volume1 issue1 english abstract 27 32 .pdf

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Title: Network society shaped by youth
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Global Media Journal
Arabian Edition
Fall/Winter 2010
Vol. 1, No. 1, pp. 27-32


L o v e | 27

What do advertising professionals really want?
Preparing University graduates for careers in the Middle East
By Don Love
American University of Sharjah

This study examines the main qualities identified with success in the advertising industry.
Forty-two advertising industry employees located throughout the Middle East were surveyed
regarding what qualities new hires should have to maximize their potential for career success.
Results revealed that personality characteristics such as individual motivation, communication
skills, and education level were of greater importance than networking or on-the-job training.
Results are discussed in relation to redesigning advertising courses to increase student
communication and marketing abilities.
Key words: Advertising, public relations, marketing, Middle East, university education, onthe-job training

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