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Armonk's Mariel Simens and several of her college classmates won second place representing Ithaca College this month at the finals of the American Advertising Federation's National Student Advertising Competition in New York City. The group hailed from the college's Ad Lab course and competed against teams from colleges and universities across New York, Pennsylvania and the District of Columbia.
"It has been so rewarding to see our hard work pay off," Simens said. "I'm truly proud to have worked side by side with my teammates."
The group's journey to the finals began in May with 150 schools competing nationwide. 19 schools including University of Virginia, Purdue University and the University of Nebraska, competed at the finals.
The University of Miami took first place.
Teams worked with a hypothetical $100 million budget at the competition to create a campaign for JCPenney to increase shopping frequency and spending. The event is held each year with a corporate sponsor providing a case study outlining the history of its product and current marketing situation.
Ad Lab is a senior capstone course offered at Ithaca College for integrated marketing communications students in the Roy H. Park School of Communications.
Ithaca College is an independent college of nearly 6,100 undergraduates and 300 graduate students. Located in Ithaca, New York, the school offers more than 100 degree programs.
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