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Call for Nominations for Advertising Division 2019 Distinguished Teaching Award 广告部2019杰出教学奖提名征集
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218808603
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引用次数: 0
Ten Reasons to Call It The Department of Advertising 把它叫做广告部的十个理由
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807148
Michael L. Maynard
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引用次数: 0
Editor’s Letter: The Cargo Cult Welcomes You 编者按：货运邪教欢迎您
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218808583
Jay Newell
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引用次数: 0
Is Advertising Stuck in the Middle? A Commentary 广告被夹在中间了吗?一篇评论
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807149
Can Uslay
{"title":"Is Advertising Stuck in the Middle? A Commentary","authors":"Can Uslay","doi":"10.1177/1098048218807149","DOIUrl":"https://doi.org/10.1177/1098048218807149","url":null,"abstract":"The first sign of decline of an industry is loss of appeal to qualified, able and ambitious people. The American railroads, for instance, did not begin their decline after World War II—it only became obvious and irreversible then. The decline actually set in around the time of World War I. Before World War I, able graduates of American Engineering Schools looked for a railroad career. From the end of World War I on— for whatever reason—the railroads no longer appealed to young engineering graduates, or to any educated young people. As a result there was nobody in management capable and competent to cope with new problems when the railroads ran into heavy weather twenty years later . . . Peter F. Drucker (1973, p. 109)","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"22 1","pages":"147 - 151"},"PeriodicalIF":0.0,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807149","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42768289","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 2
Contributors 贡献者
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807072
Susan Westcott, Robyn Blakeman
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引用次数: 0
What’s in a Name? The Difference Is Strategic Communication 名字里有什么?区别在于战略沟通
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807140
Shelly Rodgers
{"title":"What’s in a Name? The Difference Is Strategic Communication","authors":"Shelly Rodgers","doi":"10.1177/1098048218807140","DOIUrl":"https://doi.org/10.1177/1098048218807140","url":null,"abstract":"Just as a brand name is a critical element to marketing a product, service, or idea, what we choose to call our academic programs matters. The purpose of this column is to provide a counterpoint to the question of what to name our programs: advertising and/or public relations, or strategic communication? I argue that while the terms “advertising” and/or “public relations” appear more frequently in the names of many U.S. university/college programs, the term “strategic communication” is the better option with a number of potential benefits.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"22 1","pages":"120 - 132"},"PeriodicalIF":0.0,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807140","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49067529","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 1
Even Old Dogs Can Teach New Tricks: Digital Advertising Assignments That Keep Pace With Industry Change 即使是老狗也能教新把戏：紧跟行业变革的数字广告任务
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807145
Ann Lemon, Summer Doll-Myers
{"title":"Even Old Dogs Can Teach New Tricks: Digital Advertising Assignments That Keep Pace With Industry Change","authors":"Ann Lemon, Summer Doll-Myers","doi":"10.1177/1098048218807145","DOIUrl":"https://doi.org/10.1177/1098048218807145","url":null,"abstract":"Digital advertising now surpasses all other forms of advertising in media spend. The fast-paced evolution of new forms of advertising can be challenging for academics to adapt for classroom use, assignments, and projects. It is essential that advertising students graduate with appropriate knowledge of these new forms. The article outlines five assignments for advertising creative development that are easily adapted to help students create relevant, interesting digital content and grasp key concepts in industry standard new media.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"22 1","pages":"115 - 89"},"PeriodicalIF":0.0,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807145","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45635206","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Project Resurrection: When Big Ideas Are Ready But The Skills Aren’t 项目复活：当伟大的想法准备好了，但技能还没有
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807141
J. Adams, A. Rose
{"title":"Project Resurrection: When Big Ideas Are Ready But The Skills Aren’t","authors":"J. Adams, A. Rose","doi":"10.1177/1098048218807141","DOIUrl":"https://doi.org/10.1177/1098048218807141","url":null,"abstract":"“I know what I want to do, but I don’t know how to do it.” Having a great idea without the executional skills to match is a common scenario for budding advertising students. Rather than send their idea to the graveyard, there may be a better way to fix the issue: Project Resurrection. Refining previous projects collaboratively and longitudinally across an academic career can benefit students by adding coherence and cohesiveness to their education. The idea for Project Resurrection began as an ingenious way to revisit old work that needed a little extra attention—essentially a portfolio revision tactic. But in the following case, it became an unexpected catalyst for a crossdisciplinary collaboration resulting in a piece that won an award in the American Advertising Federation student competition. Here’s how it unfolded: A consumer research project was assigned to a class of strategic advertising students. The project challenged students to reimagine a product’s outdated package design. Students conducted in-depth interviews and focus groups to learn how consumers use the product. Throughout this process they gathered critical insights which lead to packaging improvements that would improve consumers’ lives. Though the desired intention was to work on a consumer packaged good, two students made a strong case to rethink the digital packaging of Netflix,","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"22 1","pages":"116 - 119"},"PeriodicalIF":0.0,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807141","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41542643","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
Agencies as Agents of Change: Considering Social Responsibility in the Advertising Curriculum 中介作为变革的推动者：广告课程中的社会责任思考
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218807138
Sara E. Champlin, Yvette Sterbenk
{"title":"Agencies as Agents of Change: Considering Social Responsibility in the Advertising Curriculum","authors":"Sara E. Champlin, Yvette Sterbenk","doi":"10.1177/1098048218807138","DOIUrl":"https://doi.org/10.1177/1098048218807138","url":null,"abstract":"We were honored to be selected as participants in this year’s ANA Educational Foundation (AEF) Visiting Professor Program (VPP), which gave us a chance to see firsthand the inner workings of this ever-changing industry. Through AEF’s VPP Immersion Program, we spent a week with a team of 30 professors visiting eight agencies and internal advertising departments in New York City (NYC). Ten of the professors also stayed an extra week at individual advertising agencies to take part in week-long, deep-dive VPP Fellowships. There were many themes from the week, including, as expected, conversations around the infamous “advertising is dead” debate. This long-standing dialog continues to echo throughout the top agencies in NYC. Even the term “ad” agency was scrutinized; cases were made for and against this title from industry professionals and professors alike. R/GA, for instance, emphasized a focus on creative disruption and designing connected products that address consumer needs rather than just creating ads to boost sales and raise brand awareness. With an increasing number of advertising services offered by in-house teams and holding companies, ad agencies continue to “reimagine how business as usual is done” (Blakeman, 2018, p. 49). In response to this and the evolving","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"22 1","pages":"137 - 143"},"PeriodicalIF":0.0,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807138","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44344370","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 5
Call for Nominations Advertising Division 2019 Early Career Teaching Excellence Award 广告部门2019年早期职业教学优秀奖征集提名
Journal of Advertising Education Pub Date : 2018-11-01 DOI: 10.1177/1098048218808604
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引用次数: 0
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