The editor's functions in handling news copy from writing to the printed page or script with emphasis on writing quality and the new technology of production. Includes copy editing and headline writing, computers as tools of the trade, picture cropping and caption writing, working with wire service copy, press law and type, ethics, typography and graphics. Lab must be taken at the same time as the lecture. Assignments in audience research including understanding uses of Arbitron, identifying media that reach definitive target audiences and using effective media mixes. Advertsing - Writing television and radio scripts, followed by actual production of the scripts in a television studio and a sound recording studio.
Lectures cover writing, preproduction, production and examples of radio and television commercials.
Campaign - Role of the advertising agency. Factors in an advertising campaign. Creation of an advertising plan and creation of a campaign from scratch, bringing together skills and knowledge from all other advertising courses. Students must apply for practium in advance and are assigned only if they meet standards set by the department. Experience with software tools in word processing for typesetting, desktop publishing, advertising production and public relations communication.