JOUR 3020 - Advertising Account Planning

3 hours

Explores the role of the account planner who develops innovative ways to engage consumers, writes the creative brief and inspires the copywriter/art director team as they create advertising messages. Students learn to think critically and to understand the use of both primary and secondary research to develop key insights. Students are also exposed to strategic thinking as they write the creative brief and other communication that advertising professionals use to solve business problems.

Prerequisite(s): Journalism major status: MATH 1680, passing score on the GSP (grammar, spelling and punctuation exam), JOUR 1210, JOUR 2000, JOUR 2310. Journalism minor status: JOUR 2000. Or consent of school.