Document Type
Article
Publication Date
Spring 2015
Publication Title
Journal of Advertising Education
Volume
19
Issue
1
Pages
5-16
Abstract
As the job market becomes increasingly competitive, advertising educators must help students develop stronger skills, prepare for career positions and become more attractive to employers. Internships are a way for students to acquire critical real-world proficiencies and stand out in a job search. At the same time, employers benefit from and rely on internship programs, from learning new communication platforms to filling full-time positions. Using data from a field survey, this study provides a new understanding of the key elements and proposes a model for successful advertising internship programs. The investigation is unique, as the analysis pairs data from both interns and their employers. Findings show that a student’s major and supervisor support contribute to overall satisfaction with the internship, leading to higher employer motivation ratings that correlate with higher work performance evaluations and intention to hire scores. Practical implications for advertising internship managers and future research directions are discussed.
Recommended Citation
Morris, Pamela K. and Yoo, Seung-Chul. An Exploratory Study of Successful Advertising Internships: A Survey Based on Paired Data of Interns and Employers. Journal of Advertising Education, 19, 1: 5-16, 2015. Retrieved from Loyola eCommons, School of Communication: Faculty Publications and Other Works,
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.
Copyright Statement
Author Posting © Journal of Advertising Education, 2015.
Comments
Author Posting © Journal of Advertising Education, 2015. The article was published in Journal of Advertising Education, Vol. 19, Iss. 1, Spring 2015, https://journalofadvertisingeducation.org/