June 7, 2005

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Yahoo! Inc. Awards Texas State University San Marcos First Place in 2005 AAF National Student Advertising Competition


NASHVILLE, TN-Students from the Texas State University San Marcoswon the American Advertising Federation (AAF) 2005 National Student Advertising Competition (NSAC) for an ad campaign created for Yahoo! Inc., a leading global Internet company.

"All the NSAC campaigns were terrific, but we thought the Texas State University San Marcos campaign was the best combination of integrated marketing and viral marketing," said Murray Gaylord, vice president brand marketing, Yahoo! Inc. "It was a big idea that would break through the clutter." Judges from Yahoo! and its agencies OgilvyOne, OMD Digital and Soho Square chose Texas State University San Marcos over 15 college and university finalists competing at the AAF National Conference 2005 in Nashville. University of Virginia, Loyola University New Orleans and University of California Berkeley took second, third and fourth place respectively.

The Texas State University San Marcos won the competition with its targeted campaign from their agency "i5 Advertising." The campaign utilized a spokesperson, Dave, who through fun and humorous antics spoke directly to the teen market. The viral component of the campaign acted to general buzz, incorporating funny video clips. "Dave Jams Out" concerts, online contests and targeted advertising were also part of the team's creative advertising solution.

As the 2005 NSAC sponsor, Yahoo! Inc. challenged more than 6,500 students on 215 campuses to push the limits of their creativity. Building on Yahoo!'s current "Life Engine" brand positioning, the challenge was to develop a $10 million national communications plan, in order to engage the youth audience (specifically teens age 13-17) and encourage trial, adoption and sharing of Yahoo!'s youth-relevant products. The plans include advertising, partnerships, promotions and direct marketing as well as a recommendation on how to aggregate and modify Yahoo!'s exciting product offerings to best suit this audience.

For several months, the students - working in teams - conducted primary research to study the target market including its media habits, and also studied the competition. Considered the premier student advertising competition in the nation, the NSAC has become the proving grounds for 80,000 students who have participated, and an imperative for an increasing number of ad industry recruiters seeking new talent. Finalist teams are awarded monetary prizes-first place received $3,500; second place received $2,500, third place received $2,000, fourth place received $1,000 and all other teams received $500. For further information on the NSAC and other advertising education programs, contact Connie Frazier, executive vice president – education services, at (202) 898-0089 or cfrazier@aaf.org.

The Texas State University San Marcos Team

Faculty advisor:
Jody Gibson and Mary Ann Stutts

Presenters: Ashley Brinkman
Matt Kuhles
John Livingston
Albert Nance
Jennifer Whitaker

2005 NSAC District Competition Winners

District School Faculty Advisor
1 University of Hartford Randy Jacobs
2 Ithaca College Scott Hamula
3 University of Virginia Jack Lindgren
4 Florida Southern College William Gregory
5 John Carroll University Susan Higgins-Defago
6 Ball State University Michael Hanley
7 Loyola University New Orleans Teri Henley
8 South Dakota State University Roxanne Lucchesi
9 St. Louis University William Tyler
10 Texas State University San Marcos Jody Gibson
11 Portland State University Don Dickinson
12 Brigham Young University Douglass McKinlay
13 Chaminade University Cliff Bieberly
14 University of California Berkeley Trudy Kehret-Ward
15 University of California Los Angeles John Kochian
Wild Card Team
8 University of Minnesota Howard Liszt

NSAC 2005 National Judges
Alda Abbracciamento, managing partner, Soho Square
Arthur Ceria, executive creative director, OgilvyOne
Cammie Dunaway, chief marketing officer, Yahoo! Inc.
Sean Finnegan, U.S. director, OMD Digital
Murray Gaylord, vice president brand marketing, Yahoo! Inc.

NSAC 2005 Wildcard Judges
Reggie Murphy, director of research services, Gannett Company
Barry Pitegoff, vice president of research, VISIT FLORIDA
Clarence Seegars, advertising sales supervisor, property management, Washington Post
Linda Stanley, senior vice president, director of operations, Eisner Communications, Inc.
Meryl Stevens, account director, Prime Access Inc.
Lewis Williams, senior vice president, creative director, Leo Burnett

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The American Advertising Federation (AAF), headquartered in Washington, D.C.,acts as the "Unifying Voice for Advertising." The AAF is the oldest national advertising trade association, representing 50,000 professionals in the advertising industry. The AAF has a national network of 200 ad clubs located in ad communities across the country. Through its 215 college chapters, the AAF provides 6,500 advertising students with real-world case studies and recruitment connections to corporate America. The AAF also has 130 blue-chip corporate members that are advertisers, agencies and media companies, comprising the nation's leading brands and corporations. For more information, visit the AAF's Web site at www.aaf.org.

About Yahoo!
Yahoo! Inc. is a leading provider of comprehensive online products and services to consumers and businesses worldwide. Yahoo! is the No. 1 Internet brand globally and the most trafficked Internet destination worldwide. Headquartered in Sunnyvale, Calif., Yahoo!'s global network includes 25 world properties and is available in 13 languages.