National competition gives “real world” experience to collegiate advertising majors
WESTERVILLE, Ohio (June 7, 2016) — Creating a fully integrated, “real world” marketing and advertising plan for one of the world’s best-known tea and soda companies paid off big for the University of Virginia. They are the winners of the National Student Advertising Competition (NSAC), also earning the AdMall "Best Use of Marketing Research Award" during this year's American Advertising Federation (AAF) national conference, held this week in Anaheim, California.
For the seventh year, the AdMall “Best Use of Marketing Research Award” was presented to the team that best demonstrated the use of any source of market research in the development of their campaigns. As a research partner for the annual competition, AdMall provides access to its database of market research reports to all competing teams.
“The University of Virginia NSAC team is so honored to have won the 2016 NSAC AdMall research award and we are so grateful to AdMall and all of the AAF NSAC corporate sponsors for the invaluable research tools and data they provide the students,” says Carrie Heilman, team advisor. “Because research is so critical to developing a marketing strategy and to justifying tactical decisions, not only does AdMall's support allow the NSAC students access to information that can support their recommendations, it gives the students an opportunity to learn about and work with the type of real-world research data and information they will have available to them once they graduate”
Barry Shawgo, Vice President of Sales for AdMall adds, "The winner of our award has also been the overall winner of the competition in three of the past four years. I think this clearly illustrates the importance that great research has in developing great advertising campaigns."
This year, corporate sponsor Snapple challenged student teams to develop innovative business solutions to enable the brand to better connect with audiences across the United States and expand consumer reach. After creating a written campaign proposal and 20-minute presentation, winning its AAF district competition and advancing from semi-finals to the finals, the University of Virginia was selected as the overall national champion with their "That's the Stuff" campaign. “
C. Lee Smith is President/CEO of SalesFuel, the company behind AdMall and former NSAC participant himself for the Ohio University team in 1988. “We're proud to partner on the "Best Use of Marketing Research" award because students learn that a deep understanding of consumer behavior is critical before they can begin to influence it through advertising and marketing,” Smith said.
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ABOUT THE NSAC
Through the National Student Advertising Competition (NSAC), the premier student advertising competition in the nation, students from across the country are challenged to develop high-level integrated marketing campaigns for some of the country's most recognizable brands. Each year a corporate sponsor provides a case study of its current advertising situation to challenge students' critical thinking abilities and creativity.
Each year, the AAF partners with a major corporate client to challenge college chapters across the country to develop an integrated marketing campaign for a specific product, service or brand aimed at diverse target markets. The corporate sponsor provides a case study outlining the company’s campaign objective, the history of its product and its current advertising situation. The case study reflects a real-world situation facing the company. Students must research the product and its competition, identify potential problem areas and collaborate to devise a completely integrated marketing campaign for the client.
Marketing Research Award Winners:
- 2016: University of Virginia (Snapple campaign)
- 2015: University of Oregon (Pizza Hut campaign)
- 2014: University of Texas at Austin (Mary Kay campaign)
- 2013: University of Miami (Glidden campaign)
- 2012: University of Miami (Nissan campaign)
- 2011: University of Virginia (JCPenney campaign)
- 2010: George Washington University (State Farm campaign)