Evaluation of advertising effectiveness. Lecture and laboratory. Intensive study of multi-media advertising campaigns. Students, working in groups, plan and develop advertising programs for actual advertisers. Campaigns include research, objective setting, strategy, media selection, message preparation, and proposals for evaluation of effectiveness.
Project culminates in formal, competitive presentations.
A continuation of ADPR 144. Emphasis on formulating strategy and producing executions for coordinated, multi-media campaigns. Each student will create a portfolio which will showcase his or her talent and ability to work as a professional copywriter. The practice of journalism and mass communications as ordered by moral principles. Special consideration of legal problems in advertising, broadcast and electronic communication, journalism, and public relations.