AAF Capstone: COMM 475

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What is AAF Capstone?


Established in 1905, the American Advertising Federation (AAF) acts as the “Unifying Voice for Advertising.” AAF features nearly 100 corporate members from the nation’s leading advertisers, agencies, and media companies; a national network of nearly 200 local clubs representing 40,000 advertising professionals; and more than 200 college chapters with 5,000 student members. The AAF operates a host of programs and initiatives, including the Advertising Hall of Fame, the Advertising Hall of Achievement, the American Advertising Awards, and the National Student Advertising Competition (NSAC). CSUF competes in the NSAC that takes place in 15 regions across the country. Past clients include Snapple, Tai Pei, Pizza Hut and Glidden Paint.

COMM 475: Capstone – Advertising/AAF Competition includes students who interview in the fall to be hired as members of the agency (class). The agency meets weekly during the fall along with several times during the winter break. The agency completes the campaign in the spring semester and presents their Integrated Marketing Campaign.

The class is designed as an advertising agency, as the students are split into teams of Account Executives, Account Planners, Creative, Media Planners and Promotions. Students perform all the research — which includes focus groups, online surveys, taste tests, consumption diaries, and video interviews — via primary data gathered from across the United States.

The agency writes and designs the creative concepts, and tests them to receive feedback. The media planners allocate budgets strategically. The promotions team create nationwide events that showcase the product and help drive trial. A 20-page graphically appealing Plans Book is designed and produced by the students. The stand-up presentation and competition takes place at various campuses within each region.

The students participate in a real-world experience, which give them a distinct advantage as they graduate and move into the thrilling world of advertising.