12m Advertising, a team of students from Texas A&M University’s Mays Business School, received first place in the District No. 10 American Advertising Association’s National Student Advertising Competition (NASC) in April.
With the support of Honors and Undergraduate Research (HUR), 12m Advertising was able to travel to Shreveport, La., where the competition was held. Four members of the presentation team were awarded $500 grants for travel expenses by HUR.
For the last three years, 12m Advertising has competed in the NSAC – hosted by the American Advertising Federation (AAF) – where teams are presented with a case
study and challenge for a real-world company.
To develop the campaign, students from the fall 2011 Marketing 489 class, taught by Dr. Lisa Troy, Clinical Associate Professor in Marketing and 12m Advertising Faculty Advisor, conducted research into the target market, industry, product, and competition. Using the research from the fall class, students in Dr. Troy’s Spring 2012 Marketing 447 class developed objectives and strategy, created a fully integrated multi-media campaign including creative executions in traditional, digital, alternative, and social media, and then developed a $100 million, one-year media plan and schedule for this year’s client sponsor, Nissan North America.
To market Nissan to the 25 million multicultural 18-29 year olds in the US, the advertising team created a campaign designed to promote Nissan’s core message of “innovation,” integrating digital and social media tactics, sponsorships and events, and guerilla marketing activities, as well as designing promotional materials and strategies for the 1100 US Nissan dealerships. The ideas were presented in a 32-page professional quality campaign plan book. A group of five students was then selected to represent the team at the district level competition and give a 20-minute presentation outlining the campaign to the industry-leader judges.
Each of the 15 districts in the nation holds a competition in April with district winners presenting at the AAF National Conference in June. This year’s national conference was in Austin, where 12m Advertising competed, placing 9th in the nation.
“The team really had chemistry this year and I think the judges could see it,” said Macie Becker, a senior Marketing major and one of the five presenters of 12m Advertising. “We were genuinely passionate about our campaign.”
“I am very proud of our students,” said Troy. “Winning at this level requires a significant amount of dedication and commitment, and the entire team rose to the challenge … working over winter and spring break to perfect the plan and prepare for the event.”
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Contact: Chrystina Rago, firstname.lastname@example.org