"Half the money I spend on advertising is wasted; the trouble is I don't know which half." [ John Wanamaker ]
ADVERTISING RESEARCH COURSE SEQUENCE
You relate to numbers not as a sum, product, or difference but as an effective storyteller of social and cultural anthropology. You have the inherent ability to read between the finite lines of decimals and ratings points. If you were certain A list celebrity, and Nielson were from Ethiopia, it would fit perfectly as your adopted paper offspring. Like leaves in wet concrete, you impose imprints of history and background while solidifying a framework for something greater to be built upon.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Advertising Research track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument. Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research. Note: Advertising majors only.
Foundation II requirements: (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations. Note: This course may be substituted for ADVERT 3171 (0290).
3042. Quantitative Research (3)
Prerequisite: ADVERT 1141.
Delving more closely into the planning and execution of effective quantitative advertising research, the objective of this course is to provide students with direct learning experience through the use of discussion, case studies and projects. Focus is on understanding the uses of quantitative research in the advertising development and tracking process, and executing projects with a specific goal in mind. This course will investigate the design, execution, and analysis of various kinds of surveying, including copy tests and campaign tracking, and is a foundation for students who wish to pursue a career in advertising research and planning. Note: Advertising majors only.
3043. Qualitative Research (3)
Prerequisite: ADVERT 1141.
This course will concentrate on the role of qualitative research in advertising. Through the use of discussion, case studies and projects, it focuses on how advertisers and agencies use qualitative methods like focus groups, in-depth interviews, and ethnography to uncover consumer insights. This course will investigate the design and execution of these various kinds of qualitative research techniques, and is a foundation for students who wish to pursue a career in advertising research and planning. Note: Advertising majors only.
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media. Note: This is an alternative Capstone course.
4044. Account Planning (3)
Prerequisite: ADVERT 3042 and 3043.
This course will concentrate on the roles and responsibilities of account planners in advertising. It will focus on how research uncovers consumer insights, and probe how these findings are applied throughout the process of developing marketing communications. The course addresses how account planners work with the creative and management teams to ensure that the voice of the consumer is a constant focus in the advertising process. The course replicates this experience in a brand’s lifespan, and provides a hands-on exposure to this multi-faceted career. Note: Advertising majors only.
Advertising Research Track
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"Half the money I spend on advertising is wasted; the trouble is I don't know which half."
[ John Wanamaker ]
ADVERTISING RESEARCH COURSE SEQUENCE
You relate to numbers not as a sum, product, or difference but as an effective storyteller of social and cultural anthropology. You have the inherent ability to read between the finite lines of decimals and ratings points. If you were certain A list celebrity, and Nielson were from Ethiopia, it would fit perfectly as your adopted paper offspring. Like leaves in wet concrete, you impose imprints of history and background while solidifying a framework for something greater to be built upon.
NOTE: Advertising majors must take a minimum of 48 credits in Advertising courses and a maximum of 54 credits.
Students who wish to follow the Advertising Research track should follow this course of study:
Foundation I requirements: (12 credits)
1101. Intro to Media & Society (3)
The history, organization, creation, economics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, advertisers and agencies.
1102. Intro to Advertising (3)
This course introduces students to the function of advertising in the economy, to the strategic identification of markets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.
1103. Persuasive Writing (3)
Students learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore consumer motivation as the focus of powerful, exciting advertising and written argument.
Note: Advertising majors only.
1141. Intro to Advertising Research (3)
This course covers the range of areas in which advertising research participates, or has primary responsibility for, in the adverting process. Focus is on the role of research in the advertising process (before, during and after the development of ad campaigns) and the design of research using various methodologies to accomplish effective research.
Note: Advertising majors only.
Foundation II requirements: (12 credits)
2101. Strategy & Positioning (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
Students learn to connect message solutions to marketing problems through an understanding of the relationship of marketing strategy and brand positioning to communication strategies and advertising copy.
2121. Copywriting: Introduction (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course focuses on writing effective advertising messages for print and broadcast media. Emphasis is on craft, writing ability and style. Composition and the integration of graphic elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.
2131. Media Planning I (3) $.
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
In this basic course, students learn the analysis and understanding of communication vehicles as advertising media, the concepts and resources involved in developing media objectives and strategies, as well as media selection criteria and vehicle purchasing.
2151. Visual Communication (3)
Prerequisite: ADVERT 1101 (0050), 1102 (0055), 1103 (0065), 1141 (0070).
This course develops the intellectual skills necessary for the analysis, understanding and creation of media messages in the many formats of today’s high-density visual environment. Students will be introduced to the syntax, grammar and rhetoric of visual communications.
- or -
2010. Intro to Marketing (3)
Introduction to the marketing process, including defining customer needs and wants, market segmentation strategies, and how organizations develop a strong value proposition. We will also examine the relationship between marketers and advertising agencies.
Advanced Core I requirements (12 credits)
3101. Creative Thinking (3)
Prerequisite: ADVERT 2101 (0110), 2121 (0120), 2151 (0125), 2131 (0130).
This course uses team oriented sessions to develop the creative skills necessary for solving advertising problems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disciplines participate as guest facilitators and speakers.
3171. Diamond Edge Communication (1 to 3)
Prerequisite: Completion of 24 credits in Advertising department. Permission of instructor required.
Student operation of an advertising agency for nonprofit accounts in the Philadelphia market area with advertising faculty supervision. Hands-on learning in creative, media, research and management. Students work in teams to solve real world advertising and marketing communication problems for real clients.
- or -
3185. Internship (3)
Prerequisite: Completion of 24 credits in Advertising Department. Permission of Internship Director required.
This course offers hands-on, organized, professional work, under supervision in selected Philadelphia area advertising agencies, marketing communications or advertising departments within corporations.
Note: This course may be substituted for ADVERT 3171 (0290).
3042. Quantitative Research (3)
Prerequisite: ADVERT 1141.
Delving more closely into the planning and execution of effective quantitative advertising research, the objective of this course is to provide students with direct learning experience through the use of discussion, case studies and projects. Focus is on understanding the uses of quantitative research in the advertising development and tracking process, and executing projects with a specific goal in mind. This course will investigate the design, execution, and analysis of various kinds of surveying, including copy tests and campaign tracking, and is a foundation for students who wish to pursue a career in advertising research and planning.
Note: Advertising majors only.
3043. Qualitative Research (3)
Prerequisite: ADVERT 1141.
This course will concentrate on the role of qualitative research in advertising. Through the use of discussion, case studies and projects, it focuses on how advertisers and agencies use qualitative methods like focus groups, in-depth interviews, and ethnography to uncover consumer insights. This course will investigate the design and execution of these various kinds of qualitative research techniques, and is a foundation for students who wish to pursue a career in advertising research and planning.
Note: Advertising majors only.
Advanced Core II requirements (12 credits)
4101. Interactive Media, Marketing & Advertising (3)
Prerequisite: Completion of 3000-level courses.
This advanced course explores the dynamic space of Interactive, primarily web-based media. Specifically, we explore how advertisers can use best practices in this space to create branded programs which are seamlessly integrated with offline, general advertising and marketing efforts. Attention is paid to creating interactive tactics that consider the client’s business objectives and audience experience. Lectures and practice focus on information architecture, interaction design, compelling copy and audience usability. Through group and individual projects, test and in-class assignments, students solve brand problems and extend brand personality to interactive media (web, mobile, etc.) in a way that connects with, engages and persuades audiences. NOTE: We will be focusing on process and tactics of brand interactive programs, not building web sites. Students who are interested in understanding how to build web sites are encouraged to take complementary coursework in computer programming (HTML, Dreamweaver, Flash, etc.).
4102. Advertising Campaigns
Prerequisite: Completion of 3000-level courses.
This capstone course involves the preparation and production of an advertising campaign for a brand or service. Competing teams of students produce marketing analysis, consumer research, advertising strategies, media plans, and design and produce print advertisements and broadcast commercials.
- or -
4103. American Advertising Federation Contest (3)
Prerequisite: Completion of 3000-level courses.
Students develop a comprehensive marketing and advertising campaign for major advertiser and compete with universities across America for first place in this National College Competition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.
Note: This is an alternative Capstone course.
4044. Account Planning (3)
Prerequisite: ADVERT 3042 and 3043.
This course will concentrate on the roles and responsibilities of account planners in advertising. It will focus on how research uncovers consumer insights, and probe how these findings are applied throughout the process of developing marketing communications. The course addresses how account planners work with the creative and management teams to ensure that the voice of the consumer is a constant focus in the advertising process. The course replicates this experience in a brand’s lifespan, and provides a hands-on exposure to this multi-faceted career.
Note: Advertising majors only.
4196. Morality, Law & Advertising (3)
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