Journal of Advertising Education

Articles

Vol. 21, No. 2, Fall

Advertising Strategy: A 360 Degree Brand Approach
Advertising Strategy: A 360 Degree Brand Approach By Larry D. Kelley and Kim Bartel Sheehan (Melvin & Leigh, Irvine, California; 235 pages; ISBN 978-0-99730845-7, paperback)Instruction in advertising strategy is a foundational element of any successful...
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Privilege: The Neglected Obstacle in Attaining Equity in the Ad Industry
When you are accustomed to privilege, equality feels like oppression.-Unknown, n.d.The quest to address inequities in the advertising industry has in large part been hyper-focused on taking corrective and affirmative actions that diversify the field...
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From the Guest Editor
Over the years the Journal of Advertising Education (JAE) has featured an incredible collection of research, essays and commentary covering a variety of topics related to advertising education. Recently, during the production of JAE's 25th anniversary...
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Engaging Critical Pedagogy in the Classroom: A Student-Centered Approach to Advertising Education
In 2016, immediately after the Chicago Cubs won the World Series, the Fox television network aired a Nike commercial titled Someday, produced by the Wieden + Kennedy Agency and featuring a young black boy dressed in a Chicago Cubs uniform, playing a...
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Teaching Ad Tech: Assessing Collaborative Teaching in an Advertising, Computer Science and Design Course
The creation and distribution of advertising are becoming increasingly digital enterprises. Students seeking careers involving digital technology need to demonstrate high levels of skill among multiple domains. Beyond the abilities to learn and adopt...
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Using Super Bowl 2017 Commercials to Teach about Diversity
Introduction: It's the End of the World as We Know ItCurrent Sociopolitical ClimateAmerican society is facing a turmoil of events that is increasing the political temperature of the nation. There is a general climate of dissatisfaction and distress....
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The Unintended Consequences and Why Total Market Strategy Continues to Underperform
Advertising has traditionally had a segmented approach: one strategy for the General Market (GM) and another (or, often, several strategies) for each target market (Asian, Hispanic, African American, etc.) in the so-called Multicultural Market (McM)....
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The Importance of What's Important. Jim Avery (1947 - 2017)
RICKERT REMEMBERS. It was Jim's first class at U of Oregon.Jim stands there, watches the clock, and, when the second hand hits 8:30, he locks the door and starts the class.Over the next few minutes, there is a bit of knocking."Go away," he says.A few...
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Mentors and Minority Advertising Students: A Survey of the 2017 Most Promising Multicultural Student Class
IntroductionFor decades, the advertising industry has failed to satisfy critics as well as government officials with its own attempts to diversify its workforce. The issue is particularly acute in advertising agencies, prompting Hispanic marketing strategist...
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Bringing Their Tomorrow into Today: Why It's Essential to Teach Diversity in Advertising Education
It seems impossible, perhaps even pointless: teaching diversity in advertising, especially in higher education.A quick glance at the class roster reveals "the usual suspects:" "White" surnames, such as Larson or Beckwith, and, oh yes, the "sort of" diversity...
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Vol. 21, No. 1, Spring

Using Twitter in the Marketing and Advertising Classroom to Develop Skills for Social Media Marketing and Personal Branding
IntroductionSocial media usage by consumers, businesses and marketers continues to grow. This also includes its use by educators and students. Educators are using social media as a pedagogical tool in two ways: (a) to manage and/ or communicate with...
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From the Editors
There must be something about six years... Mary Alice Shaver edited JAE from 1999 to 2005, then Pat Rose took over until 2011. Now in 2017, Alice Kendrick and I will hand over the reins of JAE to a new editor or editors (and possibly new publishers)....
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A Review of VoiceThread as a Tool for Advertising Education
IntroductionThis review highlights how a relatively novel online platform - VoiceThread - can serve several roles in the advertising classroom for not only content delivery, but for submitting work, receiving feedback in a variety of formats, and engaging...
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Technology in the Idea Generation Process: Voices from the Agency
IntroductionPreparing students to enter the creative advertising field has always been challenging, as technology and media are constantly evolving. This study explores the creative process and identifies whether advances in technology have affected...
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Applying Data Analytics to Social Media Advertising: A Twitter Advertising Campaign Case Study
OverviewSocial Media Advertising and AnalyticsSocial media is defined as a technologically based method of communication. It is one that "has accelerated in popularity to emerge as the preferred mechanism of younger generations for content delivery,...
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Advertising by Design: Generating and Designing Creative Ideas across Media
Advertising by Design: Generating and Designing Creative Ideas Across Media By Robin Landa. Third Edition. (John Wiley & Sons, Inc., Hoboken, New Jersey; 248 pages; ISBN: 978-1118971055; available as e-book and paperback)Wake up and smell the bacon...
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Vol. 20, No. 1/2, Summer

Twenty Years Ago, the Ad Division Had a Big Idea
In 1995, the Advertising Division of AEJMC began an initiative to publish a peer-reviewed academic journal dedicated to research and commentary on instruction, curriculum and leadership in advertising education. The first issue of the Journal of Advertising...
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Effects of Integrating Advertising Ethics into Course Instruction
IntroductionAn enduring challenge for the profession of advertising has been its association with unethical practices. To wit, advertising is consistently one of the lowest ranked professions in Gallup's annual survey of professional honesty and integrity...
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Looking Backward, Looking Forward: A Systematic Review of 20 Years of Research and Commentary Published by Journal of Advertising Education
IntroductionIn recent years, scholars and practitioners alike have questioned the direction and progression of advertising as a field (e.g., Faber, Duff & Nan, 2012; Kerr & Schultz, 2010; Nyilasy & Reid, 2007). One primary concern relates...
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Team Teaching of Creative Advertising and Public Relations Courses
IntroductionAdvertising and public relations are interdisciplinary, complex and creative practices. Advertising agencies are made up of multiple departments, such as creative, research, media, traffic, planning and account management. While each is unique,...
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A Comparison of Characteristics and Cultures of Academic Disciplinary Areas in the Context of Advertising and Public Relations Education
IntroductionIn the 49th edition of the report Where Shall I Go to Study Advertising and Public Relations?, the editors note that advertising and public relations education is offered in different areas at different institutions - sometimes as stand-alone...
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From Introducing the World Wide Web to Teaching Advertising in the Digital Age: A Content Analysis of the Past Twenty Years of the Journal of Advertising Education
IntroductionTwenty years ago, the Advertising Division of the Association for Education in Journalism and Mass Communication (AEJMC) launched the first journal to focus exclusively on teaching advertising (Marra & Avery, 1996). Since its beginning...
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Twenty Years Later
It has been 20 years since the first issue of the JAE was published. Jim and I were successive heads of the Ad Division of AEJMC and were fortunate enough to see the birth of the Journal of Advertising Education under our watch.The new journal was the...
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Looking Back
"plus ça change, plus c'est la même chose" Jean-Baptiste Alphonse Karr"I remember the discussions which launched JAE - and the comment that we, the advertising division of AEJMC had to focus more on teaching...Tom Bowers and Mary Alice Shaver took up...
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Advertising Education and the Journal of Advertising Education: The 20-Year Evolution
I started teaching as an assistant professor 20 years ago, and I met Brett Robbs at my first academic conference. Like me, he started in the professional world then moved to academe. And, also like me, he was a copywriter. I naturally gravitated to him....
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Advertising Industry Diversity: We've "Kind Of" Come a Long Way Baby, but Larger Pipeline and More Intentional Action from Industry and Educators Needed
Diversity in the workplace makes us smarter. Recent studies show that diversity, particularly racial diversity, in both large corporations and small groups, enhances creativity and leads to innovation, better decision-making and more effective problem...
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The Times Are Changing. Is It Time to Change Your Major?
This essay is adapted from two articles that first appeared in the Fall 2015 and Winter 2016 issues of AdNews, the newsletter for the Advertising Division of the Association for Education in Journalism and Mass Communication.The times they are a-changin'.-...
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Preparing Campaigns Students for Group Work
IntroductionThe advertising campaigns course- like other summary, capstone courses- seeks to integrate students' learning from other courses in a degree program while preparing them for the real world requirement of apply ing technical skills as members...
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Integrating Public Speaking into the Advertising Curriculum
Recently, my advertising copy students said they were put off by the number of times a guest speaker said "OK," "um," and "uh." Another group of advertising students had as much to say about presentation skills as they did strategy and creative after...
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Social Media Strategy: Marketing and Advertising in the Consumer Revolution
Social Media Strategy: Marketing and Advertising in the Consumer Revolution By Keith A. Quesenberry (Rowman & Littlefield; 2014; ISBN: 978-1-4422-5153-3)Writing a book on social media strategy is a bit like cleaning up after a toddler. You may succeed,...
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Remembering Tom Weir
It is with great sadness and great affection that we remember Tom Weir, who died at age 66 on February 14, 2016 in Columbia, South Carolina. Tom joined the faculty at the University of South Carolina's School of Journalism and Mass Communications in...
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Explaining Ethics: Using the Explainer Genre to Integrate Ethics into Advertising Curricula
IntroductionAs today's advertising environment increases in complexity, advertising professionals must be proactive in resolving ethical concerns to build trust among consumers who expect greater transparency (Institute for Advertising Ethics, 2011)....
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Addressing the Elephant in the Room. (or, I Dare You to Ignore This Any Longer.)
"It ain't easy being green," according to Kermit the Frog. It is never easy being "the other." Perhaps the biggest problem with being "the other" is convincing those in the mainstream to recognize that difference isn't wrong or inferior, and that the...
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Statistics Anxiety and Math Aversion among Advertising Students
Do advertising students really dislike math? Or is this question a manifestation of frustrated media planning course professors?Do women perceive they are poorer at math than men? Do students with better grades like math more? Are those interested in...
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Account Management and the Changing Advertising Landscape
Account management is neither new nor trendy. Yet, it retains its appeal for students entering the advertising profession. In fact, in surveys conducted among the finalists in the American Advertising Federation National Student Advertising competition,...
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Vol. 19, No. 2, Fall

Gaps in Advertising and Public Relations Education: Perspectives of Agency Leaders
IntroductionThose who teach advertising or public relations run the risk that preparations on Tuesday might become dated by class time on Thursday. The advertising and public relations industries have undergone major transformations due to the constant...
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As Seen on TV: How the Pitch Depicts the Advertising Creative Process
IntroductionImagine you could show your advertising students the following pitch: Subway invited two agencies to compete for its advertising account. McKinney and WDCW were briefed with the communication challenge of convincing 18- to 21-year-olds to...
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Enhancing Student Performance in Collegiate Marketing Competitions: The ECHO Judges' Perspectives
IntroductionThe entire industry of higher education in the United States has come under fire for inadequately preparing students to deal with the realities of a rapidly changing, knowledge-based economy and an increasingly competitive global marketplace,...
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Digital Bootcamp: Teaching Advertising in a Digital Age
The 2015 Advertising Teaching Workshop at AEJMC took advantage of tech savvy agencies and Silicon Valley businesses in the San Francisco area. They were our guides into the evolving digital world of content, media and analytics. This article looks at...
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Breakthrough Thinking
Breakthrough Thinking By Thomas Vogel (HOW Books; 2014); 214 pp; ISBN: 1440333262)"Am I Creative? Am I a Creative?"If your students are anything like mine, they ask themselves these questions on a regular basis. These two questions are strongly linked...
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Vol. 19, No. 1, Spring

An Exploratory Study of Successful Advertising Internships: A Survey Based on Paired Data of Interns and Employers
IntroductionWidely recognized as an important part of students' education, as well as a valuable resource for employers, college internship programs are flourishing (Gault, Redington & Schlager, 2000). Most colleges and universities have some type...
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Teaching Approaches in Advertising: Creativity and Technology
IntroductionA rapidly changing industry imposes significant challenges on educators seeking to provide students with skills that will make them viable players in the advertising profession. Digital interactive platfonns have penneated almost eveiy aspect...
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Commentary: Ten Considerations for Developing and Maintaining a Student-Run Communications Agency
IntroductionStudent-run advertising, public relations or integrated communications agencies at colleges and universities give students hands-on client experience, help them develop their professional skills and provide students with an understanding...
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This Means War: Using an Advertising War Room Simulation to Teach Social Media Skills
IntroductionEvery brand wants to be retweeted, favorited, shared and liked. From Arby's to Oreo, "war rooms" are becoming commonplace (Delo, 2014; Kantrowitz, 2014), not just for crises or new business pitches, but for advertising and public relations...
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Welcome to the "Real World": The Faculty-Professional Team Teaching Approach
IntroductionIncreasingly, universities are being asked by employers to better prepare students for the workplace (Finch, Nadeau & O'Reilly, 2013; Haley & Blakeman, 2008; Kelley & Budges, 2005; Lee & Ryan, 2005; Lowiy & Xie, 2008;...
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Raised by Mad Men: The Son of a Real Life Advertising Mad Man (and Mad Woman) Reveals Who These People Really Were - and How They Raised Us All
Raised by Mad Men: The Son of a Real Life Advertising Mad Man (and Mad Woman) Reveals Who These People Really Were - and How They Raised Us All By David Murray (Wilting Boots Publishing; 2014); paper $9.95; e-book $2.99 via Amazon Digital Services, Inc.;...
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Vol. 18, No. 2, Fall

Blogging in the Classroom: Using WordPress Blogs with BuddyPress Plugin as a Learning Tool
In recent years, the traditional teacher-centered classroom structure has slowly been replaced with new learner-centered approaches. Engagement and interactivity have become the goals of many teaching philosophies, while inclusion of new technologies...
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Teaching ROI Analysis in an Era of Social Media
(ProQuest: ... denotes formulae omitted.)The first part of this article reviews the literature documenting the problem of graduates being inadequately prepared to conduct financial analysis of communication activities, as well as the challenge faced...
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Geo-Tagging and Mapping in the Cloud to Foster Research Readiness and Ethical Cognizance in Advertising Students
Media-saturated environments and industry demand for applied technological skills have posed a unique set of challenges for advertising educators. Educators must constantly strive to balance academic objectives and technical skills (Kim, 2012). Fortunately,...
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Big Thinking about Teaching Advertising
The 2014 Advertising Teaching Workshop at AEJMC in Montreal featured a segment titled "Group Think: Sharing Ideas, Growing Ideas." Workshop participants broke into five groups to discuss issues affecting both the advertising industry and advertising...
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Advertising Summer Camp for High School Students: A Recruitment Tool for Industry Diversity
Recruiting students, particularly minority students, interested in advertising and related careers is a challenging goal for many university advertising programs. According to the 2012 Annual Survey of Journalism and Mass Communication Enrollments, student...
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Vol. 18, No. 1, Spring

Moving Participation beyond the Classroom: Who Benefits from Online Social Communities?
IntroductionAs social media continue to evolve and dominate digital communication, it is critical for advertising educators to consider how these technologies can be leveraged to enhance student learning and course outcomes. And while it is tempting...
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Teaching Curiosity: An Essential Advertising Skill?
IntroductionIn one sense living itself is learning. As long as we're alive and awake we're almost certain to be learning something, perhaps at a very slow pace and very inefficiently. The important thing is what we are learning: at what rate; when, where,...
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Using Blogs in the Marketing and Advertising Classroom: Exploratory Insights and Recommendations for Future Use
IntroductionBlog Usage in EducationWith the advent of Web 2.0 interactive technologies, the use of social media platforms/ tools such as blogs, wikis, podcasts, Facebook, Flickr and RSS have grown in popularity with young adults (Avci & Askar, 2012)....
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Rehearsing Campaign Planning at the Start of the Capstone Course: The Inverted Case Study Approach
IntroductionThe campaign course is an essential component of virtually every marketing communication curriculum, frequently as a capstone. Most often, it is taught as a practicum exercise. The class (or teams within the class) is given a client and a...
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The Culture of Connectivity: A Critical History of Social Media
The Culture of Connectivity: A Critical History of Social Media By Jose Van Dijck (Oxford University Press, 2013; 240 pages; paperback; ISBN-10: 0199970785; ISBN13: 978-0199970780)In this look at the rise of social media, Van Dijck explains the nature...
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Vol. 17, No. 2, Fall

The Impact of Extrinsic Incentives on Students' Willingness to Volunteer as Peer Mentors: Implications for Advertising Education
AbstractUsing motivation crowding theory, the study examined the possibility that low monetary incentives may reduce (rather than increase) students' motivation to volunteer as mentors, compared to situations when no incentives are offered. Data from...
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Soft Skills: The Difference between Leading and Leaving the Advertising Industry?
AbstractSoft skills, such as communication skills and professionalism, have been shown to be important for entry-level positions in advertising. The skills measured in previous research have varied and lacked definition, thus no consensus has formed...
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Client-Centered Skill Sets: What Small IMC Agencies Need from College Graduates
AbstractThe authors, whose students find work primarily in small organizations, sought to understand what preparation these employers expect from recent graduates seeking IMC jobs. The authors invited managers at IMC agencies in a mostly rural state...
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Using an Exemplar to Teach Attitudinal Formation, Attitudinal Change and Consumer Defense Mechanisms: The Motel Selection Problem
AbstractThis teaching innovation addresses the complexity of introducing attitudinal formation and attitudinal change to students in advertising courses. It does so by using an exemplar framework that students can relate to: the motel selection process....
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Brand Who? Teaching Students the Value of Brand Personality
Apple is creative. Nike is sporty. Cartier is extravagant. As consumers (and advertisers), we imbue brands with human characteristics - assigning them personalities. While both academics and professionals agree that brand personality is useful and valuable...
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The Rise of Advertising in the United States: A History of Innovation to 1960
The Rise of Advertising In The United States: A History of Innovation to 1960 By Edd Applegate [Lanham, Maryland: Scarecrow Press, Inc., 2012; 198 pages; paper; ISBN: 978-0-81088406-9]Perhaps no other way of studying a subject matter is better than studying...
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Vol. 17, No. 1, Spring

Evaluation of a Joint Health Communication Campaign Simulation between an Ad/PR Capstone Course and a Health Communication Class
AbstractA quasi-experimental study was conducted to assess attainment of assignment objectives plus course-level cognitive and affective learning for a joint simulation between an advertising/public relations capstone course and a health communication...
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Matching Creativity Perceptions and Capabilities: Exploring the Impact of Feedback Messages
AbstractThis two-part study first examines the accuracy of participants' self-perceptions of creativity and looks at the effects of positive or negative feedback on creativity capability or output. Results of online testing showed that participants with...
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Web Site Design and Content Management Analysis: Opportunities for Service-Learning Projects
AbstractThis article examines the opportunity that marketing and advertising educators have to direct service-learning projects in interactive marketing for community partners who request help with a Web site upgrade or redesign. Service-learning pedagogy...
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Get Students Pinterested in Marketing and Advertising
AbstractMarketing and advertising educators continue to incorporate social network activities into their classroom and out-of-class assignments. The newest social network on the Internet, Pinterest, has two features that make it particularly useful in...
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Mad Women: The Other Side of Life on Madison Avenue in the '60S and Beyond
Mad Women: The Other Side of Life on Madison Avenue in the '60s and Beyond By Jane Maas (New York, NY, Thomas Dunne Books, 2012; 228 pages; hardcover; ISBN 978-0-312-64023-1; $24.99)This is an important book for three types of readers: those of us who...
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Housework and Housewives in American Advertising
Housework and Housewives in American Advertising By Jessamyn Neuhaus (New York, NY: Palgrave Macmillan, 2011; 273 pages; paper; ISBN: 978-0-230-11489-0)Jessamyn Neuhaus provides a fascinating overview of the history of housework and how it has been targeted,...
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Teams Build a Wiki to Teach Each Other Four Social Media Platforms
AbstractApplying the adage, "The best way to learn is to teach," this case study shows how a wiki can be used by undergraduate marketing student teams to become classroom 'experts' in one social media platform per team. This two-step promotions management...
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The Daily You: How the New Advertising Industry Is Defining Your Identity and Your Worth
The Daily You: How the New Advertising Industry is Defining Your Identity and Your Worth By Joseph Turow (Yale University Press, New Haven, CT; 256 pages; ISBN 978-0-300-16501-2; $28)This is an important book to read, not necessarily for its conclusions,...
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Vol. 16, No. 2, Fall

Learning from the Best: A Study of the Growth, Goals and Methods of Exemplary Teachers
AbstractThis study provides insight into the growth of 15 exemplary advertising teachers, including the approaches and attributes essential to their success. It is based on interviews with teachers characterized as exemplary because of their experience...
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Teaching Advertising Media Planning in a Changing Media Landscape
AbstractIn-depth interviews and a national survey of media planning educators were conducted to examine how the advertising media planning course is taught in today's dynamic media landscape. While the majority of respondents felt that media planning...
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The Current Status of Digital Media Education in Advertising and Other Communication Disciplines
AbstractRapid technological advancements in the advertising industry coupled with the economic downturn have placed heavy pressure on advertising educators to prepare students for competitive job markets. They face multiple challenges of keeping up with...
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Multilingual Teaching in an American Advertising Course: Implementation and Assessment
AbstractThis case study explores the use of multiple languages within a large Advertising Principles course in a US university. Course support materials-slides and syllabi-were provided in two languages, English and Chinese. Acceptance was measured through...
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Teaching Multimedia Commercial Production for Advertising and Publication Relations
AbstractWith the growth of online advertising and social media, it is increasingly necessary that advertising and public relations integrate video messages into campaign efforts. Offering video production classes that focus on multimedia broadcast strategy...
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Advertising Campaign Design: Just the Essentials
Advertising Campaign Design: Just the Essentials By Robyn Blakeman (M. E. Sharpe, Inc., Armonk, New York; 2011; 248 pages; ISBN: 978-0-76562553-3)There is a shared appreciation among ad campaigns faculty of the fact that a successful campaigns text is...
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Strategic Uses of Alternative Media: Just the Essentials
Strategic Uses of Alternative Media: Just the Essentials By Robyn Blakeman (M. E. Sharpe, Inc., Armonk, New York; 2011; 261 pages; paper; ISBN: 0-7656-2556-4)Blakeman, a veteran designer and current associate professor at the University of Tennessee,...
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The Globalization of Advertising: Agencies, Cities and Spaces of Creativity
The Globalization of Advertising: Agencies, Cities and Spaces of Creativity By James R. Faulconbridge, Jonathan V. Beaverstock, Corinne Nativel and Peter J. Taylor (MRoutledge; 2011; 208 pages; hardcover; ISBN 978-0415567169)This book examines how global...
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An Update on the JAE Strategic Plan
For those of you who were not present at the Advertising Division members' meeting during the AEJMC Conference in August in Chicago, we wanted to update you on the status of JAE. We've made progress on our strategic plan objectives this year,1 but like...
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Vol. 16, No. 1, Spring

Invited Commentary: Doctoral Students' Guide to a Successful Academic Career
When your mother asks, "Do you want a piece of advice? " it is a mere formality. It doesn't matter if you answer yes or no. You're going to get it anyway.- Erma BombeckA recent story in The Economist (Anonymous, 201 1) using the subheading, "Why doing...
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Let Me In: A Document Analysis of Essays Written by Applicants to an Advertising Degree Program
AbstractAn analysis of 145 essays written by students seeking admission to an advertising degree program at a large Southeastern university revealed several reasons for pursuing a major in advertising. Whether students saw themselves as having an expressive...
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The Effect of Advertising-Focused, Short-Term Study Abroad Programs on Students' Worldviews
AbstractGlobal employers in the advertising industry are increasingly interested in hiring students with intercultural communication skills and cultural experience. While the benefits of long-term study abroad programs are well documented, this study...
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A Personal Branding Assignment Using Social Media
AbstractThe advertising industry has changed dramatically in the last few years with increasing percentages of marketing expenditures transferring from traditional channels to emerging digital and social channels. Educators need to recognize the changing...
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Teaching Students How to Create Viral Advertising/Marketing: A Case Study
AbstractThis paper presents an example of a class project where students are required to use viral advertising/marketing to promote a product for a client. Students were required to first submit a paper on viral marketing. Then in groups, they were given...
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Using Social Media to Teach Social Media Advertising: How to Leverage Student Prior Knowledge and Word Press Blogs
AbstractSocial Media not only present advertisers with new and interactive ways to connect with customers but they are quickly becoming a fixture of the modern college/university class environment. Social networking sites, blogs, games and end-user generated...
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Advertising in Developing and Emerging Countries: The Economic, Political and Social Context
Advertising in Developing and Emerging Countries: The Economic, Political and Social Context By Emmanuel C. Alozie, ed. (Gower Publishing, Surrey, England; 2011; 327 pages; hardcover; ISBN 978-0-566-09 174-2)This volume is a one-of-a-kind compilation...
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Invited AdEd Insight and Innovation: To Boldly Go Where No Advertising Academic Has Gone Before
Note from the Editor: This note is to acknowledge that one of the editors of this was involved in the panel presentation described in this article. It is an invited and did not undergo peer review.I am not sure whether it was the stoic determination...
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