Advertising Department Course Descriptions
01724 /Advertising (ADVERT)
The department of Advertising requires 48 semester-hours in advertising courses. This includes 39 semester-hours in department core courses. It also includes 9 semester-hours in one of four tracks: copy, art direction, account management, or advertising research.
(S.h.) Indicates the semester hours (credits) given for satisfactorily completing the course.
($) Indicates that additional fees are likely for the course.
GENERAL EDUCATION
0853. Advertising and Globalization (3 s.h.) RCI: GG.
Explore the current global scope and reach of advertising in our connected, digital age. Study major interdisciplinary themes related to the spread of consumerism, self and social identity, global consciousness, and cross-cultural effects as a result of the worldwide spread of advertising as part of the free market system. Particular attention is given to cross-cultural issues related to cultural imperialism, legal and societal constraints, ethical questions, universal values and green marketing. Course work includes comprehensive survey of print and broadcast advertising found in other countries.
Note: This course fulfills the World Society (GG) requirement for students under GenEd and International Studies (IS) for students under Core. Students cannot receive credit for this course if they have successfully completed ADVERT 0953.
GENERAL EDUCATION HONORS
0953. Honors Advertising and Globalization (3 s.h.) RCI: GG.
Explore the current global scope and reach of advertising in our connected, digital age. Study major interdisciplinary themes related to the spread of consumerism, self and social identity, global consciousness, and cross-cultural effects as a result of the worldwide spread of advertising as part of the free market system. Particular attention is given to cross-cultural issues related to cultural imperialism, legal and societal constraints, ethical questions, universal values and green marketing. Course work includes comprehensive survey of print and broadcast advertising found in other countries.
Note: This course fulfills the World Society (GG) requirement for students under GenEd and International Studies (IS) for students under Core. Students cannot receive credit for this course if they have successfully completed ADVERT 0853.
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LOWER DIVISION COURSES
1004. Introduction to Marketing (3 s.h.)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
1101. Introduction to Media and Society (3 s.h.)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Introduction to Advertising (3 s.h.)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3 s.h.)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.
1141. Introduction to Advertising Research (3 s.h.)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Note: Advertising majors only.
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UPPER DIVISION COURSES
2101. Advertising Strategy and Positioning (3 s.h.)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3 s.h.)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Advertising Media Planning I (3 s.h.) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3 s.h.)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
3000. Special Topics in Advertising 3 (1 to 3 s.h.)
The course of study is computer graphics for advertising majors. Focus is on mastery of the Adobe suite of software: Photoshop, In-Design, Illustrator.
3022. Copywriting: Print (3 s.h.)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills, encompassing newspapers, magazines, direct mail, and outdoor posters. Students will learn both short and long body copy applications. Students will also learn the characteristics of each medium allowing them to create compelling advertising for these media. Students will learn to combine words and visuals into one coherent message. A knowledge of QuarkXpress, Adobe Photoshop and/or Adobe Illustrator is suggested.
Note: Advertising majors only.
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3023. Copywriting: Broadcast (3 s.h.)
Prerequisite: ADVERT 2121 (0120).
The emphasis of this advanced writing course is on perfecting copywriting skills specifically for radio and television, with a touch of film and video applications. Students are taught conceptual and production aspects of the broadcast media, including the importance of message, music, sound effects and visual storytelling. The course also enhances students’ creative abilities with techniques of script writing, storyboarding and production vocabulary.
Note: Advertising majors only.
3032. Advertising Media Planning II (3 s.h.) $.
Prerequisite: ADVERT 2131 (0130).
This advanced course focuses on the art and craft of media planning for large budget brands competing in today’s complex media environment. Rooted in a concrete understanding of social communications as economic communications, students explore the conceptual foundations of media planning and produce professional quality media plans.
Note: Advertising majors only.
3033. Marketing Media Products (3 s.h.)
Prerequisite: ADVERT 3032 (0230).
This course focuses on the development and positioning of media franchises for print and video products, plus the marketing and sale of broadcast and web-based products to consumers and advertisers. All media types are addressed. Students will learn how to articulate and present media vehicles, the conduct of sales calls, and negotiation techniques.
Note: Advertising majors only.
3042. Quantitative Advertising Research (3 s.h.) F S SS.
Prerequisite: ADVERT 1141.
Delving more closely into the planning and execution of effective quantitative advertising research, the objective of this course is to provide students with direct learning experience through the use of discussion, case studies and projects. Focus is on understanding the uses of quantitative research in the advertising development and tracking process, and executing projects with a specific goal in mind. This course will investigate the design, execution, and analysis of various kinds of surveying, including copy tests and campaign tracking, and is a foundation for students who wish to pursue a career in advertising research and planning.
Note: Advertising majors only.
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3043. Qualitative Advertising Research (3 s.h.)
Prerequisite: ADVERT 1141.
This course will concentrate on the role of qualitative research in advertising. Through the use of discussion, case studies and projects, it focuses on how advertisers and agencies use qualitative methods like focus groups, in-depth interviews, and ethnography to uncover consumer insights. This course will investigate the design and execution of these various kinds of qualitative research techniques, and is a foundation for students who wish to pursue a career in advertising research and planning.
Note: Advertising majors only.
3052. Art Direction I: Concept & Layout (3 s.h.)
Prerequisite: ADVERT 2151 (0125).
As the first in the Advertising Art Direction track, students gain a comprehensive understanding of how ideas become branded visual communications that engage, capture and persuade audiences. Through regular lecture, reading and project critique, emphasis is placed on combining the fundamental tools of graphic design with creative brainstorming to arrive at fresh, branded concepts. This course focuses primarily on concept and layout for the print medium, and lays the foundation for Art Direction II. NOTE: Students are expected to be proficient in the computer graphics programs (Adobe Photoshop, Illustrator and InDesign) necessary to produce print work for this course. Students are encouraged to take a computer graphics course before or concurrently with 3052.
Note: Advertising majors only. REQUIREMENTS- Students must have a working knowledge of Adobe PhotoShop in order to enroll in this course. An overall knowledge of the Adobe Creative Suite is recommended.
3053. Art Direction II: Narrative & Multiple Media (3 s.h.)
Prerequisite: ADVERT 3052 (0225).
This advanced course emphasizes the visual, verbal, and conceptual skills of TV advertising as well as the interactive medium. Students will work with advertising strategies to create effective TV storyboards, web sites, and more. The use of typography, composition, photography, and illustration is implemented into each project.
Note: Advertising majors only. REQUIREMENTS—Students must have a working knowledge of Adobe PhotoShop in order to enroll in this course. An overall knowledge of the Adobe Creative Suite is recommended.
3082. Special Projects (1 to 4 s.h.)
Prerequisite: Completion of 2000-level courses. Permission of faculty member required.
A special course of study in a particular area of advertising. Student works under the supervision of faculty, who approves and guides the study.
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3101. Creative Thinking for Advertising (3 s.h.)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3 s.h.)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
3185. Advertising Internship (1 to 3 s.h.)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.
Note: This course may be substituted for ADVERT 3171 (0290).
4034. Advertising Account Management (3 s.h.)
Prerequisite: ADVERT 3033 (0235).
This course teaches the management of the agency-client relationship, involving account executives and brand managers. Students will learn how to adapt to client corporate cultures, cooperative strategy development, account coordination, profit management, people management and the evaluation, presentation and sale of advertising concepts, executions and services.
4044. Advertising Account Planning (3 s.h.)
Prerequisite: ADVERT 3042 and 3043.
This course will concentrate on the roles and responsibilities of account planners in advertising. It will focus on how research uncovers consumer insights, and probe how these findings are applied throughout the process of developing marketing communications. The course addresses how account planners work with the creative and management teams to ensure that the voice of the consumer is a constant focus in the advertising process. The course replicates this experience in a brand’s lifespan, and provides a hands-on exposure to this multi-faceted career.
Note: Advertising majors only. Prerequisites: ADVERT 3042, ADVERT 3043.
4064. Advertising Portfolio (3 s.h.)
Prerequisite: ADVERT 3023 (0222) or 3053 (0227).
This course brings together copywriters and art directors in two person teams. They work together to create exciting examples of advertising from initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class.
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4101. Interactive Media, Marketing and Advertising (3 s.h.)
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns (3 s.h.)
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
4103. American Advertising Federation Contest (3 s.h.)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.
Note: This is an alternative Capstone course.
4196. Morality, Law and Advertising (3 s.h.) RCI: WI.
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