Pub Date : 2019-08-15DOI: 10.1177/1098048219867452
Lisa Farman
Each semester, I share with my media planning students the wise words of Bill Bernbach: “If your message goes unnoticed, everything else is academic.” Despite the truth behind this sentiment, media planners rarely get the glory in the ad industry. Media planners, like media planning professors, are used to working behind the scenes. Big-name competitions (for students as for professionals) often focus more on the creative execution than how that message is delivered to a target audience, and what media professors spend a semester teaching often gets reduced to one flowchart in a plansbook. That is what makes the Washington Media Scholars Foundation’s Media Plan Case Competition so unique. It’s a prestigious, rigorous, national student competition—and its sole focus is the creation of a strategic media plan. According to its website, the Washington Media Scholars Foundation is a nonprofit organization that “. . . engages with undergraduate students, connecting deserving young people with senior-level executives from major media companies and providing academic scholarships to students pursuing degrees in a variety of disciplines” (Washington Media Scholars Foundation, n.d.). The Foundation coordinates a separate need-based scholarship program twice a
{"title":"Media Planning in the Foreground: Comparing the Washington Media Scholars Case Competition and the NSAC","authors":"Lisa Farman","doi":"10.1177/1098048219867452","DOIUrl":"https://doi.org/10.1177/1098048219867452","url":null,"abstract":"Each semester, I share with my media planning students the wise words of Bill Bernbach: “If your message goes unnoticed, everything else is academic.” Despite the truth behind this sentiment, media planners rarely get the glory in the ad industry. Media planners, like media planning professors, are used to working behind the scenes. Big-name competitions (for students as for professionals) often focus more on the creative execution than how that message is delivered to a target audience, and what media professors spend a semester teaching often gets reduced to one flowchart in a plansbook. That is what makes the Washington Media Scholars Foundation’s Media Plan Case Competition so unique. It’s a prestigious, rigorous, national student competition—and its sole focus is the creation of a strategic media plan. According to its website, the Washington Media Scholars Foundation is a nonprofit organization that “. . . engages with undergraduate students, connecting deserving young people with senior-level executives from major media companies and providing academic scholarships to students pursuing degrees in a variety of disciplines” (Washington Media Scholars Foundation, n.d.). The Foundation coordinates a separate need-based scholarship program twice a","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219867452","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49274479","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 : 2019-08-15DOI: 10.1177/1098048219867449
Beth R. Hendricks
Integrating the WMSF Case Study competition into a capstone course will create a whole new dynamic for students. The case studies provided by WMSF are valuable for students because they demonstrate that strategically selecting a target and creating a media mix that will communicate to the chosen target sometimes requires a flexible, human brain processing the information into the best possible choices. The case studies are more than media choices. They are actual problems or opportunities based in the domain of nonpartisan political communication that require students to delve into the organizations or individuals involved and utilize media to communicate messages. Many students want to just look at the given budget and divide it up equally, but I encourage the students to read the case study over several times to catch the nuances in the case.
{"title":"Integrating the Washington Media Scholars Case Study Competition into a Capstone Course","authors":"Beth R. Hendricks","doi":"10.1177/1098048219867449","DOIUrl":"https://doi.org/10.1177/1098048219867449","url":null,"abstract":"Integrating the WMSF Case Study competition into a capstone course will create a whole new dynamic for students. The case studies provided by WMSF are valuable for students because they demonstrate that strategically selecting a target and creating a media mix that will communicate to the chosen target sometimes requires a flexible, human brain processing the information into the best possible choices. The case studies are more than media choices. They are actual problems or opportunities based in the domain of nonpartisan political communication that require students to delve into the organizations or individuals involved and utilize media to communicate messages. Many students want to just look at the given budget and divide it up equally, but I encourage the students to read the case study over several times to catch the nuances in the case.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219867449","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47512035","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 : 2019-05-01DOI: 10.1177/1098048219840784
Michael B. Devlin
This invited essay discusses why I teach advertising, offering insight about the benefits of combining analytical and creative perspectives by reframing how creativity is used in the classroom.
{"title":"Why I Teach Advertising","authors":"Michael B. Devlin","doi":"10.1177/1098048219840784","DOIUrl":"https://doi.org/10.1177/1098048219840784","url":null,"abstract":"This invited essay discusses why I teach advertising, offering insight about the benefits of combining analytical and creative perspectives by reframing how creativity is used in the classroom.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219840784","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48259949","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 : 2019-05-01DOI: 10.1177/1098048219844058
Jay Newell
{"title":"Editor’s Letter: It Takes Something Other Than a Village","authors":"Jay Newell","doi":"10.1177/1098048219844058","DOIUrl":"https://doi.org/10.1177/1098048219844058","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-05-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219844058","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46523578","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 : 2019-04-16DOI: 10.1177/1098048219841280
A. Kendrick, Jami A. Fullerton
In a national survey, advertising students rated themselves overall as above average on media literacy knowledge and attitudes, though 43% said they often are confused about the quality of news and information. Students exhibited higher degrees of understanding of and interest in the media literacy dimensions of “Messages and Meanings” and “Authors and Audiences” than they did in the “Value of Media Literacy”. Those with higher grade point averages and experience with internships placed a higher value on media literacy than other groups. The concept of students’ “media maturity” and implications for educators and society at large are discussed.
{"title":"Dimensions of News Media Literacy Among U.S. Advertising Students","authors":"A. Kendrick, Jami A. Fullerton","doi":"10.1177/1098048219841280","DOIUrl":"https://doi.org/10.1177/1098048219841280","url":null,"abstract":"In a national survey, advertising students rated themselves overall as above average on media literacy knowledge and attitudes, though 43% said they often are confused about the quality of news and information. Students exhibited higher degrees of understanding of and interest in the media literacy dimensions of “Messages and Meanings” and “Authors and Audiences” than they did in the “Value of Media Literacy”. Those with higher grade point averages and experience with internships placed a higher value on media literacy than other groups. The concept of students’ “media maturity” and implications for educators and society at large are discussed.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219841280","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45627673","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 : 2019-04-16DOI: 10.1177/1098048219840785
D. Haygood, H. Vincent, Lee Bush
Student-run communications agencies on university campuses provide the opportunity for communications students to apply classroom learning to real client projects with actual budgets. Students have direct contact with marketing and communication professionals who hold the students accountable for their work and results. This research looks at the level of understanding and perceived value of these student-run agencies among hiring decision makers at professional communications firms. The research shows these decision makers value the experience students gain from this kind of agency work, including understanding agency operations and culture, interacting with clients, producing actual creative work, and being held accountable for results. Further, students experience the challenges associated with driving projects from start to completion while working with people of different backgrounds and skill sets. Overall, student agency experience provides students with valuable professional skills and a meaningful point of difference versus other candidates when competing for jobs.
{"title":"Getting the Job in Advertising: Hiring Decision Makers’ Perceived Value of Student-Run Communications Agency Experience for Recent Graduates","authors":"D. Haygood, H. Vincent, Lee Bush","doi":"10.1177/1098048219840785","DOIUrl":"https://doi.org/10.1177/1098048219840785","url":null,"abstract":"Student-run communications agencies on university campuses provide the opportunity for communications students to apply classroom learning to real client projects with actual budgets. Students have direct contact with marketing and communication professionals who hold the students accountable for their work and results. This research looks at the level of understanding and perceived value of these student-run agencies among hiring decision makers at professional communications firms. The research shows these decision makers value the experience students gain from this kind of agency work, including understanding agency operations and culture, interacting with clients, producing actual creative work, and being held accountable for results. Further, students experience the challenges associated with driving projects from start to completion while working with people of different backgrounds and skill sets. Overall, student agency experience provides students with valuable professional skills and a meaningful point of difference versus other candidates when competing for jobs.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219840785","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65456739","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 : 2019-04-16DOI: 10.1177/1098048219842341
J. Villegas
This brief essay argues for an interdisciplinary approach and discusses the benefits, issues, and constraints of business education as part of the endeavor to teach the next generation of advertisers.
{"title":"Time to Use ANDs Instead of ORs? The Role of Business Schools in Advertising Education","authors":"J. Villegas","doi":"10.1177/1098048219842341","DOIUrl":"https://doi.org/10.1177/1098048219842341","url":null,"abstract":"This brief essay argues for an interdisciplinary approach and discusses the benefits, issues, and constraints of business education as part of the endeavor to teach the next generation of advertisers.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219842341","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49040762","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 : 2019-04-16DOI: 10.1177/1098048219842382
Herbert Jack Rotfeld
The question asked: “Where should advertising be taught? In colleges of communications or colleges of business?” The answer becomes obvious when you realize the question is greater than the teaching of a course. To be on a college campus requires that it be assessed by more than the schedules for a course with the advertising title.
{"title":"Advertising in Communications: Home Is Where the Scholars Live","authors":"Herbert Jack Rotfeld","doi":"10.1177/1098048219842382","DOIUrl":"https://doi.org/10.1177/1098048219842382","url":null,"abstract":"The question asked: “Where should advertising be taught? In colleges of communications or colleges of business?” The answer becomes obvious when you realize the question is greater than the teaching of a course. To be on a college campus requires that it be assessed by more than the schedules for a course with the advertising title.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-04-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219842382","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46220007","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 : 2019-01-01DOI: 10.1177/1098048219845452
{"title":"Brand Identity in Sport. By Jason W. Lee and Susan Westcott Alessandri","authors":"","doi":"10.1177/1098048219845452","DOIUrl":"https://doi.org/10.1177/1098048219845452","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048219845452","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65456746","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 : 2018-11-26DOI: 10.1177/1098048218812132
Robyn Blakeman, Maureen Taylor
As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.
{"title":"Team Creative Brief: Creative and Account Teams Speak Out on Best Practices","authors":"Robyn Blakeman, Maureen Taylor","doi":"10.1177/1098048218812132","DOIUrl":"https://doi.org/10.1177/1098048218812132","url":null,"abstract":"As a communication tool, the creative brief should seamlessly blend business goals with creative vision. This article investigates the role the creative brief plays as an internal communication tool between account and creative teams. Two data sets were collected. Two open-ended e-mail surveys gathered responses from 33 agency account management members and 42 creative and art directors, asking about their perceptions of the creative brief. Based on the two data sets, we offer pedagogical suggestions to advertising professors for ways to embed more discussions of communication and teamwork into creative brief assignments.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-11-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218812132","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42726082","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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