|FRANKLIN P. PERDUE SCHOOL OF BUSINESS|
|CONNECTING YOU TO THE FRANKLIN P. PERDUE SCHOOL OF BUSINESS||DECEMBER 2012|
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The “Big Idea”
Students studying in Professor Paula Morrisâ€™s Advertising and Promotions Management (MKTG 331) class created integrated ad campaigns for actual clients this semester. Each student team created a three-piece integrated campaign that carried a unified message, often called the â€œBig Idea.â€ The assignment required a 30-second TV commercial, a print ad, and another ad designed to coordinate and meet the needs of the client.
Rosemary Reed from Double R Studios gave advice on creating a strong message. John Ebert from WMDT visited to share pointers on creating successful TV commercials. This semester, students worked with the Life Crisis Center, Horizons at the Salisbury School, the Health Department, Body Wellness Day Spa, FACE, the South African Lacrosse Project, the Wicomico Mentoring Project and Kids of Honor.
Students marveled over the time and energy required to complete the project. Editing took much longer than they anticipated. Getting approval from clients required a different set of skills. â€œIâ€™ve got a great piece for my portfolio,â€ said one student. Another chimed in: â€œand we learned a lot about what not to do next time!â€
Professionals from iostudio, a Nashville-based advertising agency awarded first, second and third place ranking for the 10 campaigns created by our students. The winners are:
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