Extensive practice in writing and visual communication for print and electronic vehicles in the disciplines of advertising, public relations, sales promotion and direct marketing. An introduction to the ethical dilemmas inherent in the strategic persuasion that permeates a democratic, free-market society. Emphasis will be placed on the consequences such persuasion can have on targeted groups as well as society as a whole and on the nature and exercise of responsibility as it links client to persuader to intended target. Major standing or consent of instructor. Legal and ethical issues are also examined.
Emphasis is on a disciplined, strategic approach to creative decision-making across all media.
Topics include setting objectives, selection of appeal, copy structure demands of different media, design principles, layout and storyboarding, and regulations affecting messages. Concurrent or previous enrollment in ISC 311 and ISC 321, or consent of instructor. A course introducing students to the basic concepts of public relations, including its theory and practices, professional history, function in organizations, and role in society. This course meets the needs of those planning or currently involved in professional and managerial careers which require an understanding of public relations. Students analyze business objectives and communications alternatives in the context of case studies drawn from existing industry situations, then develop and present solutions involving advertising message and media strategy, consumer and trade sales promotions, public relations, and direct marketing tools.