From Theory to Practice: A Model for Teaching Beginning Advertising

Abstract

This paper proposes a practical method for integrating theory into a beginning advertising course. It briefly reviews other teaching methods, noting the movement toward increasing concern with management and theory. Expanding on the basic logic of Colley’s DAGMAR model, it proposes a planning model through which advertising-related decisions can be linked in a hierarchical chain of objectives. This model serves as the basic organizing principle of the course. The paper includes sample planning documents used in an actual introductory advertising course.