Advertising is the creative expression of strategic persuasive communication. Individuals and organizations use advertising to educate and motivate consumers, voters, employees, suppliers, shareholders, public interest groups and the general public. Public relations is the creative expression of strategic persuasive communication to build relationships vital to the success of the organization. It is used by individuals and organizations to communicate and motivate consumers, voters, employees, suppliers, shareholders, public interest groups and the general public.
The master of arts programs in advertising and public relations are intended for those who wish to acquire advanced understanding of and skills in the development of highly effective persuasive communication. The programs focus on prevailing communication theories, current research finding and advanced practical techniques. The faculty seeks to educate highly competent, focused students who will be recognized for their leadership qualities: the ability to discern issues both in the practice of their profession and in their role in society; the ability to develop and execute successful communication programs; and the ability to lead others effectively.
Two programs are offered:
- a two-year thesis program with specialization in advertising or public relations (Plan I)
- a one-year professional program combining advertising and public relations (Plan II)
Development of media objectives, strategies, and budgets and implementation of media plans for advertising and public relations. Each student prepares and presents a media plan.
A survey of qualitative and quantitative methods in communication research.
A study of the development of selected mass communication theories as related to advertising and public relations.
An advanced survey of the academic and professional literature underlying the contemporary practice of advertising and public relations.
The practice of creating, writing, editing, and producing persuasive communication for advertising and public relations. Writing skills are exercised extensively in this course.
Problems and decision-making processes involved in the management of advertising and public relations programs and organizations.
Application of research methods and procedures for problem solving and impact assessment in advertising and public relations programs.
The practice of developing ideas and creative strategies for professional evaluations about design and its application. Each student prepares a portfolio.
A message-oriented course. Students conceptualize and execute integrated communication programs. Topics vary.
No description available.
Research to develop an advertising and public relations campaign for a specific organization. This is the preparation stage for the major case study prepared by the student in APR 598.
Development and presentation of a complete advertising and public relations plan and proposal for the specific organization studied in APR 597. Integration of theory, concepts, and techniques in a complete communication program.
No description available.