Temple Ad Dept. Brochure Magazine


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An entirely new redesign and reconcepting for the Temple Ad Dept\'s brochure magazine. A theme has been added: sports and teamwork is the analogy that most advertising students can relate to the most.

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Temple Ad Dept. Brochure Magazine

  1. 1. a ept. Creativity a becomes Reality ept. a ept
  2. 2. Playbook 2 A Word to the Recruits 3 Our Coaches 7 Our Teammates 8 Seasoned Vets 9 Game-Time Report 10 Positions 11 Team Requirements 13 Break Away 14 Advanced Drills 16 Road Trip 17 Student Work 19 Temple Ad Club 20 DEC 1
  3. 3. A Word to the Recruits Advertising caught your eye? Think you have what it takes to come up with the next Energizer Bunny or scribble down a billion dollar swoosh? Well then you picked up the right magazine. We hope this gives you a glimpse of all the excitement the Temple Ad Department has to offer while answering any questions you may have. Temple hosts one of the fastest growing Ad programs in the nation, and is home to some of the most experienced faculty. We’re a tight knit group. Professors and students interact like colleagues, sharing ideas and experiences. Have a question about portfolios? Internships? The Phillies? Nothing’s out of bounds. They’re our coaches and friends from start to finish. Our professors see our full potential and provide us a hands-on learning environment to succeed. But they aren’t the only ones who teach us; we learn from each other. We learn how to do more than just deal with our differences. We learn how to maximize them and become our own unique brands. We work together to achieve the same result: Innovative advertisements and strategies. The classroom isn’t the only place we gain experience. This city is ripe with internship opportunities. That’s real world work! Learn, network, and maybe you’ll even keep that job after school. There’s also Diamond Edge Communications, or DEC as we call it. This is one of the few Student- Run Ad Agencies in the country, and it’s right here on Temple’s campus! DEC is where upper level Ad students come together to work for real clients. A place to gain real life experience on the track you’re pursuing. So join the team. Take charge and let your creations unfold. No matter what track you choose, we look forward to working with you. Account Manager Christina Holloway Jeanette Stephens Creative Director Doug Chazen Executive Copywriter Art Director Ryan Siu Jeremy Diamond Copywriter Copywriter Brendan McDermott
  4. 4. Our Coaches Dr. Michael Maynard Dr. Maynard has long been suspected of irrational exuberance. So they made him the Chair. His first job in advertising was writing copy for Japan Airlines in Tokyo. Then, Maytag at Leo Burnett in Chicago, followed by McDonald’s in Honolulu, and Colgate, Kan Kan, and Avis at Ted Bates Advertising, in New York City. Dr. Maynard holds a BA in English Lit. from the University of Texas at Austin, a Masters in Dramatic Arts from the University of Iowa, and a Ph.D in Communications from Rutgers University. He has written over thirty journal articles, for example “Unclaimed Bananas: The Significance of Devalued Food in a Public Space.” He has presented close to a ka-zillion papers, for example “Joe Camel Goes to Japan.” His advice to budding young writers, “Parenthetical expressions should be used sparingly (if you know what I mean).” Gayle Conley Gayle is more than the most frequent name in Ad students’ inboxes. She is the Advertising Office Administra- tor, a bridge between the faculty and students. Working hand in hand with our chairman, Dr. Maynard, Gayle helps students move in the right direction. Whether she’s placing you in the right class or keeping everyone updated on scholarship and career opportunities, she’s always excited to help. And she doesn’t ask for much in return. When asked how students can thank her she simply says, “find me and give me a hug as you walk down the aisle at graduation.” 3
  5. 5. William Donnelly As an Associate Professor of the Advertising Department, Professor Donnelly has no shortage of accomplishments from which to discuss. He has worked in virtually every me- dium for mass communications, television, radio, maga- zine, film, and newspaper. Professor Donnelly has already published one book, Confetti Generation and is currently working on his second. Dr.James Marra As Full time Professor in Temple’s Advertising Department, Professor Marra has been an integral member of the de- partment’s faculty for twenty years. He has received nu- merous teaching awards, has authored, co-authored or ed- ited nine books, and has authored and presented numerous papers at a range of academic conferences. He is co-found- er of the Journal of Advertising Education and oversees Di- amond Edge Communications, Temple’s own Student-Run advertising agency. Jennifer Lovrinic Jennifer began her career in promotions as Director of Mar- keting for the Denver firm Brown & Tedstrom. She came to Philadelphia to polish her advertising research and planning skills as Director of Brand Research & Analysis at Kanter International. Now at Temple, Jennifer is proud and deter- mined to translate her understanding of advertising and research into valuable classroom learning. “By using real life case studies and experiences, I hope my students will learn how critical research is to all facets of advertising – from strategy to creative execution to delivery.” 4
  6. 6. Dr. Jin Seong Park After receiving his Ph.D in Mass Communications from the University of Florida, Dr. Park felt that Temple’s Ad Dept. was the perfect fit for him. He is excited to be able to share his enthusiasm and passion for advertising research with devoted students. He encourages students to explore ad- vertising in a much broader context than persuasive com- munication. Dr. Park’s favorite piece of inspiration comes from Leo Burnett, “When you reach for the stars you may not quite get one, but you won’t come up with a handful of mud either.” Dana Saewitz Dana Saewitz spent over fifteen years in the advertising business before coming to Temple to teach in the Depart- ment of Advertising. Dana teaches Media & Society and In- troduction to Advertising. She also coordinates Temple’s thriving advertising internship program. Temple has over twenty students per semester working as interns in ad agencies, media planning firms, research companies, radio stations, television networks, and various other marketing related businesses. Bob Olson Bob Olson brings over forty years of copywriting experi- ence into the classroom, teaching introductory and ad- vanced copywriting. Twenty-five years at Reader’s Digest writing “everything for every media,” plus numerous con- sulting and free-lance assignments throughtout the world have honed his skills. His method of teaching is “hands on,” because that’s the way he learned how to write. Bob is also faculty advisor to The Ad Club. 5
  7. 7. Sheryl Kantrowitz From Philadelphia to New York and back again. Sheryl’s worked in big agencies like Saatchi & Saatchi and small ones like TONIQ. Sheryl returned to Philly to head up Temple’s Art Direction track. Students can also find her teaching Interactive Media courses and maintaining the Ad Department’s website. She still freelances on the side and is an excellent source of information for students wondering what to expect after graduation. Temple Ad Department Adjuncts Advertising’s a fast paced industry. Trends sparkle and die. That’s why we’re always bringing in new blood. Our adjuncts are professionals straight from the field, armed with top notch advertising knowledge. Experienced and successful. Who better to teach students what agencies look for in a portfolio than someone who looks at them every day? These professors are on top of their game. They know the current trends before they’re printed in books. They have contacts you can’t find in a glossary. They possess all the tools vital to your success. More than a teacher, they’re a colleague, a future boss, or maybe even a friend. Whoever they may be, they’re the helping hand to starting your life. 6
  8. 8. Our Teammates David Humes (Copywriter) “The Ad Department is the best way for me to express my creativity.” Tenora Rogers (Art Director) “The Ad Department gives me a lot of opportunities to practice my craft. After learning layouts and Adobe Creative Suite applications, I feel ready to tackle any task. While in DEC, working on two different accounts helped me to develop and utilize everything I’ve learned in the classroom. It gave me the confidence that I can do this, and am ready for the future.” Amanda Valentino (Copywriter) “The Ad Department at Temple University constantly creates opportunities for its students and prepares us for work in the professional advertising world. With the help of devoted professors and a positive working environment, I’ve grown to love advertising copywriting. I am confident that I have attained the skills that may qualify me for a job over students that attended a different university.” Rebecca Kleiner (Research) “The research track in the Ad Department is a small but fun department led by Jennifer Lovrinic and other great faculty members. Not only do they teach us to conduct research through primary and secondary sources, but how to properly apply it to the advertising world. We’re taught by the book, but our work is all hands on. Almost every project is presented in a professional yet casual way, and it gives us the confidence to step up to any agency or research department.” Matthew Veleber (Account Manager) “The Ad Department’s given me so many unique opportunities. Having a leadership role in a student- run agency is more than a privilege, it is a responsibility that prepares you for the working world. Interaction between clients and peers builds character and confidence that can go a long way to ensure success in the business. Being an account manager has extended my knowledge of advertising and I am now a lot more prepared to move forward after graduation.” 7
  9. 9. Seasoned Vets Meghan Peiffer - Mullen Meghan is a New Business Development Coordinator working at Mullen in Wenham, MA. “As a Temple alum, I find myself missing the halls of Annenberg and all that I learned within them. Tough courses seemed quite stressful at the time, but I’ve learned that they only made me work harder to achieve what I set out to do. DEC and the the never ending Levi’s campaign were great learning experiences, and I’m happy I was able to be a part of them. After graduating, i took with me a better understanding of the advertising industry, and know that hardwork and persistance can pay off.” Christine Parsons - Mindshare She is currently working at Mindshare in NYC. “I wouldn’t have gotten here without my good start in advertising at Temple!” Jarett Fienman - Mindshare “Temple’s advertising curriculum has given me knowledge to excel in my career in the Media Industry as a Media Planner at Mindshare. Due to the courses required to take in the Account Management track, my knowledge for basic media terms, media math, and strategic planning has definitely given me the advantage amongst others in the entry level job market. Temple’s advertising curriculum has enabled me to contribute to my media planning team immediately, while others might have required on-the-job training.” Leanne Perzel - Ogilvy and Mather “I believe that my Temple classes and professors gave me the tools to acheive my goals - to be where I am today. But, no one can teach you initiative. No one can force you to take a chance or to stay motivated when you’re down and out. That you must learn to do on your own. It can’t be found in any textbook. My favorite profes- sors were the ones who explained this to me. Who treated me like a colleague, and not a kid. The best teachers are those who see a talent in you that you’ve missed and who help you discover, develop, and master that gift.” 8
  10. 10. Game-Time Report What is advertising? Advertising is any form of paid communication. It’s persuasive, creative and informative. When done right, it creates images and feelings for a brand while shaping attitudes for a target audience to justify their buying habits. At the end of the day, advertising is all about selling the brand. How do I know which area to specialize in? You’re not alone. Most incoming students aren’t sure what they want to do yet. Our program is designed to help you find your own area of interest. We offer a variety of classes in Copywriting, Media Planning, Art Direction, and Account Management for students to test the waters before completely div- ing in. After all, that’s what college is all about: developing your skills that will shape your future. Where is the Advertising Department located? The Advertising Department is located on the 3rd floor of Annenberg Hall. *To locate Annenberg Hall, go to: http://www.temple.edu/maps/ Will I be required to take an internship? Yes, we feel that hands-on experience is essential to your learning experi- ence. Temple will help to direct you toward the internship that is most fitting for you. We also offer the opportunity to participate in Temple’s very own student-run advertising agency, Diamond Edge Communications. *For more information on DEC, go to: http://www.temple.edu/dec/ What types of occupations do advertising majors normally pursue? Advertising majors leave school with a wide array of skills. They become copy- writers, art directors, illustrators, editors, sales reps, PR, media planners, pro- duction, account executives, researchers. The options are limitless. Who can I contact for further information? Any faculty member of the Ad Department is more than happy to chat. Just call or drop by. The department’s number is 215-204-4268. You can also receive information from the School of Communications and The- atre advisors. The advising center is located on the lower level of Annenberg Hall 9
  11. 11. Positions Create Looking for a creative outlet that pays the bills? Choose a creative track. Copywriters and Art Directors unite to conceive and produce stunning advertisements. Take Charge Know how to get things done? Want to be in control of where ads get seen? Check out the Management Track. Resolve conflicts, be the boss, and get results. Explore Hunger for knowledge? Interested in discovering the latest trends? Follow the Research Track and find answers to everybody’s questions. Art Direction Copywriting The visual thinkers. Art Directors layout Persuasive poets. The copywriter everything from TV to magazines. They gives the ad a voice, they provide the capture the brand with a logo, select words. Flashy headlines, clever body fonts, set pictures. If it’s visual, the Art copy, punchy taglines. The copywrit- Director’s got it. er writes it all. Account Management Research Treasure hunters. Advertising Re- The top dog. The Account Manager searchers provide the client and bears ultimate responsibility for all ac- agency vital information about the count activities. They pull in new clients consumer marketplace. Surveys and while keeping existing clients happy. statistics are their shovels. They They set deadlines, and keep everyone know what consumers watch, what on track. They are the bridge between they eat, what they think. They de- client and creative. fine the target market and give the account direction. 10
  12. 12. Team Requirements Introduction to Advertising Advertising Strategy and Positioning This course introduces students to the Students learn to connect message function of advertising in the economy, solutions to market problems through to the strategic identification of mar- an understanding of the relationship kets and targets, to the creation and of marketing strategy and brand po- placement of advertising, and to the sitioning to communication strategies relationship of advertising agencies to and advertising copy. This course also advertisers and the media. introduces students to creative think- ing and the discovery of metaphor. Introduction to Advertising Advertising Media planning Research This course introduces students to re- In this basic course, students learn the search methods, information sources analysis and understanding of commu- and their critical evaluation. Basic areas nication vehicles as advertising media, includes databases, consumer market the concepts and resources involved in research, and audience measurement developing media objectives and strat- and communication effects. egies, as well as media selection crite- ria and vehicle purchasing. Introduction to Media and Visual Communications Society The history, organization, creation, eco- This course develops the intellectual nomics, control and effects of mass skills necessary for the analysis, the communications in the United States, understanding and creation of media including the relationships of media to messages in the many formats of to- one another and to the community at day’s high-density visual environment. large with special emphasis on the roles Students will be introduced to syntax, and responsibilities of advertising, ad- grammar and rhetoric of visual com- vertisers and agencies. munications. Persuasive Writing Advertising Copywriting I Students learn the rhetoric of writing This course focuses on writing effec- intended to affect behavior. The basic tive advertising messages for print and crafts of grammar and composition broadcast media. Emphasis on craft, are reviewed. Students explore con- writing ability and style. Composition sumer motivation as the focus of pow- and integration of graphical elements erful and exciting advertising. are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power. 11
  13. 13. Creative Thinking for Advertising Interactive Media, Marketing and Advertising This course uses team oriented ses- This course surveys current trends in sions to develop the creative skills nec- interactive media, marketing on the essary for solving advertising prob- internet and various forms of E-com- lems. A cross discipline approach is merce. Assignments explore informa- utilized and “creatives” from various tion architectures, and how visual de- advertising and non-advertising disci- sign, writing styles and navigation logic plines participate as guest facilitators affect interactive marketing success. and speakers. Diamond Edge Communications Advertising Campaigns Pre-requisite: Completion of 24 credits This capstone course involves the prep- in the Advertising Department and per- aration and production of an advertis- mission of instructor required. Student ing campaign for a brand or service. operation of an advertising agency for Competing teams of students pro- accounts in the Philadelphia market duce marketing analysis, consumer re- area with advertising faculty supervi- search, advertising strategies, media sion. Hands-on learning in creative, me- plans, and design and produce print ad- dia, research and management. Stu- vertisements and broadcast commer- dents work in teams to solve real-world cials. advertising and marketing communica- American Advertising Federation tion problems for real clients. Contest Students develop a comprehensive Advertising Internship marketing and advertising campaign Pre-requisite: Completion of 24 cred- for major advertisers and compete its in the Advertising Department and with universities across America for permission of the Internship Director first place in this National College Com- is required. This course offers hands- petition. Teams work under supervision on organized, professional work un- of advertising faculty in researching der supervision in selected Philadelphia the account and in developing strategy, area advertising agencies, marketing creative and media. communications or advertising depart- Morality, Law and Advertising ments within corporations. The focus of this writing intensive course is on the legal and ethical con- straints on the advertising practice. Federal laws and regulations, media standards and practices, and profes- sional ethics establish what can or can- not be said or done in advertising. But, after all that, there is corporate and personal social responsibility and mo- 12 rality as well.
  14. 14. Break Away (electives) Introduction to Computer Introduction to Marketing Graphics for Ad Majors This is an introductory course on digital This course will introduce students to design for advertising majors. Focus is the marketing process, including defin- on the basics of digital workflows and ing customer needs and wants, market the Adobe Creative Suite: Illustrator, In- segmentation strategies, and learning Design, and Photoshop. how organizations develop a strong *This course is required for students pursu- value proposition. It also examines the ing the Art Direction track (unless proof of relationship between marketers and proficiency). advertising agencies. Advanced Computer Graphics for Interactive Media Planning Ad Majors This is an advanced course in computer Similar to Media Planning I & II, this course graphics for advertising majors in the further focuses on the art and craft of art direction track. Focus is on mastery media planning. Students explore the of the Adobe Suite of software: Illustra- conceptual foundations of media plan- tor, InDesign, and Photoshop. ning and develop media plans with a *Special authorization required for all stu- concentrated focus on mobile and digi- dents. tal media vehicles. Advertising and Globalization Explore the current global scope and reach of advertising in our connected, digital age. Particular attention is giv- en to cross-cultural issues related to cultural imperialism, legal and societal constraints, ethical questions, univer- sal values and green marketing. Course work includes comprehensive survey of print and broadcast advertising found in other countries. 13
  15. 15. Advanced Drills (tracks) Art Direction I: Concept and Copywriting: Print Layout This advanced course emphasizes the The emphasis of this advanced writing visualization of the advertising messag- course is on perfecting print copywrit- es. Students develop skills that enable ing skills, especially for longer body copy them to creatively articulate advertis- applications. Students learn the proper ing strategies and objectives through expression, pacing of syntax and ener- the selection and application of visual gy of diction that allow them to create solutions. The use of typography, illus- compelling advertising and brochures. tration, photography and composition Students also learn to define verbal are taught. ideas so that they may be interpreted in visual form. Art Direction II: Narrative and Copywriting: Broadcast Multiple Media This advanced course involves the skill The emphasis of this advanced writing of art directing in broadcast and video course is on perfecting copy for radio media, from television to film and video. and television broadcast, and for film or Includes hands-on, working with story- video applications. Students are taught boards, concepts, website creation, the conceptual and production aspects and other interactive media. Strong of the broadcast media, including the focus on typography, graphic design importance of performance, music, techniques, set design and different vi- sound effects and visual storytelling. sual angles employed in totday’s com- The course also introduces students to mercials and film. The Adobe Creative techniques such as storyboarding, film Suite is utilized. titling and production vocabulary. Advertising Portfolio This course brings together copywrit- ers and art directors in two-person teams. They work together to create exciting examples of advertising and form initial conceptual schemes to comprehensive finished ads. The ads include full treatments of copy and art executed as take-home assignments and discussed in class. 14
  16. 16. Advertising Media Planning II Quantitative Advertising Research This advanced course focuses on the This course provides students with a art and craft of media planning for direct learning experience through the large budget brands competing in to- use of discussion, case studies and day’s complex media environment. projects. Focus is on understanding Rooted in a concrete understanding of the uses of quantitative research in social communications as economic the advertising development, tracking communications, students explore the process, and executing projects with conceptual foundations of media plan- a specific goal in mind. This course will ning and produce professional quality investigate the design, execution, and media plans. analysis of various kinds of survey- ing, including copy tests and campaign tracking. Marketing Media Products Qualitative Advertising Research This course focuses on development Through the use of discussion, case and positioning of media franchises studies and projects, this course fo- for print and video products, plus the cuses on how advertisers and agencies marketing and sale of these products use qualitative methods. You will learn to consumers and advertisers. All me- how to utilize focus groups, in-depth in- dia types are addressed. Students will terviews, and ethnography to uncover learn how to articulate and present me- consumer insights. This course will in- dia vehicles, the conduct of sales calls, vestigate the design and execution of and negotiation techniques. these various kinds of qualitative re- search techniques. Advertising Account Advertising Account Planning Management This course teaches the management Through a variety of case studies and of agency-client relationships, involving applied research projects, this course account executives and brand manag- focuses on the integration of market- ers. Students will learn how to adapt to ing analysis and consumer research in client corporate cultures, cooperative the development of advertising strate- strategy development, account coor- gies and the creative brief. dination, profit management, people management, and the evaluation, pre- sentation and the sale of advertising concepts, executions and services. 15
  17. 17. Road Trip On March 20th Dr. Marra led a group of Temple Advertising Students into the heart of NYC to tour one of the most respectable advertising agencies worldwide, Ogilvy& Mather. The students were given a captivating presentation by David Fowler, a former graduate and student of Dr. Marra, that touched on some of the recent work O&M had done (most notably the Dove real beauty campaign). Fowler along with some of his creative team delved into the heart of the Dove campaign and how it fit into the future of the advertising world. After the presentation Dr. Marra’s Copywriting class took the opportunity to hand deliver a gift they created. the class produced an ad that they believed represented Temple Advertising as a whole and its ability to think like the late great mind of David Ogilvy himself. The day concluded with a tour of the building and all of its departments, during which the students had the opportunity to see what a fully-functional ad agency looks, and most importantly feels like. 16 Created by Sandy El-Rayes, Brynn Monaghan, Alan Rozetar, and Ryan Siu
  18. 18. ADchievements Kevin Tague Stephanie Mustachio Ryan Siu Sandy El-Rayes Your Bill of Health should be as Clean as this. CH AR coolhunters E S TING RE KE AR We’re not trend-spotters, trend-watchers or trend predictors. M We just select and celebrate what is beautiful and enduring all that is sought-after in architecture, design, gadgets, lifestyle, urban living, fashion, travel and pop culture. ROAMING THE U.S. AND GLOBE... SO YOU’RE IN THE KNOW www.thecoolhunter.net
  19. 19. Alan Rozetar Kai Nortey and Lindsey Schuck Bonnie Fahy Anthony Carroll
  20. 20. TAC is the...
  21. 21. Alzheimer’s Association Event United States Department of State Your Internship Your Passion d l Wor he ot t ort sp Pas r You U.S. Department of State Careers Equal Opportunity Employer Representing U.S. citizenship required America Visit careers.state.gov/dec08 20
  22. 22. Here’s to the next season Temple University 1801 North Broad Street Philadelphia, PA 19122 www.temple.edu info@temple.edu 215.204.7000 Department of Advertising Annenberg Hall Room 300 2020 North 13th Street Philadelphia, PA 19122 215.204.4268 www.temple.edu/advertising Dr. Michael L. Maynard Associate Professor Chairman Annenberg Hall Room 300 215.204.8360 maynard@temple.edu