Advertising is one component of an overall marketing plan, and we can help you determine if it is a cost-effective way to achieve promotional objectives. The college maintains a contract with an advertising agency, and all media planning and purchasing are coordinated by Communications and External Relations in conjunction with the agency. The office is the only FIT department authorized to purchase both print and online advertising on behalf of the college (with the exception of Human Resources for employee recruitment). Centralized budgets for advertising are set annually as part of the budget process. Media purchases are planned on a semester basis to support student recruitment, promote open houses, market museum exhibitions, and to announce new programs.

General Timeline Guide
Advertising is a multi-stage process and requires development of a media plan, creative development, space reservation, and delivery of materials to the media outlet.

Contact the department one semester prior to your planned activity. The following guideline indicates the general timeframe required to complete advertising:

Media Planning
Research, planning, and budget development: 4-6 weeks

Creative Development
Design, copy, and layout for a new ad: 4-6 weeks
Copy changes on existing creative: 1-2 weeks

Materials Deadlines
Dailies (WWD, AM New York): 1 week prior to publication date
Weeklies (New York Magazine, Time Out New York) 1 week prior to publication date
Monthlies (Print Magazine, College Bound): 3-4 weeks prior to publication date
Online advertising: ongoing; timeframe depends on outlet

If you are interested in discussing advertising, please contact Carol Leven, Assistant Vice President for Communications at 212 217.4700.