Pub Date : 2019-10-30DOI: 10.1177/1098048219877765
Fei Fang, Wei Wei, Heshui Huang
The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education.
{"title":"Keeping Up With Fast-Paced Industry Changes—Digital Media Education in U.S. Advertising and PR Programs","authors":"Fei Fang, Wei Wei, Heshui Huang","doi":"10.1177/1098048219877765","DOIUrl":"https://doi.org/10.1177/1098048219877765","url":null,"abstract":"The continuing technological development of the advertising and public relations (PR) industry and increasing transfer of marketing expenditures from traditional channels to emerging digital media have placed a heavy burden on advertising and PR education. While it is not clear how educators are responding to the digital challenge, this study provides a complete picture of advertising and PR digital media education in the United States. Through a content analysis of curricula from 99 universities with advertising and PR programs, we found that nearly one-quarter (23.5%; n = 1,128) of advertising and PR major courses taught digital media and that digital media education placed greater emphasis on skills courses. Furthermore, the advertising and PR discipline was still based on mass communication, journalism, and marketing rather than computer-related fields. It is hoped that this article will shed some light on the digitalization of future advertising and PR education.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219877765","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45555415","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048219867451
R. Spring, F. Yang
Ethnic diversity in the advertising industry could be a solution for culturally insensitive advertising. Insights from advertising professionals, obtained via in-depth interviews, reveal minorities are hindered by bias, resulting in low hiring ratios and lack of retention. Large segments of minorities may not consider advertising for a career. Findings suggest that advertising educators might mitigate some of these factors through teaching tips and curriculum suggestions to engage minorities. Viewing ethnic diversity as a creative/business solution as opposed to a public relations problem could motivate meaningful change in the advertising industry.
{"title":"Pro Tips for Advertising Educators: How Ethnic Diversity Can Solve Creative Problems","authors":"R. Spring, F. Yang","doi":"10.1177/1098048219867451","DOIUrl":"https://doi.org/10.1177/1098048219867451","url":null,"abstract":"Ethnic diversity in the advertising industry could be a solution for culturally insensitive advertising. Insights from advertising professionals, obtained via in-depth interviews, reveal minorities are hindered by bias, resulting in low hiring ratios and lack of retention. Large segments of minorities may not consider advertising for a career. Findings suggest that advertising educators might mitigate some of these factors through teaching tips and curriculum suggestions to engage minorities. Viewing ethnic diversity as a creative/business solution as opposed to a public relations problem could motivate meaningful change in the advertising industry.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219867451","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47449886","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048219871917
S. Turnbull
Abstract Providing students with employability skills is an important aspect of advertising education. However, as educators we must also be prepared to encourage students to think about a brand’s responsibility and consider how advertising can help address important issues facing society.
{"title":"Lessons from the United Kingdom: Employability, Brand Responsibility, and a Nation of “Ad Lovers”","authors":"S. Turnbull","doi":"10.1177/1098048219871917","DOIUrl":"https://doi.org/10.1177/1098048219871917","url":null,"abstract":"Abstract Providing students with employability skills is an important aspect of advertising education. However, as educators we must also be prepared to encourage students to think about a brand’s responsibility and consider how advertising can help address important issues facing society.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219871917","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47326498","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048219868976
Hairong Li
This article describes how a programmatic advertising course was developed and taught for undergraduate students. Depending on the resources available when the course was offered each time, different approaches were taken, which were the client–agency approach, consulting approach, and custom learning approach. The course content consisted of seven units: introduction to programmatic, programmatic ecosystem, programmatic creative, programmatic process, programmatic measurement, programmatic optimization, and programmatic future. Each unit is briefly summarized in the article, along with a sketch of course materials and final thoughts on teaching the course in the future.
{"title":"My Experience in Teaching Programmatic Advertising","authors":"Hairong Li","doi":"10.1177/1098048219868976","DOIUrl":"https://doi.org/10.1177/1098048219868976","url":null,"abstract":"This article describes how a programmatic advertising course was developed and taught for undergraduate students. Depending on the resources available when the course was offered each time, different approaches were taken, which were the client–agency approach, consulting approach, and custom learning approach. The course content consisted of seven units: introduction to programmatic, programmatic ecosystem, programmatic creative, programmatic process, programmatic measurement, programmatic optimization, and programmatic future. Each unit is briefly summarized in the article, along with a sketch of course materials and final thoughts on teaching the course in the future.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219868976","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41485130","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048219871960
D. McCorkle, J. Alexander
As the use of social media continues to grow in practice and as an academic discipline, so too does the need for marketing students (and faculty) to develop and maintain a career-focused and current knowledge warehouse of information that is optimized to their own unique life situation—hence, the creation and use of what is described as a digital personal learning network or “PLN.” This article describes a proven assignment framework, requiring students to build their own digital PLN, using widely available RSS newsfeed tools such as Feedly and Twitter Lists. Student feedback is offered to support the effectiveness of this approach and suggestions are made regarding other courses that could benefit from being taught with the support of a PLN-based assignment.
{"title":"Using a Digital Personal Learning Network Assignment to Teach Social Curation and Lifelong Learning in Marketing","authors":"D. McCorkle, J. Alexander","doi":"10.1177/1098048219871960","DOIUrl":"https://doi.org/10.1177/1098048219871960","url":null,"abstract":"As the use of social media continues to grow in practice and as an academic discipline, so too does the need for marketing students (and faculty) to develop and maintain a career-focused and current knowledge warehouse of information that is optimized to their own unique life situation—hence, the creation and use of what is described as a digital personal learning network or “PLN.” This article describes a proven assignment framework, requiring students to build their own digital PLN, using widely available RSS newsfeed tools such as Feedly and Twitter Lists. Student feedback is offered to support the effectiveness of this approach and suggestions are made regarding other courses that could benefit from being taught with the support of a PLN-based assignment.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219871960","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44622444","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048219883438
Juliana Fernandes, Craig L. Davis
Teaching cases are currently being solicited for an upcoming special issue of the Journal of Advertising Education (JAE) dedicated to International and Multicultural Advertising. A teaching case “encourages discussion and investigation, and is always accompanied by an instructors’ manual to guide the user in leading the case in the classroom” (Vega, 2017, p. 2). A special issue on international and multicultural advertising will satisfy a need among scholars and instructors in advertising and related fields for readily available resources that they can use in the classroom. We welcome classroom cases that meet the following criteria, developed from secondary or primary sources.
{"title":"Journal of Advertising Education Special Issue: Cases in International and Multicultural Advertising","authors":"Juliana Fernandes, Craig L. Davis","doi":"10.1177/1098048219883438","DOIUrl":"https://doi.org/10.1177/1098048219883438","url":null,"abstract":"Teaching cases are currently being solicited for an upcoming special issue of the Journal of Advertising Education (JAE) dedicated to International and Multicultural Advertising. A teaching case “encourages discussion and investigation, and is always accompanied by an instructors’ manual to guide the user in leading the case in the classroom” (Vega, 2017, p. 2). A special issue on international and multicultural advertising will satisfy a need among scholars and instructors in advertising and related fields for readily available resources that they can use in the classroom. We welcome classroom cases that meet the following criteria, developed from secondary or primary sources.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-10-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219883438","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43762699","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-10-30DOI: 10.1177/1098048220921032
Juliana Fernandes, Craig L. Davis
Teaching cases are currently being solicited for an upcoming special issue of the Journal of Advertising Education (JAE) dedicated to International and Multicultural Advertising. A teaching case “encourages discussion and investigation, and is always accompanied by an instructors’ manual to guide the user in leading the case in the classroom” (Vega, 2017, p. 2). A special issue on international and multicultural advertising will satisfy a need among scholars and instructors in advertising and related fields for readily available resources that they can use in the classroom. We welcome classroom cases that meet the following criteria, developed from secondary or primary sources.
目前正在为即将出版的《广告教育杂志》(JAE)的国际和多元文化广告特刊征集教学案例。教学案例“鼓励讨论和调查，并始终伴随着教师手册，以指导用户在课堂上领导案例”(Vega, 2017, p. 2)。关于国际和多元文化广告的特刊将满足广告及相关领域的学者和教师对他们可以在课堂上使用的现成资源的需求。我们欢迎符合以下标准的课堂案例，从中学或小学资源中开发。
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Pub Date : 2019-08-22DOI: 10.1177/1098048219867448
S. Y. Lee
The changes in the advertising industry are rapid and dizzying. The advertising industry is going through structural change and advertising education faces a daunting challenge in keeping up with the real world. Advertising educators must recognize the urgency of revising the curriculum to address this challenge. If not, while the industry transitions into a different chapter, advertising education will be left behind. This article discusses major changes in the advertising industry, and calls for thought leadership to bridge the gap between academia and the industry and to initiate proactive changes in advertising education.
{"title":"Advertising Education at a Crossroad","authors":"S. Y. Lee","doi":"10.1177/1098048219867448","DOIUrl":"https://doi.org/10.1177/1098048219867448","url":null,"abstract":"The changes in the advertising industry are rapid and dizzying. The advertising industry is going through structural change and advertising education faces a daunting challenge in keeping up with the real world. Advertising educators must recognize the urgency of revising the curriculum to address this challenge. If not, while the industry transitions into a different chapter, advertising education will be left behind. This article discusses major changes in the advertising industry, and calls for thought leadership to bridge the gap between academia and the industry and to initiate proactive changes in advertising education.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219867448","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46312538","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-22DOI: 10.1177/1098048219867450
Mariko Morimoto
The purpose of this commentary is to: illustrate the challenges that Japanese advertising education faces; find the possible causes for the difficulties faced; and consider potential solutions to overcome the challenges and prepare students for a fast-paced global workforce.
{"title":"Advertising Education in Japan: Challenges in the Age of Globalization","authors":"Mariko Morimoto","doi":"10.1177/1098048219867450","DOIUrl":"https://doi.org/10.1177/1098048219867450","url":null,"abstract":"The purpose of this commentary is to: illustrate the challenges that Japanese advertising education faces; find the possible causes for the difficulties faced; and consider potential solutions to overcome the challenges and prepare students for a fast-paced global workforce.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219867450","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44210574","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2019-08-22DOI: 10.1177/1098048219868975
Bruce G. Vanden Bergh
Let’s start at the beginning of advertising education, as we know it. The basic philosophy underlying advertising education was best expressed by Charles H. Sandage who was the first head of the Department of Advertising at the University of Illinois at Urbana–Champaign. I will paraphrase his call to arms rather than quote him. Sandy, as he was known, believed that advertising was a noble profession that rose to the level of a social institution much like the church. He believed that it served several functions (information, persuasion, and education) that consumers required to make purchases of products and services and to decide what ideas they were to believe in, for example, Smokey the Bear’s admonition to protect the nation’s forests from fires. And, he believed that the profession needed “practitioners of a high order” who were educated in the appropriate skills and sense of social responsibility to move the profession forward. This purpose, he argued, was the job of “leading universities”; therefore, the idea and philosophy of advertising education was born. Sandy’s philosophy and vision appeared in the book The Promise of Advertising in 1961. This solid foundation was the early impetus that was shared by major universities in the Midwest resulting in some of the first advertising programs at Northwestern University, University of Missouri and Michigan State University, with Chicago’s advertising industry at the epicenter. Sandy had a long-term view of the future of advertising that would take at least two decades to take foothold across the United States as graduate programs were established to educate the future teachers of advertising. This was the 1970s, and for those
{"title":"Why Study Advertising in the United States?","authors":"Bruce G. Vanden Bergh","doi":"10.1177/1098048219868975","DOIUrl":"https://doi.org/10.1177/1098048219868975","url":null,"abstract":"Let’s start at the beginning of advertising education, as we know it. The basic philosophy underlying advertising education was best expressed by Charles H. Sandage who was the first head of the Department of Advertising at the University of Illinois at Urbana–Champaign. I will paraphrase his call to arms rather than quote him. Sandy, as he was known, believed that advertising was a noble profession that rose to the level of a social institution much like the church. He believed that it served several functions (information, persuasion, and education) that consumers required to make purchases of products and services and to decide what ideas they were to believe in, for example, Smokey the Bear’s admonition to protect the nation’s forests from fires. And, he believed that the profession needed “practitioners of a high order” who were educated in the appropriate skills and sense of social responsibility to move the profession forward. This purpose, he argued, was the job of “leading universities”; therefore, the idea and philosophy of advertising education was born. Sandy’s philosophy and vision appeared in the book The Promise of Advertising in 1961. This solid foundation was the early impetus that was shared by major universities in the Midwest resulting in some of the first advertising programs at Northwestern University, University of Missouri and Michigan State University, with Chicago’s advertising industry at the epicenter. Sandy had a long-term view of the future of advertising that would take at least two decades to take foothold across the United States as graduate programs were established to educate the future teachers of advertising. This was the 1970s, and for those","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219868975","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46500334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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