Temple University Undergraduate Bulletin
Site Map | Bulletin Home | Temple University

Media & Communication
Introduction

General Information
Academic Advising
Academic Policies & Regulations
College Graduation Requirements
Student Contact Information
Faculty

programs of study

Advertising
Communication Studies
Arts in the Public Sphere
Communication Studies Thesis
Contemporary Media Environments
Global Civil Society
Policy, Regulation and Advocacy
Journalism
Media Studies & Production
Emergent Media
Media Analysis
Media Business & Entrpreneurship
Media Production
Minor, Digital Media Technologies
Strategic Communication
General Sequence
Rhetoric & Public Advocacy
Organizational Leadership
Public Relations
Minor in Leadership
Minor in Public Relations
International Communication Concentration

other useful links

Temple Policies
Course Descriptions
Course Schedule
Admissions Application
Student Life
TUportal
Archived Bulletins
PDF Version
  Academic Programs / Media & Communication

Advertising

Michael Maynard, Ph.D., Chair
215-204-4268
maynard@temple.edu

Department Office:
Annenberg Hall, Room 300
215-204-4268

http://smc.temple.edu/advertising/


The Department of Advertising offers students professionally-oriented courses focused on preparing them for a wide variety of careers, rooted in marketing communications in a media-defined global society.

Advertising is a major industry, serving major businesses at the intersection of media and society.  Students in a professional department dedicated to the study of advertising will learn, and graduates will be well grounded in the art of marketing communications in a modern, high tech, media intense, interconnected world.  They must comprehend the nexus of economic communications and social communications.  They must be positioned to succeed in professional careers and to respond wisely as citizens, consumers, and community leaders.

Based on the evidence from over 5,000 survey questionnaires, full-time advertising students at Temple University fall into clearly-defined groups:

  • Students energetically interested in advertising as a career
  • Students who have creative talent and wish to express it
  • Students who are broadly interested in media and the power and mystery of advertising
  • Students interested in marketing, sales, or business, but who do not wish to major in business or finance
  • Students who think advertising will be a fun way to get a job-oriented college degree

Students in the Department of Advertising will learn:

  • How to identify appropriate research designs for understanding consumer wants, needs, and communication behavior, and be able to interpret the results for developing brand and advertising strategies
  • How to conceive, write, design and produce advertising in all media formats which can be measured against marketing objectives and strategies
  • How to establish strategies and to negotiate executions for the investment of advertising dollars in all media vehicles and how to evaluate the results
  • How to manage client relations and the process of producing advertising from strategy through production at a profit

 

The Advertising Department consists of three major tracks:

1.  Creative – Copywriting or Art Direction
Students following the Creative Track will take three advanced courses in either copywriting or art direction.  These advanced courses prepare students for the competitive world of creative writing and creative art direction in the field of advertising.  The Portfolio class provides students the opportunity to work in teams and to work on the production of a professional-grade portfolio. Students following the Creative Copywriting track take Advertising 3022, 3023 and 4064. Students following the Creative Art Direction track take Advertising 3052, 3053 and 4064. Note:  Students concentrating in Art Direction must demonstrate competency in computer software, such as the Adobe Suite. Students are advised to see an Art Direction faculty member prior to enrolling in ADV 3052.

2.  Management
This track provides instruction for the advertising generalist, the account executive, and the media expert.  In the three advanced management courses (Advertising 3032, 3033 and 4034), students follow the leadership path in organization, command, and control of the advertising function.  Advanced Media prepares students for the complex, fragmented media landscape of today’s world. Note:  Students in the Management concentration may substitute ADV 1004 for ADV 2151 and ADV 3031 for ADV 3032.

3.  Research
Students following this track will receive training that guides them in conducting surveys, analyzing data, testing copy, studying America’s changing demographics, and attempting to get ahead of the fashion trend curve.  Ways of tracking the success of traditional as well as alternative advertising vehicles and the mass media in general are studied. Students following the Research track take Advertising 3042, 3043 and 4044.

 

Internships or Diamond Edge Communications

All majors are required to take either an internship or be involved with Diamond Edge Communications (DEC), our student-run ad agency.  Both offer students valuable hands-on experience in actual production:  ads, logos, surveys, brochures, etc.  DEC works with local Philadelphia clients and sometimes, working in groups, takes on a national advertising competition.  In terms of internships, students will be directed to a number of quality situations where they will have the opportunity to work in relevant professional ways for course credit.

 

Requirements for the Degree of Bachelor of Arts

Summary of Requirements:

1. University requirements:

  • New students starting in the 2013-2014 academic year are required to complete the General Education (GenEd) curriculum.
  • All students must take a minimum of two writing-intensive courses. The specific writing-intensive courses required for this major are listed below and identified with the code "WI" in the Attribute column.

2. Maximum of 78 credits in the School of Media and Communication.
3. Minimum of 48 credits in Advertising courses, maximum of 54 credits in Advertising courses.
4. A grade of C or higher must be attained in all required Advertising courses.
5. An overall GPA of 2.0 must be attained in the major.
6. 1000-level Advertising courses are prerequisites to 2000-level Advertising courses; 2000-level Advertising courses are prerequisites to 3000-level

    Advertising courses; 3000-level Advertising courses are prerequisites to 4000-level Advertising courses.
7. No more than 12 semester hours of transfer credits may be applied to Advertising major requirements.
8. No more than 8 credits may be taken in Kinesiology and Dance activities courses.

Suggested Semester By Semester Plan

Please note that this is a suggested academic plan. Depending on your situation, your academic plan may look different.

Bachelor of Arts in Advertising

Requirements for New Students starting in the 2013-2014 Academic Year

 

Year 1 - Fall
Subject Course # Course Title Hours Attribute
Advertising 1101 Introduction to Media & Society 3  
Advertising 1102 Introduction to Advertising 3  
English 0802, 0812 or 0902 Analytical Reading & Writing 4 GW
GenEd 08xx or 09xx Quantitative Literacy 4 GQ
Communicatoins & Theater 1001 Freshman Seminar 1  
Semester Total     15  
 
Year 1 - Spring
Subject Course # Course Title Hours Attribute
Advertising 1196 Persuasive Writing 3 WI
Advertising 1141 Introduction to Advertising Research 3  
Intellectual Heritage 0851 or 0951 Mosaic: Humanities Seminar I 3 GY
GenEd 08xx or 09xx Human Behavior 3 GB
GenEd 08xx or 09xx Arts 3-4 GA
Semester Total     15-16  
 
Year 2 - Fall
Subject Course # Course Title Hours Attribute
Advertising 2101 Advertising Strategy & Positioning 3  
Advertising 2121 Copywriting:  Introduction 3  
Intellectual Heritage 0852 or 0952 Mosaic: Humanities Seminar II 3 GZ
GenEd 08xx or 09xx Science & Technology I 3 GS
GenEd 08xx or 09xx U.S. Society 3 GU
Semester Total     15  
 
Year 2 - Spring
Subject Course # Course Title Hours Attribute
Advertising 2131 Advertising Media Planning I 3  
Advertising 2151* Visual Communication 3  
GenEd 08xx or 09xx Global/World Society 3 GG
GenEd 08xx or 09xx Science & Technology II 3 GS
GenEd 08xx or 09xx Race & Diversity 3 GD
Semester Total     15  
 
Year 3 - Fall
Subject Course # Course Title Hours Attribute
Advertising 3101 Creative Thinking for Advertising 3  
Advertising
  or
Advertising
  or
Advertising
  or
Advertising
3022
  or
3052
  or
3032**
  or
3042
Copywriting:  Print
     or
Art Direction I:  Concept & Layout
     or
Advertising Media Planning II
     or
Quantitative Advertising Research
3  
Electives     10  
Semester Total     16  
 
Year 3 - Spring
Subject Course # Course Title Hours Attribute
Advertising
  or
Advertising
3171
  or
3185
Diamond Edge Communications
     or
Advertising Internship
3  
Advertising
  or
Advertising
  or
Advertising
  or
Advertising
3023
  or
3053
  or
3033
  or
3043
Copywriting:  Broadcast
     or
Art Direction II:  Narrative & Multiple Media
     or
Marketing Media Products
     or
Qualitative Advertising Research
3  
Electives     10  
Semester Total     16  
 
Year 4 - Fall
Subject Course # Course Title Hours Attribute
Advertising 4101 Interactive Media, Marketing & Advertising 3  
Advertising 4196 Morality, Law & Advertising 3 WI
Electives     10  
Semester Total     16  
 
Year 4 - Spring
Subject Course # Course Title Hours Attribute
Advertising
   or
Advertising
4102
  or
4103
Advertising Campaigns
     or
American Advertising Federation Contest
3  
Advertising
  or
Advertising
  or
Advertising
4064
  or
4034
  or
4044
Advertising Portfolio
     or
Advertising Account Management
     or
Advertising Account Planning
3  
Electives     10  
Semester Total     16  
         
Total Hours for Advertising: 124 (minimum)

 

* Students following the Management track may take the elective Advertising 1004: Introduction to Marketing for credit, in place of Advertising 2151: Visual Communication.

** Students following the Management track may take Advertising 3031: Interactive Media Planning for credit, in place of Advertising 3032:  Advertising Media Planning II.

, Temple University. All rights reserved. Site created by Computer Services