Probing a Constituency

E. L. Deckinger, Kevin Bergin and William J. Donnelly

It is always comforting to hear that a significant majority of advertising agency presidents believe that undergraduate advertising training is useful (eg, Marquez, 1980). It is equally discomforting to encounter study after study reporting the disenchantment of advertising agency employers with the educational backgrounds of entry-level job candidates (eg, Gifford and Magard, 1975; Rotzoll and Barban, 1984; Rotfeld, 1985; Deckinger et al, 1989).

Whatever agency employer expectations or beliefs, however, a recent census of entry-level employment reported only 15% had majored in advertising (Donnelly, 1994) but without reporting what proportion of applicants had had such an education.