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ERIC Number: ED349602
Record Type: RIE
Publication Date: 1992-Aug
Pages: 9
Abstractor: N/A
Reference Count: N/A
Bringing the "Real World" into the Advertising Classroom.
Worthington, Bob
The world of mass communications has been hard hit by the decline in advertising revenues in print and electronic media, resulting in very few internships for undergraduates and making these students much less attractive as candidates for entry level jobs in advertising. Consequently, advertising faculty should reassess their programs to better prepare their students for the realities of the job market. Many schools of business operate a Small Business Institute (SBI) program, supported by the U.S. Small Business Administration, and these might provide a useful way to gain access to the advertising needs of small businesses across the nation. Numerous studies show that small businesses are eager for assistance in planning and creating business advertising strategies. A course was developed in which an SBI is contacted and a business willing to be the subject in an advanced advertising project is located, thus helping both the business and the educational and experiential needs of the students. The business determines the advertising budget, and the students allocate the budget and deliver the advertising campaign. Students conduct the situation analysis research, establish advertising objectives, and prepare a media plan for the company. The final execution of the campaign is up to the business. Incorporating such a situation into the advertising course allows students a taste of the "real world," with the experience and additions to personal portfolios it provides significantly enhancing the market value of students as they enter the job market. (Twenty-four references are attached.) (HB)
Publication Type: Speeches/Meeting Papers; Guides - Classroom - Teacher
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Advertising Education; Small Business Institute
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).