ABSTRACT
As discussed in earlier chapters, it's a rare educational program that is not grappling with assessment of student learning today. It's likely that many advertising educators, when faced with a directive to develop an assessment plan for their major, look at a list of desirable outcomes and say, “We teach all those things already.” Then they look at one of the laundry lists of indirect and direct measures (such as that in A Guide to Assessment of Student Learning in Journalism and Mass Communications, 2001), and think “Most or all of our students do internships, we do the AAF competition, we've got a capstone course (campaigns, most likely), our creative kids do portfolios … we're all set.” Well, maybe.
