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Meadows School of the Arts

MEADOWS SCHOOL OF THE ARTS
ADVERTISING

Temerlin Advertising Institute for Education and Research

Professor: Alice Kendrick; Associate Professor: Don Umphrey; Assistant Professor: Kartik Pashupati; Senior Lecturer: Peter Noble; Executive-in-Residence: Bill Ford; Adjunct Lecturers: Adrienne Beam, Brice Beaird, Bill Galyean, Wayne Geyer, Sarah Hall, David Henry, Helayne King, Bill Meeder, Jim O'Rourke, Chris Owens, Michael Rawlings, Ben Rush.

Admission Requirements

For students wishing to pursue either a Bachelor of Arts in Advertising or 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, ADV 2374. (STAT 2301 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 onsite application that examines grammar, spelling, punctuation, critical thinking, and writing skills. The application process is offered once each fall and spring semester prior to the preregistration period.

Program of Study

Advertising (ADV)

Students pursue an advertising curriculum that offers a concentration 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 major 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.

All SMU advertising students are required to take a core of advertising courses that include creative development, research, advertising literacy, media planning and buying, marketing principles, and advertising campaigns. In addition, advertising majors are required to complete eight hours of a foreign language, 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 once they complete the course prerequisites. Thirty-six hours of advertising and communications courses are required for a major in advertising.

B.A. Degree in Advertising: Management Track

The management track prepares students for a career in advertising agency account management, corporate advertising management, media planning, media buying, and media sales. Students will remain on the management track unless they declare the creative track no later than the second term of their sophomore year.

Credit Hours

General Education Curriculum: 41

Course Requirements (beyond General Education): 30

Advertising Management Electives (Choose One):

Advertising Senior Electives (Choose One):

Excluding Advertising Internship

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

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

Creative Track

The creative track prepares students toward a career in art direction or copywriting. Students must declare for the creative track no later than the second term of their sophomore year.

Credit Hours

General Education Curriculum: 41

Course Requirements (beyond General Education): 33

Advertising Creative Electives (Choose One):

Advertising Senior Creative Course:

Communications Elective: 3

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 or STAT 2301): 3

Meadows Electives: 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

Minor in Advertising

Admission to the minor is contingent on available space. In addition, for students wishing to pursue a Minor in Advertising, admission is a two-part process. See "Admissions Requirements" section. 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: 15 credit hours, distributed as follows:

The Courses (ADV)

2301. Mass Media and Society. Students explore 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.

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.

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. Required for all majors. Prerequisites: ADV 2374. Restricted to advertising majors.

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. Restricted to advertising majors and minors.

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. Required for all majors. Prerequisite: ADV 2374. Restricted to advertising majors.

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. 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 develop creative concepts and 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 Adobe InDesign, Adobe Illustrator, and Adobe Photoshop. Prerequisites: ADV 2374 and 3385. Restricted to advertising majors.

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. Required for all majors. Prerequisite: ADV 2374. Restricted to advertising majors or minors.

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. Departmental consent required. Restricted to advertising majors.

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. 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, and 3390. Restricted to advertising majors.

4355. Advanced Advertising Design. Building upon the prerequisite course in Advertising Design (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 track majors choosing art direction careers. Prerequisites: ADV 2374, 3385, and 3390. Restricted to advertising majors.

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 real world situations. Prerequisites: ADV 2374 and 3362. Restricted to advertising majors.

4374. Advertising Campaigns. Integrating the major advertising principles, students develop and present an advertising campaign, including research, creative strategy, a media plan and presentation of the campaign to a client. Required for all majors. Prerequisites: ADV 2374, 3351, 3362, 3376, 3385, and 3393. 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 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 Planning (ADV 3376) and apply them to more sophisticated applications of media planning and buying. Particular emphasis will be placed upon the role of the computer in media decision-making. Students will 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 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. 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 4354 or 4355. Restricted to advertising majors.

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.

5110, 5210, 5310. Directed Study. This is an 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 Approval Form to the Temerlin Advertising Institute office before the start of the term. Prerequisites: Junior standing. Instructor and departmental consent required.

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 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. Prerequisites: ADV 2374. Restricted to advertising majors.