Entry-level requirements for college graduates in broadcast sales, promotion, and traffic and continuity: perceptions of commercial broadcasters in the southwest

Abstract

This study is based upon the idea that it is both useful and practical to investigate the perceptions of commercial broadcasters towards entry-level skills and areas of knowledge required for college graduates. With a clearer view, broadcast educators may become effective participants in designing curricula and training future commercial broadcasters.

The purpose of this study was to investigate the value of various entry-level skills and areas of knowledge for broadcast graduates in broadcast advertising, promotion and traffic and continuity as perceived by commercial broadcasters located in the survey area.