The NSAC requires participating United States colleges to
plan a complete advertising, marketing, and media campaign
for a designated product or service of a corporate sponsor.
The experience is designed to give advertising majors the feel
of a real-world project. The sponsor is selected by the American
Advertising Federation (AAF), and it provides winning teams
with financial awards between $1,000 and $5,000.
After working on the project for a semester, each school
submits a plans book summarizing the campaign and makes
presentation to district judges. Only 16 schools are selected
to defend their plan at the AAF National Conference before
a board of industry executives.
Here at HPU, the Advertising Seminar, COM 4900, gathers communication
majors who collaborate to create the annual NSAC campaign.
The class encompasses the whole process from research and
planning to creative execution and presentation. COM 4900
has been taught
by Dr. Joanne Gula since 2002 and generally welcomes about
30 students each year. The class is divided into specialized
teams that each focus on one aspect of the campaign, such
as print, TV, radio, promotion, and public relations.
The 2004 campaign aimed at increasing tourism in the state
of Florida; this year, HPU has to promote Yahoo’s new
search engine. The fact that this product is a relatively new
service inspires and at the same time challenges. “I
think it is going to be tough because of electronic limitations
on campus,” said Gula.