Abstract:

The budget cut in ad spending of Spanish companies and brands has increased the existing crisis in the advertising industry. Since 2009, the budget for the mainstream media has a decrease of 30% which has caused the disappearance and reduction of advertising agencies. However, supply and students in higher education in business communication has expanded since EHEA. In this context, the objective of this study was to determine and compare the perception of the sector between advertising and business communication teachers. Therefore, two representative surveys were conducted among 276 employees and 172 university teachers. Perceived sectoral performance (PSP) was measured from four core aspects: the development of the sector, the quality of and work processes, quality of life and personal relationships. The results show that both teachers and general practitioners value these issues over the midpoint of the scale. However, university environments are more optimistic about the sector performance so that better quality of life and better relationships than their colleagues are especially perceived. On the other hand advertisers perceived significantly worse salary than their colleagues at education.