BA in Communications: Advertising Emphasis
(46–61 hours*)

This is a limited-enrollment program requiring departmental admissions approval. Please see the college advisement center for information regarding requirements for admission to this emphasis.

The Discipline

Communications majors who choose the advertising communications emphasis will participate in a program that will give a strong grounding in the liberal arts and sciences, provide a firm grasp of communications theory and principles, and teach practical workplace skills.

In advertising communications courses students will learn how to use research in studying diverse audiences, to analyze communications problems, and to evaluate communications programs. They will write problem-solving strategies and create advertising and promotion messages to specific target audiences. Creative track students will learn how to concept consumer advertising ads in print and broadcast and will develop a quality portfolio required for entry-level careers in the creative field. Management students will learn how to evaluate and select the most effective media for reaching those target audiences and will gain an understanding of how broadcast, print, and other media are used in the advertising process.

Studies will culminate in the student's participation, as a team member, in creating and presenting a comprehensive and competitive integrated communications campaign that includes research, advertising, and sales promotion.

Career Opportunities

This field provides career opportunities in advertising and media planning and buying as well as in its creative, research, strategic planning, media planning, and account management functions.

Program Requirements    |    View MAP

1. Complete one course from the following:
   WRTG 150 : Writing and Rhetoric. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   WRTG 150 : Writing and Rhetoric. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   OFFERED:	Honors also.
   WHEN TAUGHT:	Fall; Winter; Spring; Summer
   DESCRIPTION:	Processes of writing, reading, and research with an emphasis on argumentation and rhetorical analysis.
   NOTE:	Fulfills General Education First-Year Writing requirement.
   
   
   Course Outcomes
   
   
   
   PHIL 150 : Reasoning and Writing. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   PHIL 150 : Reasoning and Writing. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   OFFERED:	Honors also.
   WHEN TAUGHT:	Fall; Winter; Spring; Summer
   RECOMMENDED:	Recommended for philosophy majors and minors.
   DESCRIPTION:	Informal grammar, logic, and rhetoric as tools for reading and writing. Library research.
   NOTE:	Fulfills GE First-Year Writing requirement. No course challenges accepted.
   
   
   Course Outcomes
   
   
   

   Note: Students must receive a B grade or better to be eligible to apply for admission to the program.

2. Complete the following:
   COMMS 101 : Mass Communication and Society. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 101 : Mass Communication and Society. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   OFFERED:	Independent Study also.
   WHEN TAUGHT:	Fall; Winter; Spring; Summer
   DESCRIPTION:	Historical and modern roles of mass media in society, emphasizing media effects on individuals and institutions.
   
   
   Course Outcomes
   
   
   
   COMMS 211 : Media Writing. (3:2:2)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 211 : Media Writing. (3:2:2)(Credit Hours:Lecture Hours:Lab Hours)
   
   WHEN TAUGHT:	Fall; Winter; Spring; Summer
   PREREQUISITE:	Pre-communications status; a B grade or better in one of the following: Engl 150, Phil 150, or Honrs 150.
   DESCRIPTION:	Principles and practices of researching and writing mass communication messages in journalism, public relations, and advertising.
   NOTE:	Lab required.
   
   
   Course Outcomes
   
   
   
   COMMS 230 : Introduction to Advertising. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 230 : Introduction to Advertising. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   WHEN TAUGHT:	Fall; Winter; Spring; Summer On Demand
   DESCRIPTION:	Principles of advertising; critical evaluation of its role and value in American society. Experience in writing and creating ads for all media.
   
   
   Course Outcomes
   
   
   

   Note: Students must receive a B grade or better in each course to be eligible to apply for admission to the program.

3. Apply to the major.
4. Complete the following:
   COMMS 300 : Media Ethics, Law and Responsibility. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 300 : Media Ethics, Law and Responsibility. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
   
   WHEN TAUGHT:	Fall; Winter; Spring; Summer On Demand
   PREREQUISITE:	Major status.
   DESCRIPTION:	Introduction to First Amendment history and press freedom, law, and theory; media regulation and policy; relationship between law and ethics; key ethical issues in professional communications.
   
   
   Course Outcomes
   
   
   
   COMMS 317 : Advertising Research Methods. (3:2:1)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 317 : Advertising Research Methods. (3:2:1)(Credit Hours:Lecture Hours:Lab Hours)
   
   WHEN TAUGHT:	Fall; Winter; Spring; Summer On Demand
   PREREQUISITE:	Major status.
   DESCRIPTION:	Quantitative research methods used in marketing and advertising; the research process; planning, designing, and conducting studies; analyzing results using appropriate methodologies.
   
   
   Course Outcomes
   
   
   
5. Complete one course from each of the following three clusters (nine hours total). Cluster courses may be taken in any order but may not be taken concurrently:
   • Cluster 1: Media, Family, and Society
     COMMS 302 : Popular Culture and Media. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 302 : Popular Culture and Media. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Impact of new and traditional media on popular culture. Approaches may include media criticism and cultural theories on the artifacts and drivers of cultural values.
     
     
     Course Outcomes
     
     
     
     COMMS 351 : Media and Their Audiences. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 351 : Media and Their Audiences. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Understanding media content and channels empowering and improving media consumption and interpretation. Approaches may include new technology, social media, consumer behavior, media criticism, and media literacy.
     
     
     Course Outcomes
     
     
     
     COMMS 411 : Media Effects. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 411 : Media Effects. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Effects resulting from the interaction between media and members of society. Approaches may include self-image, sterotypes, violence, and other social constructs and behaviors involving media consumption.
     
     
     Course Outcomes
     
     
     
     COMMS 416 : Media Advocacy and Social Change. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 416 : Media Advocacy and Social Change. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Communication principles, theories, and approaches applied to effect social change. Approaches may include public policy, grass roots advocacy, social marketing, and social movements.
     
     
     Course Outcomes
     
     
     
   • Cluster 2: Principles and Philosophy
     COMMS 301 : Mass Media History and Philosophy. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 301 : Mass Media History and Philosophy. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Historical and philosophical development of today's media. Approaches may include theories of media change, social responsibility, economic factors, and influential pioneers.
     
     
     Course Outcomes
     
     
     
     COMMS 360 : Communication Management Principles and Theory. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 360 : Communication Management Principles and Theory. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Management principles and theory, emphasizing responsible management benefiting organizations and their stakeholders. Approaches may include crisis communication, media or agency management, and programming.
     
     
     Course Outcomes
     
     
     
     COMMS 406 : Media and the First Amendment. (3:3.0:0.0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 406 : Media and the First Amendment. (3:3.0:0.0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	COMMS 300; Major status.
     DESCRIPTION:	Advanced understanding of media law, policy, and regulation of free speech and press. Approaches may include Freedom of Information, rights of press, government control, and legal precedents regarding the First Amendment.
     
     
     Course Outcomes
     
     
     
     COMMS 480 : Media Ethics and Moral Reasoning. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 480 : Media Ethics and Moral Reasoning. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Comms 300 or instructor's consent.
     DESCRIPTION:	Advanced application of moral reasoning and understanding of ethical issues in mass communication. Approaches may include current cases and issues, professional practices, and philosophical foundations of ethics.
     
     
     Course Outcomes
     
     
     
   • Cluster 3: Global Communications and Diversity
     COMMS 381 : International Media Systems. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 381 : International Media Systems. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Communications or international relations major or minor status.
     DESCRIPTION:	Comparison of media systems in countries and regions outside the United States. Approaches may include media systems analysis, normative theories of the media, and cultural values and norms.
     
     
     Course Outcomes
     
     
     
     COMMS 382 : Issues in Global Communication. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 382 : Issues in Global Communication. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Communications or international relations major or minor status.
     DESCRIPTION:	Issues relating to communicating in a global village. Approaches may include global information and policy, cultural imperialism, intercultural interaction, and multinational communication strategies.
     
     
     Course Outcomes
     
     
     
     COMMS 481 : Gender, Race, and Class in the Media. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 481 : Gender, Race, and Class in the Media. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	Applying critical theory to the interaction between media and underrepresented groups in society. Approaches may include stereotypes and portrayals, access to media, participation, and media ownership.
     
     
     Course Outcomes
     
     
     
     COMMS 482 : Media and World Religions. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     COMMS 482 : Media and World Religions. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
     
     WHEN TAUGHT:	On Demand
     PREREQUISITE:	Major or minor status.
     DESCRIPTION:	The interaction of media, world religions, and beliefs. Approaches may include media coverage and portrayal of religion, religions' use of media, conflict between the two, and communicating across religious cultures.
     
     
     Course Outcomes
     
     
     

6. Complete one of the following tracks:
   • Management Track:
     1. Complete one course from the following:
        COMMS 330 : Creating Advertising Concepts - Portfolio 1. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 330 : Creating Advertising Concepts - Portfolio 1. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	Major status; software proficiency in InDesign, Adobe Photoshop, and Adobe Illustrator demonstrated by portfolio review.
        DESCRIPTION:	Basic consumer advertising; copywriting, design, and layout developed from creative strategies. Solving creative problems.
        
        
        Course Outcomes
        
        
        
        COMMS 337 : Advertising Account Management. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 337 : Advertising Account Management. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	Major status.
        DESCRIPTION:	Managing advertising agency accounts, including budgets, writing, new business pitches, and relationships with clients.
        
        
        Course Outcomes
        
        
        
     2. Complete the following:
        BUS M 241 : Marketing Management. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        BUS M 241 : Marketing Management. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        OFFERED:	Independent Study also.
        WHEN TAUGHT:	Fall; Winter; Spring; Summer
        DESCRIPTION:	Marketing's role in society and the firm, marketing opportunities, the consumer market, and management of marketing mix.
        
        
        Course Outcomes
        
        
        
        COMMS 332 : Marketing Media Planning and Strategy. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 332 : Marketing Media Planning and Strategy. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	Major status.
        DESCRIPTION:	Media planning, theory, and practice in context of the marketing mix. Application of computer-based models as aids to media decisions. Writing of marketing- based media plans. Case study approach to both print and broadcast media.
        
        
        Course Outcomes
        
        
        
        COMMS 432 : Account Planning Management (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 432 : Account Planning Management (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	COMMS 317; major status.
        DESCRIPTION:	Development and execution of a comprehensive strategic advertising research program, including data collecting, interpretation, field investigating, audience analysis, and strategy development.
        
        
        Course Outcomes
        
        
        
        COMMS 489 : Strategic Advertising Campaigns. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 489 : Strategic Advertising Campaigns. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	COMMS 300 & COMMS 317 & COMMS 332 & COMMS 432; Comms 433 or concurrent enrollment.
        DESCRIPTION:	Researching, planning, budgeting, creating, and writing national advertising campaigns; writing and producing a complete advertising plan, accompanied by a formal client presentation.
        
        
        Course Outcomes
        
        
        

   • Creative Track:
     1. Complete the following and then submit portfolio:
        COMMS 330 : Creating Advertising Concepts - Portfolio 1. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 330 : Creating Advertising Concepts - Portfolio 1. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	Major status; software proficiency in InDesign, Adobe Photoshop, and Adobe Illustrator demonstrated by portfolio review.
        DESCRIPTION:	Basic consumer advertising; copywriting, design, and layout developed from creative strategies. Solving creative problems.
        
        
        Course Outcomes
        
        
        
     2. Complete the following:
        COMMS 331 : Creating Advertising Concepts - Portfolio 2. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 331 : Creating Advertising Concepts - Portfolio 2. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	COMMS 330; Software proficiency in InDesign, Adobe Photoshop, and Adobe Illustrator demonstrated by portfolio review.
        DESCRIPTION:	Advanced consumer advertising: copywriting, design, and layout.
        
        
        Course Outcomes
        
        
        
        COMMS 433 : Advanced Advertising Concepting - Portfolio 3. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 433 : Advanced Advertising Concepting - Portfolio 3. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Winter
        PREREQUISITE:	COMMS 331
        DESCRIPTION:	Capstone course in creating consumer advertising concepts, copywriting, design, and layout. Emphasizes finished portfolios.
        
        
        Course Outcomes
        
        
        
        COMMS 489 : Strategic Advertising Campaigns. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        COMMS 489 : Strategic Advertising Campaigns. (3:3:0)(Credit Hours:Lecture Hours:Lab Hours)
        
        WHEN TAUGHT:	Fall; Winter; Spring On Demand; Summer On Demand
        PREREQUISITE:	COMMS 300 & COMMS 317 & COMMS 332 & COMMS 432; Comms 433 or concurrent enrollment.
        DESCRIPTION:	Researching, planning, budgeting, creating, and writing national advertising campaigns; writing and producing a complete advertising plan, accompanied by a formal client presentation.
        
        
        Course Outcomes
        
        
        
     3. Complete a minor in advertising design (15 hours) for art directors or an English minor (18 hours) for copy writers.

     Note: Students will be admitted to the creative track each year based on an application process including submitting a portfolio. Portfolios must be submitted to the department's main office by the twelfth week of winter semester. Late portfolios will not be considered. It will take from four to five semesters to complete the design minor. Students interested in this track should take Comms 330 as soon as possible, as a prerequisite to applying to the creative track.

7. After consulting with an advisor, complete an internship in conjunction with 4 credit hours of the following:
   COMMS 496R : Academic Internship. (1-9:Arr:Arr)(Credit Hours:Lecture Hours:Lab Hours)
   
   COMMS 496R : Academic Internship. (1-9:Arr:Arr)(Credit Hours:Lecture Hours:Lab Hours)
   
   WHEN TAUGHT:	Fall; Winter; Spring; Summer
   PREREQUISITE:	Major status; prerequisites satisfied; clearance by the Communications Department.
   DESCRIPTION:	Professional field experience.
   
   
   Course Outcomes
   
   
   

   Note: A C– grade or better in the following prerequisite courses must be achieved before the internship experience:

   Management track: Comms 317; 330 or 337; 332.
   Creative track: Comms 317; 330 or 337; 331.

*Hours include courses that may fulfill university core requirements.

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