advertising education, Liberal education, Professional training, National survey, Advertising practitioners, Soft skills, Digital technology


Advertising and Promotion Management | Higher Education


The issue of liberal vs. professional education is central to the conversation about advertising education. Practitioners influence the development of advertising curricula, so it is necessary to have data representing their views. A national survey was conducted with 366 practitioners in the United States. Findings show that practitioners believe a four-year college degree is important. They also believe that the best educational format includes a balance of liberal and professional education. Practitioners believe soft skills should be taught, though the most attainable entry-level jobs require digital technology skills. Digital technology also is identified as the most significant challenge for the field.

Original Citation

Robin Spring, & Alex Nesterenko. (2018). Liberal vs. professional advertising education: A national survey of practitioners. Journal of Professional Communication, 5(2).