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Western Kentucky University

Advertising


 

Conventional advertising has changed radically in the past 10 years. In the past, brands would tend to use TV, radio, magazines or newspapers to reach potential consumers with their sales message. This is still occurring. In fact, most advertising revenue today is generated by mass media. But, the shift to digital media by consumers is becoming more than a wave. It’s now a tsunami! This is changing the AD business in a number of ways. For example, brands are becoming publishers and broadcasters, not just advertisers. Consider Red Bull. The energy drink company uses sports events as a primary way to deliver their brand message to millions of global consumers. They don’t just buy media. They are media!  

Advertising majors may choose between the Branding or Interactive Experience Design (IXD) tracks of study. Branding refers to the business or strategic side of advertising. Majors choosing the Branding track are interested in how businesses use advertising, PR and digital technologies to shape perceptions of their brand. These intangibles are often why consumers choose one brand over another. AD majors choose a second major or minor from outside the School of Journalism & Broadcasting that complements their interests and abilities. A minor in Sales or Marketing is recommended for advertising majors choosing the Branding track of study.

Consumers are clearly embracing digital tech in a big way. Cellphones, tablets, laptops, TVs are being used independently and together. Think about your lifestyle. Have you been watching a movie or a game on TV and then used your phone or tablet to get background about the star or athlete? You’re not alone. Recent research shows that 9 out of 10 consumers with cellphones do the same thing! Given that consumers are now seamlessly moving among different devices, it’s more important than ever for brands to make sure that their content can be just as impressive on TV as it is on a cellphone, tablet, or laptop. This is called “interface design.” But, consumers are also expecting relevancy. In other words, consumers are now controlling their content intake. They now choose what they want to consume, where, and when. This filtering means brands’ have to be a lot smarter about how they develop the design and content of digital platforms. Interactive Experience Design (IXD) is a discipline that some call User Experience or UX. Others call it “design with brains.” The basic idea is to use consumer research and prototype testing to develop the ideal way to communicate the brand’s content to their intended consumers. IXD is an exciting blend of research, graphic design and computer programming. Learn more about UX from Digital Arts Magazine: http://bit.ly/1OYYN5w

AD majors choosing the Interactive Experience Design (IXD) track will explore the world of digital technology by creating websites, mobile applications and other interactive work designed to meet business needs and consumer expectations. Those majors choosing the IXD track are required to minor in Graphic Design, which is offered by the Department of Art. 

Curriculum requirements effective for students in catalog year fall 2015 or thereafter.

Major in Advertising – 45-46 hours  Reference #727         (rev. 4/16/2015)

ADMISSION REQUIREMENTS: Prospective majors may take no more than 15 hours in the major before admission. Students must meet the following requirements before they can be admitted:

1.              Completion of a minimum of 24 hours of course work applicable to a baccalaureate degree;

2.              A minimum overall grade point average of 2.5;

3.              Completion of ENG 100 with a grade of ‘C’ or better and 9 additional hours in general education;

4.              Completion of the following courses with a grade of ‘C’ or better: SJB 101, 102, 103 and AD 240.

Students not meeting the above admission requirements will not be admitted to the major in advertising and cannot register for any additional courses in the major.

CURRICULUM:  For students declaring the major in fall 2015 and thereafter, the major in advertising requires 45-46 semester hours and leads to a Bachelor of Arts degree. No course with a grade of “D” or below may be counted toward the major or fulfill prerequisite requirements for any major in the School. One-half of the hours in the major must be at the 300- or 400-level. Students must take a minimum of 72 semester hours in courses outside of the School of Journalism & Broadcasting unit including the University’s general education requirements. In addition to meeting institutional requirements for graduation, the advertising major must have a minor or second major outside of the School of Journalism & Broadcasting and Film Studies that is approved by the major faculty advisor.  Students may not select a minor in film studies, or those offered within the School, unless taken as a second minorAdvertising majors who choose the (Interactive Experience Design IXD advertising emphasis are required to minor in graphic design, which is offered by the Department of Art.  A minor in Sales or Marketing is recommended for advertising majors emphasizing Branding

Core Curriculum -required for all Advertising majors   (21 hours) ( (Prerequisite courses in italics)

SJB    101   Understanding Media Content, Ethics and Technology

SJB    102   Media Content, Collaboration and Community

SJB    103   Digital Storytelling for the 21st Century

SJB    210   Software Studio for Designers

AD      240   Advertising in a Digital World (SJB 101 and SJB 102 or permission of instructor)

AD      300   Research in Ad & PR (spring) (AD 240 and Stats)

AD      330   Branding (AD 300 or permission) (fall junior year)

Elective  - (3 hours)

During the sophomore year, select one 3-hour course outside the major, but within the School of Journalism & Broadcasting and approved by departmental faculty advisor. Select from BCOM, FILM, JOUR, PJ, PR or SJB subject fields. Refer to the university catalog for prerequisite courses. 

In addition, select seven courses in one of two tracks listed (21 hours)

BRANDING TRACK    (21 hours)

MKT         220 Basic Marketing Concepts

AD            349 Advertising Media (fall) (AD 240, AD 300 or permission of instructor)

PR            355 Fundamentals of Public Relations (SJB 101,102,103,JOUR 202)

MGT         361 Business Writing or ENG 306 Business Writing

Select ONE of the following Marketing Electives

MKT         322 Integrated Marketing Communications (MKT 220)

MKT         328 Marketing on the World Wide Web (MKT 220)

MKT         331 Social Media Marketing (MKT 220)

Select ONE capstone course   (3-4 hours)

AD            410 Portfolio (capstone) (spring) (AD 349, AD 330) (cross-listed with IXD 410)

or apply for one of the following two capstone experiences:

SJB          495 Collaborative Journalism (IXD 400 and permission)

SJB          401& 402 Team Investigative Reporting I (fall) & II (spring) (4-hrs) (permission)

Additionally, select one course from the following restricted elective list:   (3 hours)  (Refer to the university catalog for prerequisite courses.)

AD            448  Ad Internship or Practicum 

BCOM      301 Mass Media Law & Ethics (PS 110)  

IXD           320  User Experience Design (SJB 210, AD 240) 

JOUR       301  Press Law & Ethics (PS 110)

JOUR       481  Problems in Mass Communications

SJB          330  Interactive Design (SJB 210)                        

SJB          340  Programming for Media Platforms             

SJB          495  Collaborative Journalism (AD 443 and permission)

 INTERACTIVE EXPERIENCE DESIGN (IXD)           (21 hours)

[Required Minor in Graphic Design for Advertising Majors ref. #385]

SJB          340  Programing for Media Platforms (SJB 210)

IXD           320  User Experience Design (SJB 210, AD 240)                 

IXD           330  Interactive Design (SJB 210)                                                          

IXD           350   Programming for Designers (IXD 320, SJB 330, 340)

IXD           400   Advanced Interactive Design (IXD 320, SJB 330, 340, 350)

Select the following capstone course                       (3-4 hours)

IXD           410   Portfolio (spring)(capstone) (IXD 400 or permission)

or apply for one of the following two capstone experiences:

SJB          495  Collaborative Journalism (AD 443 and permission)

SJB          401 & 402 Team Investigative Reporting I (fall) & II (spring) (4-hrs) (permission)

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Curriculum requirements effective for students in catalog years fall 2014, spring 2015 and summer 2015.

Major in Advertising - 36 hours Reference #727 (rev. 8/15/2014)

ADMISSION REQUIREMENTS: Prospective majors may take no more than 15 hours in the major before admission. Students must meet the following requirements before they can be admitted:
1. Completion of a minimum of 24 hours of course work applicable to a baccalaureate degree;
2. A minimum overall grade point average of 2.5;
3. Completion of ENG 100 with a grade of 'C' or better and 9 additional hours in general education;
4. Completion of the following courses with a grade of 'C' or better: SJB 101, 102, 103 and AD 341.

Students not meeting the above admission requirements will not be admitted to the major in advertising and cannot register for any additional courses in the major.

CURRICULUM: For students declaring the major in fall 2014 and thereafter, the major in advertising requires 36-37 semester hours and leads to a Bachelor of Arts degree. No course with a grade of "D" or below may be counted toward the major or fulfill prerequisite requirements for any major in the School. One-half of the hours in the major must be at the 300- or 400-level.
Students must take a minimum of 72 semester hours in courses outside of the School of Journalism & Broadcasting unit including the University's general education requirements. In addition to meeting institutional requirements for graduation, the advertising major must have a minor or second major outside of the School of Journalism & Broadcasting and Film Studies that is approved by the major faculty advisor. Students may not select a minor in film studies, or those offered within the School, unless taken as a second minor. Advertising majors who choose the print advertising emphasis are required to minor in graphic design, which is offered by the Department of Art. A minor in marketing is recommended for advertising majors emphasizing branding. Refer to the University Undergraduate Catalog for additional information.

Core Curriculum - required for all ad majors (18 hours) (prerequisite courses in parenthesis)

SJB 101 Understanding Media Content, Ethics and Technology

SJB 102 Media Content, Collaboration and Community
SJB 103 Digital Storytelling for the 21st Century
AD 341 Principles of Advertising (SJB 101)
AD 300 Research in Ad & PR (spring) (AD 341, MKT 220 and Stats) (pending UCC 9/14)
AD 344 Advertising in a Digital World (AD 341 or permission) (fall junior year)

Elective (3 hours)

During the sophomore year, select one 3-hour course outside the major, but within the School of Journalism & Broadcasting and approved by departmental faculty advisor. Select from BCOM, FILM, JOUR, PJ, PR or SJB subject fields.

In addition, select five courses in one of three tracks listed (15-16 hours)

BRANDING TRACK - Required courses (6 hours)
AD 346 Advertising Account Planning (fall) (AD 300 or permission)
AD 349 Advertising Media (fall) (AD 300)


Select the following capstone course (3-4 hours)
AD 446 Advertising Campaigns (capstone) (spring) (AD 349) or apply for one of the following two capstone experiences:
SJB 495 Collaborative Journalism (AD 443 and permission)
SJB 401& 402 Team Investigative Reporting I (fall) & II (spring) (4-hrs) (permission)

Additionally, select two courses from the following restricted elective list: (6 hours)
(See the university catalog for prerequisite courses)
MKT 328 Marketing on the Web                        AD 348 Intro. Interactive Media
BCOM 385 Broadcast Commercial Sales          AD 443 Interactive Ad Design (fall)
PR 355 Fndmntls Public Relations                     AD 448 Ad Internship or Practicum
AD 340 Strategy and Copywriting (spring)         JOUR 481 Problems in Mass Comm.
AD 343 Print Design, Production                        SJB 495 Collaborative Journalism

One of the following two law classes
JOUR 301 Press Law & Ethics or BCOM 301 Mass Media Law & Ethics

CREATIVE INTERACTIVE ADVERTISING DESIGN TRACK -- Required courses (12 hours)
AD 340 Creative Strategy and Copywriting (spring) (AD 341)
AD 343 Print Design, Production (SJB 101, 102, 103) pending UCC approval 9/14
AD 348 Introduction to Interactive Design
AD 443 Interactive Ad Design (fall) (AD 343, 348; or permission of instructor)


Select the following capstone course (3-4 hours)
AD 444 Advance Interactive Ad Design (spring)(capstone) (AD 443 or permission)
or apply for one of the following two capstone experiences:
SJB 495 Collaborative Journalism (AD 443 and permission)
SJB 401 & 402 Team Investigative Reporting I (fall) & II (spring) (4-hrs) (permission)

CREATIVE PRINT ADVERTISING DESIGN TRACK -- Required courses (9 hours)
[Students in this track are required to have a Minor in Graphic Design for Advertising Majors - ref. #385]

AD 340 Creative Strategy and Copywriting (spring) (AD 341)
AD 343 Print Design (SJB 101, 102 and 103) pending UCC approval 9/14
AD 345 Copywriting & Layout (fall) (AD 343 & satisfactory rating on portfolio review)

Select the following capstone course (3-4 hours)
AD 445 Advanced Copywriting/Layout (spring) (capstone) (AD 345 & senior standing)
or apply for one of the following two capstone experiences:
SJB 495 Collaborative Journalism (AD 443)
SJB 401& 402 Team Investigative Reporting I (fall) & II (spring) (4-hrs) (permission)

Additionally, select one restricted elective course from the following list:
(See the university catalog for prerequisite courses) (3 hours)
MKT 328 Marketing on the Web                             AD 346 Ad Account Planning (fall)
BCOM 385 Broadcast Commercial Sales               AD 348 Intro. Interactive Media
PR 355 Fndmntls Public Relations                         AD 443 Interactive Ad Design (fall)
JOUR 481 Problems in Mass Comm.                     SJB 495 Collaborative Journalism

One of the following two law classes
JOUR 301 Press Law & Ethics or BCOM 301 Mass Media Law & Ethics


The following four-year plans are designed to help students implement their program in the advertising major

Advertising Major Branding Concentration - 4-year track
Advertising Major Creative Print Ad Design – 4-year track
Advertising Major Creative Interactive Ad Design - 4-year track

All 4-year plans require Adobe Acrobat Reader to view. If you do not have Acrobat Reader installed on your browser, simply click the image below for a quick and easy FREE install.

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Students entering the University prior to fall 2014 should continue to follow their published program of study for his/her catalog year and should consult with his/her academic advisor in the School of Journalism & Broadcasting about any course deletions that may affect them. To find your undergraduate catalog go to http://www.wku.edu/undergraduatecatalog/.

Curriculum requirements for students in catalog years prior to fall 2014

ADMISSION REQUIREMENTS: Prospective majors may take no more than 18 hours in the major before admission. Students must meet the following requirements before they can be admitted:

1. Completion of 48 hours of course work applicable to the baccalaureate degree with a minimum overall grade point average of 2.5.

2. Required courses include COMM 145 or COMM 161 (preferably COMM 161), HIST 119 or 120, the university math requirement, and at least a grade of 'C' in ENG 100.

3. Completion of the following courses with at least a 'C': JOUR 201, 202, 232.

CURRICULUM:  For students declaring the major in fall 2009 and thereafter, the major in advertising requires a minimum of 36 semester hours and leads to a Bachelor of Arts Degree. No course with a grade of 'D' or below may be counted toward the major or fulfill prerequisite requirements. One-half of the hours in the major must be at the 300- or 400-level. Effective fall 2013, students must take a minimum of 72 semester hours in courses outside of the School of Journalism & Broadcasting unit including the University's general education requirements. In addition to meeting institutional requirements for graduation, the advertising major must have a minor or second major outside of the School of Journalism & Broadcasting and Film Studies that is approved by the major faculty advisor. Students may not select a minor in film studies, or those offered within the School, unless taken as a second minor. Refer to the University Undergraduate Catalog for additional information.

Majors in the print advertising creative track must have a minor in graphic arts.

Required courses outside the major:  One course in statistics: ECON 206, SOCL 300, MATH 183/203, PSY 201/301, or AMS 271;

and MKT 220, and either GEOG 110 or GEOG 360.

 Core Curriculum 18 hours -required for all ad majors (pre-reqs in parenthesis)

JOUR 201 Media and Society (deleted from course inventory, see advisor)

JOUR 202 Intro Media Writing

JOUR 232 Electronic Technologies for Journalism (deleted from course inventory, see advisor)

JOUR/AD 341 Principles of Advertising (JOUR 201, 202 or SJB 101) (Ideally by spring of sophomore year)

JOUR/AD 300 Research in Ad & PR (spring) (AD 341, MKT 220 and Stats) (pending UCC approval 9/14)

JOUR/AD 344 Advertising in a Digital World (JOUR/AD 341 or permission) (Fall)

In addition, 18 hours in one track emphasis listed

 BRANDING TRACK

JOUR/AD 346 Account Planning (fall) (JOUR 300/AD or permission)

JOUR/AD 349 Advertising Media (fall) (JOUR/AD 300)

JOUR/AD 446 Advertising Campaigns (Capstone)(spring) (JOUR/AD 349)

9 hours of electives selected from the following:

See the university catalog for prerequisite courses

MKT 328 Marketing on the Web

BCOM 266 Basic TV Production

BCOM 385 Broadcast Commercial Sales

JOUR/PJ 131 Intro. to Digital Photography

JOUR/AD 340 Creative Strategy/Copywriting (spring)

JOUR/AD 343 Print Design, Production

JOUR/AD 348 Intro. to Interactive Media

JOUR/PR 355 Fundamentals Public Relations

JOUR/AD 443 Interactive Ad Design

JOUR/AD 448 Advertising Internship or Practicum

JOUR 481 Problems in Mass Comm.

JOUR/SJB 495 Collaborative Journalism

One of the following two law classes

JOUR 301 Press Law & Ethics

BCOM 301 Mass Media Law & Ethics

 

CREATIVE DESIGN TRACKS

 Interactive Advertising Design (IAD) Emphasis

BCOM 264 Digital Video Production

JOUR/AD 340 Creative Strategy and Copywriting (spring) (JOUR/AD 341)

JOUR/AD 343 Print Design (JOUR 201, 202, 232) OR (SJB 101, 102 and 103) pending UCC approval 9/14

JOUR/AD 348 Intro. to Interactive Media

JOUR/AD 443 Interactive Ad Design (fall) (JOUR/AD 343,348 or permission)

JOUR/AD 444 Advance Interactive Ad Design (spring)(capstone) (JOUR/AD 443 or permission)

Print Advertising Design Emphasis

[Minor in Graphic Design Reference #385 required]

JOUR/AD 340 Creative Strategy and Copywriting (spring) (JOUR/AD 341)

JOUR/AD 343 Print Design (JOUR 201, 202, 232) OR (SJB 101, 102 and 103) pending UCC approval 9/14

JOUR/AD 345 Copywriting & Layout (fall) (JOUR/AD 343 & satisfactory rating on portfolio review)

JOUR/AD 445 Advanced Copywriting/Layout (spring) (capstone) (JOUR/AD 345 & senior standing)

6 hours of electives selected from the following:

See the university catalog for prerequisite courses

MKT 328 Marketing on the Web

BCOM 266 Basic TV Production

BCOM 385 Broadcast Commercial Sales

JOUR/PJ 131 Intro. to Digital Photography

JOUR/AD 346 Account Planning (fall)

JOUR/AD 348 Intro to Interactive Media (spring)

JOUR/PR 355 Fundamentals Public Relations

JOUR/AD 443 Interactive Ad Design (fall)

JOUR 481 Problems in Mass Communication

JOUR/SJB 495 Collaborative Journalism

one of the following two law classes

JOUR 301 Press Law & Ethics

BCOM 301 Mass Media Law & Ethics

 

The following four-year plans are designed to help students implement their program in the advertising major.

All 4-year plans require Adobe Acrobat Reader to view. If you do not have Acrobat Reader installed

on your browser, simply click the image below for a quick and easy FREE install.

adobe free

 

Advertising Major Branding Concentration  - 4-year track

Advertising Major Creative Print Ad Design - 4-year track

Advertising Major Creative Interactive Ad Design - 4-year track

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 Last Modified 5/14/15