Local Residents Win Advertising Honors at National Competition
2011 Jun 9The following students were members of the Ithaca College Ad Lab team that took second-place honors at the finals of the American Advertising Federation's National Student Advertising Competition in New York City in June. The road to the finals began in May, with 150 colleges and universities competing in district competition nationwide. Nineteen schools including University of Virginia, Purdue University and the University of Nebraska, competed at the finals. Ad Lab is a senior capstone course for integrated marketing communications students in the college's Roy H. Park School of Communications. The competition is held each year with a corporate sponsor providing a case study outlining the history of its product and current marketing situation. Student teams develop an integrated communications plan for the client and pitch their proposal to a panel of judges. This year, teams worked with a hypothetical $100 million budget to create a campaign for JCPenney intended to increase shopping frequency and spending by female customers ages 25-34.