2007-08 Undergraduate Catalog -

MEADOWS SCHOOL OF THE ARTS
TEMERLIN ADVERTISING INSTITUTE
FOR EDUCATION AND RESEARCH

Professor Patricia Alvey, Distinguished Chair and Director
Professor: Alice Kendrick; Associate Professors: Steven Edwards, Carrie La Ferle; Assistant Professors: Glenn Griffin, Kartik Pashupati; Senior Lecturer: Peter Noble; Lecturer: Mark Allen; Executive-in-Residence: Bill Ford; Adjunct Lecturers:, Adrienne Cornelsen, David Hadeler, Sarah Hall, David Henry, Alison Malone, Richard Martin, Chris Owens, Geoffrey Owens, Helayne Wendel.

The Temerlin Advertising Institute was endowed by the Dallas advertising community through a pledge to augment scholarships, faculty salaries and public programs that enrich student learning and practical experience in advertising. Established in 2001, it is the nation’s only endowed advertising institute. It enjoys a strong relationship with the industry, as it is situated in a top media and advertising market — the Dallas/Fort Worth Metroplex. DFW is the nation’s seventh largest television and media market and the headquarters for major advertising agencies, national and global corporations, large U.S. media corporations, public relations firms and film production companies. This location affords access to professionals of the highest caliber who serve as class clients, guest lecturers, executives-in-residence, adjunct faculty and internship sponsors. Students have access to high-profile internships at national and global agencies as well as client and media corporations.

All students admitted to the Institute work toward a B.A. degree in Advertising. In addition, students may wish to focus their elective studies to form a media emphasis or they may apply, after their first term at the Institute, for admission into the creative program.

Admission Requirements

For students wishing to pursue either a Bachelor of Arts in Advertising or a minor in advertising at SMU, admission into the Temerlin Advertising Institute is a two-step process.

STEP ONE: Advertising major or minor candidates must complete the following four required subset courses with a minimum cumulative G.P.A. of 3.0: STAT 1301, ENGL 1301, ENGL 1302 and ADV 2374. (STAT 2301 or STAT 2331 may replace STAT 1301. No other exceptions will be granted.) Students transferring from other universities must have completed equivalent courses and obtained the equivalent cumulative G.P.A. in those courses before they can progress to Step Two.

STEP TWO: Advertising major or minor candidates who have fulfilled Step One also must complete a written on-site application that examines grammar, spelling, punctuation, critical thinking and writing skills. The application process is offered once each fall, spring and summer term prior to the preregistration period. Students who are not admitted during an application process may re-apply during the next application period.

Program of Study

B.A. Degree in Advertising

The Temerlin Advertising Institute offers a general advertising curriculum. The general advertising program prepares students for careers in several areas of the profession, including advertising agencies and corporate and retail advertising departments. Graduates are also prepared for careers in major media outlets such as newspapers, magazines, television, radio and interactive media. If students want to target their studies toward a particular area, they may choose to focus their elective courses to form a media emphasis, or they may apply for admission into the creative program if they wish to become advertising writers or art directors.

SMU advertising students receive a broad-based liberal arts degree with approximately 70 percent of their coursework taken outside the Temerlin Advertising Institute. All SMU advertising students are required to take a core of advertising courses that includes creative, research, advertising literacy, media planning, marketing principles of advertising and advertising campaigns. In addition, advertising majors are required to complete eight hours of foreign language coursework, and all majors must declare and complete a second major or a minor of their choosing. Because SMU is in the center of a dynamic top 10 U.S. advertising market, many students participate in internships for course credit. Thirty-six hours of advertising and communications courses are required for a major in advertising.

Credit Hours

General Education Curriculum: 41

Course Requirements (beyond General Education): 24

ADV 2374 Survey of Advertising
ADV 2375 Advertising Ethics
ADV 3351 Advertising Literacy
ADV 3362 Marketing Principles of Advertising
ADV 3376 Advertising Media
ADV 3385 Introduction to Creativity
ADV 3393 Advertising Research
ADV 4399 Advertising Campaigns

General Advertising Electives (Choose One): 3

ADV 4317 Consumer Behavior
ADV 4375 Contemporary Advertising Issues
ADV 4381 Advertising Sales Management
ADV 5301, 5302, 5303, 5304 Topics in Advertising
ADV 4125,4225,4325. Advertising Internship

Specialized Advertising Electives (Choose One): 3

ADV 4362 Advertising Account Management
ADV 4393 Advertising Account Planning
ADV 4376 Advanced Advertising Media

Communications Electives: 6

Communications Electives include any Advertising, Journalism, Cinema-Television, or Corporate Communications course. For a list of suggested Communications Electives please consult the “TAI Student Handbook,” available online: temerlin.smu.edu

Foreign Language (Two terms of the same language): 8

Statistics (STAT 1301, STAT 2301, or STAT 2331): 3

Meadows Elective: 3

Meadows Electives include any Art, Art History, Dance, Theatre or Music course. For a list of suggested Meadows Electives please consult the "TAI Student Handbook" available online: temerlin.smu.edu

Second Major or Minor Choice: 31-40

Total Hours: 122

Media Emphasis

Working in conjunction with their academic advisers, students may opt to focus their studies on the media buying, planning and selling process. In addition to the required advertising courses, students selecting this course of study would also take the following: ADV 4376 (Advanced Advertising Media), ADV 4381 (Advertising Sales Management), ADV 5302 (Topics in Advertising: Interactive Media) and ADV 4325 (Advertising Internship in a Media-Related Position.)

Creative Program

Overview

The Temerlin Advertising Institute’s creative program prepares students for careers in art direction or copywriting. Admission to the program is selective, and based upon a faculty panel’s evaluation of an application used to assess a student’s creative ability and potential. This screening process improves the quality of the experience each student receives in creative courses and helps ensure that the quality of work produced by our students is of the highest caliber and competitive by industry standards.

Creative program applications are collected at the end of every fall, spring and summer term. Most students’ first opportunity to apply is near the end of their ADV 3385 (Introduction to Creativity) course. Any student who is not admitted to the creative program on a first attempt may reapply during a subsequent application process.

Creative Program Application

The application requires students to submit two samples of creative work as evidence of their capabilities — one that demonstrates facility to solve a specific problem and another that permits a longitudinal examination of creative thinking ability:

Part I: The Big Question – Each term, members of the creative program faculty will confer and propose a question that applicants are challenged to answer. The question is open to broad interpretation and responses may be crafted using words, images or a combination of both. Applicants must observe submission guidelines but are otherwise free to propose the most unique, intelligent and imaginative answers possible.

Part II: Idea Journal – Over the course of a term, all ADV 3385 (Introduction to Creativity) students are required to maintain and submit a journal documenting their ideas and insights on a variety of topics, both assigned and voluntary. The journal conforms to certain parameters as a class assignment, but is designed to offer students the opportunity to document and showcase their identities as independent thinkers.

Student Progress

Students admitted to the creative program are required to produce work that meets artistic standards (as evaluated by creative program faculty) in order to continue taking courses in the program, consistent with Meadows School of the Arts policy. This evaluation is made by the creative program faculty, who regularly consult with industry professionals for each creative program student. Students who fail to meet artistic standards will discontinue coursework in the creative program and have the option to continue pursuing their general advertising degree.

Credit Hours

General Education Curriculum: 41

Advertising Course Requirements (beyond General Education Curriculum): 33

ADV 2374 Survey of Advertising
ADV 2375 Advertising Ethics
ADV 3351 Advertising Literacy
ADV 3362 Marketing Principles of Advertising
ADV 3376 Advertising Media
ADV 3385 Introduction to Creativity
ADV 3390 Creative Production
ADV 3393 Advertising Research
ADV 3395 Concepting
ADV 4385 Portfolio
ADV 4399 Advertising Campaigns

Communications/Meadows (Advertising Creative) Electives (Choose Two): 6

ADV 4354 Copywriting Seminar or ADV 4355 Art Direction Seminar
ADV 4395 Advanced Portfolio

Communications Electives include any Advertising, Journalism, Cinema-Television or Corporate Communications and Public Affairs courses. Meadows Electives include any Art, Art History, Dance, Theatre or Music course. For a list of suggested Meadows Electives please consult the "TAI Student Handbook," available online: temerlin.smu.edu. Creative program students are strongly encouraged to take either ADV 4354 or 4355 and ADV 4395 to satisfy Communications Elective (3 credits) and Meadows Elective (3 credits).

Foreign Language (Two terms of the same language): 8

Statistics (STAT 1301, STAT 2301, OR STAT 2331): 3

Second Major or Minor Choice: 31-40

Total Hours: 122

Minor in Advertising

Admission to the minor is contingent upon available space. In addition, for students wishing to pursue a minor in Advertising, admission is a two-part process. See “Admission Requirements” section. The minor in Advertising offers the student a cogent overview of the social, economic, legal and marketing environments in which advertising functions. Courses offered in the minor are designed to satisfy the needs of the consumer of advertising messages, as well as those of a person who might choose advertising as a valuable adjunct to another career choice.

Advertising Course Requirements: 15

ADV 2374 Survey of Advertising
ADV 2375 Advertising Ethics
ADV 3351 Advertising Literacy
ADV 3385 Introduction to Creativity
ADV 3362 Marketing Principles of Advertising (or MKTG 3340 Fundamentals of Marketing)

Elective Requirements (Choose Three): 9

ANTH 3346 Culture and Diversity in American Life
ARHS 1303 Introduction to Western Art I: Prehistoric through Medieval
ARHS 1304 Introduction to Western Art II: Renaissance through Modern
ENGL 2311 Poetry
ENGL 2314 Doing Things With Poems
HIST 3364 Consumer Culture in the United States, 1700-1990
PSYC 3341 Social Psychology

Total Hours 24

The Courses (ADV)

2374. Survey of Advertising. Introductory course for majors and non-majors; surveys the field of advertising and studies how it fits into society. Topics include history, law, ethics, social dynamics, economic implications, as well as the advertising campaign planning process. The process of advertising is examined from the perspectives of art, business and science. Required for all majors and minors.

2375. Advertising Ethics. Students will gain a broad overview of the issues that relate to the ethical practice of advertising and marketing communications. In-depth exploration of ethical topics will be accomplished through directed reading assignments, class/small group discussions, guest speakers and independent research. Required for all majors and minors. Prerequisite: ADV 2374. Restricted to advertising majors and minors.

3351. Advertising Literacy. Students are introduced to the history, current news and developing trends of the advertising industry. This includes exploration into the effects of world-changing events on advertising strategy, historical perspectives from industry leaders and the metamorphosis of advertising agencies including mergers and international conglomerates. Prerequisites:ADV 2374.Restricted to advertising majors and minors.

3354. International Advertising. Students examine the principles, trends and impact of advertising in a global environment. Focus will be on the role advertising plays in shaping the social, economic and political forces of various countries. Prerequisites:ADV 2374. Restricted to advertising majors.

3362. Marketing Principles of Advertising. Students learn the basic principles of consumer marketing and the role of advertising in the marketing mix. The marketing and advertising strategy and planning processes are emphasized through case studies in which students develop advertising answers to marketing problems and opportunities. Prerequisite: ADV 2374. Restricted to advertising majors and minors.

3376. Advertising Media. Principles covered are those essential to media planners, buyers and sellers. Includes media audience analysis, media vehicle comparisons and budgeting. Students master the elements of media plans used in major advertising agencies. Prerequisite: ADV 2374. Restricted to advertising majors.

3385. Introduction to Creativity. A survey of the theoretical, practical and ethical issues associated with creative thinking. Examines both individual and organizational strategies for promoting creativity, and the creative thinker’s role in shaping the culture. Also highlights the intellectual connections between the scholarship in creativity and advertising industry practice. Students who complete this course may apply for admission to the Temerlin Advertising Institute’s creative program. Students must earn a “B” or better in ADV 3385 to be eligible for admission to the creative program. Prerequisite: ADV 2374. Restricted to advertising majors and minors

3390. Creative Production. Students learn the basic principles of advertising design and production in tandem with the use of industry-standard hardware and software programs, including the Adobe Creative Suite. Prerequisites: ADV 2374 and 3385. Restricted to advertising majors. Departmental consent required.

3393. Advertising Research. The proper role of research in advertising planning is the focus. Students are exposed to a variety of research methods, sources and issues. Primary and secondary research projects are designed, executed, analyzed and presented by students. Prerequisite: ADV 2374. Restricted to advertising majors.

3395. Concepting. A workshop for developing ideation skills and helping students self-identify as art directors or writers. Students acquire techniques and develop personal discipline inherent to the generation of novel, sophisticated creative work based on a solid concept — the distinctive, guiding idea that drives campaign messages. Assignments are evaluated in group critiques and each student completes a final portfolio by term’s end. Prerequisites: ADV 2374 and 3385. Restricted to advertising majors. Departmental consent required.

4125, 4225, 4325. Advertising Internship. Off-campus opportunity for students to apply principles learned in various advertising courses in a professional setting. Students may be placed for the fall, spring or summer terms. Through weekly, midterm and final reports, the completion of an essay and the satisfactory accomplishment of 50, 100 or 150 hours of work, a student may earn one, two or three academic credit hours respectively. Only three total credit hours may be earned through internships. Prerequisites: ADV 2374, 3351, 3362, 3376, 3385, 3393 and junior standing. Restricted to advertising majors. Departmental consent required.

4300. Advertising Seminar. Students experience an intensive study of advertising, usually via a series of seminars at leading advertising agencies, corporations and mass media outlets. Students will have the opportunity to interact with senior advertising executives on a one-to-one basis in order to understand advertising’s role in society and as a business and artistic function. Prerequisites: ADV 2374, 3351, 3362, 3376, 3385 and 3393. Departmental consent required.

4317. Consumer Behavior. Draws upon the disciplines of psychology, social psychology, sociology, anthropology, economics, marketing and communications to explore the consumer decision-making process. Includes theories of motivation, attitudes, beliefs and learning, with a direct application to advertising. Prerequisite:ADV 2374. Restricted to advertising majors.

4354. Copywriting Seminar. An intensive exploration of the writer’s craft across a variety of literary genres. Students will gain an understanding of the power of words and the distinctive voices in poetry and prose, with implications for strategic advertising copywriting. Prerequisites: ADV 2374, 3385 and 3390. Restricted to advertising majors. Departmental consent required.

4355. Art Direction Seminar. Building upon the prerequisite course in Creative Production (ADV 3390), students apply the fundamentals of advertising layout and design with the goal of preparing material for professional use. This course is intended for creative program majors choosing art direction careers. Prerequisites: ADV 2374, 3385 and 3390. Restricted to advertising majors. Departmental consent required.

4362. Advertising Account Management. This course will enable students to understand what makes advertising agency account managers, or account executives, successful. The personal and performance qualities that characterize successful account managers will be examined. Course work will include assigned reading, problem-solving exercises, lectures and discussions of advertising industry situations. Prerequisites:ADV 2374 and 3362. Restricted to advertising majors.

4375. Contemporary Advertising Issues. Focuses on topics that are important to present-day advertising. Emphasis might vary from term to term in topic areas including, but not limited to, creative, media, research, management, international and mass communications theory and culture. Prerequisites: ADV 2374, 3351, 3376, 3393 and senior standing. Restricted to advertising majors.

4376. Advanced Advertising Media. Intends to advance concepts learned in Advertising Media (ADV 3376) and apply them to more sophisticated applications of media planning and buying. Particular emphasis will be placed upon the role of technology in media decision-making. Students will plan, execute and verify media purchases, to maximize the client’s dollars and to justify allocations across and within media choices. Prerequisites: ADV 2374 and 3376. Restricted to advertising majors.

4381. Advertising Sales Management. Focuses on the role of the media in the advertising mix and those who sell media time and space. Examines the establishment of rate cards, sales forecasting, budgeting, building client lists, reading circulation and listenership/viewership data properly, understanding discounting procedures and perfecting negotiations and presentation skills. Prerequisites: ADV 2374, 3351, 3362, 3376, 3393 and senior standing. Restricted to advertising majors.

4385. Portfolio. A workshop course devoted to the continued development and professional-level execution of an advertising portfolio reflecting mastery of strategic and conceptual thinking. Work is prepared and evaluated to satisfy highest industry standards for placement. Portfolios are reviewed by a jury of creative professionals at an end-of-term critique. Prerequisites: ADV 2374, 3385, 3390 and 3395. Restricted to advertising majors. Departmental consent required.

4393. Advertising Account Planning. The research-based and consumer-centered approach to strategic development of advertising known as account planning is the focus of this course. Students will review both qualitative and quantitative research practices used in advertising, as well as the planning techniques used by account planners. Course activities will include the creation of strategic briefs, primary research among consumers, and reports that contribute to both creative and media elements of an advertising campaign. Prerequisites: ADV 2374 and ADV 3393. Restricted to advertising majors.

4395. Advanced Portfolio. Building on the Portfolio (ADV 4385) course, students continue development of an advertising portfolio. Special focus is given to the development of nontraditional and alternative media strategies. Students are also required to develop self-promotional materials to complement the portfolio. Portfolios are reviewed by a jury of creative professionals at an end-of-term critique. Prerequisites: ADV 2374, 3385, 3390, 3395 and 4385. Restricted to advertising majors. Departmental consent required.

4399. Advertising Campaigns. Integrating the major advertising principles, students develop and present an advertising campaign, including research, strategy, creative execution, a media plan and presentation of the campaign to a client. Prerequisites: ADV 2374, 3351, 3362, 3376, 3385 and 3393. Additional prerequisites for creative program students: ADV 3390 and ADV 3395. Restricted to advertising majors.

5110, 5210, 5310. Directed Study. This is an independent study under the direction and supervision of a full-time faculty member. A directed study is a close collaboration between the professor and an advanced student who conducts a rigorous project that goes beyond the experience available in course offerings. The student must secure written permission from the instructor and return a completed Directed Studies Approval Form to the Temerlin Advertising Institute office before the start of the term. Prerequisites: Junior standing. Instructor and departmental consent required.

5113. Professional Development. This course is designed to guide graduating seniors from the classroom to the work force and will encompass all aspects of the job search. It will include resume and cover letter development, interview practice, networking through a “sphere of influence” and sourcing positions in the field of advertising. Prequisites: Junior Standing. Restricted to advertising majors.

5301, 5302, 5303, 5304. Topics in Advertising. Focuses on special topics in advertising. Examples might be an off-campus class to study the New York, Chicago, or international advertising communities, or an on-campus seminar studying current advertising issues, or a comparison of U.S. advertising with that of other countries. Prerequisites: ADV 2374. Restricted to advertising majors.

MEADOWS SCHOOL OF THE ARTS TEMERLIN ADVERTISING INSTITUTE FOR EDUCATION AND RESEARCH