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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| Published in | Journalism & mass communication educator Vol. 53; no. 3; pp. 13 - 27 |
|---|---|
| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Los Angeles, CA
SAGE Publications
01.09.1998
SAGE PUBLICATIONS, INC |
| Subjects | |
| Online Access | Get full text |
| ISSN | 1077-6958 2161-4326 |
| DOI | 10.1177/107769589805300302 |
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| Abstract | 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) |
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| AbstractList | Slayden et al discuss what should be included in an entry-level advertising portfolio. They also discuss what is needed to develop a curriculum that develops successful student portfolios. 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) |
| Author | Kendrick, Alice Slayden, David Broyles, Sheri J. |
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| Cites_doi | 10.1177/107769589304800302 10.1177/107769908806500326 10.1080/00913367.1973.10672492 10.1177/107769588403900408 10.1177/107769588604100410 10.1080/00913367.1973.10672491 10.1177/107769589404900307 10.1177/107769589404900207 10.1177/107769588804300229 10.1080/00913367.1993.10673398 10.1080/01633392.1984.10505364 10.1177/107769588504000410 10.1080/00913367.1973.10672493 10.1177/107769589204700107 10.1177/107769589204700103 10.1080/00913367.1973.10672494 10.1080/00913367.1975.10672602 10.2307/3114973 10.1177/107769588604100416 10.1080/00913367.1975.10672601 10.1177/107769589605100208 10.1177/107769588303800110 10.1080/00913367.1975.10672581 10.1080/00913367.1986.10673031 10.1177/107769588904400202 |
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| Copyright | 1998 Association for Education in Journalism & Mass Communication Copyright Association for Education in Journalism and Mass Communication Autumn 1998 |
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bibr17-107769589805300302 doi: 10.1080/00913367.1975.10672602 – ident: bibr49-107769589805300302 doi: 10.2307/3114973 – volume-title: Creative Strategy in Advertising year: 1995 ident: bibr20-107769589805300302 – volume-title: Contemporary Advertising year: 1989 ident: bibr7-107769589805300302 – volume: 65 start-page: 23 issue: 23 year: 1994 ident: bibr47-107769589805300302 publication-title: Advertising Age – volume: 56 start-page: 20 year: 1985 ident: bibr46-107769589805300302 publication-title: Advertising Age – ident: bibr50-107769589805300302 doi: 10.1177/107769588604100416 – volume-title: Proceedings of the 1988 Conference of the American Academy of Advertising (pp. RC-68 - RC-72) year: 1988 ident: bibr16-107769589805300302 – ident: bibr25-107769589805300302 doi: 10.1080/00913367.1975.10672601 – ident: bibr23-107769589805300302 doi: 10.1177/107769589605100208 – volume-title: Proceedings of the 1994 Conference of the American Academy of Advertising (pp. 255–256) year: 1994 ident: bibr2-107769589805300302 – volume: 27 start-page: 43 issue: 2 year: 1987 ident: bibr19-107769589805300302 publication-title: Journal of Advertising Research – volume-title: Follow the leaders: Be two steps ahead in art direction, copywriting, graphic design, illustration, and photography (promotional piece) year: 1995 ident: bibr42-107769589805300302 – ident: bibr15-107769589805300302 doi: 10.1177/107769588303800110 – volume: 63 start-page: 18 issue: 26 year: 1992 ident: bibr18-107769589805300302 publication-title: Advertising Age – volume-title: Advertising: Principles and Practice year: 1992 ident: bibr57-107769589805300302 – volume-title: How to Put Your Book Together and Get a Job in Advertising year: 1990 ident: bibr39-107769589805300302 – volume: 38 start-page: 52 issue: 3 year: 1982 ident: bibr59-107769589805300302 publication-title: Journalism Educator – volume-title: Advertising: A Decision-making Process year: 1988 ident: bibr40-107769589805300302 – volume: 57 start-page: 18 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| Snippet | Surveys creative directors at advertising agencies nationwide regarding their preferences for contents and strategies in the portfolios of entry-level... Slayden et al discuss what should be included in an entry-level advertising portfolio. They also discuss what is needed to develop a curriculum that develops... |
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| SubjectTerms | Advertising College students Curricula Employment Qualifications Entry Workers Innovation Journalism Research Language Skills National Surveys Portfolios (Background Materials) State Surveys Teaching Methods |
| Title | Content and Strategy in the Entry-Level Advertising Portfolio |
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