What is Advertising?
Advertising programs at American universities are typically housed within schools of journalism and mass communication. Besides major courses, students take a broad range of liberal arts classes. A typical curriculum includes four to five advertising courses, several courses in news writing and mass media law and ethics, and additional liberal arts courses.
Advertising programs train advanced professionals who master advertising theory and skills, enabling them to work in advertising departments of news media, advertising agencies, market research and information consulting industries, as well as enterprises and institutions. They can handle advertising management, planning, creative design and production, marketing, and market research analysis.
Advertising is a major that tightly integrates theory and practice. In many courses, students are required to deliver presentations, an essential skill in the advertising industry. In American universities, advertising is often a concentration within Communication programs.
Classification of Advertising Programs in the U.S.
1. Advertising Design
Usually housed in art schools, sometimes in communication schools. Portfolio is heavily weighted. Some schools may not require the GRE, but for competitive programs, a strong GRE score is recommended. A stellar portfolio is essential.
2. Media Advertising
Based in communication schools, this is a liberal arts track. It analyzes advertising's societal impact from a mass communication academic perspective. The GRE and TOEFL are required; some schools ask for writing samples to assess academic ability.
3. Advertising & Marketing
Also in communication schools, occasionally in business schools. This track focuses on advertising’s role in marketing and product promotion. GRE scores are required.
Core Courses in Advertising
The curriculum typically builds on foundations like communication theory and mass communication research, then adds courses in advertising, marketing, consumer behavior, decision sciences, and seminars. Common courses include:
Foundation Advertising
Research Methods in Advertising and Communication
Advertising Consumer Behavior
Advertising Plan and Decision Making
Special Topics in Advertising
Marketing Communications Strategy
Overall, schools offer courses that teach research methods, such as Research Methods in Advertising and Communication, to guide students in studying the field, along with practical courses that help them understand and apply market insights. Different schools emphasize research or application to varying degrees, so the proportion of such courses varies.
Take the University of Texas at Austin, for example. Its advertising program, founded in 1953, was the first in the U.S. to offer a degree in advertising.
UT Austin offers two master's programs: M.A. in Advertising with Thesis and M.A. in Advertising no Thesis.
The former requires students to complete a thesis based on their career interests; these students often pursue a Ph.D. The latter offers a broad curriculum in advertising, mass communication, and statistical analysis, equipping students with versatile skills for the media industry and expanding career options.
Specializations within Advertising
Management Track:
Prepares students for careers in account management, media, account planning, or advertising research.
Creative Track:
For students pursuing careers in art direction or copywriting.
Thesis Track:
Prepares students for roles in market research or education.
Top 10 Schools for Advertising
1. University of Illinois at Urbana-Champaign
University of Illinois at Urbana-Champaign
Description: UIUC was the first university in the U.S. to offer an advertising major. Founded in 1959 by Charles H. Sandage, known as the father of advertising education, the program is often called the Charles H. Sandage Department of Advertising. According to U.S. News & World Report, UIUC’s advertising program ranks No. 1 nationally. Its faculty rank second in the nation for research published in advertising journals. The undergraduate program is ranked first among the most competitive, and it is considered one of the top three undergraduate and graduate programs.
The graduate program offers:
Master of Science in Advertising: 36 credits, with or without a thesis. Applicants must have a bachelor’s degree in any field. Graduates may work or pursue a Ph.D.
Application requirements:
TOEFL: 104; IELTS: 6.5; GRE required; GPA: 3.0; Tuition: $27,306; Fall enrollment;
2. University of Florida
3. Northwestern University
4. University of Texas at Austin
5. University of Georgia
6. Michigan State University
7. University of North Carolina at Chapel Hill
8. University of Tennessee at Knoxville
9. University of Missouri at Columbia
10. Syracuse University
How to Apply
The U.S. is the most developed advertising market and the largest cradle for advertising talent, making advertising programs popular among applicants. However, many students worry about design requirements. In communication schools, advertising programs generally do not require design skills and lean toward marketing and planning.
When selecting schools, research carefully. Most programs, like Syracuse University, are career-oriented, but some focus on theory. Align your choices with your interests and career goals.
Application Requirements:
There are no special requirements for advertising applications. Standard materials include GRE/GMAT, TOEFL/IELTS, CV, recommendation letters, personal statement, essays, transcripts, and some schools require a writing sample.
TOEFL 100 and GRE 310+ are basic benchmarks, though some schools require 106+. These are averages.
Most schools do not require work experience, but admitted students at the University of North Carolina often have rich experience (usually 2+ years). Given advertising’s practical nature, strong hands-on experience helps your application.
GPA is also crucial. Most schools require at least 3.0. Some profiles show admitted students averaged 3.5+, and 80% had 3.2+. Aim for at least 3.2+.
A Great Choice for Career Changers
For those switching fields, advertising is an excellent option.
1. Diversity of undergraduate majors
Take UIUC’s incoming graduate class of 2011: their undergraduate majors ranged from fashion retail, criminology, and zoology to economics, linguistics, psychology, music performance, English, and international trade.
2. Relatively lenient GPA requirements
UIUC has no minimum GPA and will not reject based on GPA alone. Northwestern University requires a minimum 3.0/4.0. Overall, advertising programs have relatively low GPA expectations.
3. Moderate GRE/GMAT requirements
Most programs have no strict minimums, but unless your other materials strongly demonstrate your strengths, aim for competitive scores.
4. Work experience not required
Many programs prefer but do not require work experience. Northwestern notes that 80% of its students have full-time experience.
5. High employment rates
Career Paths
Beyond traditional corporate communications and advertising/PR agencies, the internet—especially mobile internet—has created numerous roles at companies like Facebook, Google, and Uber for promotion and marketing planning. As long as graduates have strong language skills, expertise, and practical experience, finding a job in the U.S. is quite achievable.
Moreover, the broad knowledge and training in communication and critical thinking prepare students for various other fields. Even if you don’t stay in advertising, you can pivot to other areas based on your interests and opportunities.
1. Account Manager
Responsible for client communication, understanding advertising needs, conveying them to creative teams, maintaining relationships, and suggesting revisions based on client feedback.
2. Sales & Planning Strategist
Through market research and analysis, predicts market trends and consumer behavior, and develops compelling advertising strategies tailored to client needs and product features.
3. Copywriter
Designs the textual content for advertising to create a complete and effective ad. This role translates creative strategy into language that resonates with target audiences and drives results.
