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Advertising majors win district competition
The 10-member team from the advertising capstone class was asked by the sponsor, Mary Kay, to propose a campaign to increase awareness, improve perception and generate consideration of their products among the 18- to 25-year-old market. Judges ranked their campaign plans book and presentation first among the eight schools participating from District 5, Kentucky, Ohio and West Virginia. The students' work will be entered into the semi-finals.
Laura Der, account executive of the team said, "Competitions like this remind us why we love this industry and why we are choosing to dedicate our lives to it. We are extremely proud to be able to represent Marshall University on this level. Our win sheds light on what an outstanding advertising program we have here. Competing next to some of the best programs in the country with a campaign we created is definitely an experience we will not forget."
During the semester classmates researched Mary Kay's advertising problems, divined insights, proposed a media plan, wrote campaign strategies, created a campaign theme and prepared advertising and marketing communications samples. Their decisions and strategies were condensed into a 27-page "plans book" that was scored by judges in mid-March, followed by a 20-minute live presentation before a panel of advertising professionals in April.
Janet Dooley, director of the School of Journalism and Mass Communications and Associate Dean of the College of Arts and Media, said the strategic underpinning of the project was its strength. "The students started generating original research about the target last fall. Insights they gained from those projects led them to a logical and compelling message for Mary Kay."
The American Advertising Federation in Washington, D.C., governs the National Student Advertising Competition (NSAC). Each year the federation solicits national sponsors who prepare a "real world" case study outlining a current advertising challenge.
Judges for the competition were Jennifer Shaffer, manager of Integrated Brand Marketing at Mary Kay, Dallas, Texas; Bob Renock, partner and creative director, Zero Echo Media, Evansville, Ind.; Lindsey Armstrong, designer and senior art director, Redpepper Integrated Marketing, Nashville, Tenn.; and Terry Followell, brand manager, Oliver Winery, Bloomington, Ind.
John Carroll University placed second and the University of Kentucky took third in the District 5 event.Marshall's team members include: Megan Adkins, a senior from Ashton, W.Va.; Abigail Amor, a senior from Culloden, W.Va.; Lauryn Corey, a senior from Ashland, Ky.; Laura Der, a senior from Clarksville, Ind.; Kaylee Hall, a senior from St. Marys, W.Va.; Allison Lake, a senior from Ona, W.Va.; Molly Miloscia, a senior from Stow, Ohio; Caitlin Taylor, a senior from Bluefield, W.Va.; Jennifer Tucker, a senior from Lavalette, W.Va.; and Clifford "Angus" Walsh, a senior from Arlington, Va.