While Yellow Pages continue to be one of the most widely-used mediums for local business search, the industry’s offerings are rarely discussed in college and university marketing and advertising classes— leaving the next generation of advertisers and marketers in the dark about the benefits of multi-platform local advertising.
Five years ago, the Yellow Pages Association launched a competition designed to raise awareness for print and Internet Yellow Pages advertising among college and university advertising and marketing students, as well as increase the likelihood that instructors would cover Yellow Pages in their course materials.
The Yellow Pages Advertising Challenge asks undergraduate students at two and four year U.S. and Canadian colleges and universities to create print and Internet Yellow Pages advertising for a local business. The program provides valuable “real-world” experience for students just starting their academic careers in curricula including marketing, advertising, and graphic design. It also increases their exposure to Yellow Pages, their overall positive experiences and/or attitude towards its offerings, as well as their perceptions about the role Yellow Pages plays in the advertising mix.
In addition to having their work showcased on the YPA Academic website, and competition winners and faculty sponsors share nearly $10,000 in total award prizes.
We are delighted to announce that the 2009-2010 academic year competition was the most successful ever with approximately 1,050 combined entries from more than 1,700 students across nearly 150 schools.
This year’s top three winners include:
First Place: Ashley Rich
Faculty Sponsor: Carole Mauge-Lewis
School: Kennesaw State University
Second Place: Kelsey Kohler
Faculty Sponsor: Victoria Muschek
School: San Diego State University
Third Place: Joseph Byer, Jr.
Faculty Sponsor: Vivek Madupu
School: Missouri Western State University