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Brand Builder Workbook: Tools to Build Winning Campaigns (2nd Edition) by Pam Mickelson, Hal Vincent & Bruce Bendinger 品牌建设者工作手册:工具建立成功的活动(第二版)由帕姆·米克尔森，哈尔·文森特和布鲁斯·本丁格
Journal of Advertising Education Pub Date : 2023-05-01 DOI: 10.1177/10980482231168084
L. Haines
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引用次数: 0
Using YouTube Playlists for Qualitative Research: A Classroom Activity for Content Analyzing Video Ads 使用YouTube播放列表进行定性研究:视频广告内容分析的课堂活动
Journal of Advertising Education Pub Date : 2023-04-18 DOI: 10.1177/10980482231168077
Matt Hettche, M. Clayton, Sophia Leichtentritt
{"title":"Using YouTube Playlists for Qualitative Research: A Classroom Activity for Content Analyzing Video Ads","authors":"Matt Hettche, M. Clayton, Sophia Leichtentritt","doi":"10.1177/10980482231168077","DOIUrl":"https://doi.org/10.1177/10980482231168077","url":null,"abstract":"Research skills are essential for lifetime learning. Content analysis is an excellent research method to introduce and practice at the undergraduate level. Utilized by academic and industry researchers alike, content analysis involves higher order critical thinking skills for organizing and interpreting complexity. This article outlines a seven-step process for content analyzing video ads on YouTube with the aim of introducing proper research methodology to undergraduate advertising students. Building upon students’ prior procedural knowledge of the YouTube platform, core notions of “validity,” “reliability,” and “coding consistency” are explained and illustrated as part of a formal qualitative method for assessing audiovisual content. A teaching example, sample prompts for a classroom activity and reference studies for further research are provided.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"27 1","pages":"50 - 68"},"PeriodicalIF":0.0,"publicationDate":"2023-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41569229","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
Editor’s Letter 编辑的信
Journal of Advertising Education Pub Date : 2023-03-27 DOI: 10.1177/10980482231167935
Juan Mundel
{"title":"Editor’s Letter","authors":"Juan Mundel","doi":"10.1177/10980482231167935","DOIUrl":"https://doi.org/10.1177/10980482231167935","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"219 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135891183","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
Contributors 贡献者
Journal of Advertising Education Pub Date : 2023-03-24 DOI: 10.1177/10980482231167943
{"title":"Contributors","authors":"","doi":"10.1177/10980482231167943","DOIUrl":"https://doi.org/10.1177/10980482231167943","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"45 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-03-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"136126212","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
AEJMC Advertising Division 2022 Teaching Pre-Conference Review: Leading Our Students Into the Future: Minding the Gap Between the Industry and Academia AEJMC广告部2022教学会前回顾：带领我们的学生走向未来：关注行业和学术之间的差距
Journal of Advertising Education Pub Date : 2023-03-03 DOI: 10.1177/10980482231162857
R. Spring, Shanshan Lou
{"title":"AEJMC Advertising Division 2022 Teaching Pre-Conference Review: Leading Our Students Into the Future: Minding the Gap Between the Industry and Academia","authors":"R. Spring, Shanshan Lou","doi":"10.1177/10980482231162857","DOIUrl":"https://doi.org/10.1177/10980482231162857","url":null,"abstract":"The Advertising Division of the Association for Education in Journalism and Mass Communication held its 25th annual Teaching Pre-Conference on the topic of bridging the skill gap between the industry and academia. Fifteen notable speakers shared with advertising educators what is changing and what is needed from young professionals entering the field. Professionals from 13 top ad agencies/organizations representing a variety of roles in advertising discuss their jobs and what advertising educators should know in the current environment. Five dominant themes that emerged from the presentations are culture, inquisitiveness, soft skills, storytelling, and connection. Implications and teaching advice for ad educators are further discussed in the report.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"27 1","pages":"69 - 82"},"PeriodicalIF":0.0,"publicationDate":"2023-03-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49262071","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
Assessing Student Knowledge About Disabilities and Filling the Gap: Including Disability and Accessibility Content Into the Advertising Classroom 评估学生关于残疾的知识并填补空白：将残疾和无障碍内容纳入广告课堂
Journal of Advertising Education Pub Date : 2022-12-12 DOI: 10.1177/10980482221141379
M. Nelson, Kirby Cook
{"title":"Assessing Student Knowledge About Disabilities and Filling the Gap: Including Disability and Accessibility Content Into the Advertising Classroom","authors":"M. Nelson, Kirby Cook","doi":"10.1177/10980482221141379","DOIUrl":"https://doi.org/10.1177/10980482221141379","url":null,"abstract":"Persons with disabilities make up at least 15% of the population, yet advertising has, until recently, virtually ignored this audience. We report findings from a survey with 126 students enrolled in advertising classes to gauge awareness, knowledge, and perceptions of disability and advertising. Results show that the majority of students were largely unfamiliar with terminology and with web accessibility guidelines; only 22% learned about disability in any class. Students believed they had some knowledge but indicated that they would like to learn more about disability and advertising for their careers. Students perceived that the advertising industry does not make enough effort to consider disability in advertising. However, they listed brands (e.g., Nike, Apple) that were doing a good job with respect to disability. Results suggest that more content related to persons with disabilities and accessibility should be included in advertising curriculum; ideas and resources are shared.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"27 1","pages":"23 - 49"},"PeriodicalIF":0.0,"publicationDate":"2022-12-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41675860","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
Teaming Up with Technology Developers in STEM: A Capstone Advertising Campaign Course Collaborations with Engineering and Computer Science 与STEM技术开发人员合作：与工程和计算机科学合作的顶点广告活动课程
Journal of Advertising Education Pub Date : 2022-11-30 DOI: 10.1177/10980482221141382
Adam Wagler
{"title":"Teaming Up with Technology Developers in STEM: A Capstone Advertising Campaign Course Collaborations with Engineering and Computer Science","authors":"Adam Wagler","doi":"10.1177/10980482221141382","DOIUrl":"https://doi.org/10.1177/10980482221141382","url":null,"abstract":"What role does advertising play in product development as part of owned media? For three years, a capstone advertising campaign course collaborated with STEM courses to form interdisciplinary teams composed of advertising, engineering, and computer science. The study provides insight into how teams can be more entrepreneurial by building on the strengths and techniques advertising students possess. Students, faculty, and external partners all saw the experiences as rewarding and valuable. Incorporating scrum project management gave more agency to advertising students while exposing them to product development processes commonly used by those who create technology. STEM students benefited from in-depth research to inform the products and see how advertising techniques can influence their development process. An overview of the approach, scrum project management, technology, assessment tools, lessons learned, and strategies to accomplish meaningful learning throughout the campaign collaborations with STEM students are provided.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"27 1","pages":"7 - 22"},"PeriodicalIF":0.0,"publicationDate":"2022-11-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44305801","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
Educating Students About Influencing Audiences Ethically in a Data-Driven Social Media World 教育学生如何在数据驱动的社交媒体世界中以道德方式影响受众
Journal of Advertising Education Pub Date : 2022-09-20 DOI: 10.1177/10980482221127456
Valerie K. Jones, Kate R. Johnson, Hannah Molskness, Ronit Gandhi, Lilly Zhou
{"title":"Educating Students About Influencing Audiences Ethically in a Data-Driven Social Media World","authors":"Valerie K. Jones, Kate R. Johnson, Hannah Molskness, Ronit Gandhi, Lilly Zhou","doi":"10.1177/10980482221127456","DOIUrl":"https://doi.org/10.1177/10980482221127456","url":null,"abstract":"This paper describes an advertising ethics course designed for first-year students of any major, written from the perspectives of both the course creator/instructor and the students who took the course and developed a workshop based around it. As educators, how do we help students learn and care about how their data is collected and used and further understand the ethical issues of these practices? Our goal is to raise awareness for data rights issues by helping students from a variety of educational disciplines make informed decisions using experiential learning opportunities that display the importance of data in society.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"106 - 114"},"PeriodicalIF":0.0,"publicationDate":"2022-09-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48486032","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
A Decade of Social Media Education: Student Expectations and Reactions From Alumni Professionals
Journal of Advertising Education Pub Date : 2022-09-14 DOI: 10.1177/10980482221125145
C. Childers
{"title":"A Decade of Social Media Education: Student Expectations and Reactions From Alumni Professionals","authors":"C. Childers","doi":"10.1177/10980482221125145","DOIUrl":"https://doi.org/10.1177/10980482221125145","url":null,"abstract":"The increased emphasis on targeting audiences via digital and social media channels necessitates the updating of traditional advertising curriculum. Academic courses specializing in social media strategy, analytics, and campaigns are vital to the advertising educational landscape as we strive to best prepare students for future employment. Phase 1 of this research draws upon key insights associated with a random sample of enrolled student surveys from a Social Media course taught from spring 2011 to fall 2019 (n = 230). Phase 2 added 12 in-depth interviews with alumni of the course and current U.S. advertising professionals who identify social media as a core function of client business. Implications for how to best prepare future advertising students for a career in social media via advertising curricula are provided.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"115 - 135"},"PeriodicalIF":0.0,"publicationDate":"2022-09-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48166358","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
Brand Builder Workbook: Tools to Build Winning Campaigns (2nd Edition) by Pam Mickelson, Hal Vincent & Bruce Bendinger Pam Mickelson、Hal Vincent和Bruce Bendinger的《品牌建设者手册：建立获胜活动的工具》（第二版）
Journal of Advertising Education Pub Date : 2022-09-04 DOI: 10.1177/10980482221125144
L. Haines
{"title":"Brand Builder Workbook: Tools to Build Winning Campaigns (2nd Edition) by Pam Mickelson, Hal Vincent & Bruce Bendinger","authors":"L. Haines","doi":"10.1177/10980482221125144","DOIUrl":"https://doi.org/10.1177/10980482221125144","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"136 - 137"},"PeriodicalIF":0.0,"publicationDate":"2022-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47823322","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
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