Ad Executives Grade New Grads: The Final Exam That Counts

Judith D Scott and Nancy T Frontczak

Each year new marketing graduates face the difficult task of landing that critical first entry-level position in an increasingly more competitive job climate. Advertising agencies can demand high quality recent graduates and choose from an overflowing pool of experienced job seekers as well. The purpose of this study is to determine if present marketing graduates measure up to the expectations of the advertising industry and, if they do not, what are their shortcomings. Results show that marketing educators may consider integrating more writing and speaking requirements within existing courses and expanding the opportunities for students to get more real-world experience through internships and cooperative education programs. The findings are augmented by sample comments made by respondent advertising executives.