Anne Ibey, Maddy Yelle, and Theo Noah are among the top 10 all-time competitors in AdSim Advertising Simulation. They are pictured with Dr. Shawn Daly.

Three Niagara University students ranked among the top 10 all-time competitors in AdSim Advertising Simulation, a platform for instructors to explain and illustrate core advertising terms and concepts.

During the months of October and November 2021, students in Dr. Shawn Daly’s Integrated Marketing Communications course participated in the computer simulation, which enabled them to collaborate and analyze market research to formulate and implement their own advertising and promotion campaign.

“Individual students made marketing choices for their simulated smartphone company,” said Dr. Daly. “These choices are quite detailed, including not only money spent on advertising, but how it's allocated among types of digital and social media, influencers, plus other costs such as sales promotions, promotional events, and warranties.”

Students in universities across the country participate in the simulation. At the end, the program ranks the students' performance against one another and provides data comparisons for both the current year and over the 15 years the simulation has been used. In addition to ranking in the top three for the 2020-21 simulation, NU students Maddy Yelle, Anne Ibey, and Theo Noah ranked second, third, and ninth, respectively, of all-time players.

Maddy didn’t realize how well she had done until Dr. Daly told her she ranked second of all time. “I thought he was just talking about my class ranking!” she said. The senior psychology and food marketing major from Geneva, Ill., said her biggest takeaway from the simulation was “realizing how important being able to interpret/make decisions based on customer data is. The data, charts, and graphs that were given allowed me to make proper advertising, brand positioning, and marketing communication choices, all of which lead to my success.”

Theo, a business management senior from Lewiston, N.Y., appreciated how realistic the simulation was, and said that participating taught him “how important it is to focus on where you allocate your money in the beginning years of a company, and how powerful social media and television are in the world of advertisement.” He also learned that “attracting new customers is fairly simple, but making them repeat and come back is the real challenge.”

Anne, a senior sports management major from Niagara Falls, Canada, also enjoyed the simulation, especially the visuals and data it provided. “These graphs were not something I saw in the reports of other simulations I participated in,” she said, noting that she found the simulation helpful in providing tips that will help her in her future career. When she saw how well she was doing in the simulation, she was excited, she said. “I'm glad I've accomplished something that I did not expect, but worked hard for!”







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