Master of Advertising
The Master of Advertising ( M.Adv.) 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, new technology and advertising sales management.
Students without basic course background or substantial 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, is required. In some areas of specialization, with permission from the departmental graduate faculty, a terminal project may be elected in lieu of a thesis.
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.
For admissions information and application materials, contact Sarah G. Lee.
For information about the advertising curriculum and program requirements, contact Dr. Robyn Goodman.
Theories dealing with consumer responses to marketing communications, state-of-the-art advertising and marketing communications theory, academic articles examining consumer responses.
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.
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 ISIS and work with your advisor to select appropriate options.
- Domestic application deadline is April 1. Applications may be considered after the April 1 deadline for domestic applicants only, if space is available.
- International application deadline is January 30.
- Assistantship/Fellowship applications deadline are March 15
Minimum Requirements for Acceptance
- Applicants must have a baccalaureate degree
- An undergraduate GPA of 3.0 or better
The Graduate School, University of Florida, requires both a minimum grade average of 3.0 for all upper-division undergraduate work and a minimum verbal-quantitative total score on the General Test of the Graduate Record Examination. Applicants are expected to have received a minimum grade average of 3.0 for all core courses within the Journalism and Mass Communications area and their area of special interest.
Admission is determined by several factors beyond the application material including space availability, and supervisory availability particularly in specialized areas. Meeting the minimum application requirements does not guarantee acceptance.
Direct admission to the Graduate School is dependent upon presentation of a baccalaureate degree from an accredited college or university. Two copies of the official undergraduate transcript should accompany all applications—one for the department and one for the Registrar. These transcripts must be received directly from the registrar of the institution in which the work was done. Official supplementary transcripts are required as soon as they are available for any work completed after application for admission has been made.
Professional and respectful treatment of our admissions and other staff members, faculty and administrators is required. Unprofessional or disrespectful treatment will result in denial of admission.
Test Score Requirements
Scores prior to August 2011
550 Verbal/550 Quantitative
Scores after August 2011
156 Verbal/146 Quantitative
GRE scores are valid for five years. Exceptions are considered based on entire packet of application materials. Some applications with scores slightly below the minimum will be considered. GRE writing scores are subject to consideration.
TOEFL and IELTS scores are valid for two years.
The GRE codes are 5812 for the University of Florida and 4503 for the College of Journalism and Communications. The TOEFL code is 83.
To obtain information on the GRE or to request that official scores be sent to the university, write:
Educational Testing Service
Princeton, NJ 08541-6004
How to Apply
It is the applicant’s responsibility to provide complete documentation to the Office of Admissions AND the intended department. Failure to submit forms to the correct offices will delay application processing.
University of Florida
Office of Admissions
201 Criser Hall
PO Box 114000
Div. of Graduate Studies
College of Journalism and Communications
University of Florida
2013 Weimer Hall
P. O. Box 118400
Gainesville, FL 32611-8400
- Graduate Application: Online Submission – When submitting application online, notify Sarah G. Lee at email@example.com so she can be looking for it. You must submit contact information for references during online application process. References will be automatically contacted and letters of recommendation will be requested by the Graduate Admissions Office.In the specialization field, please list Advertising.
- Letters of Recommendation: Three Letters of Recommendation – University forms are required (Download form). Written letters should be on letterhead and attached to the forms. The same letters of recommendation may be used for both admission and financial aid applications. Ask authors of your letters of recommendation to send them directly to Address #2 or send as a pdf file to firstname.lastname@example.org . If you submitted your recommenders’ e-mail addresses on the online application, they do not have to send hardcopies.
- Statement of Goals: You will need to submit your statement of goals during the online application process. Describe your career plans following completion of your master’s degree. Tell what experiences have led to your goals and how you think graduate study will help you prepare for the career. Minimum length is 300 words. Please do not center text. Title this document “Statement of Goals” and be sure to include your name and date. Send to Address #2. or send as a pdf file to email@example.com. If you submitted your statement of goals on the online application, you do not have to send a hardcopy.
- Supplemental Application for College of Journalism: (Download form). Send to Address #2.
- $30.00 Application Fee: Make Check or money order payable to the University of Florida. Send your application fee to Address #1. Please used Fee Payment Cover Memo (Download form) if paying by check or money order.
- Official Transcripts from ALL post-secondary institutions: Contact all colleges and universities you have attended and listed on your application form and have them send certified official transcripts in your original language as well as translated into English. An average grade of “B” for the last two years of undergraduate studies is required. Send one original to Address #1 and one original to Address #2.
- Official GRE (Graduate Record Exam) Scores: Contact the Educational Testing Service and have them send your official report. A verbal score of 550/156 and a quantitative score of at least 550/146 are strongly preferred. Some applications with scores slightly below the minimum will be considered. Applications with GRE verbal scores below 400/140 will not be processed. Self-reported scores are accepted temporarily to help speed up processing. GRE scores are valid for five years. Send to Address #1.
- Resume: List all work positions held. Include names, addresses, and telephone numbers of supervisors. Also, remember to include your name, email address, mailing address, and telephone number(s). Send to Address #2. or as a pdf file to firstname.lastname@example.org . If you submitted your resume on the online application, you do not have to send a hardcopy.
- Application for Graduate Assistantship: This is optional. This is only for those applicants seeking financial assistance (Download form). Send to Address #2.
- Samples of Your Work: This is optional. Send to Address #2.
International Applicants Only
- Official TOEFL (Test of English as a Foreign Language) score report: Contact the Educational Testing Service and have them send your official report. A score of at least 550 (paper-based), and 90 (internet-based) is required to be considered for admission. We also accept IELTS scores with minimum of “6.” This requirement applies only to applicants from countries in which English is not the official language and includes U.S. territories and protectorates where English is not the primary language. You will not be required to submit a TOEFL score if you have spent at least one academic year at a college or university in a country where English is the official language. Intensive English language programs are excluded from the year of study provision. TOEFL and IELTS scores are valid for two years. Send originals to Address #1.
- Certification of Financial Responsibility: All admitted International students who have accepted our admissions offer, are required to submit this form. The International Student Services Office will send you the form via email with instructions. Without it, the University of Florida will not issue an I-20 (Certificate of Eligibility). (Do not send CFR form and bank documents to our office. The International Student Services office will contact you via email with instructions.)
Contact Sarah G. Lee at email@example.com or 352-392-6557 if you have any questions regarding your application.