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

Vergil Reed

9780266989080: The Teaching of Advertising at the Graduate Level (Classic Reprint)

Hardcover

ISBN 10: 026698908X ISBN 13: 9780266989080

Publisher: Forgotten Books, 2018

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How graduate programs teach advertising—and what works today.

This study examines the teaching of advertising at the graduate level in American universities, drawing on interviews with faculty, administrators, and advertising executives. It looks at how programs in business schools, schools of journalism, and integrated universities approach advertising education, and what leaders in the field see as priorities for future improvement.

The report was produced by Vergil Reed and colleagues, commissioned by the American Association of Advertising Agencies and conducted through field work, correspondence, and site visits. It emphasizes the need for close coordination with marketing and the social and behavioral sciences, and it documents the range of courses, resources, and opinions across institutions that teach advertising at the graduate level. The material is presented with a view toward practical improvements for both teaching and practice.

What graduate schools emphasize in advertising and marketing courses
Different approaches in business schools, journalism programs, and integrated universities
Perspectives from agency leaders on graduate education and hiring
Recommendations for strengthening teaching materials and faculty development

Ideal for readers interested in how advertising education connects to professional practice and industry needs.

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