ERIC Number: ED342026
Record Type: RIE
Publication Date: 1991-Aug
Reference Count: N/A
The Advertiser and the Audience: A New Look at the Source and Receiver.
Shipley, Linda J.
In many advertising programs, students spend a great deal of time coming up with creative strategies, writing copy, and preparing layouts based on objectives provided by a client (or professor) and directed to an already established target market. Seldom, however, do students learn firsthand about the advertising decision making on the part of either the corporate advertiser or the consumer. To provide this experience, two new courses called "The Advertiser" and "The Audience" were developed. "The Advertiser" was organized to allow students to follow advertising decision making from the local to the regional to the national levels by talking with corporate executives making the advertising decisions. The other course, "The Audience," was developed not to teach copytesting, but to help students learn through personal interviews about the consumer decision making that leads to a sale. (Author/SG)
Publication Type: Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (74th, Boston, MA, August 7-10, 1991).