ERIC Number: ED218614
Record Type: RIE
Publication Date: 1982-Jul
Reference Count: 0
A Perspective on Advertising Accreditation Standards.
Bowers, Thomas A.
The Accrediting Council on Education for Journalism and Mass Communication (ACEJMC) is the only agency that accredits college and university advertising programs. Its accrediting committee consists of 10 educators and seven professionals who base the accrediting process largely on how well an advertising unit or sequence meets the objectives and philosophies it has established for itself. A journalism unit or sequence initiates the accreditation process by requesting evaluation by the accrediting council. It then prepares a previsit report in which it assesses its objectives, strengths, and weaknesses. A visiting team appointed by the accrediting committee then visits the campus for about two days, observing classes and interviewing administrators, faculty, and students. Before leaving the campus, the team prepares its report and presents it to the unit head and the college's highest academic officer, but its recommendation is not revealed at this time. The accrediting committee considers all reports at its annual meeting. The advertising programs are evaluated primarily in terms of their own objectives and philosophies, but the committee has established some basic standards of administration, teaching, facilities, and goals. The Association for Education in Journalism could seek some changes in the current accreditation process, but in any case it must continue to examine and define its own position on accreditation. (JL)
Publication Type: Speeches/Meeting Papers; Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A
Identifiers: Accrediting Council Educ Journalism Mass Commun
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (65th, Athens, OH, July 25-28, 1982).