An Analysis of Career Aspirations of 1,200 U.S. Advertising Students

Generation-Z Enters the Advertising Workplace: Expectations Through a Gendered Lens

“…Surprisingly, only 41 out of 98, or 40.1%, chose a traditional path to either the agency-side or client-side as their dream job. Finally, high interest in creative roles parallel that in earlier studies (Fullerton et al, 2006(Fullerton et al, , 2008, although in this sample, a desire to work in creative appears to skew toward women.…”

“…Discussions with industry professionals were also used to develop some questions. Other questions were influenced by trends within other academic programs (Fullerton et al, 2006(Fullerton et al, , 2008, though direct comparison could not be drawn. Finally, questions on the economic and educational background of students' families were added to enrich our understanding of diversity within this sample.…”

Does the Creative Boys’ Club Begin in the Classroom?

“…Within journalism and mass communication programs, where advertising departments are typically housed, women make up the majority of enrolled students, constituting 64.9% of students enrolled in Bachelor's programs and 65.8% of those in Master's programs (Becker, Vlad, Coffey & Tucker 2005). In an online survey of over 1200 student members of the American Advertising Federation (AAF), 82% of all respondents were female (Fullerton, Kendrick and Frazier 2006), suggesting that advertising programs tend to skew female. With regard to job specialization, female respondents were more likely to express interest in working in media planning/buying, account management, sales and public relations, while male respondents were more likely to express interest in creative positions (Fullerton et al 2006).…”

Looking Backward, Looking Forward: A Systematic Review of 20 Years of Research and Commentary Published by Journal of Advertising Education

“…As might be expected, Fullerton and colleagues found that in general, the students had positive attitudes toward advertising and its role in the economy. Fullerton, Kendrick and Frazier (2006; also offered a slightly different take on these issues by surveying advertising students and asking them what they were looking for in a career and what their ideal job would be. A final example is research analyzing what types of skills are required in employment ads (McMillan, Sheehan, Heine-mann & Frazier, 2001).…”