Date of Defense

4-13-2022

Date of Graduation

4-2022

Department

Marketing

First Advisor

Karen Lancendorfer

Second Advisor

Greg Gerfen

Abstract

The NSAC American Advertising Federation Case Competition takes place every spring for Western Michigan University Advertising & Promotion students. Each year a national client is chosen, and students across the country develop an integrated marketing campaign. The case study reflects a real-world marketing challenge. Students must research the product and its competition, identify potential problem areas and devise a completely integrated campaign for the client. Each student team then "pitches" its campaign to a panel of judges. Judging is conducted by professionals in the advertising, marketing and communications industry. Judges at the national level are selected from the client and their advertising agencies.

There is no better way to learn about the advertising industry than by actually developing a campaign for a real client. Meta Quest a multibillion-dollar company formerly known as Facebook asked students across the nation to put together a IMC media plan which served as the capstone for the Advertising and Promotion program and my Honors Thesis. The capstone gives students the opportunity to collaborate and create a complete IMC campaign using hands-on research to build media, creative, and promotional strategies to solve everyday business challenges. The work associated with this course enhances career development skills and become a key component in our professional portfolio. With our last two courses in our program and all that we learn we together we created and executed an innovative IMC media plan for the client. The client presentation is part of the National Student Adverting Competition, where Western Michigan University students compete against many schools in our district to win the districts, semifinals, and national competition.

Our team is composed of students in the MKTG 4810: Integrated Marketing Campaigns, led by Dr. Karen Lancendorfer, a professor of Marketing and Director of the Advertising and Promotion at Western Michigan University and students and mentored Greg Gerfen, Executive-In-Residence, Advertising and Promotion and Instructor of Marketing. Together both Dr. Lancendorfer and Professor mentor and guide us to learn, grown, and develop a high-quality plan book. Specifically I worked as a IMC Associate where my tasks and responsibilities was developing a a fully integrated national campaign for Meta Quest 2 to increase awareness and sales among college students, Propose partnership, influencer, and philanthropic strategies for client, and produce in store signage utilizing Photoshop and Canva.

On April 8th, 2022, our team of Advertising and Promotion students competed in the NSAC American Advertising Federation Case Competition virtually and are moving to the semifinals and hopeful finals.

Access Setting

Honors Thesis-Restricted

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