Advertising education

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Advertising has been taught around the world for over 100 years. Originating at New York University with the course "Advertising", the subject is now offered through certificate, bachelors, masters, and doctorate programs in over 150 academic institutions. [1]

Along with advertising's role in higher education, professional advertising associations such as American Advertising Federation, American Association of Advertising Agencies (AAAA) provide a variety of educational programs to students and working professionals. Academic and research based organizations, such as the American Academy of and the Advertising Education Foundation work to research advertising, its functions and its future, as well as provide a variety of educational resources to students. [2]

An emerging platform for advertising education is the student-run advertising agency, an education-based marketing partnership between a for-profit company and a student group or a classroom. This method of teaching advertising fuses academic theories with practical applications.

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A student-run advertising agency acts like a real advertising agency, but is operated by students. The agency can be included in the academic curriculum, allowing students to work in the agency for academic credit. Or, the agency can simply be housed within the academic unit, allowing students to work in the agency for volunteer experience. In other cases, the agency can operate as a student club within the broader organizational structure of the university. The student-run agency provides advertising and similar communications services to various organizations such as college departments, small businesses, and community-based non-profit organizations. Some agencies compete with professionals and charge for services. Other agencies do all their work without charge. Other agencies have a philanthropic focus whereby communications work is conducted for free for nonprofits, while for-profit entities are asked to make a charitable donation to the agency to support its learner-centered focus. Most student-run agencies tend to take an integrated marketing communications focus, combining advertising with public relations and other services.

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References

  1. Ross, Billy. Advertising Education. Advertising Education Publications, 2006. Print. "Archived copy" (PDF). Archived from the original (PDF) on 2010-06-12. Retrieved 2009-09-08.CS1 maint: archived copy as title (link)
  2. American Academy of Advertising