IMC Capstone: Ad Lab

Ithaca College Award Winning Team

Each year, IMC students in this senior capstone course spend a semester researching and developing a campaign for a major national brand that sponsors the American Advertising Federation (AAF) National Student Advertising Competition (NSAC).

For example, JCPenney's goal was to increase shopping frequency and grow share of wallet among female customers ages 25-34 while staying within a $100 million budget. To see some of our students' work, visit the Ad Lab photo gallery. "From winning District 2 in NYC to competing against 18 other schools at nationals in San Diego, this was an amazing experience for our team," said Associate Professor Scott Hamula, Ad Lab's adviser and chair of the Department of Strategic Communication. "During the final deliberations, the judges said that they went back-and-forth over first and second place. It was that close. In the end, the entire Ithaca College Ad Lab team was very proud and excited to be #2 in the nation, missing the mark by just .3 points! However, our plans book scored #1!"

As the second place winner of the national competition, Ithaca College received a cash award of $3,000 from JCPenney and an Apple giftcard for $1,250 from ICED Media for technology upgrades at the school.

Past competition sponsors have included Yahoo!, State Farm, Toyota, Snapple, and Pizza Hut.

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Members of the Ad Lab Team with their second place trophy

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To view the team's animated web banner, click here.

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To view the team's :30 television spot, click here.