Student Advertising Competitions: Faculty Advisor Beliefs concerning the AAF National Student Advertising Competition

Abstract

A study examined American Advertising Federation (AAF) National Student Advertising Competition (NSAC) team faculty advisor beliefs regarding the value of the competition for themselves and students. The value for the advisors is assessed according to intrinsic and extrinsic rewards, career goals, and tenure, promotion, and/or merit prospects. The value for students is assessed according to the educational, experiential, and career-orientation benefits afforded students who participate in the competition. A survey of 121 faculty advisors from all AAF districts contained 15 statements with responses to those statements arranged on a continuum interval scale from disagree to strongly agree, plus 4 open-ended questions regarding issues of, for instance, benefits and drawbacks for student competition. Results indicated that advisors believe an equitable extrinsic reward structure does not exist for them and suggest faculty advisor dissatisfaction or skepticism regarding extrinsic rewards attached to career advancement. Findings also suggest the strength of intrinsic rewards for both students and advisors. (Contains 5 tables of data and 12 references.) (Author/CR) *********************************************************************** Reproductions supplied'by EDRS are the best that can be made from the original document. *********************************************************************** Student Advertising Competitions: Faculty Advisor Beliefs Concerning the AAF National Student Advertising Competition U.S DEPARTMENT OF EDUCATION Office of Educational Research and Improvement EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) iThis document has been reproduced as received from the person or organization originating it. CI Minor changes have been made to improve reproduction quality. Points of view or opinions stated in this document do not necessarily represent official OERI position or policy. James L. Marra Department of Journalism Temple University Philadelphia, PA 19122 PERMISSION TO REPRODUCE AND DISSEMINATE THIS MATERIAL HAS BEEN GRANTED BY TO THE EDUCATIONAL RESOURCES INFORMATION CENTER (ERIC) Jim Avery Department of Journalism and Public Communications University of Alaska Anchorage Anchorage, AK 99508 Maria Elizabeth Grabe School of Journalism Indiana University Bloomington, IN 47405 Submitted for consideration as part of the Advertising Division Professional Freedom & Responsibility paper presentations, AEJMC, August, 19%