The Teaching of Advertising at the Graduate Level (Classic Reprint)

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Excerpt from The Teaching of Advertising at the Graduate LevelThe issues are far from settled. There are strong argu ments advanced by both the traditionalists and what might be called the generalists, for want of a better name.It would be premature to express even a tentative judgment regarding the most appropriate type of educa tion for the field of advertising in the future. It is, how ever, both possible and desirable that more should be known about what is now being done in the field. To achieve a clarification of what is being done at the grad uate level of instruction the Graduate School of Business of Columbia University and the American Association of Advertising Agencies jointly commissioned Dr. Vergil Reed, Professor of Marketing, Columbia Business School, to make a study of, and report on, the work in advertising now conducted by graduate faculties of business and of journalism throughout the nation.About the PublisherForgotten Books publishes hundreds of thousands of rare and classic books. Find more at www.forgottenbooks.comThis book is a reproduction of an important historical work. Forgotten Books uses state-of-the-art technology to digitally reconstruct the work, preserving the original format whilst repairing imperfections present in the aged copy. In rare cases, an imperfection in the original, such as a blemish or missing page, may be replicated in our edition. We do, however, repair the vast majority of imperfections successfully, any imperfections that remain are intentionally left to preserve the state of such historical works.