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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: 3, Interesting) by frojack on Friday December 04 2015, @08:26AM

    by frojack (1554) Subscriber Badge on Friday December 04 2015, @08:26AM (#271722) Journal

    Advertising and PR seem to be succeeding all by themselves with out all that special educational preparation.
    Maybe if both of those disciplines crash and burn we could all benefit. Both those industries need a reboot with a healthy dose of ethics.

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  • (Score: 2, Insightful) by Anonymous Coward on Friday December 04 2015, @08:40AM

    by Anonymous Coward on Friday December 04 2015, @08:40AM (#271730)

    Both those industries need to vanish.

    FTFY

  • (Score: 2) by Hairyfeet on Friday December 04 2015, @12:56PM

    by Hairyfeet (75) <{bassbeast1968} {at} {gmail.com}> on Friday December 04 2015, @12:56PM (#271772) Journal

    Yep with all the damned ads constantly bombarding us I'm reminded of the words of the late great philosopher Bill Hicks: "you are Satan's little helpers" [youtube.com]

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  • (Score: 3, Interesting) by Anonymous Coward on Friday December 04 2015, @04:30PM

    by Anonymous Coward on Friday December 04 2015, @04:30PM (#271839)

    Taking a marketing course has just made me more aware of the ways that people try to advertise to me which makes me more resistant to it.

    For instance it was in my marketing class that I learned that one of the reasons businesses send coupons is because those coupons are often location marked and this allows businesses to better track where their customers are coming from and hence where they should focus their advertising and how.

    Movies you watch are full of marketing in ways you maybe unaware of. I think it's important that people be made more consciously aware of how they are being marketed to and such should be part of their education. A lot of psychology and studies go into marketing and while how effective some of it is maybe controversial it's still a good idea to introduce people to the subject and make them consciously aware of how companies try to advertise to them often indirectly.

    • (Score: 3, Interesting) by frojack on Friday December 04 2015, @06:58PM

      by frojack (1554) Subscriber Badge on Friday December 04 2015, @06:58PM (#271905) Journal

      Movies you watch are full of marketing in ways you maybe unaware of. I

      Oh, I think we are all WELL aware of those tricks, and have been for decades. There is nothing subtle about them.

      In any event, I'm pretty sure an entire college course of study (such as this article is dealing with) is not aimed at "introducing people to the subject" only to have them become "resistant" to advertising.

      Further, I question whether just knowing some of the tricks of advertising actually makes someone "resistant". You are either resistant by your very nature (AKA skeptical), or you tend to ignore the ads (even the embedded movie ads).

      Or, for a shrinking segment of the population (shrinking, because people grow up) you might actually try the advertised product.

      When I'm shopping for a new car, I MIGHT notice SOME car ads. Even when I do pay attention to an ad, it doesn't mean I believe everything it says. When I'm not shopping, they are just noise.

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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.
        • (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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