Admissions Info
Background Reading
The list below should be considered, not as required reading but rather as a chance to get a leg up on studies here. Most of the books should be available in book stores. They also could be ordered through the publishers or through a book store.
Advertising
- Al Ries and Jack Trout, Positioning: The Battle for Your Mind. 1st ed., rev. New York: McGraw-Hill, 1989.
- Rosser Reeves, Reality in Advertising. New York: Knopf, 1961.
- David Ogilvy, Ogilvy on Advertising. New York: Random House, 1985.
- John J. Burnett, Promotion Management. 3rd ed. Boston: Houghton Mifflin, 1993.
- Philip Kotler and Gary Armstrong, Principles of Marketing. 5th ed. Englewood Cliffs, NJ: Prentice-Hill, 1991.
Any introductory advertising text, such as the two below:
- S. Watson Dunn, Arnold M. Barban, Dean M. Krugman, and Leonard N. Reid, Advertising: Its Role in Modern Marketing. 6th ed. Fort Worth: Dryden, 1994.
- Courtland L. Bovee and William F. Arens, Contemporary Advertising. 4th ed. Homewood, IL: Irwin, 1992.
International Communications
- John Maxwell Hamilton, Main Street American and the Third World. Cabin John, MD: Seven Locks Press, 1989.
- L. John Martin and Anju Grover Chaudhary (eds.), Comparative Mass Media Systems. New York: Longman, 1983.
- John C. Merrill (ed.), Global Journalism: A Survey of International Communication. 2nd ed. New York: Longman, 1991.
- Robert N. Pierce, Keeping the Flame: Media and Government in Latin America. new York: Harper & Row, Harper Colophon Books, 1981.
- Mort Rosenblum, Coups and Earthquakes: Reporting the World for America. New York: Harper & Row, Harper Colophon Books, 1981.
- Robert L. Stevenson and Donald Lewis Shaw (eds.), Foreign news and the New world Information Order. Ames, IA: Iowa State University Press, 1984.
- Evelyn Waugh, Scoop. London: Penguin Books; Boston, MA: Little Brown, 1938, 1977. London: Chapman & Hall, 1964.
Journalism
- Gerald Stone, Examining Newspapers: What Research Reveals About America’s Newspapers. Sage Commtext Series, Vol. 20. Newbury Park, CA: Sage Publications, 1987.
- Leo Bogart, Press and Public: Who Reads What, When, Where, and Why in American newspapers. 2nd ed. Hillsdale, NJ: Lawrence Erlbaum, 1989.
Reporting
- Melvin Mencher, News Reporting and Writing. 5th ed. Dubuque, IA: Wm. C. Brown, 1991.
Reporting Supplemental
- Brian S. Brooks, George Kennedy, Daryl Moen, and Don Rauly, News Reporting and Writing. 4th ed. New York: St. Martin’s Press, 1992.
- Norm Goldstein (ed.), The Associated Press Stylebook and Libel Manual. 6th ed. Reading, Mass.: Addison-Wesley, 1996.
- Julian Harriss, Kelly Leiter, and Stanley Johnson, The Complete Reporter. 6th ed. New York: Macmillan, 1992.
Editing
- Floyd K. Baskett, Jack Z. Sissors, and Brian S. Brooks, The Art of Editing. 5th ed. New York: Macmillan, 1992.
- Gene Gilmore, Modern Newspaper Editing. 4th ed. Ames, IA: Iowa State University Press, 1990.
- Martin L. Gibson, Editing in the Electronic Era. 3rd ed. Ames, IA: Iowa State University Press, 1991.
Law of Mass Communication
- Kent R. Middleton and Bill F. Chamberlin, The Law of Public Communication. 4th ed. New York: Longman, 1997.
- Leonard W. Levy, Emergence of a Free Press. rev. ed. New York: Oxford University Press, 1987.
- Rodney A. Smolla, Free Speech in an Open Society. New York: Knopf, 1992.
Mass Communication - General
- Warren K. Agee, Phillip H. Ault, and Edwin Emery, Introduction to Mass Communications. 12th ed. New York: Longman, 1997.
- Jennings Bryant and Dolf Zillmann (eds.), Perspectives on Media Effects. Hillsdale, NJ: Lawrence Erlbaum, 1986.
- Melvin L. De Fleur and Sandra Ball-Rokeach, Theories of Mass Communication. 5th ed. New York: Longman, 1989.
- Michael C. Emery and Ted C. Smythe (eds.), Readings in Mass Communication: Concepts and Issues in the Mass Media. 7th ed. Dubuque, IA: Wm. C. Brown, 1989.
- Melinda G. Kramer, Glenn Leggett, and C. David Mead, Prentice Hall Handbook for Writers. 12th ed. Englewood Cliffs, NJ: Prentice Hall, 1994
- Shearon A. Lowery and Melvin L. De Fleur, Milestones in Mass Communication Research: Media Effects. 3rd ed. New York: Longman, 1994.
- Ralph L. Lowenstein and John C. Merrill, Macromedia: Mission, Message, and Morality. New York: Longman, 1990.
- R. R. Palmer, Joel Colton, and Lloyd Kramer, A History of the Modern World. 9th ed. New York: Knopf, 2002.
- Werner J. Severin with James W. Tankard, Jr., Communication Theories: Origins, Methods, Uses in Mass Communication. 5th ed. New York: Allyn & Bacon, 2000.
- William Strunk, Jr. and E. B. White, The Elements of Style. 4th ed. New York: Longman, 2000.
- William Zinsser, On Writing Well: The Classic Guide to Writing Nonfiction. 30th aniversary edition. New York: Collins, 2006.
Public Relations
- Scott M. Cutlip, Allen H. Center, and Glen M. Broom, Effective Public Relations. 7th ed. Englewood Cliffs, NJ: Prentice-Hall, 1994.
- Ronald E. Rice and Charles K. Atkin (eds.), Public Communication Campaigns. 2nd ed. Newbury Park, CA: Sage, 1989.
- Doug Newsom, Alan Scott, and Judy VanSlyke Turk, This is PR: The Realities of Public Relations. 6th ed. Belmont, CA: Wadsworth, 1996.
- John V. Pavlik, Public Relations: What Research Tells Us. Newbury Park, CA: Sage, 1987.
- Kerry D. Tucker and Doris Cerelian, Public Relations Writing: A Planned Approach for Creating Results. Englewood Cliffs, NJ: Prentice-Hall, 1989.
- Glen M. Broom and David M. Dozier, Using Research in Public Relations: Applications to Program Management. Englewood Cliffs, NJ: Prentice-Hall, 1990.
Telecommunications
- F. Leslie Smith, John W. Wright, and David Ostroff, Perspectives on Radio and Television: Telecommunications in the United States. 4th ed. Mahwah, NJ, Erlbaum, 1998.
- Christopher H. Sterling and John M. Kittross, Stay Tuned: A Concise History of American Broadcasting. 2nd ed. Belmont, CA: Wadsworth, 1990.
- T. Barton Carter, Marc A. Franklin, and Jay B. Wright, The First Amendment and the Fifth Estate: Regulation of Electronic Mass Media. 4th ed. Westbury, NJ: The Foundation Press, 1996.
- Barry L. Sherman, Telecommunications Management: The Broadcast and Cable Industries. New York: McGraw-Hill, 1987.
- Thomas F. Baldwin and D. Stevens McVoy, Cable Communication. 2nd ed. Englewood Cliffs, NJ: Prentice-Hall, 1988.
- Clara Degen, Understanding and Using Video: A Guide for the Organizational Communicator. New York: Longman, 1985.
- F. Leslie Smith, Milan Meeske, and John Wright II, Electronic Media and Government. White Plains, NY: Longman, 1995.
The Campaign for the University of Florida