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Journal of Advertising Education最新文献

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Editor's Letter: What to Expect When You’re Teaching Advertising 编辑来信：当你在教授广告时会期待什么
Journal of Advertising Education Pub Date : 2022-08-21 DOI: 10.1177/10980482221121520
{"title":"Editor's Letter: What to Expect When You’re Teaching Advertising","authors":"","doi":"10.1177/10980482221121520","DOIUrl":"https://doi.org/10.1177/10980482221121520","url":null,"abstract":"A forever memory: my first child had been born a few weeks earlier. The grandparents headed home, leaving me on the couch with my wife upstairs and a new Newell, burrito-wrapped against the midwinter Georgia chill, on my lap. My one thought: “Now what?” The “now what” question returns to its top-of-mind position at times of change. Like now. COVID is still with us. Advertising as a major is less than Jon Hamm cool to the generation that had just finished elementary school when Mad Men concluded. That demographic cliff, with its end-of-world enrollment predictions, is just around the corner. It’ll work out. That baby on my lap is now living his adult life, solving his own “now what” questions. And advertising, if not stronger, is at least as ubiquitous as ever, and retains its ability to show us a better life. The “now what” happens a day at a time, and it’s time for this issue of the Journal of Advertising Education. Here you can read the JAE’s first publication from South African authors: Rodney Duffet and Dylan Cromhout look at service learning from the client side. Do clients get what they need? Our colleague Valerie Jones leads a team of University of Nebraska-Lincoln students in an exploration of ethics and audiences. Leslie Haines reviews the updated version of the Copy Workshop’s Brand Builder Workbook—new challenges get new tools. And Courtney Childs, a pioneer of social media education, builds on 10 years’ worth of teaching and industry feedback to suggest what’s next for educating students in the business side of social media. This will be my final issue as editor. The new editor is one of my favorite contributors, reviewers, and colleagues: Dr. Juan Mundel of Arizona State University. As I made the journal that Keith Johnson birthed decades ago my own, Juan Mundel will do the same. And more. I wish him the best of luck. And to the authors, reviewers, board members, and especially readers of the Journal of Advertising Education, I thank you and hope that your “now whats” are as fulfilling as mine.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"81 - 81"},"PeriodicalIF":0.0,"publicationDate":"2022-08-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41321504","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
Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective 从客户角度看学生代理服务学习项目的满意度
Journal of Advertising Education Pub Date : 2022-08-06 DOI: 10.1177/10980482221118046
Rodney Graeme Duffett, Dylan Henry Cromhout
{"title":"Perceived Satisfaction With a Student-Run Agency Service Learning Project: A Client Perspective","authors":"Rodney Graeme Duffett, Dylan Henry Cromhout","doi":"10.1177/10980482221118046","DOIUrl":"https://doi.org/10.1177/10980482221118046","url":null,"abstract":"A number of marketing and marketing communication service learning (SL) projects/student-run agencies (SRAs) are used to provide real clients with valuable services, resources, knowledge and many other benefits. However, most research only examines the student benefits, so this research addresses the research gap by considering the community partner (small business client) perspective. The main research objectives are to establish if SRA developed integrated marketing communication (IMC) campaign plans result in satisfaction regarding the business performance, presentation and implementation methods. The South African small business clients were highly satisfied with the SRA developed IMC campaign plans. Several business performance benefits were highlighted, for example, increased sales, brand awareness and new customers. The small business clients showed increased satisfaction when the IMC campaign plan was implemented by the SRAs, and presented in verbal, written and PowerPoint formats. Hence, this SL project should continue and could be expanded to other universities and countries.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"82 - 105"},"PeriodicalIF":0.0,"publicationDate":"2022-08-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46251899","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
Editor’s Letter: The Good Stuff in Back 编辑来信：背后的好东西
Journal of Advertising Education Pub Date : 2022-04-04 DOI: 10.1177/10980482221092270
{"title":"Editor’s Letter: The Good Stuff in Back","authors":"","doi":"10.1177/10980482221092270","DOIUrl":"https://doi.org/10.1177/10980482221092270","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"5 - 5"},"PeriodicalIF":0.0,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43098078","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
Call for editor(s) of the Journal of Advertising Education 招聘《广告教育杂志》编辑
Journal of Advertising Education Pub Date : 2022-04-04 DOI: 10.1177/10980482221092271
{"title":"Call for editor(s) of the Journal of Advertising Education","authors":"","doi":"10.1177/10980482221092271","DOIUrl":"https://doi.org/10.1177/10980482221092271","url":null,"abstract":"","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"74 - 75"},"PeriodicalIF":0.0,"publicationDate":"2022-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47264463","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
Find, Pin, Discuss: Incorporating Pinterest to Foster Community and Collaboration in Online Advertising Classes 发现，Pin，讨论:结合Pinterest促进社区和协作在线广告类
Journal of Advertising Education Pub Date : 2022-03-30 DOI: 10.1177/10980482221091239
Heidi E. Huntington
{"title":"Find, Pin, Discuss: Incorporating Pinterest to Foster Community and Collaboration in Online Advertising Classes","authors":"Heidi E. Huntington","doi":"10.1177/10980482221091239","DOIUrl":"https://doi.org/10.1177/10980482221091239","url":null,"abstract":"Visual bookmarking app Pinterest, known for its aspirational and consumptive qualities of users' “pinning” work, has recently made concerted forays into the online advertising and marketing space. At the same time, its visual and collaborative qualities offer unique potential for application in pedagogy. This paper describes a pedagogical assessment study examining a Pinterest-based discussion board series. Results suggest Pinterest enhances students’ sense of learning through contributing to enjoyment, sense of community, and perceived collaborative learning. These results support the utility of Pinterest-oriented discussions to foster collaboration and learning in online digital advertising and media courses.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"64 - 73"},"PeriodicalIF":0.0,"publicationDate":"2022-03-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47157018","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
A Classroom Assignment for Sparking Discussion on the Role of Gender in Employee Compensation Decisions 关于性别在员工薪酬决策中的作用的课堂作业
Journal of Advertising Education Pub Date : 2022-02-11 DOI: 10.1177/10980482211063636
G. Waters, Damion Waymer
{"title":"A Classroom Assignment for Sparking Discussion on the Role of Gender in Employee Compensation Decisions","authors":"G. Waters, Damion Waymer","doi":"10.1177/10980482211063636","DOIUrl":"https://doi.org/10.1177/10980482211063636","url":null,"abstract":"The following teaching brief outlines ways for advertising and public relations educators to discuss gender pay equity in the classroom. We know that educators are asked to teach about matters of diversity; yet many faculty members do not have adequate resources to do so. Faculty can rely on data and reports, but there are few hands-on activities that allow students to directly wrestle with gender pay disparity. The following activity centers on a hypothetical scenario in which we ask students to allocate pay bonuses to employees based on performance, time on the job, and other work-related factors. Over multiple semesters, we found that students consistently award smaller percentages of the bonus pool to employees with names commonly associated with females. Thus, this exercise provides a helpful way to enlighten students about implicit bias and gender pay equity in the professions of advertising and public relations.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"35 - 46"},"PeriodicalIF":0.0,"publicationDate":"2022-02-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45572791","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 Team-Teaching Approach to Advertising Campaigns Capstone Course 团队教学法在广告活动顶点课程中的应用
Journal of Advertising Education Pub Date : 2022-01-27 DOI: 10.1177/10980482211072296
Juliana Fernandes, Lincoln Lu, Sarai Nunez
{"title":"A Team-Teaching Approach to Advertising Campaigns Capstone Course","authors":"Juliana Fernandes, Lincoln Lu, Sarai Nunez","doi":"10.1177/10980482211072296","DOIUrl":"https://doi.org/10.1177/10980482211072296","url":null,"abstract":"Undergraduate advertising campaigns courses are known for their integration of knowledge, application of different skills, and group work. This capstone class partners with a real-world client and may be considered the last professional experience in an educational setting before students graduate. Using a multi-methods approach, this study describes a team-teaching method developed by advertising campaigns instructors at a mid-size private university in Florida, gauges students’ perceptions on several learning dimensions, and maps out how this course is taught in American universities.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"47 - 63"},"PeriodicalIF":0.0,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42593476","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
The Student-Run Agency Experience: The Role of Agency Culture in Student Engagement 学生经营的代理经验:代理文化在学生参与中的作用
Journal of Advertising Education Pub Date : 2022-01-27 DOI: 10.1177/10980482211072298
Mark A. Rademacher
{"title":"The Student-Run Agency Experience: The Role of Agency Culture in Student Engagement","authors":"Mark A. Rademacher","doi":"10.1177/10980482211072298","DOIUrl":"https://doi.org/10.1177/10980482211072298","url":null,"abstract":"Research on student-run communication agencies (SRAs) documents significant learning outcomes, benefits for job placement, and career success. Research, however, rarely investigates cultural aspects of the agency experience. This study employed in-depth interviews with agency student leaders and advisors to explore the influence of agency culture on positive student experiences and agency success. Informants described the importance of collaborative and supportive cultures in achieving agency goals and the role of agency-based friendships in creating positive student experiences and increased student retention. Yet they also noted agencies attracted a relatively homogenous group of students and, consequently, acknowledged the need for increased diversity, equity, and inclusion (DEI) initiatives.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"6 - 18"},"PeriodicalIF":0.0,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48328142","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
Teaching about the Evolving Agency Relationships between Project Managers, Creative and Account Service 教授项目经理、创意和客户服务之间不断发展的代理关系
Journal of Advertising Education Pub Date : 2022-01-27 DOI: 10.1177/10980482211072295
Robyn Blakeman, Maureen Taylor
{"title":"Teaching about the Evolving Agency Relationships between Project Managers, Creative and Account Service","authors":"Robyn Blakeman, Maureen Taylor","doi":"10.1177/10980482211072295","DOIUrl":"https://doi.org/10.1177/10980482211072295","url":null,"abstract":"Students in advertising have always been taught about the big four positions of research, media, account management, and creative. However, other positions should be considered as the field evolves. To better understand evolving agency relationships with creative and account service teams, we interviewed 16 advertising professionals about a fifth career option, project management. This article outlines the tasks, knowledge bases, and roles of project managers based on the industry literature and interviews. We offer advertising educators insights into how to discuss the expanded role of project management as a viable option for students’ long-term careers in advertising.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"26 1","pages":"19 - 34"},"PeriodicalIF":0.0,"publicationDate":"2022-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44797877","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
Book Review of “Hidden Persuasion”: 33 Psychological Influence Techniques in Advertising “隐性说服”书评：33种广告心理影响技巧
Journal of Advertising Education Pub Date : 2021-12-09 DOI: 10.1177/10980482211040457
Sung Eun Park
{"title":"Book Review of “Hidden Persuasion”: 33 Psychological Influence Techniques in Advertising","authors":"Sung Eun Park","doi":"10.1177/10980482211040457","DOIUrl":"https://doi.org/10.1177/10980482211040457","url":null,"abstract":"“Hidden Persuasion”: 33 psychological influence techniques in advertising by Andrews, van Leeuwen, and van Baaren has demonstrated that the book has great insight to offer. Its potential audience ranges from the public who can learn hidden advertising techniques to undergraduate students interested in learning more about the techniques from actual campaigns. The book is full of real examples and principles that were written interestingly and cohesively. Its layout and guideline to use the book in a different setting make the book unique and worth reading. Even with some room for improvement, the authors did a great job of making the book enjoyable and educational for various audiences.","PeriodicalId":37141,"journal":{"name":"Journal of Advertising Education","volume":"1 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48784272","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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