Today’s Advertising Students Become Tomorrow’s Ad Execs
An afternoon spent with current Advertising students at Temple University in Philadelphia
Yesterday, I had the privilege of being the guest speaker for two advertising-related undergraduate classes of Asst. Professor Jennifer Lovrinic’s at Temple University: Introduction to Advertising Research and Account Planning.
Within the Advertising major at Temple, students can select one of four concentrations: Management, Advertising Research, Art Direction or Copywriting. Introduction to Advertising Research is one of the required classes; its focus is primarily on quantitative and secondary research, however qualitative research is definitely covered.
To get a better feel for my audiences, I polled the students: after graduation, nearly all of the roughly 55 students in the Intro class are hoping to work as a Creative or in Account Management; only 2 aspire to work in Research and none in Media. The more intimate Account Planning class of 10 Seniors includes those who want to work in planning and research, with one specifically interested in social media (a very good choice in my opinion, as there is tremendous growth in this area).
I briefly touched on the range of services offered by my firm, Beacon Research, in order to give them a sense of the many emerging methods being used in online qualitative research these days, and to let them know about the latest hot area: mobile qualitative research. Then, I shared a case study on an online advertising research study I did in collaboration with Dana Slaughter. To read more about that study, check out the article we co-wrote for Quirk’s: “Change Your Behavior” (pdf).
Wrapping up, I closed my time with these future advertising execs by asking for their input on potential topics for The NewQual Blog. Mobile research definitely generated the most interest, so look for more posts on that. The one specific topic that I found most intriguing is one on which I personally cannot write… I’m hoping that one of our readers can tackle this one: “10 Ways to Make My Mobile Phone Work for Me.” In other words, what are some of the best geolocation-based perks available to consumers today?