The B.S. in Advertising Communications prepares students in
learning how advertising agencies function as creative businesses
that work with clients to reach a specific audience. Students learn
the skills needed to excel in various advertising-related
occupations, including advertising account executives, art
directors, copywriters, media buyers and planners.
The program will prepare graduates
to:
Demonstrate knowledge of the relevant
milestones of advertising history.
- Summarize the historical development of the advertising
agency.
- Identify and illustrate the “timeless” principles of
advertising.
- Give examples of and critique successful advertising
practitioners and why they succeeded.
Demonstrate knowledge of the role of
advertising in society, including the importance of advertising on
the economy and the nuances of consumer behavior.
- Review case studies, identify and analyze advertising that has
affected specific social or economic trends.
- Create an “advertising campaign” to introduce a new product or
to reposition an existing product to enable it to reach a target
audience.
- Formulate a fully-integrated advertising/marketing
program.
Demonstrate competency in one or more of
the following areas:
- Copywriting--Write copy for a series of advertising efforts:
television and radio commercials, direct mail pieces, the internet,
print ads for magazines and newspapers and billboards
- Media Planning--Produce an entire media campaign, including
the, research, preparation, budget, planning, demographics, use of
data, rationale for media selection, and analysis.
- Research—Carry out market research for an advertising campaign
for a particular product.
- Account Management--Demonstrate knowledge of the procedures and
techniques of all departments of an advertising agency, advertising
objectives, the organization and supervision of these
departments
Demonstrate knowledge of ethical
obligations and social awareness
- Identify the ethical considerations in advertising
- Describe situations that are ethically ambiguous and the
actions you would take.
- Identify local, national and global current events and their
impact on advertising