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SDSU Advertising Students Heading to Nationals
South Dakota Ag Connection - 05/16/2017

Four SDSU advertising students are presenting at the National Student Advertising Competition in June.

The South Dakota State University Advertising Competition Team advanced to the American Advertising Federation National Student Advertising Competition June 7-9 in New Orleans after competing against 19 teams in the semifinal round last week. They competed against schools such as Montana State University, Purdue University and DePaul University.

After making a five-minute online pitch followed by a question-and-answer session in the semifinal round, SDSU was chosen to compete at the national level. According to AAF, more than 2,000 students participate in this annual competition.

"The semifinals offered the team a new challenge because it occurred in a digital environment," said adviser Roxanne Lucchesi, a professor and coordinator of advertising in the SDSU Department of Journalism and Mass Communication. "It's a bit more difficult to engage the judges through video conferencing."

The team will compete against seven other teams, including Florida State University, Oklahoma State University and the University of Kentucky. This year's client is Tai Pei Frozen Asian Food. Four members--James Dykes, Tea; Jacy Glazier, Brookings; D'Shaun Herman, Ellsworth, Minn.; and Clarke Sanders, Plymouth, Minn.--will present the SDSU campaign at the competition, while the 16 remaining team members attending watch.

This is the third time that the SDSU Advertising Competition Team has reached the national level of the AAF NSAC. Their campaign focuses on digital engagement and retail marketing, which Lucchesi said are growth areas in advertising. She said the group, some of whom graduated earlier this month, is looking forward to competing.

"We are very excited to compete at this level and hope the sponsor will incorporate some of our team's thinking into Tai Pei's future marketing efforts," Lucchesi said.

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