Promotional communication businesses, like advertising, demand a variety of skilled employees, including those who develop the messaging strategy, those who study the intended audience for the message, those who decide the best channel of communication to reach that audience, and those who actually compose the look, the wording and, if appropriate, the sounds of the message. The advertising creative program is focused on those who actually create the advertisement.

Students receive a broad liberal arts background, as well as a strong overview of the advertising process that provides them with an understanding of the strategy, research, and other functions necessary to effective advertising. However, greater depth of training is dedicated to helping students develop advertising art direction and copywriting skills. Over the course of the program, students develop a portfolio of their work, to help them in seeking employment upon graduation. These skills enable students to find work not only in advertising, but also in the fields of direct marketing, sales promotion, public relations, web design, electronic commerce, and more.