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Meadows School of the Arts
Professor: Alice Kendrick; Associate Professor: Don Umphrey; Assistant Professor: Thomas Robinson; Executive-in-Residence: James Goodnight; Senior Lecturer: Peter Noble; Lecturer: Kristin Cobb; Adjunct Instructors: William Ford, David Henry, Spencer Michlin, Tricia Nichols, Hugh O'Brien, Christopher Owens, Larry Powell.
**Corrections and addenda to Admission Requirements added 7/3/2003.
In order to be admitted into the degree program for the Temerlin Advertising Institute, a student must have passed the following required courses with a minimum 2.75 G.P.A. In addition to meeting the G.P.A. in these five required courses, a student must earn no grade lower than a C in both MSA 1301 and a math fundamentals course; no grade lower than a B- in both ENGL 1301 and ENGL 1302; and no grade lower than a B in ADV 2374. No exceptions will be granted. Admission requirements must be met to either major or minor in Advertising. Students transferring from other universities must have completed equivalent courses and obtained the equivalent G.P.A. in those courses before they can be admitted to the Temerlin Advertising Institute.
For more information regarding admissions to the Meadows School or to SMU, please refer to the Meadows Admission page.
Students pursue an advertising curriculum that offers concentrations with either a management or creative emphasis. The program prepares students for careers in several different areas of the profession, especially advertising agencies and corporate and retail advertising departments. Graduates are also prepared for careers in mass media outlets such as newspapers, magazines, television, radio, and interactive media. SMU advertising students receive a broad-based liberal arts degree with approximately 70 percent of their course work taken outside the Temerlin Advertising Institute. Students are required to take eight hours of a foreign language, and management track students must take a course in statistics.
All students are required to take a core of advertising courses designed to give them expertise in creating advertising messages, advertising research, advertising media planning, advertising campaigns, and computer literacy. Because SMU is in the center of a dynamic top 10 U.S. advertising market, students are encouraged to take part in a professional internship for course credit during their senior year. Many students hold part-time jobs in advertising to gain additional experience. Thirty-six hours of communications courses are required for a major in advertising.
Offered as part of the advertising major, the management track prepares students for an advertising career in advertising agency account management, corporate advertising management or advertising media management. Students will remain on the management track unless they declare for the creative track no later than the second term of their junior year.
Credit Hours
General Education Curriculum: 41
Course Requirements (beyond General Education): 30
ADV 2374 Survey of Advertising
ADV 3375 Marketing Principles of Advertising
ADV 3376 Advertising Media Planning
ADV 3385 Advertising Creative Development
ADV 3390 Advertising Design
ADV 3393 Advertising Research
ADV 4374 Advertising Campaigns
CCJN 4315 Communication Ethics
or
CCJN 4316 Communication Law
A 4000-or 5000-level three-hour elective in the Temerlin Advertising Institute, excluding internship.
MSA 1301 Mass Media and Society
Communications Elective Courses (ADV, CCJN, CCPA, CTV): 6
Suggestions:
ADV 4317 Consumer Behavior
ADV 4325 Advertising Internship
ADV 4375 Contemporary Advertising Issues
ADV 4381 Advertising Sales Management
Any other ADV course
CCJN 3320 Editing
CCPA 2327 Principles of Public Relations
CTV 3328 Electronic Media Management
CTV 2304 Basic Video and Audio Production
CTV 2301 Film and Video Aesthetics
Other Required Courses:
Foreign Language (Two terms of the same language): 8
Statistics: 3
Meadows Elective: 3
Free Electives: 31-40
Total Hours: 122
Offered as part of the advertising major, the creative track prepares students to enter the advertising profession as either an art director or copywriter. Students must declare for the creative track no later than the second term of their junior year. Creative track students will be exempt from the Statistics course requirement for the advertising major.
Credit Hours
General Education Curriculum: 41
Course Requirements (beyond General Education): 33
ADV 2374 Survey of Advertising
ADV 3375 Marketing Principles of Advertising
ADV 3376 Advertising Media Planning
ADV 3385 Advertising Creative Development
ADV 3390 Advertising Design
ADV 3393 Advertising Research
ADV 4374 Advertising Campaigns
CCJN 4315 Communication Ethics
or
CCJN 4316 Communication Law
MSA 1301 Mass Media and Society
A choice of one of the following:
ADV 4354 Advertising Copywriting
or
ADV 4355 Advanced Advertising Design
The following portfolio class:
ADV 4385 Advertising Portfolio
Communications Elective Courses (ADV, CCJN, CCPA, CTV): 3
Suggestions:
ADV 4317 Consumer Behavior
ADV 4325 Advertising Internship
ADV 4375 Contemporary Advertising Issues
Any other ADV course
CCJN 3320 Editing
CTV 2301 Film and Video Aesthetics
CTV 2304 Basic Video and Audio Production
Other Required Courses:
Foreign Language (Two terms of the same language): 8
Meadows Electives: 6
Free Electives: 31-40
Total Hours: 122
A student may apply for the Temerlin Advertising Institute Honors Program after completion of his or her ?rst semester as a declared Advertising major. To qualify, the student must have an overall G.P.A. of 3.50. To graduate with Honors in Advertising, a student must complete four communications Honors experiences (twelve hours) and maintain a 3.50 G.P.A. in communications courses and a 3.30 G.P.A. overall and in Honors classes. The Honors requirements can be ful?lled through Honors course sections within the various communications divisions, an Honors internship or an Honors directed study under the supervision of the chair of Advertising.
ADV 4325 Publicis Honors Internship
ADV 4374 Advertising Campaigns (American Advertising Federation National Student Advertising Competition class)
ADV 4375 Contemporary Advertising Issues
ADV 4386 Advanced Media Workshop
ADV 5310 Directed Study in creative or management track areas under direction of the chair of the Division
Other required courses with Honors sections:
MSA 1301 Mass Media and Society
CCJN 4316 Communications Law
The minor in Advertising offers the student a cogent overview of the social, economic, legal and marketing environment 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. Courses offered in the minor may be applied as required courses for the advertising major.
Requirements: 18 term hours, distributed as follows:
1. MSA 1301 Mass Media and Society
2. CCJN 4315 Communication Ethics
or
3. CCJN 4316 Communication Law
4. ADV 2374 Survey of Advertising
5. ADV 3376 Advertising Media Planning
6. ADV 3385 Advertising Creative Development
7. ADV 3393 Advertising Research
1301. Mass Media and Society. A survey of all print and broadcast media their backgrounds as well as their current status as industries. Ethics, law, effects of mass media, international communication, advertising, and public relations are also treated. Required for majors.
2374. Survey of Advertising. Introductory course for majors and nonmajors 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.
3354. International Advertising. The study of 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.
3375. 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. Required for all majors. Prerequisite: ADV 2374. Restricted to Advertising majors.
3376. Advertising Media Planning. 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. Required for all majors. Prerequisite: ADV 2374. Restricted to Advertising majors or minors.
3385. Advertising Creative Development. Students learn how to develop creative advertising strategies and concepts and to present them skillfully. They write and design advertisements for print and broadcast media with an emphasis on the principles and techniques required to create effective messages. Required for all majors. Prerequisite: ADV 2374. Restricted to Advertising majors or minors.
3390. Advertising Design. Students learn the principles of effective advertising design and a working knowledge of computers and software programs used in advertising and graphic design. Students work with QuarkXpress, and Adobe Photoshop. Required for all majors. Prerequisites: ADV 2374 and 3385, or CCPA 2308 and 2327. Restricted to Advertising or Corporate Communications majors.
3393. Advertising Research. The proper role of research in advertising planning is the focus of this course. 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. Required for all majors. Prerequisite: ADV 2374. Restricted to Advertising majors or minors.
4300. Advertising Seminar. 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.Prerequisite: Permission of instructor.
4317. Consumer Behavior. This course 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.
4325. 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: Junior standing and permission of instructor. Restricted to Advertising majors.
4354. Advertising Copywriting. Working within a creative strategy, students perfect the techniques necessary to write for each advertising medium. They develop the capability to write compelling advertising copy for newspapers, magazines, television, radio, outdoor, direct mail and other advertising vehicles. This course is intended for creative track majors choosing copywriting careers. Prerequisites: ADV 2374, 3385, 3390. Restricted to Advertising majors.
4355. Advanced Advertising Design. A continuation of the prerequisite course ADV 3390. Students will be required to apply the fundamentals of advertising layout and design with the goal of preparing material for professional use. Students learn Illustrator and receive an overview of Internet design. This course is intended for creative track majors choosing art direction or design careers. Prerequisites: ADV 2374, 3385, 3390. Restricted to Advertising majors.
4374. Advertising Campaigns. Integration of the major advertising principles. Students develop and present an advertising campaign, including research, creative strategy, the media plan and presentation of the campaign to a client. Required for all majors. Prerequisites: ADV 2374, 3376, 3385, 3393. Restricted to Advertising majors.
4375. Contemporary Advertising Issues. This course focuses on topics that are important to present-day advertising. Emphasis might vary from each term in topic areas ranging from but not limited to creative, media, research, management, international and mass theory and culture. Advance notice of topics/issues will be posted before enrollment. Prerequisites: ADV 2374, 3376, 3393, and senior standing. Restricted to Advertising majors.
4381. Advertising Sales Management. This course focuses on the role of the media in the advertising mix and those who sell media time and space. 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 are stressed. Prerequisites: ADV 2374 and senior standing. Restricted to Advertising majors.
4385. Advertising Portfolio. An intensive workshop course intended to prepare senior creative track majors for entry-level employment as copywriters and art directors and designers in agencies. Students will prepare an entry-level portfolio of work samples for review by potential employers by the end of this course. Prerequisites: ADV 2374, 3385, 3390 and senior standing. Restricted to Advertising majors.
4386. Advanced Media Workshop. This course is intended to advance concepts learned in Advertising Media Planning AVD 3376 and apply them to more sophisticated forms of media planning and buying. Particular emphasis will be placed upon the role of the computer in media decision making. Students will be expected to use the computer to plan, execute and verify media purchases, to maximize the client's dollars, and to justify allocations across and within media choices. Prerequisites: ADV 2374, 3376, 3393 and senior standing. Restricted to Advertising majors.
5110, 5210, 5310. Directed Study. Independent study under the direction and supervision of a 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 form to the Division of Advertising office before the start of the term during which the study is to be undertaken. Prerequisites: Junior standing and permission of the instructor.
5301-4. Topics In Advertising. Course focuses on special topics in advertising. Examples might be an off-campus class to study the New York, Chicago, or other international advertising communities, or an on-campus seminar studying current advertising issues, or a comparison of U.S. advertising with that of other countries. Prerequisite: ADV 2374 and permission of instructor.
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