{"title":"即使是老狗也能教新把戏：紧跟行业变革的数字广告任务","authors":"Ann Lemon, Summer Doll-Myers","doi":"10.1177/1098048218807145","DOIUrl":null,"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":0.0000,"publicationDate":"2018-11-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1098048218807145","citationCount":"0","resultStr":"{\"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\":null,\"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\":0.0000,\"publicationDate\":\"2018-11-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"https://sci-hub-pdf.com/10.1177/1098048218807145\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Education\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/1098048218807145\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Education","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1098048218807145","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"Social Sciences","Score":null,"Total":0}
Even Old Dogs Can Teach New Tricks: Digital Advertising Assignments That Keep Pace With Industry Change
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.
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