Media Advertising

Media Advertising Advisor
Carolyn Mitchell
phone: (915)747-6292
email: cmitchel@utep.edu

Students need to complete:

CORE REQUIREMENTS (9 hours)

• COMM 1370: Introduction to Communication Studies

  This is an introduction to the various fields of communication.

• COMM 3371: Communication Theory and Analysis

  This class covers various communication theory that apply to all communication disciplines, ranging from intrapersonal communication to mass communication.
  Prerequisite: COMM 1370.

• COMM 4372: Methods of Research in Communication

  Here, you will address various social science methodologies used to conduct research in the field of communication.
  Prerequisite: Senior standing and MATH 1320 with a grade of "C" or better.

SEQUENCE REQUIREMENTS (18 hours)

Eighteen (18) hours of study are required as part of the major field of study for the Media Advertising major. Students must take the following classes in sequential order:

• COMM 2330: Principles of Advertising

  The role of advertising in society. Basic concepts include marketing message creation, budget determination, agency-client relationships, creative strategy, media considerations, and social and ethical responsibility of advertisers.
  Prerequisite: COMM 1370

• COMM 3332: Advertising Design, Graphics and Layout

  Use of graphics for effective communication including typography, color, photography, design in advertising, newspaper and magazine, pagemaker, and printing methods.
  Prerequisite: COMM 2330 with a grade of "C" or better.

• COMM 3333: Creative Strategy and Copywriting

  Strategic research, problem definition, planning creativity, and ethics in advertising and public service announcements. Applying the techniques of research and the principles of communication and persuasion to the development of objectives, strategy and creative concepts. The theory and practice of developing appropriate messages to reach and influence target audiences. Integrating research, strategy and audio/visual methodology into the creation of concepts and copy for the primary ad media. Includes consumer and business media and direct advertising.
  Prerequisite: COMM 2330 and COMM 3332 each with a grade of "C" or better.

• COMM 3338: Integrated Marketing Communications

  The course examines the fundamental principles of integrated marketing communications (IMC), the basics of planning and implementing IMC into a traditional advertising campaign, and the functions of databases in developing consumer-oriented IMC programs. The course reviews major components in the IMC mix, skills and tools required for students to execute successful IMC programs as part of or in complement to an advertising campaign.
  Prerequisite: COMM 2330 with a grade of "C" or better.

• COMM 4330: Media Planning and Buying

  A study of skills and concepts necessary to place advertising messages in the traditional and new media types and vehicles.
  Prerequisite: Senior standing and COMM 2330 with a grade of "C" or better.

• COMM 4335: Advertising Campaigns

  Strategic research, problem definition, audience definition, planning, creativity, and ethics in advertising and public service campaign development. Applying the techniques of research and the principles of communication and persuasion to the development of advertising objectives, strategy and creative concepts. Project required. Offered in Fall semester only.

ELECTIVES (9 hours)

Any upper-division course except those included in sequence requirements for this major.Course Catalog

• COMM 3300 - 4300

The preferred electives for a Media Advertising major include Ad Sales and Management, Radio and TV Advertising, Advanced Advertising Campaigns, and/or a Communication Internship, according to Carolyn Mitchell, senior lecturer in charge of the advertising sequence. "All ad majors need an internship on their resume," says Mitchell, "it literally opens the door for employment after graduation."

"In 2004, Media Planning moved to the core curriculum, replacing Communication Law and Society," says Mitchell. "All agency work requires a basic knowledge of media planning, buying and selling so we have made it a requirement." In addition, students in the Advanced Advertising Campaigns class participate in the National Student Advertising Competition, sponsored by the American Advertising Federation.

All advertising majors are asked to contact Mrs. Mitchell as part of their advising process as the advertising major requires that all advertising classes be taken in sequential order. If you have any questions about the courses, majors, or departments, feel free to contact the University by phone or email. Professors in the department are also available for guidelines.

Last updated on 08-02-2010 by Lourdes Cueva Chacón.