ADV 1100 PRINCIPLES OF ADVERTISING (3 credits)
An introduction to the principles of advertising and public relations as related to marketing and business management practices in enterprise. In this course, students will participate in a detailed study of the principal functioning groups of advertising professionals: advertisers/clients, advertising agencies, advertising media and advertising suppliers of special services such as artists, photographers, talent, production suppliers and research. Students will study how all groups are interdependent and how all are vital parts of the process of commercial marketing communications. Students will also gain an understanding and appreciation of the roles of professionals in terms of strategies, tactics, execution and results, as well as how advertising relates to the public, government and consumers. Additionally, the course will take a comprehensive and practical look at the nature, scope and use of public relations skills.
ADV 1110 ADVERTISING RESEARCH AND COPYWRITING (3 credits)
Orients students to the purpose and role of research in making conceptual and creative recommendations. Included in this course are the development and implementation of primary and secondary research to create effective copy for printed and electronic media. This course takes an in-depth look at how research is used to build a strategy and how data are then used to create proper messaging/copywriting for ads, commercials and promotional materials. This is a writing course; therefore, students will write advertising copy for various media. Students will also gain an orientation to the developmental steps of creative thinking, strategy and copywriting for ads, commercials and promotion materials.
ADV 2100 ADVERTISING SALES AND MEDIA PLANNING (3 credits)
Students examine various media available to the contemporary advertiser, including traditional media newspapers, magazines, out-of-home, radio, television, direct mail and new media opportunities in the constantly evolving digital environment. The course will also cover related initiatives, such as viral marketing and guerrilla marketing. In addition to analysis of the message delivery platform, research techniques that support message placement including primary and secondary research methodologies are examined as students become familiar with construction of a media plan. Students will discover the relationship between financially accountable budget planning and the media mix with the goal of reaching maximum communications objectives. Students will experience what it is like to be on the other side of the table as they learn how to sell the various media outlets and media planning strategies to buyers.
ADV 2150 ADVERTISING CREATIVE PROCESS AND DESIGN (3 credits)
An examination of the nature and importance and applications of the creative process, complemented by a series of exercises, discussions and exposure to a variety of stimuli organized and presented to help each student maximize his/her creative abilities at work, at home and in the community. In this course, students will analyze elements of an ad including layout, fonts, color, casting, lighting and images, and how these communicate with a target audience.
ADV 2310 NEW MEDIA STRATEGIES AND TACTICS (3 credits)
The advertising field today deals with communicating with a target audience through many advertising vehicles besides traditional print and broadcast. Guerilla marketing, the digital age of advertising and interactive and viral advertising are now considered mainstream media when communicating with a target audience. This course introduces students to the concepts and use of new media including: viral marketing, digital media, guerilla marketing, social networking and viral advertising. Through this course, students will learn forms of media and unconventional systems for communication/promotions that rely on time, energy and imagination rather than a big marketing budget.
Prerequisite: ADV 1100
ADV 3850 SPECIAL TOPICS (1-3 credits)
Various topics in advertising. These may be one-time or occasional course offerings.
Prerequisite: Dependent on specific course content
ADV 4100 ADVERTISING CAMPAIGNS (3 credits)
Students will review historical and contemporary advertising and marketing communication campaigns, analyze consumer, business-to-business, national and local campaigns, including volunteer, not-for-profit public service advertising. Students work in team groups to create and present a completely integrated advertising campaign supporting and coordinating all strategy, creative, media and sales promotion aspects for final recommendation. Students on each team grade the work of their teammates within the group. This is the capstone course of Northwood’s Advertising Program. This is a practical knowledge and hands-on course.
Prerequisites: ADV 1110 and ADV 2100
ADV 4790 CURRENT ISSUES IN ADVERTISING (3 credits)
Examination of and discussion about major issues confronting the advertising industry – especially those issues being fueled by the dramatic changes sweeping over business generally and the advertising industry specifically. This is a discussion-based course that requires the student to be aware of the changes happening daily in the industry.