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…

It is imperative that today's advertising, journalism, mass communication, and public relations students are prepared to engage in corporate activism and corporate social responsibility communications once in the workforce. This article explores the need for incorporating equity-based pedagogy, using feminism as one of many approaches, into…

This exploratory study demonstrates the effectiveness of using practice-based and client-focused active learning exercises to develop applied skills and better position the student as a candidate with both practical competencies and strong book knowledge. Findings from surveys of business managers indicate the need for real-world application of…

The Google Online Marketing Challenge is a global student competition in which teams are given $250 to develop and run an online advertising campaign for a business or non-profit organization over a three-week period. Despite the fact that 50,000 students have competed in the Challenge since its inception in 2008, relatively little is known about…

This study documents how a high school ESL teacher working with new immigrants ages 14-20 supported the development of their critical thinking and English language skills by using advertising analysis activities. The article examines the use of key critical questions for analyzing media messages and documents instructional activities designed to…

The study is based on the use of a flexible learning framework to help students improve information processes underlying strategy instruction in EFL listening. By exploiting the online videotext self-dictation-generation (video-SDG) learning activity implemented on the YouTube caption manager platform, the learning cycle was emphasized to promote…

Deconstruction is a critical literary theory which focuses on the unintentional meanings of a text and aims to achieve an unprejudiced, value-free vision of the social and political power structures in society that combine to produce the text. The development of such critical skills in advertising students will deepen their ability to judge the…

In advertising, a creative idea can be defined as being right or on strategy in a unique way. For a copywriter, it is not easy to create an ad that has the "Big Idea" in it. Some helpful techniques that advertising students can use to generate creative ideas are (1) analogy, (2) forced relationships, (3) doing the opposite of what…

Environmental print activities provide students' families with an integrative way to encourage reading. While in the grocery store recently, the author watched two young girls begging their mother to stop as they pointed to their "favorite" snack on the shelf. They were about five years old and probably couldn?t read yet, but they knew exactly…

Articles on second language teaching and learning include: "Creativity with a Small 'c'" (Alan Maley); "National Standards & the Role of the Imagination in Foreign Language Learning" (Rebecca M. Valette); "Who Am I in English? Developing a Language Ego" (Jean Zukowski/Faust); "Steps to Dance in the Adult EFL…