Texas Christian University’s student team was awarded First Runner-Up honors at the district-level competition for the American Advertising Federation’s National Student Advertising Competition during the District Ten convention in Dallas. Last year, TCU placed first at the district NSAC competition.
AAF's National Student Advertising Competition is the premier college advertising competition and provides more than 3,000 college students with real-world experience by requiring development of a strategic advertising/marketing/media campaign for a corporate sponsor. The 2008 NSAC sponsor is AOL, a global leader in Web-based businesses, which provided a case study, including goals and objectives, budgets and more for students to address.
Students from sixteen schools competed during the district level competition on April 17. Each school performed research to determine creative strategy and executions to meet or exceed AOL’s stated goals for the defined market segment. The schools then created a plans book, detailing the research, conclusions drawn, plans, media, budget allocations, creative executions and expected outcomes. Judges received the books two weeks prior to the competition to review and score. During the live portion of the competition, each school team had 20 minutes to present their plans to the judges, then a 10-minute Q/A period.
The winning team from District Ten was Texas State University’s student team, edging out TCU’s team by only two points. As the second-place team from a district with more than 12 competing teams, TCU still has the opportunity to compete at nationals as a wildcard team. This determination should be made and announced within the next month.
The NSAC Schools from each district will present their campaigns to a panel of industry executives at the AAF National Conference in Atlanta in June.
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I watched TCU compete on Thursday. They were amazing! I also saw TSU's presentation. It, too, was excellent. But I think TCU's position in the order of presentations is what hurt them. They went second. TSU was the 15th team, and therefore fresher in the judges' minds. I'm keeping my fingers crossed that TCU will get the wildcard spot and compete at national. I've seen them compete for about 8 years and thought this was, by far, their strongest effort - including last year's, when they won first at the district competition.
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