Content and Strategy in the Entry-Level Advertising Portfolio

Surveys creative directors at advertising agencies nationwide regarding their preferences for contents and strategies in the portfolios of entry-level copywriters and art directors. Reports results in terms of content and approaches, number of campaigns and pieces, subjects of ads selected, importan...

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Bibliographic Details
Published inJournalism & mass communication educator Vol. 53; no. 3; pp. 13 - 27
Main Authors Slayden, David, Broyles, Sheri J., Kendrick, Alice
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.09.1998
SAGE PUBLICATIONS, INC
Subjects
Advertising
College students
Curricula
Employment Qualifications
Entry Workers
Innovation
Journalism Research
Language Skills
National Surveys
Portfolios (Background Materials)
State Surveys
Teaching Methods
Online AccessGet full text
ISSN1077-6958
2161-4326
DOI10.1177/107769589805300302

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Summary:Surveys creative directors at advertising agencies nationwide regarding their preferences for contents and strategies in the portfolios of entry-level copywriters and art directors. Reports results in terms of content and approaches, number of campaigns and pieces, subjects of ads selected, importance of presentation, importance of concept over execution, portfolio submissions, and the relationship of preferences to agency size. (SR)
Bibliography:SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 14
ISSN:1077-6958
2161-4326
DOI:10.1177/107769589805300302