A mix of nine marketing and graphic design majors teamed up to impress the American Advertising Federation’s (AAF) judging panel with their plans book and presentation at the 2013 District XI National Student Advertising Competition (NSAC) on April 19 in Boise.
Annually, an NSAC corporate sponsor provides a case study outlining the history of its product and current advertising situation. The case study reflects a real world situation to challenge students’ critical thinking abilities and creativity.
In the fall term, Marketing 401 students began work on the case study for Glidden Paint, the 2012-13 NSAC corporate sponsor. The students conducted primary and secondary research to develop an understanding of the product and target market and created a sound market positioning strategy. In the spring term, students continued their work on the case study in the Marketing 402 class. They compiled a 20-page plans book complete with fully-developed print ads, television spots, mobile and online applications, and in-store and out-of-home advertising. The plans book also summarized their research findings and outlined an annual media plan and PR strategy for Glidden.
A judge and brand manager from Glidden remarked on the well-designed creative in-store and ad concepts, saying, “Your ads are beautifully executed. I would take those to the store right now and implement [them] exactly as they are. Very strong design.” Other praise included, “So smart that your mobile app emphasizes Glidden at Walmart.” And in remarking on the team’s idea of Glidden for Good, a judge stated, “Solid Tactic. The Boys and Girls Club is a strong fit and great brand alignment.”
On the team’s 20-minute presentation, feedback included, “All of you are great presenters. I loved how you weaved in personal stories and used great humor and creativity throughout.”
For information on joining Boise State’s AAF Chapter or for Mktg 401/402 enrollment information, contact the Department of Marketing and Finance at: firstname.lastname@example.org.
Visit www.aaf.org for more information on the AAF and NSAC.