ERIC Number: ED456474
Record Type: Non-Journal
Publication Date: 2001-Aug
Reference Count: N/A
Educators and Practitioners Look at the Advertising Curriculum.
Fletcher, Alan D.
A 1989 comprehensive report addressed the then-current status of curricula in all of the mainstream components of most mass communication programs: journalism, advertising, broadcasting, magazines, public relations, and visual communication. Recently, a study replicated the advertising portion of the original report, using a questionnaire based largely on the original and employing subsamples of respondents that match or are similar to the original subsamples. In the original study, respondents were asked to rate the importance of general areas of study in a liberal arts program and also to rate the importance of specialized areas of study usually found in advertising curricula, such as copy and layout and media planning. Two groups constituted the sample: educator members of the Advertising Division of the Association for Education in Journalism and Mass Communication (AEJMC) and presidents and education chairs of local professional advertising associations. Results in 1989 demonstrated very strong agreement between educators and practitioners in the relative importance of general areas of study as well as specific advertising and advertising-related courses. And as in the earlier study, in the current study it appears that professors and practitioners of advertising are largely in agreement about the relative importance of various general areas of study. Like the earlier study, this study showed no dramatic differences between educator and practitioner views of what is important in the typical advertising curriculum. The conclusion of the original curriculum study appears to be appropriate for this study--that advertising education "is attuned to the needs of the marketplace." (NKA)
Descriptors: Advertising, Curriculum Research, Higher Education, Mass Media, National Surveys, Questionnaires
For full text: http://list.msu.edu/archives/aejmc.html.
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A