Argues that advertising students should understand ethnic markets. Finds that only 15% of surveyed advertising professors said their departments offer courses focused exclusively on multicultural issues, only 13% said students were required to take courses relevant to ethnic advertising outside of their department, and over half spent three hours…

Surveys media professionals as to how major marketplace changes are affecting the way media planning courses should be taught. Offers recommendations to teach students to: think conceptually, critically, and creatively; use numbers to determine and support their media decisions; contend with audience fragmentation and advertising clutter;…

Reports on a survey investigating what educators who teach advertising creative courses are actually doing in the classroom. Looks at areas of emphasis in entry level and advanced courses (ranking instructional goals), at instructional practices in the entry-level course (including media emphasis) and at instructional practices in the advanced…

Explores the perspectives of 132 creative executives who review the portfolios of entry-level advertising candidates. Suggests that advertising educators should consider creating a special track for creative students, and that educators can effectively prepare students for creative positions by concentrating in creative courses on those skills the…