The issue of liberal vs. professional education is central to theconversation about advertising education. Practitioners influencethe development of advertising curricula, so it is necessaryto have data representing their views. A national survey wasconducted with 366 practitioners in the United States. Findingsshow that practitioners believe a four-year college degree isimportant. They also believe that the best educational formatincludes a balance of liberal and professional education.

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... ionersbelieve soft skills should be taught, though the mostattainable entry-level jobs require digital technology skills.Digital technology also is identified as the most significant challengefor the field.