ERIC Number: ED269783
Record Type: RIE
Publication Date: 1986-Aug
Reference Count: 0
A Strategy for Playing in the Majors When You're in the Minors.
O'Keefe, Heather C.
Noting that advertising students in smaller colleges have little opportunity for exposure to major advertising companies as role models, the advertising class at a North Dakota university was given the opportunity to design an actual magazine layout to promote the university's Aerospace Science Center. The winning ad, as judged by the dean of the center and his staff, would be published in three issues of a trade magazine for pilots with a circulation of 88,000. The assignment was carefully structured to mirror as closely as possible the actual working relationship with a client--in this case, the public relations specialist of the center--while still making the most of instructional opportunities. Following presentations by the client, the class explored the target market, and then the strengths and weaknesses of the program. Next, students had to devise a campaign that took into consideration monetary constraints, and using both a thematic approach and one that emphasized a different selling point in each ad. Finally, the students explored appropriate styles for the ad. The assignment was greeted with more enthusiasm than any previous class project. Students, who felt challenged, developed materials for their portfolios and were exposed to the competition and criticism that results from high industry standards. (HTH)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (69th, Norman, OK, August 3-6, 1986).