ERIC Number: ED339048
Record Type: RIE
Publication Date: 1991-Aug
Reference Count: 0
Impact of Computer Software on Advertising Media Courses: A Study of 71 Colleges and Universities.
Martin, Dennis G.; Vaccaro-Lloyd, Carla
A study evaluated the impact of microcomputers and software in advertising media courses by surveying media planning instructors in 71 (out of 111) colleges and universities. The survey asked instructors to evaluate textbooks, workbooks, and computer software; to assess the impact of software on the media course; and to compare software users with non-users. Results showed that software users spent more time than non-users teaching theoretical media concepts. Results further indicated that professors who used to teach media planning without software showed a moderate to extreme increase in satisfaction after adopting computer software. Results also suggest that dedicated media planning software helped to lift a significant part of the burden of repetitive calculations required in creating a complex multi-media plan, allowing more time for thinking through complex marketing problems and writing strategically sound plans. (Three tables of data are included.) (PRA)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Advertising Education; Media Courses
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (Boston, MA, August 7-11, 1991).