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HPU advertising club wins District
13
by Vanessa Katz, A&E editor
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“The results this year were the closest ever, the second
place team separated by only three tenths of a point, and the
winner of this year’s National Student Advertising Competition
is…” A year of work, by more than 30 HPU advertising
students depended on the next three words to come out of the
announcer’s mouth. Award shows keep the drum rolling
for at least 20 seconds to keep the audience engaged and held
in suspense. Well, this drumroll seemed to be beating for at
least 20 minutes before the announcement was made: “Hawai‘i
Pacific University!”
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In an instant replay, Dr. Helen Varner was the first to jump
for joy, followed by a wave of shrills from the all-girl presentation
team and an intense group hug.
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| “We tried to be gracious winners, but after
a year of stress, disagreements, and deadlines, we needed a release.
After five minutes of hugging and screaming, communication faculty
member and AAA Advisor, Dr. Joanne Gula suggested that we should
accept our awards.” |
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| The HPU team received a gigantic check from Toyota
Hawai‘i and each presentation team member received a plaque
and an all-expense-paid trip to Los Angeles, to compete in Nationals,
held at the American Advertising Federation’s National
Conference from June 4 to 8 at the Century Plaza Hotel. Our presentation
ranked 12th in the nation and our whole effort tied for 15th
overall. |
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| The AAF’s National Student Advertising Competition
is the premier college advertising competition. It provides more
than 3,000 college students with “real-world” experience
by requiring a strategic advertising/marketing/media campaign
for a real corporate sponsor. Schools compete regionally to present
their campaigns to a panel of industry executives at the AAF
National Conference. More than 80,000 students have participated
in the competition since 1973 when it began. It is an important
vehicle for ad industry recruiters seeking new talent. All members
of the HPU team were approached by recruiters and complemented
on the presentation. |
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| As the 2003 NSAC sponsor, Toyota Motor Sales challenged
more than 6,800 students on 210 campuses to develop a national
marketing and communications strategy to build awareness of its
Toyota Matrix XR. The car appeals to all drivers, but especially
to the 20-to-30-year-old market as it combines the style of a
hot rod, the versatility of an SUV, and all the functionality
anyone will ever need. The goal was to increase awareness by
five percent. |
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| HPU was one of two all-girl presentation teams
to compete at Nationals. Teneal Jones, Katie Pebley, Vanessa
Beckett, Sylvia Zhuang, and Vanessa Katz were accompanied by
alternates Kate Bepko, Synna Coito, and Kristine Andrews. |
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| Akamai Advertising Agency, the advertising club
at HPU, is open to all HPU students. AAA works together with
the students in ADV 4900, Seminar in Advertising, HPU’s
capstone advertising course, to fully develop an integrated marketing
campaign for each year’s NSAC sponsor. For several months,
the students, working in teams, conducted primary research to
study the target market including its media habits and the competition. |
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| The NSAC was judged based on two parts. The first
part, which is completed by early April, is the plans book, a
written explanation of the advertising campaign. The second part
is the 20-minute presentation made to a regional panel of judges
in late April. |
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