Master of Advertising

The Master of Advertising ( MADV) program is designed to develop leaders in the profession by providing students with (1) the theoretical, research and decision-making skills essential for strategic advertising and integrated communications planning, as well as (2) the opportunity to develop expertise in a specialized area such as account management, research, creative strategy, media planning and advertising sales management.

Students without basic course background or some professional experience in marketing or advertising are required to complete articulation courses before entering the program.  These prerequisite courses include Introduction to Advertising and Introduction to Marketing.

A minimum of 33 graduate level credit hours, including a thesis or a professional project, is required.

Students select a supervisory committee to guide their course selection as well as thesis topic or project in lieu of thesis and completion of the thesis or project.

Students will complete and orally defend their theses or projects. The student’s supervisory committee is responsible for the evaluation of the document and the final defense.

The deadline for applications (Fall) is January 30 for international applicants and April 1 for domestic students. Applications may be considered after the April 1 deadline, if space is available.

The Master of Advertising program does not accept any applications for Spring admission.

For admissions information and application materials, contact Sarah G. Lee.

For information about the advertising curriculum and program requirements, contact Dr. Robyn Goodman.

Sample Courses

Advertising Theory

Theories dealing with consumer responses to marketing communications, state-of-the-art advertising and marketing communications theory, academic articles examining consumer responses.

Advertising Planning

A study of (1) the theoretical foundations and processes of developing advertising and promotion strategies using secondary and primary research in the development and evaluation of alternative advertising/integrated marketing communication campaigns. “Advertising planning” encompasses (1) campaign objectives (marketing and promotion); (2) brand concept development; (3) target market and target audience selection; (4) campaign strategy, including the integration of promotional elements (advertising, sales promotion, direct marketing, digital media and publicity objectives and strategies); (5) evaluation; and (6) budgeting.

Advertising Research Methods

This course introduces students to the methods most commonly used in scholarly and professional research in advertising, including secondary, qualitative, survey, content analysis, and experimental methods. It will provide students with a basic understanding of the research process with emphasis on problem identification, appropriate method selection, including strengths and weaknesses of alternative methods, and planning and executing research. Research Methods in Advertising is designed to provide students the depth of knowledge to design and execute a research project from problem identification through data collection. Additional courses will be required to gain the knowledge necessary for statistical data analysis.

Advertising Management

Application of management principles and practice to effective development of advertising plans. Case studies and discussion of current problems in research, planning, operations, administration, and evaluation.


The program regularly offers electives such as Advanced Media Planning, International Advertising, International Communication. Examples of other elective courses in the College include Qualitative Research; Race, Class, Gender and Media; Science and Health Communication;  Electronic Publishing; History of Journalism; and Content Analysis. Many other electives are offered.  Please check ONE.UF and work with your advisor to select appropriate options.

Degree Plan

MADV: Master’s of Advertising


Tuition and fees are determined by the University of Florida for in-state and out-of-state graduate students.

Admissions and Applications

For information the Admissions Process, click here.

For information on How to Apply, click here.