The Teaching of Advertising at the Graduate Level (Classic Reprint)

Vergil Reed, John Crawford

ISBN 10: 1528143752 / ISBN 13: 9781528143752

Editore: Forgotten Books, 2018

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Print on Demand. This book delves into the dynamic changes in teaching advertising at the graduate school level over the last decade. As advertising evolved into a profession with a defined body of knowledge, pedagogical approaches to educating the next generation of advertising professionals also adapted and matured. The author provides a comprehensive review of how exclusively graduate programs in business administration, colleges of journalism and communication, and integrated universities have each tailored their programs to meet the unique demands of teaching advertising. The text not only draws on interviews with advertising executives and educators but also incorporates feedback from students. The author's exploration of the different approaches to teaching advertising reveals insights into advertising's foundational elements, current trends, and essential knowledge for navigating the complexities of this ever-evolving field. This book is a valuable resource for advertising professionals and academics seeking a deeper understanding of the history, present state, and future of advertising education. This book is a reproduction of an important historical work, digitally reconstructed using state-of-the-art technology to preserve the original format. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in the book.

Codice articolo 9781528143752_0

Dati bibliografici

• Titolo: The Teaching of Advertising at the Graduate Level (Classic Reprint)
• Editore: Forgotten Books
• Data di pubblicazione: 2018
• Lingua: Inglese
• ISBN 10: 1528143752
• ISBN 13: 9781528143752
• Rilegatura: Paperback
• Condizione: New
• Tipo di libro: print-on-demand item
• Cataloghi dei venditori:
  • Education

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Riassunto

Excerpt from The Teaching of Advertising at the Graduate Level

The issues are far from settled. There are strong argu ments advanced by both the traditionalists and what might be called the generalists, for want of a better name.

It would be premature to express even a tentative judgment regarding the most appropriate type of educa tion for the field of advertising in the future. It is, how ever, both possible and desirable that more should be known about what is now being done in the field. To achieve a clarification of what is being done at the grad uate level of instruction the Graduate School of Business of Columbia University and the American Association of Advertising Agencies jointly commissioned Dr. Vergil Reed, Professor of Marketing, Columbia Business School, to make a study of, and report on, the work in advertising now conducted by graduate faculties of business and of journalism throughout the nation.

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This book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully; any imperfections that remain are intentionally left to preserve the state of such historical works.