Courses: Campaigns, Account Planning, Public Relations (PR), and any other strategic communication course where groups are assigned. Objectives: The purpose of this single-class escape-room activity is to increase students' ability to work in time-demanding group settings while utilizing unconventional methods to reinforce material covered in…

With artificial intelligence (AI) technologies making significant evolutions over the past few years, there is a growing need for advertising students to get familiarized with the different types of AI technologies and explore and experiment with ways to adapt to such changes. This article illustrates the development and implementation of the…

This article describes how an international education component for an Advertising and Society course was developed and taught for undergraduate students through a virtual collaboration between American and Dutch universities. The creation and implementation of a Collaborative Online International Learning (COIL) project for a major requirement…

Courses: Strategic Campaigns, Advertising/Public Relations Campaigns. Objectives: The purpose of this semester-long project is student application of research-based strategic communication strategies and techniques used in executing a professional strategic communication campaign for a client.

The area of digital marketing is a difficult one for course development. Not only is it a relatively new topic area--having become popular after many marketing faculty completed their academic training--it is a constantly changing one wherein "innovative" tools are continuously being replaced within the industry. After uncovering what…

This paper outlines a team teaching partnership between a full time marketing faculty member and a full time professional in advertising. The purpose of the course design is to give students realistic feedback on assignments and projects so that they work for more than a grade and understand that once they are working in a full time career, a…

Corporate influence is a defining characteristic of mass media in the U.S. A typical introductory textbook devotes a number of chapters to the economic structure of the mass media including advertising, public relations, and corporate ownership, then also includes chapter sections on the economics of the various media (television, radio,…

At a time when few copywriting jobs are available for new graduates, enrollments in advertising are exploding. An advertising educator set out to change students' perceptions that in advertising only copywriting requires imagination by developing a course called "Advertising and Innovation" which was designed to force students to use…

In 1993, the Task Force on Integrated Communications reported that public relations and advertising students would better be prepared to enter a changing communications industry through an "integrated" curriculum. This paper is a case study of how one university has attempted to meet that challenge. The work has resulted in the development of an…

At Michigan State University, a "hands on" approach to the advertising campaigns course has proven successful. The course is limited to 25 students who work in groups of five to develop and prepare an advertising campaign for a client who has agreed to provide information and funds for the course and who in return will get a plans book…

Briefly describes materials and rationale of a media law course specifically designed for students preparing for careers outside print and broadcast news. (CRH)

This paper contains handouts and materials for use in a college level nonfiction television writing course. Following a description of the course and its assignments and texts, the major portion of the paper contains samples of various script formats, including a news commentary, a commercial advertisement, a documentary, and public and community…

Louisiana State University requires an advertising sales course of all advertising majors. A major objective of the course is to provide the student an opportunity to acquire some practical experience in the advertising field, often the only media experience a graduate has to offer a prospective employer. To help teach students how to plan,…

A course in pharmaceutical product merchandising offered at the St. Louis College of Pharmacy incorporated as its three major components the development of a one-page print advertisement, a recorded radio commercial, and a videotape commercial series. Student evaluations were based on performance rather than effort. (MSE)

A midwestern university is testing a program that uses the Apple II computer to help students in an advertising research course develop their skills in preparing and presenting research reports using computer generated graphics for both oral and written presentations. One of the course requirements is the preparation of a final project, including…