Sheri J. Broyles

The Fire Starter and the Brand Steward: An Examination of Successful Leadership Traits for The Advertising-Agency Creative Director

ABSTRACT This article seeks to uncover the complexities of the creative directors leadership role in advertising agencies. The authors based their work on data received from six agencies and 43 interviews conducted at those participating agencies. Findings suggest successful creative directors combine expertise in creativity, strategy, and interpersonal communication to motivate and mentor co-workers, oversee brand identities, serve as liaisons between creative people and other agency departments and clients, and shape the creative vision of the agency.

Vanishing Acts: Creative Women in Spain and the United States

This exploratory cross-cultural study examines the experiences of women in advertising creative departments in Spain and the United States. The study, an exploration of the creative environment and its impact on female creatives, is framed by Hofstede’s dimensional model of national culture (Hofstede 2001; de Mooij & Hofstede 2010) and signalling theory (Spence 1974). Interviews with 35 top female creatives suggest that the challenges women face are rooted in the ‘fraternity culture’ or ‘territorio de chicos’ of creative departments in both countries. The data further suggest that the gender-bound cultural environment of advertising creative departments may be a global phenomenon, one that may adversely affect the creative process and impact women’s upward mobility.

Soft Skills: The Difference between Leading and Leaving the Advertising Industry?

Soft skills, such as communication skills and professionalism, have been shown to be important for entry-level positions in advertising. The skills measured in previous research have varied and lacked definition, thus no consensus has formed over the particular soft skills that are most vital in the industry. This quasi-ethnography is based on data from six advertising agencies and examined the specific soft skills needed. Findings suggest the most vital soft skills in advertising are those in critical thinking, persuasion, interpersonal communication and presentation. Implications for educators and practitioners are discussed.

Misplaced paranoia over subliminal advertising: what's the big uproar this time?

Purpose – The purpose of this article is to revisit the concept of subliminal advertising as a response to August Bullocks recent book The Secret Sales Pitch: An Overview of Subliminal Advertising.Design/methodology/approach – Citing published research and using Bullocks own words, this article refutes Bullocks viewpoint of subliminal advertising.Findings – The article finds that Bullocks book is based on his personal interpretation while he ignores research that refutes his claims.Practical implications – The concept of subliminal advertising cannot be substantiated by only opinion, and research does not support the concept.Originality/value – The article questions this newest view of subliminal advertising and reminds marketers, advertisers, and consumers of subliminal advertising being an invalid concept.

Graduate Education at AEJMC Schools: A Benchmark Study

The Association for Education in Journalism and Mass Communication (AEJMC) Board of Directors charged the Standing Committee on Teaching to devise a set of metrics for assessing doctoral programs in journalism and mass communication. This directive was made with the strict proviso that the goal would be to offer suggestions for improvement—that is, how we can better prepare future faculty who may one day teach in journalism or mass communication programs. Exploring what schools are currently doing was a first step. The survey reported here covered the three primary areas important for tenure-track faculty—research, teaching, and service. It builds on the Task Force on the Status and Future of Doctoral Education in Journalism and Mass Communication.1 The article includes suggestions for metrics and student-learning outcomes.

Diplomatic relations and tourism advertising effectiveness: U.S. travel interest to Cuba

Abstract This study explores the relationship between nation brand familiarity and increased interest in tourism and tourism advertising effectiveness. Surveys fielded a few months before and a few months after the historic 17 December 2014 announcement of improved diplomatic relations between the United States and Cuba showed an increase in familiarity with Cuba as well as increased interest in traveling to Cuba among US adults. Respondents also indicated a more favorable reaction to a 30-s ad agency-produced television commercial for Cuba tourism. Results are discussed in light of literature on destination brand familiarity as it relates to brand interest and advertising evaluation. Implications for destination marketing managers are presented.

Digital Bootcamp: Teaching Advertising in a Digital Age: Special Report from the AEJMC Ad Division Pre-conference on teaching

This paper outlines a team teaching partnership between a full time marketing faculty member and a full time professional in advertising. The purpose of the course design is to give students realistic feedback on assignments and projects so that they work for more than a grade and understand that once they are working in a full time career, a grade is relatively meaningless. This partnership highlights the benefits of experiential learning as well as the use of technology to facilitate partnerships. The faculty and students were in Texas, and the professional was in Atlanta and New York (as well as other places around the world during the semester). Results showed that students benefited from the course design in several ways, and recommendations are provided.

Learning from the best: A study of the growth, goals and methods of exemplary teachers

This study provides insight into the growth of 15 exemplary advertising teachers, including the approaches and attributes essential to their success. It is based on interviews with teachers characterized as exemplary because of their experience and their having won a national or major university teaching award. The paper examines the methods respondents use to improve, the key change in their evolution as teachers, the responsibilities seen as critical and the ways they achieve their goals.