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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: 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.

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  • (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.

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