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Playbook

A Word to the Recruits

Our Coaches

Our Teammates

Seasoned Vets

Game-Time Report

Positions

Team Requirements

Road Trip

Student Work

Temple Ad Club

DEC

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Break Away

Advanced Drills

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A Word to the Recruits

Account ManagerCreative DirectorExecutive Copywriter

Copywriter

Christina HollowayJeanette Stephens

Ryan SiuDoug Chazen

Jeremy Diamond

Brendan McDermottCopywriter

Art Director

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.

Our Coaches

Dr. Michael Maynard

Gayle Conley

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 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.”

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Dr.James Marra

Jennifer Lovrinic

William Donnelly

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.

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.

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.”

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Bob Olson

Dr. Jin Seong Park

Dana Saewitz

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 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 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.

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Sheryl Kantrowitz

Temple Ad Department AdjunctsAdvertising’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.

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.

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Our TeammatesDavid 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.”

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Seasoned Vets

Meghan Peiffer - MullenMeghan 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 - MindshareShe 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.”

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

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Game-Time Report

Positions

Art DirectionThe visual thinkers. Art Directors layout

everything from TV to magazines. They

capture the brand with a logo, select

fonts, set pictures. If it’s visual, the Art

Director’s got it.

CopywritingPersuasive poets. The copywriter

gives the ad a voice, they provide the

words. Flashy headlines, clever body

copy, punchy taglines. The copywrit-

er writes it all.

Account ManagementThe top dog. The Account Manager

bears ultimate responsibility for all ac-

count activities. They pull in new clients

while keeping existing clients happy.

They set deadlines, and keep everyone

on track. They are the bridge between

client and creative.

ResearchTreasure hunters. Advertising Re-

searchers provide the client and

agency vital information about the

consumer marketplace. Surveys and

statistics are their shovels. They

know what consumers watch, what

they eat, what they think. They de-

fine the target market and give the

account direction.

CreateLooking for a creative outlet that pays the bills? Choose a creative track. Copywriters and Art Directors unite to conceive and produce stunning advertisements.

Take ChargeKnow 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.

Hunger for knowledge? Interested in discovering the latest trends? Follow the Research Track and find answers to everybody’s questions.

Explore

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Team RequirementsIntroduction to Advertising

This course introduces students to the function of advertising in the economy, to the strategic identification of mar-kets and targets, to the creation and placement of advertising, and to the relationship of advertising agencies to advertisers and the media.

Introduction to Advertising ResearchThis course introduces students to re-search methods, information sources and their critical evaluation. Basic areas includes databases, consumer market research, and audience measurement and communication effects.

Introduction to Media and SocietyThe history, organization, creation, eco-nomics, control and effects of mass communications in the United States, including the relationships of media to one another and to the community at large with special emphasis on the roles and responsibilities of advertising, ad-vertisers and agencies.

Persuasive WritingStudents learn the rhetoric of writing intended to affect behavior. The basic crafts of grammar and composition are reviewed. Students explore con-sumer motivation as the focus of pow-erful and exciting advertising.

Advertising Strategy and PositioningStudents learn to connect message solutions to market problems through an understanding of the relationship of marketing strategy and brand po-sitioning to communication strategies and advertising copy. This course also introduces students to creative think-ing and the discovery of metaphor.

Advertising Media planning

In this basic course, students learn the analysis and understanding of commu-nication vehicles as advertising media, the concepts and resources involved in developing media objectives and strat-egies, as well as media selection crite-ria and vehicle purchasing.

Visual Communications

This course develops the intellectual skills necessary for the analysis, the understanding and creation of media messages in the many formats of to-day’s high-density visual environment. Students will be introduced to syntax, grammar and rhetoric of visual com-munications.

Advertising Copywriting IThis course focuses on writing effec-tive advertising messages for print and broadcast media. Emphasis on craft, writing ability and style. Composition and integration of graphical elements are explored. Practical assignments teach students how to use the most common copy techniques effectively to create advertising with stopping power.

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Creative Thinking for Advertising

This course uses team oriented ses-sions to develop the creative skills nec-essary for solving advertising prob-lems. A cross discipline approach is utilized and “creatives” from various advertising and non-advertising disci-plines participate as guest facilitators and speakers.

Diamond Edge CommunicationsPre-requisite: Completion of 24 credits in the Advertising Department and per-mission of instructor required. Student operation of an advertising agency for accounts in the Philadelphia market area with advertising faculty supervi-sion. Hands-on learning in creative, me-dia, research and management. Stu-dents work in teams to solve real-world advertising and marketing communica-tion problems for real clients.

Advertising InternshipPre-requisite: Completion of 24 cred-its in the Advertising Department and permission of the Internship Director is required. This course offers hands-on organized, professional work un-der supervision in selected Philadelphia area advertising agencies, marketing communications or advertising depart-ments within corporations.

Interactive Media, Marketing and AdvertisingThis course surveys current trends in interactive media, marketing on the internet and various forms of E-com-merce. Assignments explore informa-tion architectures, and how visual de-sign, writing styles and navigation logic affect interactive marketing success.

Advertising CampaignsThis capstone course involves the prep-aration and production of an advertis-ing campaign for a brand or service. Competing teams of students pro-duce marketing analysis, consumer re-search, advertising strategies, media plans, and design and produce print ad-vertisements and broadcast commer-cials.

American Advertising Federation ContestStudents develop a comprehensive marketing and advertising campaign for major advertisers and compete with universities across America for first place in this National College Com-petition. Teams work under supervision of advertising faculty in researching the account and in developing strategy, creative and media.

Morality, Law and AdvertisingThe 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-rality as well.12

Break AwayIntroduction to Computer Graphics for Ad MajorsThis is an introductory course on digital design for advertising majors. Focus is on the basics of digital workflows and the Adobe Creative Suite: Illustrator, In-Design, and Photoshop.*This course is required for students pursu-ing the Art Direction track (unless proof of proficiency).

Advanced Computer Graphics for Ad MajorsThis is an advanced course in computer graphics for advertising majors in the art direction track. Focus is on mastery of the Adobe Suite of software: Illustra-tor, InDesign, and Photoshop. *Special authorization required for all stu-dents.

Introduction to Marketing

This course will introduce students to the marketing process, including defin-ing customer needs and wants, market segmentation strategies, and learning how organizations develop a strong value proposition. It also examines the relationship between marketers and advertising agencies.

Interactive Media Planning

Similar to Media Planning I & II, this course further focuses on the art and craft of media planning. Students explore the conceptual foundations of media plan-ning and develop media plans with a concentrated focus on mobile and digi-tal media vehicles.

Advertising and GlobalizationExplore 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.

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(electives)

Advanced DrillsArt Direction I: Concept and LayoutThis advanced course emphasizes the visualization of the advertising messag-es. Students develop skills that enable them to creatively articulate advertis-ing strategies and objectives through the selection and application of visual solutions. The use of typography, illus-tration, photography and composition are taught.

Art Direction II: Narrative and Multiple MediaThis advanced course involves the skill of art directing in broadcast and video media, from television to film and video. Includes hands-on, working with story-boards, concepts, website creation, and other interactive media. Strong focus on typography, graphic design techniques, set design and different vi-sual angles employed in totday’s com-mercials and film. The Adobe Creative Suite is utilized.

Copywriting: Print

The emphasis of this advanced writing course is on perfecting print copywrit-ing skills, especially for longer body copy applications. Students learn the proper expression, pacing of syntax and ener-gy of diction that allow them to create compelling advertising and brochures. Students also learn to define verbal ideas so that they may be interpreted in visual form.

Copywriting: Broadcast

The emphasis of this advanced writing course is on perfecting copy for radio and television broadcast, and for film or video applications. Students are taught the conceptual and production aspects of the broadcast media, including the importance of performance, music, sound effects and visual storytelling. The course also introduces students to techniques such as storyboarding, film titling and production vocabulary.

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.

Advertising Portfolio

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(tracks)

Advertising Media Planning II

This advanced course focuses on the art and craft of media planning for large budget brands competing in to-day’s complex media environment. Rooted in a concrete understanding of social communications as economic communications, students explore the conceptual foundations of media plan-ning and produce professional quality media plans.

Marketing Media ProductsThis course focuses on development and positioning of media franchises for print and video products, plus the marketing and sale of these products to consumers and advertisers. All me-dia types are addressed. Students will learn how to articulate and present me-dia vehicles, the conduct of sales calls, and negotiation techniques.

Advertising Account ManagementThis course teaches the management of agency-client relationships, involving account executives and brand manag-ers. Students will learn how to adapt to client corporate cultures, cooperative strategy development, account coor-dination, profit management, people management, and the evaluation, pre-sentation and the sale of advertising concepts, executions and services.

Quantitative Advertising ResearchThis course provides students with a direct learning experience through the use of discussion, case studies and projects. Focus is on understanding the uses of quantitative research in the advertising development, tracking process, and executing projects with a specific goal in mind. This course will investigate the design, execution, and analysis of various kinds of survey-ing, including copy tests and campaign tracking.

Qualitative Advertising Research

Advertising Account Planning

Through a variety of case studies and applied research projects, this course focuses on the integration of market-ing analysis and consumer research in the development of advertising strate-gies and the creative brief.

Through the use of discussion, case studies and projects, this course fo-cuses on how advertisers and agencies use qualitative methods. You will learn how to utilize focus groups, in-depth in-terviews, and ethnography to uncover consumer insights. This course will in-vestigate the design and execution of these various kinds of qualitative re-search techniques.

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Road TripOn 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.

Created by Sandy El-Rayes, Brynn Monaghan, Alan Rozetar, and Ryan Siu

M

ARKETING RESEARCH

We’re not trend-spotters, trend-watchers or trend predictors. 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.

www.thecoolhunter.net

ROAMING THE U.S. AND GLOBE... SO YOU’RE IN THE KNOW

coolhunters

ADchievements

Your Bill of Health should be as Clean as this.

M

ARKETING RESEARCH

We’re not trend-spotters, trend-watchers or trend predictors. 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.

www.thecoolhunter.net

ROAMING THE U.S. AND GLOBE... SO YOU’RE IN THE KNOW

coolhunters

Stephanie Mustachio

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Ryan Siu

Alan Rozetar Anthony Carroll

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TAC is the...

20

Your P

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Your Internship

Your Passion

Careers

Representing

America Visit careers.state.gov/dec08

Equal Opportunity EmployerU.S. citizenship required

U.S. Department of State

Alzheimer’s Association Event

United StatesDepartment of State

Temple University1801 North Broad Street

Philadelphia, PA 19122www.temple.eduinfo@temple.edu

215.204.7000

Department of AdvertisingAnnenberg Hall

Room 3002020 North 13th Street

Philadelphia, PA 19122215.204.4268

www.temple.edu/advertisingDr. Michael L. Maynard

Associate ProfessorChairman

Annenberg HallRoom 300

215.204.8360maynard@temple.edu

Here’s to the next season