The Advertising Internship: Tips on Optimizing the Academic and Business Community Relationship

Abstract

Experience, they say, is the best teacher. This paper asserts that directed experience might be an even better teacher. By directed, we mean purposeful, channeled, appropriate, and specifically relevant to the student's vocational interest. A tightly organized, directed, professional advertising internship program demands more of students, employers, educators, and internship administrators, but provides greater benefits for all. This paper articulates several areas of focus that will enable an advertising internship program to optimize the relationship between the academic and business communities.

From Introducing the World Wide Web to Teaching Advertising in the Digital Age: A Content Analysis of the past Twenty Years of the Journal of Advertising Education

“…JAE has a history of publishing articles on teaching industry-related skills as they apply to creative (Barnes & Lloyd, 1997;Beard & Tarpenning, 2001;Blakeman & Haley, 2005;Duke, 2001;Habib, 2015;Johnson & Jones, 2010;Robbs, 2010;Stuhlfaut, 2007), media (Kim & Patel, 2012;Kinsky, 2015;Martin, 2002;Slater, Robbs & Lloyd, 2002), account planning (Lavery, 2000;Morrison, Christy & Haley, 2003), internships and employment (Kendrick & Fullerton, 2002;Kendrick & Fullerton, 2003;Maynard & Saewitz, 2008;McMillan, Sheehan, Heinemann & Frazier, 2001;Perlmutter & Fletcher, 1999;Roznowski & Wrigley, 2003;Taylor & Sheehan, 1997;Yoo & Morris, 2015) and student competitions (Fullerton, Kendrick & Frazier, 2009;Marra, Avery & Grabe, 1997;Parker, 2000;Spiller & Marold, 2015;Weir, 1999).…”