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Ithaca College Students Win Scholarships at National Marketing Competition

ITHACA, NY — Lauren Denecke ’16 and Sara Harmon ’16, both integrated marketing communications majors at Ithaca College, earned individual scholarships in the amount of $2,000 and took second place in the 2014 Media Plan Case Competition.

Sponsored by the Washington Media Scholars Foundation, the competition encourages students to create a strategic media plan based on a hypothetical public policy issue. Participants evaluate real-world, consumer-driven data to determine the best media mix needed to attract the attention of target audiences.

Denecke and Harmon customized a media plan to get voters to approve a hypothetical bond issue to provide public funding for a proposed NASCAR race track. Their plan offered rationale for media choices, explained spending for each media vehicle, and estimated the total number of impressions and gross rating points earned.

Twelve finalists from six universities were invited to this year’s case competition finals. The foundation brings finalists to Washington, D.C., to network with leaders in the media industry in an off-the-record setting.

Harmon serves as vice president for the Ithaca College chapter of the American Advertising Federation, as well as a peer advisor in the Roy H. Park School of Communications. Denecke is a member of the Ithaca College chapter of the Lambda Pi Eta honor society for communications students and has interned for Interactive Liquid as a production assistant.

For more information on the Media Plan Case Competition, visit www.mediascholars.org/case-competition.



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