Advertising education, an academic discipline, has been taught on college campuses for a century. In fact, the first course with the title of “Advertising” was taught at New York University in 1905. Today, a hundred years later, approximately 150 colleges and universities have advertising education programs.
The term, “advertising education” will be used here to refer to collegiate courses in advertising designed to prepare students to enter the advertising profession. It should be noted that many schools refer to their program as “Advertising & Public Relations.” In this book, for the purpose of brevity, both advertising and joint advertising/public relations programs will be reported as advertising programs, unless separate identification is needed. An abbreviation for strictly advertising programs will be ADV; the abbreviation for joint advertising/public relations programs will be AD/PR.
Not all agree on this restricted definition of advertising education. Some advertising practitioners regard advertising education as three pronged:
• Education about advertising — the education of the masses to the importance of advertising in the American economy.
• Education in advertising — the education that should be
carried on within the advertising profession to keep the workers aware and abreast of current industry happenings.
• Education for advertising — collegiate education designed to prepare students to become advertising practitioners. This book is concerned with education for advertising.
Table of Contents
Introduction
History of Advertising Education
Advertising Education Support Organizations
Trends in Advertising Education
Institutions Offering Advertising Programs
Undergraduate Advertising Curriculum
Graduate Advertising Curriculum
Advertising Students and Graduates
Advertising Faculty
Evaluation and Accreditation for Advertising Programs
Student Organizations and Competitions
Advertising Education in the Years to Come
Summary and Conclusions
Bibliography
Appendixes
