The Creative Advertising concentration provides students with the knowledge and skills to create and manage creative advertising campaigns emphasizing new media. The concentration is designed for students interested in careers that combine advertising and creative multi-media communications with emerging social media and new communication technologies. In addition to the theoretical concepts underlying advertising, students learn creative writing, effective message design, strategic planning, implementation and evaluation of new media technologies, research and analysis of current trends and applications, media production, and team collaboration. The program trains students to become creative thinkers for a broad range of agency, media and corporate environments geared toward the advertising industry. Emphasis is placed on innovative and creative careers as copywriters, social media designers, and art directors working in the converged and digitally integrated global workplace. Students are exposed to the ''big-idea'' conceptual process and offered opportunities for hands-on project creation. The program also reviews ethical and legal issues involving the creative advertising process and the use of new media. <br>By the end of the program, student should expect to have a professionally developed portfolio, teamwork experience, and exposure to professional organizations. 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.