The ISC Major

1
The ISC Major
2
Structure

• Pre-Major courses
• ISC 161
• ISC 261 or JOU 204
• PSY 100
• STA 200 or 291
• Must have a 3.0 GPA in these 4 courses and a 2.6
  GPA overall for admission into the major

3
Upper Division

• Once you start taking upper division classes, you
  will need a minimum of 3 semesters to complete
  the ISC major
• Semester 1 ISC 311, ISC 321, first PATH course
• Semester 2 second PATH course, 2 JAT electives
• Semester 3 ISC 491, 2 JAT electives

4
ISC Paths

• Account Management
• ISC 351 (Cases) ISC 451 (Media)
• May be taken in either order, but not together
• Creative
• ISC 331 (Creative I) ISC 431 (Creative II)
• Must be taken in order

5
ISC Paths

• Public Relations
• ISC 341 (Intro) ISC 441 (Cases)
• Must be taken in order
• Direct Response
• ISC 361 (Media/Databases) ISC 461 (Creative)
• May be taken in either order, but not together

6
Electives

• JAT 399 (internship)
• ISC courses from the other Paths
• JOU courses
• TEL courses
• Independent study
• Your 12 hours of electives must be in courses
  numbered 300 and above

7
Careers in ISC

• Projected job growth, 2000-2010, from Advertising
  Age
• Ad promotions managers 35 median salary
  53,360
• Ad sales 26.5, media salary 35,850
• Art directors 19.1, median salary 56,880
• Editors 22.1, media salary 39,370

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• Marketing managers 29.5, median salary 71,240
• Photographers 16.8, median salary 22,300
• PR managers 36.5, median salary 54,540
• PR specialists 35.8, median salary 39,580
• Writers authors 28.6, median salary 42,270

9
Ad Agency Careers(//www.siu.edu/aaf/career.html)

• Account Services Department
• Positions in account services assistant account
  executive, account executive, senior account
  executive, accounts supervisor/accounts manager
• Salary range for assistant account executives is
  20,000-40,000

• Directs contact with the client acts as liaison
  between art department, production department,
  and client
• Represents clients needs to art and production
  departments
• Provides interpretation support to client at
  presentations
• Responsible for seeing that clients needs are
  met accurately and on time

10
Account Services -- Traffic

• Positions in traffic account coordinator/
  traffic manager
• Salary range for traffic manager is
  18,000-20,000

• Coordinates all the jobs in progress and monitors
  their status to ensure that production remains on
  schedule and deadlines are met
• Works with all departments throughout the
  advertising campaign

11
Media Services

• Positions in media assistant media planner,
  media planner, media director, media manager
• Salary range for assistant media planner is
  15,000-25,000
• Applies statistical models to audience,
  circulation, and cost figures to minimize media
  cost and maximize effectiveness

• Manages the purchase and control of large blocks
  of media time/space, whether in print or
  broadcast
• Recommends and allocates this space among clients
  according to campaign requirements
• Negotiates favorable billing terms

12
Research

• Positions in research research project
  director, research account executive, associate
  research director, advertising research director,
  research department manager
• Salary range for research project director is
  30,000-55,000

• Expert in statistical applications, mathematical
  modeling, project design, and methodology
• Works with and often obtains outside services
• Monitors project to ensure accuracy and validity
  of findings, which are then reported and
  presented to the client

13
Creative Art Direction

• Positions in art direction assistant art
  director, junior art director, art director,
  senior art director
• Salary range for assistant art director is
  14,000-18,000
• Requires knowledge of advertising trends and
  strong visual communication skills

• Develops and recommends artistic strategy and
  rendition for campaign
• Generates creative content for both print and
  broadcast
• Often works with copywriter as a team to
  brainstorm visual verbal content
• Oversees progression of campaign

14
Creative -- Copywriting

• Positions in copywriting junior copywriter,
  copywriter, senior copywriter, copy chief
• Salary range for junior copywriter is
  14,000-18,000

• Responsible for writing ad and promotional copy
  and developing concepts for campaigns
• Often works with art director as a team to
  brainstorm visual and verbal content
• Requires knowledge of advertising trends strong
  writing ability

15
Creative -- Production

• Positions in production layout worker, graphic
  artist, production manager
• Artists and layout workers create the visual
  impact of the ad by selecting photos, drawing
  illustrations, choosing print size type,
  sketching scenes for commercials to go along with
  copy

• Design packages and create logos, trademarks, and
  symbols
• Production manager oversees the actual printing
  of ads, filming of commercials, or recording of
  radio spots

16
Specialty Advertising Dept.

• Recommends and obtains imprinted merchandise
  appropriate to client campaign
• Develops strategy and recommends items to be used
• Obtains sources and monitors production to insure
  timely arrival

17
Internet Advertising Dept.

• Develops visual and written content for client
  web pages, and/or on-line ads
• Develops strategy for on-line promotions and web
  page development
• Monitors web site and on-line traffic

18
Outdoor Advertising Dept.

• Develops content for outdoor/transit ads in
  adherence to clients strategy
• Obtains sources for production and monitors
  progress

19
Direct Response Advertising Dept.

• Develops content for direct response ads, such as
  direct mail and infomercials, in adherence with
  clients strategy
• Obtains consumer information lists from client
  and/or outside sources
• Monitors progress of direct response efforts

20
Public Relations

• Typical job responsibilities
• Writing editing
• Speaking
• Programming
• Cultivating relationships
• Information
• Production
• Special events
• Research evaluation

21
Characteristics of Successful PR People

• Analytical thinking
• Imagination/problem-solving
• Communication skills
• Personal confidence
• Sensitivity to others
• Diplomacy
• Empathy

22
PR Careers(www.prsa.org)

• Starting salary with a B.A. 18,000 to 22,000
• Account exec in a consulting firm 35,000
• PR director for a small-medium firm
  35,000-40,000
• PR director for larger firm 40,000-60,000
• PR vice presidents 75,000-150,000

23
Direct Response Careers(www.the-dma.org/jobbank/c
areerindm.shtml)

• Jobs in direct response agencies
• Traffic
• Account executive
• Account supervisor
• Copywriter
• Artist/layout artist
• Media planner, buyer, analyst
• Production
• Researcher

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• Jobs in the list field
• List broker
• List manager
• List compiler
• Jobs in catalog marketing
• Fulfillment
• Customer service representative
• Circulation manager

25

• Jobs in telemarketing
• Account executive
• Creative
• Call center manager
• Trainer
• Telephone representative

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• Other direct response jobs
• Database marketer
• Service bureau employee
• Customer acquisition/retention
• Printers
• Lettershops