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posted by cmn32480 on Friday December 04 2015, @08:12AM   Printer-friendly
from the facebooking-for-hire dept.

Blurred boundaries between advertising and public relations professions due to new roles in social media raise the question of whether educators can adequately prepare their students for a career in those growing fields, according to a Baylor study.

"Educators need to address the deficiencies identified in this study and find ways to build these skills and competencies in their courses," said Marlene S. Neill, Ph.D., assistant professor of journalism, public relations and new media in Baylor's College of Arts & Sciences.

The study—"Gaps in Advertising and Public Relations Education: Perspectives of Agency Leaders "—is published in the Journal of Advertising Education.

"In the study, we have provided some specific and practical recommendations for advertising and public relations educators," Neill said.

Recommendations include:

        --Business literacy: Have advertising and public relations students read and analyze investment reports and financial statements, as well as take current events quizzes from business and trade publications.
        --Math: Require advertising and public relations students to take a statistics course.
        --Online community management: Have advertising and public relations students conduct social listening/social media audit and develop evaluation reports using social media analytics; advertising students should consider taking electives in public relations to learn about crisis and issues management.
        --Media planning/buying: PR students should consider taking advertising electives to learn about paid media strategies.

The reaction of people polled on this issue is this?


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  • (Score: 2) by Nuke on Friday December 04 2015, @08:22PM

    by Nuke (3162) on Friday December 04 2015, @08:22PM (#271928)
    Without going on an advertising course, I doubt whether we do know all the tricks. But that does not matter if you are the type of person who is not influenced by the sort of stuff that admen think most people are influenced by.

    For example, from what I've seen from TV adverts, they seem to believe that if I see a short video clip of some random jerk drinking a certain type of beer, then I will go out and buy that same beer. But why TF would I do that? My approach is that over time I give all the reasonably priced beers on the supermarket shelf a try, and then stick to the one I like best.

    If I see a new beer on the shelf one day, I might give it a try as part of that approach. Of course, the launch (or relaunch) of a new beer on the shelves might well co-incide with a TV ad campaign for it, so my trying it will probably be hailed as a triumph for the admen, but in fact I am unlikely even to have seen their adverts, given that I watch most TV via a recorder so I can skip the time-wasting ads anyway.
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  • (Score: 2) by frojack on Friday December 04 2015, @09:08PM

    by frojack (1554) Subscriber Badge on Friday December 04 2015, @09:08PM (#271947) Journal

    Without going on an advertising course, I doubt whether we do know all the tricks.

    But these "tricks" are well known. Movie makers have spilled all the beans.

    If you see a brand name in ANY context in a movie, you know money changed hands.
    If you see some random-ass mock-up of a beer bottle with an unrecognizable label you know it wasn't an ad.

    Car de-badged = no money
    Car badge shown = money.
    Car in dialog = big money and free vehicles
    Car is protagonist's get away vehicle = huge money, free vehicles, coordinated advertising campaigns.

    Any brand name or recognizable trade mark was paid for even if its just an item sitting on a shelf, and never really in focus. (There are accidentals, but only in live on-location outdoor scenes. Any shot you see done on a studio lot you can assume every single logo was paid for. EVERY one.)

    This is common knowledge these days. Yeah, it adds realism, but nothing comes free. Advertising people are simply not that inventive nor that subtle.

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  • (Score: 1, Informative) by Anonymous Coward on Saturday December 05 2015, @12:21AM

    by Anonymous Coward on Saturday December 05 2015, @12:21AM (#272022)

    It's not just for the immediate sell. Repetitive advertising is all about image building and changing consumer attitudes that you can't do with one or two commercials. If you're a male aged, say, 15 to 25, when you go out to buy deodorant or "body spray" (I'd like them to be honest and call it perfume), Axe is going to be high on your list, and probably not Right Guard. Along that line, Old Spice was seen as the stuff your dad used, but in the last 5 to 10 years they "revamped" their image to be hip/cool to get the younger audience.

    This stuff works, which is why they do it.

    • (Score: 2) by frojack on Saturday December 05 2015, @03:58AM

      by frojack (1554) Subscriber Badge on Saturday December 05 2015, @03:58AM (#272081) Journal

      All true. But there is no trick here. Everyone knows the purpose of advertising.

      You don't want to stink and sweat all over your shirt.
      You were going to buy a antiperspirant or deodorant any way. So the manufactures try to convince you to buy their brand rather than just take 3 showers a day.

      You aren't duped. Nobody tricked you.
      If the product is shown in a tv show or movie, you are adult enough to realize it was just another form of a paid commercial. Again you aren't fooled.
      If the girls around you are all swooning over the football star, and you happen to get a wiff of Axe when he walks by, you know its probably his physique and looks and maybe his football prowess that attracts the girls, and you don't run right out and buy Axe, nor do you suddenly take up football.

      You might decide to get some exercise, and when your current deodorant runs out you might try Axe (or at least test it in the store) , but you aren't expecting any gagle of girls to show up like in the Axe commercials. You aren't that dumb.

      If all you saw were Axe commercials for a full year, you would probably be LESS likely to buy it, just because you'd be sick to death of their commercials.

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      No, you are mistaken. I've always had this sig.