圣約翰大學

To be successful in the dynamic and fast-paced field of advertising takes advanced skills and expertise in the areas of copywriting, art direction and production. Advertisers are constantly creating new and innovative ways to reach the public, so the demand for skilled advertising executives is always high.

According to the Bureau of Labor Statistics, employment in the advertising industry is expected to grow by 12 percent through 2018, especially for companies that specialize in digital media. In New York City, media-related fields grew by 10,500 jobs last year, a 6.6 percent boost and studies predict growth will remain strong for the next 20 years.

You can prepare for this competitive field through the Bachelor of Science degree in Advertising Communications. Offered by the College of Professional Studies, this 126-credit program prepares students for career opportunities as advertising account executives, art directors, copywriters, media buyers and planners.

Students majoring in Advertising Communication may take concentrations in the following tracks:

Advertising Account Executive Track

An account executive is the liaison between an advertising agency and its clients. To prepare for this challenging position, students learn to analyze competitive activities and consumer trends, report client billing, forecast agency income, develop advertising strategies and coordinate activities among the creative, media and research departments.

Media Planning/Buying Track

Advertisements are effective only if placed in the right medium at the right time. Ensuring this is the job of media planners. Students learn to evaluate newspapers, radio broadcasts and other media for optimum advertising efficiency. Students also learn to serve as media buyers, who negotiate with media representatives to put the approved plan into effect.

Creative Track

Copywriters create the copy that will reach their audience in print, through radio or on television. Art directors develop the visual concepts that convey the copywriter’s words. Together, they are the creative team that actually produces trillions of dollars in sales of advertisers’ products and services.

Career Outcomes

The B.S. in Advertising Communications prepares students to regard advertising agencies as creative businesses that work with clients to reach a specific audience.

The program will prepare students to:

• Identify and illustrate the principles of advertising including the development and history of the advertising field
• Gain a thorough understanding of the role of advertising in society as well as the nuances of consumer behavior
• Develop expertise in the areas of copywriting, media planning, research and account management
• Become aware of the ethical obligations and social awareness that impact advertising