Stationery Package Brochure / Annual Report Poster Publication Design (Magazine or Book)
CONSUMER or TRADE PUBLICATION
Brochure / Annual Report
Publication Design (Magazine or Book)
Copywriting Visual Sound Digital Creative Technology
ELEMENTS OF ADVERTISING
Digital Creative Technology
Student Rules & Categories
The mission of the Student American Advertising Awards competition is to recognize and reward creative excellence in the art of advertising. Conducted annually by the American Advertising Federation (AAF) and sponsored by Ad2 National, the local Student American Advertising Awards is the first of a three-tier, national competition. Concurrently, all across the country, local student entrants vie for recognition as the very best in their markets. At the second tier, local student winners compete against other student winners in one of 15 district competitions. District student winners are then forwarded to the third tier, the national Student American Advertising Awards competition. Entry in your local Student competition is the first step toward winning a national Student American Advertising Award. Entering the Student American Advertising Awards competition supports our entire industry, because the AAF and its local and district affiliates use the proceeds to enhance advertising through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness. Selection of the most creative entry in each category is affected by a scoring process in which a panel of judges evaluate all creative dimensions of every entry. A Gold Student American Advertising Award is recognition of the highest level of creative excellence and is judged to be superior to all other student entries in the category. Student entries that are also considered outstanding and worthy of recognition receive a Silver Student American Advertising Award. The number of awards given in each category is determined by the judges, based on the relative quality of work in that category. Copyright infringement and/or plagiarism (be it intentional or unintentional) will result in the disqualification and, if applicable, removal of awards from any entry deemed in violation. All entry fees will be forfeited.
How to Enter
Visit www.AmericanAdvertisingAwards.com or your local Ad Club site. You will be directed to the competition site and login as a student entrant. Review the student category list to find where your work should compete, and follow the simple drop down menus to enter your information. Make sure you credit the members of your creative team, so that they will be recognized properly in press releases and other AAF winner publications. Submission of entries acknowledges the right of the AAF to use them for publication, exhibition and marketing of the Student American Advertising Awards competition.
Local deadline information is available from your local AAF Club. After preparing your entries in the manner outlined in this guide, deliver your entries, before the deadline, to the location indicated. Since you must enter your local Student American Advertising Awards competition to be eligible for district competition, it is important that you do not miss this deadline. Please note: Comps, original photographs, illustrations, etc. all become the property of the AAF and will not be returned. Any work created for the NSAC competition will be eligible for the next Student American Advertising Awards competition following the NSAC finals in June. For example, creative for the 2013 NSAC sponsor Glidden is now eligible for the 2013-2014 Student American Advertising Awards competition.
Expanded Category List With Definitions
Printed promotional materials for products and services whose distribution comes from means other than traditional mass media.
1A Packaging. The container, cover or wrapping for a product (includes Single Unit, CD, DVD, VHS and Game covers).
1B Point of Purchase. Promotional advertising or display unit that attends the product or service at the specific sale location. (Includes Counter top, Free-Standing, and Trade Show exhibit)
2 Stationery Package. May contain one or more pieces of letterhead, envelope and/or business cards. Any number of inks may be used.
3 Brochure/Annual Report. A brochure is defined as a multiple page/panel piece (usually bound/folded) that advertises, presents and/or describes the advantages, capabilities, worth and/or reasons to buy a product or service. Annual reports are yearly communication pieces, usually with financial data, intended primarily for stockholders or members, as a statement or record of a company’s or organization’s annual performance or status.
4A Poster, Single. A single sheet advertising or promotional piece intended for mounting and display for a product, service or event. Does not include point-of-purchase materials, or any signage that is eligible in the Out-of-Home category.
4B Poster, Campaign. 2–4 posters for the same client, with a common theme.
Publication Design (Magazine or Book)
5A Cover. Layout and design of the exterior of a magazine or book.
5B Editorial Spread or Feature. Any 2-page spread. One editorial spread or feature per entry. Not intended for submission of entire book or magazine.
5C Series. 2–4 covers and/or spreads and/or features from consecutive issues. Please mark spreads to be judged.
5D Magazine Design. Entire magazine design from cover-to-cover, with advertising.
5E Book Design. Entire book design from cover-to-cover, no advertising.
Anything that can be mailed via USPS or delivered via special courier (private, FedEx, etc.) with the purpose of eliciting, provoking or effecting a consumer reaction (response card, phone number to call, order form, sale/event dates, etc.) should be entered here. Also includes single sheets or multiple pieces, and the container and its contents including “pop-ups” that might mail flat, but take on dimension in their final forms. Entries could include some element/item (other than paper) as part of the marketing message (premium item, baseball, ink pen, etc.) which is included as PART of the message. Specialty Advertising and/or promotional items with advertising messages, apparel and other gift items can be entered here.
6 Direct Marketing
The outdoor display of advertising messages, notices or events, commonly associated with standardized wooden or metal structures, which are delivered to mass (outdoor) audiences on sidewalks, streets, roadways, etc. This category also includes Vehicle Graphic Advertising defined as impressions/messages that are displayed to the public, usually via the use of panels on the side, front, back, top or bottom of vehicles (cars, trucks, wagons, etc.). Includes advertiser identification and/or promotional messages and vehicle wraps. Mass Transit/Public/Airline advertising should be placed in this category as well, and is defined as advertising of the poster or banner variety displayed via panels or inserts inside and/or outside public transportation vehicles (airplanes, bus, train/rail, street car, subway, taxi, etc.).
Non-traditional Advertising—also defined as alternative, buzz, grassroots, guerilla, viral or word-of-mouth advertising. It is generally defined as an unconventional way of performing advertising and/or promotional activities. Examples of nontraditional advertising would be advertising on window clings, street stickers and stencils Please note that some entries entered into this category may fit into a traditional category and will be moved to the appropriate category. Non- traditional entries MUST be accompanied by proof of usage. Entries in this category may also be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 90 seconds (video). Digital summaries must be submitted by uploading the video file via the American Advertising Awards online entry software.
CONSUMER or TRADE PUBLICATION
Frequency of publication may be annually, bi-annually, quarterly, monthly, weekly, etc. Consumer Publications is advertising that appears in periodic publications whose circulation/distribution is made to the general public, and/or an unspecified target audience. Trade Publications is advertising that is placed in periodic publications whose primary circulation/ distribution is aimed at a specific trade or industry target audience (dealers, distributors, jobbers, manufacturers, etc.) within the various Standard Industrial Classification (SIC) codes.
9A Single. Fractional page or Full page
9B Campaign. 2–4 ads for the same client, with a common theme. May be placed in the same publication issue, in separate issues of the same publication, or in issues of other trade or consumer publications.
Advertising that is placed/run in publications whose primary purpose is to inform the public about current events or issues on a daily or weekly schedule basis.
10A Ad. Fractional page or Full page.
10B Insert. Defined as brand promotion/advertisements typically supplied in unbound booklets and delivered via the newspaper. Could include die cuts, mini booklets, magnets, “post-it” promotions, calendars and flat sample packs distributed to the home by means other than direct mail.
10C Campaign. (2–4 of the above)
11B Social Media. Creative execution of brand advertising, marketing and/or promotion for a social media platform (Facebook, Twitter, etc.).
11C Mobile Apps. To be eligible as an American Advertising Awards entry, apps must advertise a product or service. Apps will be judged using the device for which they were created. So, to be eligible, the entry MUST include a no-cost, password-free method for accessing the app for the purpose of judging. In addition, a digital summary of 90 seconds or less which demonstrates the functionality and design of the app may be provided as part of the entry. This should be included in the entry as a digital (video) upload. In this Student category, apps for web-based browsers, mobile tablets and smartphones are eligible.
11D Online Advertising. Online Advertising. This category may include web banners of all kinds, email messages, online newsletters, online magazines, online annual reports, online games, online videos, and podcasts. In all cases, the entry must demonstrate advertising values for a product or service.
11E Multimedia DVD. Entries in this category may include interactive kiosks.
11F Campaign. 2–4 executions from the Digital Advertising division
Radio advertising is defined as commercial audio (only) messages conveyed to the prospective/target consumer public by the seller of a product or service via wireless (radio) transmission.
12B Campaign. (2–4 commercials, of any length, with the same theme.)
Commercial audio and video messages conveyed to the prospective/target consumer public by the seller of a product or service via a broadcast, cable or satellite transmission.
13B Campaign. (2–4 commercials, of any length, with the same theme.)
An Integrated Campaign is defined as a campaign or series of ads, commercials or executions that utilize more than one medium. The Student American Advertising Awards allows entries up to ten executions for judging. Integrated Campaign entries that contain one or more of these elements: Social Media, Digital Apps, Non-Traditional may be accompanied by a written or digital (video) summary not to exceed 250 words (written) or 90 seconds (digital). Digital summaries must be submitted by uploading the video file during the online entry process. Failure to adhere to these limitations may result in a portion or all of the offending entry to be removed from judging.
ELEMENTS OF ADVERTISING
The goal of this category is to recognize only the creative execution of individual components of an advertising entry (illustration, photography, music, logo, etc.). Each entry in this section MUST include a sample showing how the element was actually used in the advertising message. For print entries, a sample should be included in the entry envelope. When submitting a logo, if the type of company is not evident or obvious, it is recommended to include one or two words explaining the type of business the logo represents.
16A Logo. An icon, symbol, or trademark designed to represent a product, service, or organization.
16B Illustration, Single. Flat or dimensional (any number of colors)
16C Illustration, Campaign
16D Photography, Black & White
16E Photography, Color
16F Photography, Digitally Enhanced. Photographic images whose content has been digitally altered to create a new image (often creating an image not possible using traditional photo techniques). Utilitarian photo retouching, color correcting or photo editing alone does not qualify an image for this category. A sample of the original photo(s) MUST be supplied for proper judging.
16G Photography, Campaign
16H Animation or Special Effects
16I Cinematography. Cinematography is defined as the art and process of creating motion picture images, including considerations of lighting, photography, camera movement and angle.
Any composition of original music or sound elements that serve as a bed or background and/or otherwise heighten, accent or strengthen the advertising message. In the case of “full sing” jingles, the “sound” entry may be the commercial itself. Entries must be music that is custom-composed for advertising or audio/visual sales promotion. Entries may be no longer than 60 seconds, except for audio/visual entries which may run up to 5 minutes.
17A Music Only. Any musical score only (no lyrics) for broadcast commercials (pre/post scores) and music created/ composed for specific audio/visual sales presentations.
17B Music with Lyrics. Any music with sung lyrics, created/composed expressly for advertising. Syndicated materials, including “re-sing” jingles and library music, are not eligible for entry.
17C Sound Design. Any combination of non-musical elements, sound effects, ambience and other sonic devices incorporated into a film or video presentation, television commercial or radio commercial to enhance the mood and/or message.
Digital Creative Technology
18 Digital Creative Technology. This category recognizes achievement in the creative use of tools, features, technology and overall design of websites and apps in the areas of user navigation, responsive design, and location technology.
Entry Submission & Identification
AAF is trying to make entering the Student American Advertising Awards competition easier for the entrants, judges and producers of the show on all levels of competition. You are not required to mount your entries to black board. However, there are still steps required to make sure your work is kept in good shape, properly labeled, judged properly, and your entries get proper credit. Physical entries must be placed inside an appropriately-sized envelope. The national American Advertising Awards
Committee (N3AC) recommends transparent, plastic envelopes found in most office supply stores and catalogs. Manilatype envelopes may also be used.
If a transparent, plastic envelope is used, insert the two copies of the entry form securely inside the envelope behind the physical entry. The entry should be facing or readable from one side and the entry form facing or readable from the other. Firmly affix the entry number to the BACK of every piece in the entry. If a manila-type envelope is used, the entry number label should be attached to the BACK of the entry. Spray-mount the entire entry form and attach to the front of the envelope. Insert a copy of the entry form inside the envelope. If a three-dimensional (3-D) item is small enough, it should be placed inside an envelope, as described above. The entry number label should be securely attached to the bottom of the entry. Insert two copies of the entry form inside the envelope. (If the entry is likely to tear the envelope when removing and replacing it, choose the method listed below.) When a three-dimensional (3-D) item is over-sized and too large to fit inside an envelope, enclose the item inside an appropriately-sized box. Secure the entry number to the top of the box in the upper right hand corner. An entry number label should be affixed to the bottom of the piece for identifying. Spray-mount the entry form to the bottom of the box and place a second copy of the entry form inside the box.
Campaign entries may be handled in the same manner as above, placing the campaign inside an appropriately sized envelope. Label each piece with an entry number on the back in the upper right hand corner. Indicate on each label “1 of 2” or “2 of 2”, etc. Include an extra copy of the entry form inside the envelope. All components of an Integrated Campaign must be entered together in an appropriately sized envelope. Label each component with an entry number and include the total components for each campaign, (1 of 10, 2 of 10, 3 of 10, etc.). Firmly affix an entry form to the front of the envelope and place an additional entry form inside the envelope.
All video and audio assets for the Student American Adverting Awards entries must be submitted as digital upload via the
online software. DVDs and CDs are NO LONGER ACCEPTED (except in Category 11E), and will not be judged. Acceptable
digital formats for video are, .mov, .mpg, .mp4, .wmv and audio files are .mp3, .wav, .wma. File uploads are limited to
100mb for video and 5mb for audio.
This entry procedure applies for all TV commercials, radio commercials, infomercials, webisodes, Internet commercials,
and digital summaries for non-traditional, mobile app and integrated campaign categories.
All entries containing video, audio and digital assets must also submit an entry form HARD COPY prior to your club’s
published American Advertising Award deadline to ensure eligibility. Follow the online entry directions to print and submit
your entry forms after uploading is complete.