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ADVERTISING AND PUBLIC RELATIONS (APR)

Dr. Bruce Berger, Chairperson
Office: 412 Phifer Hall

Typing ability is a prerequisite for all advertising and public relations courses. Advertising and public relations students must make a "C-" or higher in all courses required in the major and in all required external courses, including those established as prerequisites for courses in the major, as well as those required directly in the major. Students who wish to enroll in 300- or 400-level APR courses must have grade point averages of 2.0 or higher. Students minoring in advertising or public relations are required to earn grades of "C-" or higher in all courses required in the minor.

APR 221 Introduction to Advertising. Three hours.

Prerequisites: MC 101 and EN 101 or EN 103.

Survey of advertising, including history, social and political perspectives, advertising institutions, and an overview of advertising theory, planning, and practice.

APR 230 Introduction to Public Relations for Non-Majors and Non-Minors. Three hours.

Survey of public relations, including the development and contemporary status of the field, social and political perspectives, and an overview of the practice of public relations in business, government, associations, and other organizations.

APR 231 Introduction to Public Relations. Three hours.

Prerequisites: MC 101 and EN 101 or EN 103.

Survey of public relations, including the development and contemporary status of the field, social and political perspectives, and an overview of the practice of public relations in business, government, associations, and other organizations.

All 300- and 400-level advertising and public relations courses require a GPA of 2.0 or higher in addition to the prerequisite(s) listed. Students who are not majoring in advertising and public relations must fulfill the course prerequisite(s) and must have GPAs of 2.0 or higher in order to enroll.

APR 300 Visual Communication. Three hours.

Prerequisites: Any one of the following: APR 221, APR 231, JN 311, TCF 150.

Theory, concepts, and aesthetics of visual communication applied to commercial persuasion in advertising and public relations. Particular attention is given to the application of course content in desktop publishing.

APR 320 Planning for Persuasive Communication. Three hours.

Prerequisites: APR 221 or APR 231, and MATH 110 or higher or equivalent.

Survey of research procedures and methods used to analyze the character and needs of communication audiences and to develop and assess alternative communication strategies for advertising and public relations programs.

APR 322 Advertising Copywriting. Three hours.

Prerequisites: APR 221, APR 300, and junior standing.

Examination of relationships between advertising strategy and the creative process, concentrating on the generation of ideas and the execution of advertising ideas for various media. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.

APR 331 Publicity and Media Relations for Non-Majors. Three hours.

Messages and media for communication programs aimed at achieving understanding and support for specific groups. Not open to advertising/public relations majors.

APR 332 Public Relations Writing. Three hours.

Prerequisites: JN 311, APR 231, APR 300, and junior standing.

Theory and practice involved in creating public relations messages, including planning, writing, editing, production, and evaluation. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.

APR 380 Independent Study. Variable credit (one to nine hours).

Prerequisites: Permission of department chairperson and faculty sponsor.

Analysis of advanced theoretical issues in commercial persuasive communication, under the supervision of an advertising or public relations faculty member.

APR 381 Practicum. Variable credit (one to three hours).

Prerequisites: Permission of department chairperson and faculty project sponsor, APR 332 or APR 322 or APR 422 (depending on practicum), at least junior standing, and GPA of 2.5 or higher.

Supervised field experiences coupled with investigation of communication problems. Students may take a total of only 3 hours in internship and/or practicum courses.

APR 385 Advertising Internship. Three hours.

Prerequisites: Permission of the department chairperson and faculty sponsor (before registering or undertaking any work), APR 322 or APR 422 (depending on internship), at least junior standing, and GPA of 2.5 or higher.

The course consists of approved work experience. Students may take one additional course when enrolled for internship credit. Grading of P/F is based on the employer's evaluation of the student's performance and on written reports submitted by the student. Students may take a total of only 3 hours in internship and/or practicum courses.

APR 386 Public Relations Internship. Three hours.

Prerequisites: Permission of department chairperson and faculty sponsor (before registering or undertaking any work), APR 332, at least junior standing, and GPA of 2.5 or higher.

The course consists of approved work experience. Students may take one additional course when enrolled for internship credit. Grading of P/F is based on the employer's evaluation of the student's performance and on written reports by the student. Students may take a total of only 3 hours in internship and/or practicum courses.

APR 418 Advanced Advertising Development. Three hours.

Prerequisites: APR 221, APR 300, APR 322, and senior standing.

Theory and practice of visual communication in telecommunication and print media, with particular attention to the latest creative approaches being applied in advertising and public relations.

APR 419 Advanced Public Relations Development. Three hours.

Prerequisites: APR 221, APR 300, APR 332, and senior standing.

Application of graphic design techniques to the creation and production of public relations–oriented publications.

APR 420 Political Communication (also MC 421). Three hours.

Prerequisites: MC 101 and junior standing.

The purpose of this course is to explore the general character and dimensions of the cross-disciplinary field of political communication. The principal aim is to familiarize each participant with the literature and propositions surrounding key approaches, methods, and substantive areas of inquiry in political communication. Writing proficiency is a requirement for passing this W-designated course.

APR 422 Advertising Media. Three hours.

Prerequisites: APR 221, MATH 110 or higher or equivalent, and junior standing.

Study of media as vehicles for advertising messages, and preparation of media objectives, strategies, budgets, and buying plans. May be taken for graduate credit.

APR 423 Advertising Management. Three hours.

Prerequisites: APR 322, APR 422, and senior standing.

The course concentrates on advertising as a business-building activity and examines the concepts, perspectives, and practices that advertising decision makers can employ to maximize the value of advertising. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.

APR 424 Advertising Campaigns. Three hours.

Prerequisites: APR 322, APR 422, and senior standing.

Planning and execution of advertising campaigns for specific organizations. Integration of advertising theory, concepts, and techniques into complete communication programs.

APR 431 Political Campaign Management (also COM 431). Three hours.

The study of communication management in the context of political campaigns. Topics include audience analysis, candidate and electoral context analysis, strategic planning and assessment, leadership and campaign management styles, and data base management.

APR 432 Public Relations Management. Three hours.

Prerequisites: APR 332 and senior standing.

The course concentrates on public relations as an essential element in the effective management of any organization, and examines the concepts, perspectives, and practices that apply to the management of communication programs directed to various audiences inside and outside the organization. Writing proficiency is required and must be demonstrated in order to pass this W-designated course.

APR 433 Public Relations Campaigns. Three hours.

Prerequisites: APR 332 and senior standing.

Planning and execution of public relations campaigns for specific organizations. Integration of public relations theory, concepts, and techniques into complete communication programs.

APR 443 Political Advertising and Political Public Relations (also COM 443). Three hours.

Prerequisites: COM 421 or MC 421 or APR 420; junior standing.

Study of the role of political advertising and political public relations in contemporary American media. A consideration of proactive and reactive political advertising and public relations strategies. Writing proficiency is a requirement for passing this W-designated course.

APR 444 Lobbying (also MC 444). A survey of legislative/political techniques and communication strategies and tactics used by corporations, trade associations, and other interest groups to successfully impact federal policymaking.

APR 469 International Advertising and Public Relations. Three hours.

Prerequisites: Permission of the instructor, junior standing, and concurrent enrollment in APR 380.

Research abroad bearing on international advertising and public relations programs. Conducted during the summer.

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