Current advertising courses and educational practices reflect advertising education's allegiance to the real world, particularly the real world as defined by large advertising agencies. A student-run ad agency provides students with a total learning experience on a small advertising agency scale in line with what they are likely to experience in…

One of the major problems in advertising courses is that students are expected to generate original, exciting advertising ideas, but often are not taught how to go about the process. Idea generation techniques can help students generate quantities of creative ideas more quickly and fluently. By looking at ads and recreating the workings of the…

In advertising, a creative idea can be defined as being right or on strategy in a unique way. For a copywriter, it is not easy to create an ad that has the "Big Idea" in it. Some helpful techniques that advertising students can use to generate creative ideas are (1) analogy, (2) forced relationships, (3) doing the opposite of what…

The perennial success of Texas Tech University teams competing in the annual National American Advertising Federation Student Advertising Competition highlights three of the diverse roles an adviser to a competing team must fulfill. Although no one adviser posseses expertise in all fields, such as marketing, drama, or English, the adviser must be…

Discusses the pedagogical benefits of advertising competitions, and describes five national competitions available to students, including Nissan Student Advertising Contest, Philip Morris Marketing Communications Competition for Students, Direct Marketing Collegiate Echo Competition, and American Advertising Federation National Student Advertising…

Describes how to teach the stages involved in creating good advertising layouts. (JL)

Presents a teaching unit on structural unity for teaching copywriting. Uses examples from fiction, art, and music, and draws upon current writing theory. (SR)

A study examined American Advertising Federation (AAF) National Student Advertising Competition (NSAC) team faculty advisor beliefs regarding the value of the competition for themselves and students. The value for the advisors is assessed according to intrinsic and extrinsic rewards, career goals, and tenure, promotion, and/or merit prospects. The…

A study explored advertising students' beliefs and attitudes about their learning and motivations within the context of the American Advertising Federation's (AAF) National Student Advertising Competition (NSAC). One hundred twenty-one students from 13 NSAC teams were surveyed in a 3-part questionnaire. Results indicated that students relished…

After an introduction by James L. Marra explaining the Intellectual Heritage Program at the College of Art and Sciences at Temple University (Philadelphia, Pennsylvania), this paper presents four brief faculty essays describing various techniques that the writers use in their classes in the program. The techniques discussed in the paper are…

One of the best forums for teaching creativity in advertising is the student-run advertising agency. It is organized like a typical advertising agency with a creative department, a media department, a research department and an account service department, and has a pyramidic structure. Student-run advertising agencies exist for two primary…

An exploratory study examined student perspectives and beliefs about involvement in the American Advertising Federation's (AAF) National Student Advertising Competition. Subjects, 34 students from 7 of the 15 winning regional teams in the 1991 AAF competition, completed a single-page, 2-part questionnaire. Multiple correlations were run on…

Investigates issues surrounding undergraduate student advising in advertising. Examines adviser work loads, advising practices, rewards or recognition for advising, and faculty attitudes toward advising. Finds that innovative solutions for solving advising problems are in scarce supply in business, advertising, and, presumably, journalism and mass…