General Motor's annual advertising budget exceeds the GDP of Aruba, Grenada, Monaco and Tonga...combined! Advertising is big business. And, at Missouri State University, it’s a big part of the marketing program, too. More than 50 percent of the 600-plus marketing majors are in advertising/promotion. Dynamic and ever-changing, it mixes strong research-based marketing and business knowledge with intuitive and cutting-edge creativity. Recognizing the growing convergence of traditional media, Internet, social networking and other forms of non-traditional promotion, students learn how businesses and organizations can integrate advertising, promotion, e-marketing and public relations to grab the attention of consumers and other stakeholders, helping them achieve their marketing goals.
After building on a solid foundation of core business and marketing classes, students learn the foundation of advertising and promotion. This isn’t a major that stops with a textbook, however. Even in the first advertising course, students begin to apply their knowledge by participating in team-oriented advertising projects. This progresses in each advertising and promotion course. For example, in Advanced Advertising, students form their own “agencies” and work with real clients--area non-profits--to help them develop integrated marketing communication plans. There are examples of MSU advertising students’ work throughout the Missouri State campus, as well as the Springfield community.
The culminating course for the most dedicated advertising students is MSU’s Ad Team. Comprised of a group of selected students, the Ad Team works on a complex national campaign, competing with other students from advertising programs throughout the country. Thanks in large part to the on-going success in these national competitions, MSU’s Advertising and Promotion Program is nationally recognized and is the largest known program within a comprehensive marketing department in the nation.
Most recently in May 2014, the Ad Team won first place in the Challenge Your Energy IQ Case Competition sponsored by the American Petroleum Institute. This followed a 2013 win at the AT&T Campus Challenge, which charged students with creating and implementing a research and marketing plan for AT&T's "It Can Wait" campaign to end texting while driving. In 2012, the MSU Ad Team was one of three universities selected, out of a group of 17 competing universities, to present their campaign in Washington D.C. for the United States Medical Reserve Corps, America On Call. In 2010, The Ad Team presented a research-based advertising campaign on "tween" seat-belt use to federal officials from the National Highway Traffic Safety Administration. In 2008, The Advertising Team finished first in the American Public Transportation Association (APTA) "Go Green. Go Public." campaign. Needless to say, the Missouri State Ad Team is a national force to contend with.
Key skills for an advertising and promotion student
- Excellent spoken and written communication skills
- Good organization and time management skills
- Ability to deal with a variety of people/temperaments, good team player
- Ability to appropriately manage, analyze and apply marketing information
- Ability to interpret and understand practical applications of metrics for measuring marketing/promotion performance
- Ability to integrate business and marketing information to develop effective promotional strategies within budget
- Ability to solve integrated marketing communications problems in new, imaginative and creative ways
- Willingness to stay abreast of a constantly changing industry
- Willingness to be resilient and able to cope with criticism