Many advertising practitioners have criticized advertising education, but it is unclear on what those opinions are based. Educators should be educating the industry about their programs, but that effort should concentrate on the most exemplary programs in the nation. Unfortunately, unlike other disciplines, advertising programs never have been ranked. A survey is presented which asked the heads of 143 advertising programs to rank both undergraduate and graduate advertising programs. Additional questions look at what these professors believe contributes to a quality advertising program.
Get full access to this article
View all access options for this article.
References
1.
BarryThomas E. (1990), “Publication productivity in the three leading U.S. advertising journals: Inaugural issues through 1988,”Journal of Advertising, 19(1), 5260.
2.
BrittSteuart Henderson (1967), “What is wrong with advertising education?”Journalism Quarterly, Summer, 319–325.
3.
ChristianRichard C. (1973), “Advertising education is alive and well!”Journal of Advertising, 2(2), 11–15.
4.
DonnellyWilliam J. (1992), “Correlating top agency success with educational background,” Journalism Educator, Spring, 67–73.
5.
HuntShelby D., ChonkoLawrence B., and Wood VanR. (1987), “Advertising education and successful advertising careers: Are they related?” Journal of Advertising Research, April/May, 43–51.
6.
KanukLeslie, and BerensonConrad (1975), “Mail surveys and response rates: A literature review,” Journal of Market ing Research, 12,440–453.
7.
KeenanKevin (1991), Unpublished survey of advertising professors ranking undergraduate advertising programs, University of Maryland.
8.
KingmanMerle (1977), “What's best training for admen? Ad chiefs differ,” Advertising Age, February 7, 59.
9.
KoverArthur J. (1976), “Why I won't teach advertising,” Advertising Age, August 16, 45.
10.
LancasterKent M., KatzHelen E. and ChoJungsik (1990), “Advertising faculty describes theory v. practice debate,” Journalism Educator, 45, 921.
11.
MooreFrazier, and LeckenbyJohn D. (1973), “The quality of advertising education today,” Journal of Advertising, 2(2), 610.
12.
NelsonLars (1979), “Practical side of ad education,” Advertising Age, July 30, 92.
13.
RichardsJef I., and StoutPatricia A. (1992), “Advertising Agency Views on Graduate Education in Advertising,” in Proceedings of the 1992 conference of the American Academy of Advertising, ReidLeonard N. (ed.), 236–238.
14.
RossBilly I. (1991), The Status of Advertising Education, Lubbock, TX: Advertising Education Publications.
15.
RossBilly I., and JohnsonKeith F. (1993), Where Shall I Go To Study Advertising and Public Relations?Baton Rouge, LA: Advertising Education Publications.
16.
RossBill I., and SchweitzerJohn (1990), “Most advertising programs find home in mass communication,” Journalism Educator, 45(1), 38.
17.
RotzollKim B., and BarbanArnold (1984), “Advertising Education,” in Current Issues and Research in Advertising, LeighJames and MartinClaude (eds.), University of Michigan, 2, 118.
18.
SchultzeQuentin G. (1982), “An Honor able place: The quest for professional advertising education, 19001917,” The Business History Review, 1(1), 16–32.
19.
SoleyLawrence C., and ReidLeonard N. (1983), “Advertising article productivity of the U.S. academic community,” Journalism Quarterly, 60, 464–469.
20.
SoleyLawrence C., and ReidLeonard N. (1988), “Advertising article productivity updated,” Journalism Quarterly, 65, 157–64.
21.
StoutPatricia A., and RichardsJef I. (1994), Unpublished survey of ad agency personnel ranking graduate advertising programs, The University of Texas at Austin.
22.
U.S. News & World Report (1994), “America's Best Graduate Schools,” March 21, 65–97.
23.
WatsonKittie W., EdwardsRenee, and BarkerLarry L. (1989), “A Rating of Doctoral Programs in Selected Areas of Mass Communication: 1987–1988,”Association for Communication Administration Bulletin, 67, 20–36.
24.
WilliamsC. Richard (1979), “Ad education pays off on job — or does it?” Advertising Age, January 1, S1.
