Area students represented NDSU and the state of North Dakota, for the first time ever, at the District Eight National Student Advertising Competition held April 17 in Minneapolis.
NDSU’s inaugural team placed fourth among seven teams, including Minnesota State University Moorhead, South Dakota State University, St. Cloud State University, St. Cloud Technical & Community College, University of St. Thomas and University of Minnesota-Twin Cities.
The team consisted of 13 students majoring in advertising and public relations and three students majoring in retail merchandising. The team also received assistance from students majoring in architecture, business, art and fashion.
The objective of the competition was to promote J.C. Penney Co. among female consumers ages 25 to 34. J.C. Penney provided information on its history and the teams researched the product and devised an integrated communications campaign, including elements from brand and retail industry analysis to designs for print advertisements to a national media plan that would maximize a $1 million budget.
Four J.C. Penney employees and one employee from Saatchi & Saatchi, J.C. Penny’s advertising agency, judged the projects.
The project was completed as part of a semester-long advertising campaigns class and is the capstone experience for students studying advertising. The class integrates various skills used in the advertising industry including research, strategic planning and branding, creative and media analysis.
“This is the premier student advertising competition. I enjoyed working with students from various disciplines to create a high-quality project,” said Elizabeth Crisp Crawford, assistant professor of communication. “I am very proud that our students placed in their very first competition.”
For more information, contact Crisp Crawford at 231-8720 or elizabeth.c.crawford@ndsu.edu.