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Erin Schauster – Journal of Advertising Education, 2024
Undergraduate students showed an increase in moral reasoning (DIT) after a semester-long course covering topics of advertising ethics, completing a new advertising ethics training program (CEAE), and engaging in activities that allowed for reflection. Students placed more importance on postconventional stages of moral reasoning over personal…
Descriptors: Advertising, Teaching Methods, Professional Education, Moral Values
Inés Leal-Rico – Journal of Media Literacy Education, 2024
Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation,…
Descriptors: Teaching Methods, Critical Literacy, Media Literacy, Advertising
Sally Laurie; Kathleen Mortimer; Matthew Holtz; Billy Little – Journal of Marketing Education, 2024
The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is…
Descriptors: Business Administration Education, Social Media, Marketing, Public Relations
Eric Kennedy – Journal of Instructional Pedagogies, 2024
This paper explores a pedagogical approach to marketing research -- an oft required and not desired course for marketing undergraduate students. Marketing research can become a mundane and not-exciting topic of marketing compared to it's siblings of consumer behavior, social media, advertising, and the like. However, incorporating the approach of…
Descriptors: Undergraduate Students, Business Education, Marketing, Research
Linwan Wu; Allyssa Andrews – Journal of Advertising Education, 2024
Programmatic advertising has come to dominate the landscape of digital media planning. To prepare ad majors for their future careers in the industry, it is essential to teach students programmatic buying and provide them with hands-on experience. In this article, the authors present their approach of integrating teaching programmatic buying into a…
Descriptors: Advertising, Professional Education, Teaching Methods, Purchasing