Advertising

• MET CM 704: Contemporary Mass Communication
  Overview of and current trends in the contemporary mass media labor force. Topics include career opportunities in print, film, broadcast, and digital media; changing relationships between media; contemporary patterns of ownership and audience attention; how the media select their content, how they are financed, and how they are related to agencies of control; and ethical issues and controversies regarding media content and influences.
• MET CM 707: Writing for Media Professionals
  Introduction to basic formats, including news releases, editorials, features, profiles, scripts, and basic copy qualities such as readability, clarity, crispness, color, and organization. Emphasis on developing the ability to write copy for varied audiences. Regular writing assignments; considerable rewriting. Includes lead writing, editing, and interviewing.
• MET CM 708: Principles and Practices of Advertising
  Overview of the nature, function, practice, and social, economic, and behavioral aspects of advertising. Student teams develop advertising plans, create campaigns, and explore problems of account management, creativity, production, and ethics.
• MET CM 711: Consumer Insight and Account Planning
  Grad Prereq: MET CM 708 Explores how to arrive at consumer insights that lead to better advertising and promotion. The course focuses on the set of skills necessary to create breakthrough advertising, including qualitative research, observation, interviewing skills, mapping, and presentation tools. Students learn to write effective creative briefs.
• MET CM 716: Digital Communication
  Introduction to the personal computer as a tool for human communication. Shows how computers are used to design, produce, and deliver communication in publishing, advertising, entertainment, and education. Students learn to use basic computer tools to build works of communication in a variety of media, including text, images, numbers, sound, and video.
• MET CM 717: Fundamentals of Creative Development
  Examines the creative process in advertising, including concept development, copywriting, layout, and campaign strategies. Emphasis is on print advertising, but radio and television commercials are also included. Assignments include consumer and trade advertisements for both new and mature products.
• MET CM 719: Interactive Marketing Communications
  An overview of the theories, practices, and techniques in the emerging field of interactive marketing communications (IAMC). Students gain an understanding of the strategy and tactics of IAMC and its place in the more comprehensive field of marketing communications. In addition, students review IAMC?s relationship to and its effects on society, culture, and the economic system. The course will explore almost all the ways interactive marketing can be practiced via the Internet: historical introduction, dotcom era, basic principles, database marketing, etail, email, search (SEO & SEM/PPC), display advertising, social networking, gaming, mobile, et al.
• MET CM 721: Advertising Management
  Prereq: MET CM 708 Administration of a complete advertising program. Case study method used to explore the marketing mix, budgeting, media strategy, planning, coordinating advertising with promotion, working with client or agency, and the social responsibility of advertisers.
• MET CM 726: Strategic Brand Solutions
  Explores the impact of current advertising/marketing issues from business, economic, political, social, legal, and ethical perspectives. Modified case method, with lectures from experts on selected issues.
• MET CM 736: New & Traditional Media Strategies
  Prereq: MET CM 708 Examines media planning, buying and sales as performed by advertising agencies, clients, and the media. Research sources providing data on media audiences and product usage are evaluated. Examines contemporary trends in communications media and their effects on advertisers.
• MET CM 744: Design in New Media
  Provides knowledge and practice for effective graphic design for all media. Develops a foundation in design principles and software skills including Illustrator, Photoshop, and InDesign. Students create projects demonstrating how graphic design is used to engage an audience and enhance comprehension of all forms of mass communication from traditional print to new media.