywriter’s words. Together, they
are the creative team that actually produces trillions of dollars
in sales of advertisers’ products and services.