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ERIC Number: ED390089
Record Type: Non-Journal
Publication Date: 1995-Aug
Pages: 12
Abstractor: N/A
Reference Count: N/A
Don't Settle for the Next Best Thing to Being There: Globalize Your Advertising Curriculum with an International Trip.
Heiman, Suzette
Videos, guest speakers, and case studies are all excellent ways to familiarize students with how advertising is managed in other cultures, but they are no substitute for experiencing international advertising firsthand. To plan for a trip abroad with students (and 12 is the optimal number): (1) identify learning outcomes for an international advertising seminar; (2) generate a rough overview of the trip, including dates, cities and companies to visit; (3) enlist the support of the college administration; (4) determine whether there is enough student interest; (5) contact alumni relations to learn of graduates who may be working at international firms; and (6) assign students agencies and accounts to research. In one international advertising seminar, students, on day 1 (in New York), heard from International Advertising Age magazine and from a representative of the International Advertising Association. On day 2 (still in New York), students discussed the role and direct impact of direct marketing in integrated marketing communications. Also on day 2, students heard a presentation from Young and Rubicam on the "Zero Cavities" campaign for three different markets--Latin America, India, and Europe, and a presentation from BBDO on how PepsiCo products are advertised domestically. On day 3 (in Amsterdam) students discussed the importance of brands and branding and the development of a consistent corporate identity for KLM Airlines. On days 4 and 5 (in London), students heard from major firms, about their marketing strategies. Back in the United States, an international advertising seminar will provide the accompanying faculty member with many materials to use in the classroom. (TB)
Publication Type: Speeches/Meeting Papers; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A