ERIC Number: ED244285
Record Type: RIE
Publication Date: 1984-Aug
The Principles Course: A Need to Improve Its Ability to Screen Out or Discourage Unqualified Prospective Ad Majors.
Wardrip, Jon P.
It might be argued that due to a lack of screening and to the large lecture format of basic courses in liberal arts, a substantial number of students currently enrolled in advertising courses beyond the principles course level do not have the necessary skills, talents, or temperaments to be successful in the field. Several techniques can be employed in the principles course that may assist in screening out truly unqualified students. The first step is to establish a serious professional tone by presenting a very complete and precise syllabus, employing an assigned seating system, and establishing an absence policy. The second step is devising discriminating tests, machine graded programs, and accompanying test answer sheets that allow for 10 possible answers, rather than the standard five. A third step is exposing students early to the realities of the profession by assigning required reading from "Advertising Age," and by placing conference calls to key advertising professionals to allow students to understand better how instantaneously information must be gathered, analyzed, and acted upon. A fourth step is alerting students to the need for a broad-based liberal arts education, using short quizzes intended to point out to students how limited their knowledge is in certain basic disciplines (math or writing) important to anyone entering advertising or a related field. Finally, requiring a written project (in the form of a mini ad campaign) will allow an instructor and students to see how well the students can apply and bring together all the elements covered in the class and how well they can express themselves. (HTH)
Publication Type: Opinion Papers; 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 (67th, Gainesville, FL, August 5-8, 1984).