ANNE O’NEILL-KLEMENSIC, Program Director

The art of advertising has been a part of the selling process for as long as people have exchanged desired products and services. Today, the advertising profession integrates the traditional concepts of TV, radio, and print ad production with other persuasive communications methods, including public relations, direct marketing and sales promotions. The Advertising/Communications Program is a multidisciplinary program that combines the pragmatic business and selling aspects of advertising in the marketing area and the rhetorical, persuasive and creative elements of advertising in the communication area. The program allows students to draw on multiple areas of knowledge and skills necessary for career success in advertising and related fields.

Course Description

ADVC 101: Introduction to Integrated Marketing Communications
Students will be introduced to the concept of Integrated Marketing Communication (IMC), where the marketing functions of persuasive communication efforts are incorporated into a multi-disciplinary approach. An introductory level presentation is given on the promotional mix elements of advertising, public relations/publicity, direct marketing, and sales promotion, so that students can see how these efforts work together for a complete promotional approach.
3 credits

ADVC 350: Introduction to Sales Promotion and Direct Marketing
This course studies the promotional mix elements of Sales Promotion and Direct Marketing for Advertising Communications majors, minors, and others interested in acquiring a better knowledge of how these two promotional mix elements integrate into the world of marketing and communications. The course will explore the fundamentals of sales promotions and direct marketing, how they are used in the industry, why they are used, and how they are integrated with advertising and public relations. Terminology, procedures, and practical application will be introduced and incorporated in the presentation of the class materials.
3 credits

ADVC 372: Public Relations
Strategies and communication tools of public relations as a link between an institution and its external and internal publics. Crosslisted with ENGL 372.
Prerequisite: LENG 111, LENG 112
3 credits

ADVC 375: Advertising Communications Organizational Internship
Selected students will be able to spend a period of time (50 hours per credit hour) working as an Intern with an organization. During this period the student will maintain a journal, will meet regularly with a faculty member, and with a supervisor to provide continuing evaluation of quality and progress of the student’s work. At the conclusion of the experience the student will submit a paper and portfolio to the supervisor and faculty member and make an oral presentation.
Prerequisite: Sophomore/Junior who has permission of the department and the cooperating organization.
1-3 credits

ADVC 400: Integrated Marketing Campaign Development
This course is designed for Advertising Communications major or minor students to be taken in the Senior year as an opportunity to integrate their course work in the study of advertising/ persuasive communications messages, along with their Communications, Business and Core of Discovery coursework. Students will participate in the production of a comprehensive communications plan (as a group effort) and a professional portfolio (as an individual effort). The primary objective of this class is for students to hone and apply what they have learned in their experiences at Gannon in formats that are common and accepted in the promotional industries.
Prerequisites: MKTG 340, ADVC 350, ADVC 372
3 credits

Advertising Communications Curriculum
(Numerals in front of courses indicate credits)

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