Top Agency Executives' Attitudes toward Academic Preparation for Careers in the Advertising Profession in 1975

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Abstract
What is the best academic preparation for a career in advertising? This familiar question constantly calls for a better understanding. This research study is another in a series of attempts to answer that call. In late 1974 the researchers conducted a census survey of all 4A listed agencies with total billings exceeding $5 million in 1973, plus a representative sample of 4A agencies with 1973 billings of under $5 million. A gratifying 49.2% response from top management was received. From these responses the researchers were able to determine (1) desired undergraduate curriculum; (2) graduate degree preferences; (3) hiring and recruiting criteria; (4) means of improving agency-faculty relations; and (5) significant differences between agency types, sizes, locations, etc.

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