ADV - Advertising
Advertising: ADV
Lower-Division Courses
ADV X03. Advertising and Popular Culture.
An introduction to the role advertising plays in American society, and the values and relationships offered in the messages that are delivered.
ADV X05. Fundamentals of Advertising.
Fundamentals and practices of advertising in relation to economies, societies, and mass communication.
ADV X05S. Introduction to Integrated Communication for Sports.
Examination of the mass media industry in relation to the field of sports. Focus on the "off-the-field" industries of advertising, marketing, and public relations that impact sports; rights fees contracts; pre-game shows; gameday production; in-stadium activities; and press coverage.
ADV X09R. Introduction to Advertising and Public Relations Research.
Introduction to concepts and methods of statistics, with emphasis on analyzing personal and group behaviors. Includes exploratory data analysis, correlation and regression, descriptive statistics, sampling distributions, confidence intervals, and hypothesis testing.
ADV X11. Topics in Advertising.
ADV X14. Social and Ethical Issues.
Designed to identify, analyze, and respond to social and ethical issues in advertising and public relations. Covers race, ethnicity, and gender identity.
ADV X15. History and Development of Advertising.
The evolution and development of advertising in the United States in a social, historical, economic, and cultural context.
ADV X16. Creativity and American Culture.
A cross-disciplinary view of the creative process and creative products. The conceptual core of film, fine arts, advertising, architecture, and literature.
ADV X18J. Introduction to Integrated Brand Communication.
The functions of advertising and public relations; role in marketing/communications mix; economic and social influence; advertising and public relations institutions and media; campaigns and appropriations; retail and business-to-business aspects.
ADV X19. Psychology of Advertising.
A review of basic findings of the behavioral sciences dealing with perception, personality, group behavior, psychological appeals, and their application to advertising, public relations, and marketing as persuasive communication.
ADV X19S. Topics in Advertising.
This course is used to record credit the student earns while enrolled at another institution in a program administered by the University's Study Abroad Office. Credit is recorded as assigned by the study abroad adviser in the School of Advertising and Public Relations. University credit is awarded for work in an exchange program; it may be counted as coursework taken in residence. Transfer credit is awarded for work in an affiliated studies program.
Upper-Division Courses
ADV X20. Integrated Communication for Nonprofit Organizations.
Explores integrated communication and branding in a variety of nonprofit settings. Examines the strategic, integrated use of multiple communication approaches, including advertising, public relations, new media, promotions, sponsorships, and special events.
ADV X21. Leadership and Ethics.
Explores leadership, communication, ethics, and the ability to lead others ethically and effectively. Examine concepts and frameworks related to skills that are integral to ethical, effective leadership.
ADV X22. Health Communication: Messages, Campaigns, and the Media.
Covers the development of effective health messages, the design of health campaigns, and investigate the role of the media in influencing people's health and perceptions of health.
ADV X23. Public Communication of Science and Technology.
Explores the rapidly growing field of science communication. Examines the intersection of science, media, and society, focusing on media's impact on how people come to understand, perceive, and act relative to scientific issues. Special attention will be directed toward the strategic communication of science and maximizing scientists' engagement with public audiences.
ADV X24. Communicating Sustainability.
Focuses on persuasion in the context of environmental attitudes and behaviors. Explores how humans think about and interact with the environment, paying particular attention to climate change. Drawing on theory and examples, examines the challenges and opportunities that arise when people try to communicate about the environment and change individual attitudes and behaviors.
ADV X25. Introduction to Advertising Creativity.
Introduction to the theory and practice of creativity, basic elements and principles of design and software applications as they relate to the development of advertising.
ADV X27. Account Planning.
Explores the role of account planning in an agency environment. Covers how to understand the business the client is in, the customers of the client, general environment of that business and all aspects of marketing practice that might affect the overall performance of the client's business.
ADV X28. Psychology of Video Game Advertising.
Explores communication components (broadly defined) within game play and apply understanding of communication processes within game play to better understand how advertisers can leverage games to reach consumers.
ADV X29S. Topics in Advertising.
This course is used to record credit the student earns while enrolled at another institution in a program administered by the University's Study Abroad Office. Credit is recorded as assigned by the study abroad adviser in the Department of Advertising. University credit is awarded for work in an exchange program; it may be counted as coursework taken in residence. Transfer credit is awarded for work in an affiliated studies program.
ADV X30. Strategic Science Communication.
Using insights from strategic communication and social science, explore how to design effective science communication. Examine the crucial roles that strategic thinking plays in maximizing science communication's ability to achieve positive behavioral impacts. Investigate case studies and focus on how to evaluate the effectiveness of science communication efforts.
ADV X31. Environmental Communication Campaigns.
Combine discussions of environmental current events with hands-on agency/client experience to understand how to develop authentic communication strategies and tactics that can protect the environment and advance cutting-edge sustainability technologies.
ADV X32. Technology Marketing and Advertising.
Explores case histories, interviews with leading technology advertising and marketing executives, and latest trends in digital advertising, both mobile and social, as well as its impact across marketing segments and industries.
ADV X32C. New Media Entrepreneurialism.
Covers real life experience/exposure with a series of interviews with real-life practitioners from social media, venture capital, and others with expertise in the field. Explores important trends in digital content and digital business models; a primer for those who wish to learn about entrepreneurialism, technology, and it's intersection with media.
ADV X32D. Entrepreneurialism in Communication.
Project-oriented exercise where small teams conceptualize a business idea in communications, curate the insights and opinions of fellow team members, and ultimately develop a business plan around their new endeavor. A panel of local entrepreneurs will provide feedback and critique.
ADV X34. International Advertising.
Major issues in international advertising and advertising directed at cultural minorities within countries.
ADV X36. Topics in Multicultural Issues in Advertising and Public Relations.
Special topics exploring the impact of the major social, economic, and cultural aspects of advertising and public relations on ethnic and cultural groups in the United States.
ADV X38K. Digital Creative Portfolio.
Examines the digital landscape in advertising and beyond. Examines existing advertising work and producing an advertising project. Present and describe digital projects in collaborative group settings using terms clients will value.
ADV X38L. Copywriting.
Explore concepts, formats, and skills relevant to the work of copywriters in the field of advertising, including writing, editing, and creating a voice for brands.
ADV X39K. Digital Graphic Communication.
Introduction to the fundamentals of good graphic design, as well as production basics. Develops digital design skills using industry-standard software, from print (Adobe InDesign, Photoshop, Illustrator) to motion (Adobe Premiere, AfterEffects) and interactive (HTML, CSS, WordPress). Assumes no prior knowledge.
ADV X39L. Brand Storytelling.
Examination of how classic elements of storytelling, semiotics, and symbolism can be used to create and manage a modern brand's story and 'meaning'. Create visual, verbal, and video examples of brand storytelling that go beyond traditional advertising and public relations.
ADV X41S. Research in Sports Communication and Media.
An introduction to advertising and public relations research and methodology for sports.
ADV X43K. Portfolio I.
Basic advertising art direction and copywriting skills, including indications for graphics, headlines, and body copy.
ADV X44K. Advertising and Public Relations Research.
Introduction to social science research methods as used in advertising and marketing; emphasis on survey research and secondary data.
ADV X45J. Advertising and Public Relations Media Planning.
An investigation of media-market measurements and strategies across the full spectrum of the industry; development of media communications plan.
ADV X47C. Art Direction.
Explore concepts, formats, and skills relevant to the work of art directors in the field of advertising, including color theory, typography, layout, and software expertise.
ADV X48S. The Business of Sports Media.
Examination of the business of sports-related media, including over-the-air television, cable, satellite television, print, radio, social media, and internet-based media, and the impact of such media on sports presentation and development, professional franchises, colleges, and conferences. Emphasis on how the business of sports media generates revenue and content, and the business models for each type of media, the challenges to such models, and the likely future changes to them.
ADV X50. Advertising Internship.
Practical work experiences in advertising sales, creative management, and research with advertisers, agencies, media, or auxiliary services.
ADV X50S. Internship in Sports Media.
Practical work experience in sports media. Internship to be arranged by student and approved by instructor.
ADV X51. Advertising Practicum.
ADV X53. Advertising and Public Relations Law and Ethics.
ADV X61. Creativity in Artificial Intelligence.
Explore the intersection of artificial intelligence (AI) and creative processes. Examine how AI can enhance and augment human creativity in various domains such as art, music, writing, and design. Analyze the ethical implications and societal impacts of AI-driven creativity. Learn the knowledge and skills used to harness the power of AI to push the boundaries of human creativity.
ADV X63. Immersive Media Lab.
Explore the space of immersive technology. Conduct experimental projects over short periods of time and learn through discovery and sharing findings with others.
ADV X64. Immersive Experiences.
Develop an understanding of an audience, the language of development, and awareness of the affordances of each medium to use them effectively in designing immersive user experiences. Work on a real-world client project, which will also be prepared for entry into an immersive storytelling competition.
ADV X65. Audience Development and Engagement.
Examine the latest methods used to better understand audiences and their motivations. Explore new approaches and tools for engaging audiences in different content strategies, and what metrics can be used to measure their engagement in ways that prove valuable to content creators, marketers, and audiences.
ADV X66. Special Topics in Advertising.
ADV X67. Experimental Storytelling.
Working with real-world clients, examine design thinking and human-computer interaction techniques while ideating, synthesizing concepts, creating user experiences, and developing a proof of concept (PoC) exemplary towards becoming an experience designer.
ADV X68C. Topics in Advertising Senior Seminar.
ADV X68K. Portfolio II.
Designed for aspiring art directors and copywriters in the context of building a creative advertising portfolio. Focus on learning how to pitch creative ideas. Receive evaluations on portfolios by industry professionals.
ADV X68L. Portfolio III.
Designed for aspiring art directors and copywriters in the context of building a creative advertising portfolio. Focus on the development of a personal brand, networking with professional contacts, and submission of creative work to industry competitions. Receive evaluations on portfolios by industry professionals.
ADV X69. Social Media.
Introduction to social networking platforms and their application in relation to media plans, brand building, and insights.
ADV X70J. Integrated Communications Management.
Cases and problems dealing with the management of advertising and promotional programs; media and creative strategies; consumer, retail, industrial, and public service applications.
ADV X73. Integrated Communications Campaigns.
Concept of media mix; matching product, consumer, media profiles; conception, research, planning, and execution of advertising campaigns; special emphasis on advanced copywriting, layout, and production for print and broadcast media.
ADV X75. Portfolio IV.
Focus on more sophisticated execution, integrated campaign development, and submission of creative work to industry competitions. Receive evaluations on portfolios by industry professionals.
ADV X77. Advertising Media Topics.
ADV X77.1. Advanced Media Strategies.
An in-depth dive into independent and group work with insights and strategies.
ADV X77M. Topics in Media Studies.
Topics in media and its effects on advertising and public relations strategies.
ADV X77M.1. Advanced Media Research.
Development of data analysis skills using various analytical techniques.
ADV X77M.10. Media Showcase.
Research and project-based, designed to help remove the traditional and new barriers faced in the fields of media.
ADV X77M.3. Digital Metrics.
An exploration of the evolving scope of digital metrics and analytics by looking at the three dimensions colliding in interactive media: business, communications, and technology.
ADV X77M.5. Media Metrics.
ADV X77M.7. Media Negotiations.
ADV X77M.8. Digital Insights.
Exploration of the terminology, measurement methods, and tools necessary for developing actionable management insights for digital content creation, promotion, and public relations.
ADV X77M.9. Media Investments.
An examination of media investments and negotiations, from both a buying and selling perspective. Investigates the activation role from all sides; the agency, vendor, and client.
ADV X78. Advanced Topics in Advertising.
ADV X78.15. Creative Project: Writing.
ADV X78.21. Semester in Los Angeles: Entertainment Promotion, Press, and Public Relations.
Consider the core disciplines of research, creative, distribution, advertising, publicity, and promotion as they apply to entertainment.
ADV X78.26. Consumer Psychology and New Media.
ADV X78.27. Advanced Media Research, Insights, and Analysis.
ADV X78.37. Social Enterprise Branding.
Focus on the development of strategic branding and communication for businesses focused on balancing purpose and profit. Explore components of brand identity and implementation as they relate to the success or failure of companies enacting social impact across a number of industries.
ADV X78.38. Influencer Marketing.
Identify, analyze, approach, manage, and measure business goals. Differentiate between attention and influence.
ADV X78.39. Pop Star Activism.
Engage with issues of diversity, political activism, public relations, and marketing communication through the lens of popular music.
ADV X78.4. Direct Marketing.
ADV X78.41. Advertising Intelligence.
Analyze how insights enhance decision making in advertising and public relations in areas such as campaign development, segmentation, positioning, product development, and promotion. Review advertising and public relations problems and processes in ways that will benefit from informed decision making.
ADV X78.42. Issues in Black American Advertising and Public Relations.
Explore cultural critiques of the advertising and public relationship industry related to historical and contemporary challenges involving representation, systemic injustice, stereotypes, and social responsibility involving the Black American experience.
ADV X78.43. Digital Social Media Analytics.
Explore cutting edge technologies that enable public relations and advertising professionals to better understand online conversations and audience behaviors. Examine how to recommend creative solutions for engaging key stakeholders. Determine how data, creative, and strategy intersect.
ADV X78.44. Digital Social Media Production.
Explore the required skills to plan, capture, edit, and produce digital social media content.
ADV X78.45. 360 Video Production.
Examine the required skills to plan, capture, edit, and produce 360 videos.
ADV X78.46. Television and Film Publicity.
Examine the different roles within the entertainment business. Explore key industry terms, events, companies, and other entities. Survey vital entertainment news sources and publications, engaging press, and full campaign execution.
ADV X78.47. Social Issues.
Explore a brief history and a contemporary look at social issues in advertising and public relations in New York. Discuss corporate and social responsibility, social issues in personal and influencer branding, strategic communication for advancing social change, and crisis communication spanning the contexts of organizational and global crises. Examine how social issues come to bear on advertising and PR in specific industries that are an integral part of the New York market, including healthcare, fashion, non-profits, and finance.
ADV X78.48. Sustainability Communication Research.
Examine the core principles of designing, implementing, and reporting an applied research project. Discuss conceptual development, literature review, research design, ethical considerations, and fieldwork skills.
ADV X78S. Special Topics in Sports Media.
Topics in sports media related to issues in traditional and new media as they effect sports and entertainment advertising and public relations.
ADV X78S.1. Advertising and Public Relations for Sports.
ADV X78S.10. Leadership and Administration in Sports Organizations.
Designed to develop marketing skills related to events, programs, products, and facilities in the sports management field.
ADV X78S.11. Sports and Social Media.
Designed to provide an understanding of and experience with the components and best practices of social media, marketing, and communications as they relate to sports entities and the sports field as a whole.
ADV X78S.12. Sports Audiences.
An exploration of marketing innovations in sports to attract audiences, and the use of sports media by advertisers, sponsors, and other entities to target various customer groups.
ADV X78S.13. Business of Sports Television.
ADV X78S.2. Legal Aspects of Sports and Media.
ADV X78S.3. Return on Investment of Sports Media.
ADV X78S.4. Analysis of Sports and Entertainment Audiences.
ADV X78S.5. Ethics and Social Issues in Sports Branding.
ADV X78S.6. Sports Audiences and Nontraditional Media.
ADV X78S.7. Contributions of Sports and Entertainment to Education and Health.
ADV X78S.8. College Sports Media.
An examination of the history of college sports media, with an emphasis on the evolution of sports coverage from NCAA-controlled limited broadcasting of football and basketball,to present day intercollegiate athletics coverage available via multiple outlets.
ADV X78S.9. Sports Contract Negotiation Techniques.
Strategies and techniques for successfully negotiating contracts, with a special emphasis on the negotiation of sports contracts.
ADV X79. Integrated Communication for Sports and Entertainment.
ADV X79H. Honors Tutorial Course.
Conference course of intensive study, planned by the Advertising Honors Committee; research and the writing of a substantial paper on a special advertising topic.
ADV X79J. Topics in Advertising Problems.
ADV X79J.1. Supervised Individual Special Studies.
Supervised individual special studies for which separate courses are not available.
ADV X79J.2. Supervised Individual Creative Studies.
Supervised individual creative studies for which separate courses are not available.
ADV X79J.3. Supervised Individual Media Studies.
Supervised individual media studies for which separate courses are not available.
Graduate Courses
ADV X81. Consumer Behavior.
An interdisciplinary study using behavioral science concepts to explain consumer motivation, information processing, and consumption behavior; sociological and psychological factors affecting the consumption process and the marketing/advertising of goods and services.
ADV X82. Quantitative and Qualitative Research.
An introduction to advertising research designs and procedures.
ADV X82J. Topics in Theories of Persuasive Communication and Consumer Decision Making.
Communication and behavioral science theories as they relate to contemporary advertising practices.
ADV X83. Topics in Supervised Individual Creative Studies.
ADV X83.1. Art Directors' Seminar.
Explore concepts, formats, and skills relevant to the work of art directors in the field of advertising, including color theory, typography, layout, and software expertise.
ADV X83.2. Portfolio I.
Introduction to conceptual thinking and art direction/copywriting skills in the context of building a creative advertising portfolio. Receive evaluations on portfolios by industry professionals.
ADV X83.3. Portfolio II.
Designed for aspiring art directors and copywriters in the context of building a creative advertising portfolio. Focus on learning how to pitch creative ideas. Receive evaluations on portfolios by industry professionals.
ADV X83.4. Portfolio III.
Designed for aspiring art directors and copywriters in the context of building a creative advertising portfolio. Focus on the development of a personal brand, networking with professional contacts, and submission of creative work to industry competitions. Receive evaluations on portfolios by industry professionals.
ADV X83.5. Portfolio IV.
Focus on more sophisticated execution, integrated campaign development and submission of creative work to industry competitions. Receive evaluations on portfolios by industry professionals.
ADV X85. Topics in International Advertising.
Study of the managerial, economic, legal, and cultural aspects of multinational advertising.
ADV X85.1. Strategic Advertising Principles.
ADV X85.2. Account Planning.
ADV X85.3. Media Management.
ADV X85.4. Strategic Advertising Management.
ADV X85.5. Multicultural Advertising: Theory and Research.
ADV X86. Experimental Storytelling.
Working with real-world clients, examine design thinking and human-computer interaction techniques while ideating, synthesizing concepts, creating user experiences, and developing a proof of concept (PoC) exemplary towards becoming an experience designer.
ADV X87. Creative Strategies.
The process of developing creative concepts and their effective execution.
ADV X88C. Research Problems: Doctoral Examination Preparation.
Research and reading in preparation for doctoral examinations.
ADV X88J. Principles of Advertising Management.
The study of planning, organization, and control of the advertising functions.
ADV X88K. Integrated Communications Management.
The application of management principles to the solution of integrated communications management problems.
ADV X89. Topics in Problems in Specialized Fields of Advertising.
Research project chosen from the area of the student's major interest; a written report or creative project is required.
ADV X89.1. Computer Graphics--Creative Sequence.
ADV X91K. Topics in Seminar in Advertising.
Survey and analysis of current advertising issues and practices.
ADV X91K.1. Interactive Advertising.
ADV X91K.10. Business to Business Integrated Communication Management.
Cases and problems dealing with the management of business to business integrated communication, advertising and promotional programs; media and creative strategies; consumer, retail, industrial, and public service applications.
ADV X91K.2. Advanced Account Planning.
ADV X91K.4. Audiences for Nonprofit Organizations.
ADV X91K.5. Integrated Communication for Sports.
ADV X91K.6. Media Research.
ADV X91K.7. Public Relations Theory.
ADV X91K.8. Quantitative Models in Advertising.
ADV X91L. Invisible Global Market.
ADV X92. Topics in Advertising Theory and Research.
Examination of important current areas in advertising research and theory.
ADV X92.2. Advanced Advertising Theories I.
ADV X92.3. Advertising Research I.
ADV X92.4. Advanced Advertising Theories II.
ADV X92.5. Advertising Research II.
ADV X95. Advertising Internship.
Practical work experience in advertising sales, creative management, and research with advertisers, agencies, media, or auxiliary services.
ADV X98. Thesis.
ADV X98R. Master's Report.
Preparation of a report to fulfill the requirement for the master's degree under the report option.