Master of Advertising Archives

It has been brought to my attention how difficult it is to find my peer reviewed journal article on which forms and placements of ads people like the best when listening to podcasts. This journal article is derived from my Master of Advertising Thesis.

Well, to make things easier I’ve decided to just upload it to my blog:

Effects of Ad Placement and Type on Consumer Responses to Podcast Ads

Here’s the Abstract of the journal article (aka TL;DR):
The purpose of this study was to understand the effects of podcast ad placement and podcast ad type on consumers’ perceived intrusiveness, perceived irritation, attitude toward the ad, and ad avoidance. Our 2×2 (traditional ad vs. sponsorship by beginning vs. middle) experimental study found that sponsorships generated better consumer responses than did traditional ads and that podcast ads placed at the beginning of audio podcasts yielded better consumer responses than those placed in the middle. Implications for marketers and advertisers are discussed.

Recently I started a new job where it is customary to add your degree, academic title, or certification to your email signature. Seeing the following abbreviations after names are commonplace: M.S., D.O, F.A.A.P., B.A., C.C.L.S., C.I.M.I., M.D.

Well, since adding my own degree to my email signature at my new job people keep asking “What does the ‘M.Adv.’ stand for?” Well, let me once and for all answer what it stand for:

Master of Advertising (M.Adv.)

The M. stands for ‘Master’ as in ‘Master Degree’ and in comparison to other Master’s Degrees – especially in the marketing field – the Master of Advertising is very rare. This is because you can literally count the number of universities that award a real Master of Advertising (M.Adv.) degree on one hand. Want proof how rare the degree is? It’s not even mentioned in the Master’s degree article on Wikipedia! And, they even list the dangit “Master of Music (M.M. or M.Mus.)” degree…

This is because most universities do not treat Advertising as a separate discipline, but rather award a M.A. (Master of Arts) or M.S. (Master of Science) with a concentration in Advertising, but not the full M.Adv. (Master of Advertising) degree.

Please standby for a quick Gators shout out: I was lucky enough to attend the University of Florida where the M.Adv. degree is offered. And according to Google, UF is the best Master of Advertising program in the country. Why? Simple: Google “Master of Advertising” and the University of Florida is the first result you will find.

TL;DR

Most importantly, as you can find a M.B.A. (Master of Business Administration) on almost every corner my Master of Advertising (M.Adv.) degree in comparison is awesome.