Advertising agencies employ quality graduates to enhance their performance

Abstract

The aim of this paper is to analyze the professional aspirations of potential future employees of advertising agencies in the time of high-school and university studies. In a period of economic recession clients of advertising agencies as a first generally reduce the financial investment in advertising, which has negatively impact on the management of advertising agencies. The starting point may be employing creative graduates who are according to the research work in the advertising industry keen interest and are often cheaper workforce, which help to enhance performance of advertising agencies. Paper is based on extensive primary research in the segment of high-school students from throughout the Czech Republic (1628 respondents, of which 228, so 14 %, would like to work after the completion of its studies in an advertising agency). The second primary research was carried out at the same time too with the students of one university (338 students for Bachelor studies in the Faculty of Management and Economics, of which 101, approximately 30 %, would like to work after the completion of university studies in an advertising agency). Two-dimensional classification of professions according to Roe was used when preparing the questionnaire. Research confirmed that there was a group of students who were interested in working in the advertising agency, but they also had a number of other professional interests outside the group 8 "the Arts" according to Roe.