This professionally-oriented concentration provides students with the knowledge and skills to create and manage advertising programs emphasizing new media. In addition to the theoretical concepts underlying advertising, students learn strategic creative writing, effective message design and media production. Students also learn strategic planning, implementation and evaluation of new media technologies, and research and analysis of current trends and applications. The program reviews ethical and legal issues involved in the creative advertising process and the use of new media. Students planning careers in creative advertising should obtain a broad liberal arts education to better understand the characteristics that make the diversified communication process effective across various media and organizations.