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Master of Arts
In addition to the extensive library and computer resources available on the campus, certain special resources provide support for graduate work in advertising.
Classrooms and laboratories devoted to research and creative work in advertising include a copy and layout laboratory; the Computer Imaging Laboratory, equipped with the latest computer technology for advertising design and production; and videotape facilities and sound equipment for pretesting television commercials, appeals, and formats, for conducting package tests, and for observing diagnostic and field research techniques in advertising. Students also have access to the Sam Papert Media Laboratory, with data banks of media and market studies for audience analyses, research on media trends and competitive expenditures, and other studies; the Leo Burnett Library, containing Clio award-winning commercials from 1960 to the present and creative advertising texts and periodicals; the John Paul Goodwin Conference Room, equipped for client and research presentations; and a collection of about a thousand television and radio commercials for studies on commercial trends, comparative appeals, and cultural developments.
The entering student must hold a bachelor's degree from an accredited institution. In addition, all students must have completed each of the following undergraduate courses or its equivalent before enrolling in graduate courses: Advertising 344K (Advertising Research), 345J (Advertising Media Planning), 378 (Topic: Account Planning), 378 (Topic: Overview of the Advertising Industry), Marketing 320F (Foundations of Marketing), and a statistics course.
In addition to the general University requirements for the master's degree, Advertising 380J, 382J, 387, and 388K are required for the Master of Arts with a major in advertising.
Option II. The Master of Arts is offered both in a traditional format and in the Option II format. Option II provides a planned program of study that includes intensive summer work and special internationally focused enrichment opportunities. It gives students enrolled in participating academic programs access to a multinational and global experience. Option II students must complete a master's report.
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Mailing address: Graduate Program, Department of Advertising, The University of Texas at Austin, Austin, Texas 78712-1092