HAMMOND | For the second time in the past four years, Purdue University Calumet marketing and communication students have placed first in district competition of the National Student Advertising Competition to earn a berth in the national finals.
A team of five students, taught and mentored by Advertising and Marketing Instructor Matt Hanson, placed first in one of two District 6 competition tracks, which attracted 19 college and university teams from Indiana, Illinois and Michigan earlier this month.
Autumn Cueller of Crown Point, Tristen Comegys of Chesterton, Celina Lewis of Hobart, Vincent Benjamin Lopez of Hammond and Julie Yarusinsky of Hammond comprise the Purdue Calumet student team. Their participation satisfies the university experiential learning component of the course, COMMUNICATION / MANAGEMENT 429 Advertising Campaigns, in which they are enrolled.
“The talent and drive of our students never cease to amaze me,” Hanson said. “Purdue Calumet is one of only two schools from our district to qualify for the national finals three of the last four years.”
Finals of the national competition will be held June 5-8 in Phoenix, Ari.
Organized by the American Advertising Federation and sponsored this year by Glidden paint, the competition has called for participating teams to develop a $10 million advertising campaign for Glidden to increase customer awareness and drive purchasing behavior among Glidden products available at 3,200+ Walmart stores nationally.
In response to a real world case study, each student team produced a 20-page advertising campaign plans book, made a 20-minute presentation pitch and participated in a 10-minute question/answer session with Glidden officials and top national advertising professionals.
At the national finals, the student teams again will pitch their campaign to a judging panel selected by Glidden.
Professor of Communication Mary Beth O’Connor also assisted the Purdue Calumet students with campaign development. Communication Continuing Lecturer Ken Bronowski helped the students produce their 30-second commercial that was presented during the awards competition.
“We’re excited to be tapping into some of the country’s brightest, most creative and innovative student marketers to help us address this real opportunity for the Glidden brand,” Rob Horton, vice president of North American marketing for AkzoNobel, makers of Glidden paint, expressed in a statement published on the American Advertising Federation web site. “The opportunity to communicate Glidden’s brand message to the more than 120 million people who visit a Walmart store each week has endless possibilities. The challenge, though, is for the students to hone in our target audience and deliver a breakthrough marketing strategy that inspires and drives action.”