There's a fundamental disconnect between the goals of the ad industry to become more serious, analytical and both quantitatively and qualitatively "data-intensive" and the culture of American universities educating the next generation of industry professionals.
That's the top-line finding of an in-depth study of marketing, advertising and communications professors conducted by the Association of National Advertisers ANA Education Foundation (AEF).
The report, "Bridging The Analytics Disconnect: Charting A More Data-Driven Pathway To Growth," was released this morning and finds that the vast majority of professors perceive that students see the industry as "fun" and "creative," but not necessarily as "analytical" and "quantitative."
“At my institution, students who gravitate toward advertising are not math or computer skills-oriented,” said Saleem Alhabash, associate professor of advertising and public relations at Michigan State University, who participated in the study.
The study, which interviewed 150 academics in the fall of 2019, recommends the industry takes steps to: