ERIC Number: ED349596
Record Type: RIE
Publication Date: 1992-Aug
Reference Count: N/A
War Stories Can Make Horror Stories: The Characteristics Students Look for in a "Good" Advertising Guest Speaker.
This study attempts to quantify the characteristics of "good" advertising guest speakers and compare the expectations of students in different settings. Sixteen guest speakers who spoke during the same academic year to introductory classes, advanced classes, and student organizations of an advertising program at a midwest university were evaluated by 197 students who attended the speeches. Results indicated that: (1) students rated speakers as "qualified,""friendly,""intelligent," and informed"; (2) in all three environments, only the "expertise" factor was a significant predictor of speaker evaluations; (3) things students liked most about guest speakers were how interesting the topic was, the speaker's personality, and the speaker's use of props/visual aids; (4) expected grade influenced what was liked most about the presentation; and (5) students at club meetings were more likely to remember "how-to-get-a-job tips"; while students in classes were more likely to list items related to the practice of advertising. (Three tables of data and 19 footnotes are included.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers: Guest Speakers; Oral Presentations
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (75th, Montreal, Quebec, Canada, August 5-8, 1992). Best available copy.