AAA ad education

The need for a shared approach to
Advertising Education:
The role of Academic Associations, Industry
Associations andrelated stakeholders
in
an evolving advertising environment
AAA ASIA-PACIFIC SPECIAL TOPIC SESSION
CHAIRED BY GAYLE KERR, QUEENSLAND UNIVERSITY
OF TECHNOLOGY, AUSTRALIAAND
KARA CHAN, HONG KONG BAPTIST UNIVERSITY, CHINA


Our shared approach
 Responding to change: ANZAA, a model of
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advertising connectedness, Gayle Kerr, President ANZAA
The role of the American Academy of Advertising,Pat
Rose, Executive Director AAA
Industry Association Linkages: The American
Advertising Foundation, Jami Fullerton, Oklahoma State
University
What advertising and communication students are
expecting for their career, Kara Chan, Hong Kong
Baptist University
Are we getting what we want? Academics and

Associations, Bill Proud, Queensland University of
Technology


Responding to change: ANZAA, a
model of advertising connectedness
GAYLE KERR, PRESIDENT ANZAA


Advertising has changed. Have we?
 Special session at ANZMAC 2006.
 Hosted by Charles Patti (University of Denver),

David Waller (University of Technology Sydney) and
Gayle Kerr (Queensland University of Technology.
 Looked at who we were, where we came from and
what we wanted to be.
 Echoed many of the Thoughts on the Future of
Advertising Education of the University of Texas
(1995).


Critical Issues
 Funding
 Program choices
 Staffing
 Administration overload
 Accreditation of courses
 Research
 Need for a shared approach to advertising education

Australia and New Zealand
Academy of Advertising
 Answer to many of the questions seemed to be to
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form an academic association.
Started an email group.
Published a newsletter.
Conducted a survey of member needs and priorities.
Let members make the decisions.


Our Achievements
 Introduced first Australia and NZ National Student

Advertising Campaigns competition in 2008.
 Authored a proposal on journal rankings to the
Australian Business Deans Group.
 Established a membership directory and supervision
registry.
 Developed a logo and website.


Our Frustrations
 Having to work as well.

 Not getting enough members to actually do things.
 Face-to-Face meetings.


The role of the American
Academy of Advertising,
PAT ROSE, EXECUTIVE DIRECTOR, AMERICAN
ACADEMY OF ADVERTISING, USA.


AAA Background
 Founded 51 years ago
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Advancement & improvement of advertising education

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Stimulation of research

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Closer liaison between academic departments
 Journalism & Business Schools


AAA Today
 Academics, grad students, some practitioners
 Research
Journal of Advertising

 Journal of Interactive Advertising
 Conferences – domestic and international
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Education
Newsletters
 Member of ACEJMC – accrediting body
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Personal
Networking
 Job Leads
 Awards & Grants
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Industry Association
Linkages: The American
Advertising Foundation
JAMI FULLERTON, OKLAHOMA STATE UNIVERSITY,
TULSA, USA.


What advertising and
communication students are
expecting for their career

KARA CHAN, HONG KONG BAPTIST UNIVERSITY, HONG
KONG, CHINA.


Are we getting what we want?
Academics and Associations

BILL PROUD, QUEENSLAND UNIVERSITY OF
TECHNOLOGY, BRISBANE, AUSTRALIA.