ADV-MA - Advertising

Advertising Campaigns (ADV 6399) at the Temerlin Advertising Institute is a capstone course and a culmination of a TAI grad student's educational preparation for entering the professional market. Student efforts will be organized around, and culminate in, the development of an actual advertising campaign from the ground up. Students are required to conduct research, develop a positioning strategy, develop a media plan, create original advertising and marketing communications materials, put all of this into a comprehensive written plan and, finally, present these elements to a client/faculty audience. By nature and design, this is a challenging and rewarding course, designed to bring together all aspects of advertising concepts covered in courses earlier in the program. The ADV 6399 course will be used to measure the 4 PLOs in the Advertising MA program: (1) Advertising Planning and Strategy, (2) Problem Solving and Critical Thinking, (3) Preparing Plans Book, and (4) Client Presentation. The PLO statement for "Advertising Planning and Strategy" is: To enhance student understanding of how advertising strategy and planning fit within the broader framework of marketing strategy, and how this planning and strategy forms the foundation for advertising and marketing campaigns.

The ADV 6399 (Advertising Campaigns) course will help hone students' critical thinking skills individually and collaboratively by offering collaborative experience in exploring and choosing alternative ways of solving advertising problems and, as a result, experience in evaluating the strengths and weaknesses of various advertising approaches.

The purpose of the Plansbook assignment in ADV 6399 (Advertising Campaigns) is to sharpen each student's overall skills in organizing and developing content based on a strategic foundation, managing time, communicating with clients and colleagues in writing and in person, identifying problem areas as well as possible resources or solutions, and in evaluating and discussing those solutions so that the final PLANSBOOK and PRESENTATION each provide a logical argument for final advertising and marketing recommendations.

The purpose of this presentation in the ADV 6399 class is to refine students' presentation skills to clients, as this is a critical element of a job in an advertising agency. As part of their final capstone project in the AV 6399 course, students will present plansbook to the client. As a group, the students are required to collaborate on a comprehensive PRESENTATION that allows them to walk the clients through all the key components of the Plansbook.