Sixteen University of Scranton seniors participated in the American Advertising Federation’s National Student Advertising Competition as part of a six-credit, two-semester course taught by Communication Professor Stacy Smulowitz, Ph.D. candidate. More than 150 student teams from colleges and universities across the country created and presented comprehensive advertising campaigns for JCPenney.

Based on market research, including a nationwide survey, The University of Scranton students developed a $100 million campaign that included print, television, digital, and out-of-home advertisements, and digital and in-store promotions. The students presented their plan at the District 2 Competition held recently in New York City won best in promotions. Teams from Hofstra, Hempstead, N.Y., and Ithaca College, Ithaca, N.Y., won the overall District 2 Competition to advance the final round of the national competition, which will be held in June.

University of Scranton students participated in a national advertising competition as part of a course taught by communication professor Stacy Smulowitz, Ph.D. candidate. . Seated in front row are (from left): Professor Stacy Smulowitz of Shavertown; Will Grogan of Mount Laurel, N.J.; and Laurel Coyle of New City, N.Y.  Seated on arm rests in the second row are (from left) Chrissy Orvetz of Milltown N.J.; Kaitlin Dolan of Olyphant; Olivia Kozinski of Long Valley, N.J.; Alexandra VonNessen of Hillsborough, N.J.; and Alexa Lugara of Manalapan, N.J. Standing in the third row are (from left): Melissa Cavallo of Randolph, N.J.; Marielle Van Thuyne of Philadelphia; Katie Rudy of Avenel, N.J.; Kate Ritinski of North Wales; Amanda Ferri of Scranton; Eileen Golden of Moscow; Lisa Taormina of Oyster Bay, N.Y.; Tim Real of Drexel Hill; and Shannon Cumiskey of Queens, N.Y.