arbiter
JournalsPricingAccount

Practice With a Purpose: Using Archived Competition Materials to Bridge Theory, Build Confidence, and Promote Media Planning for Social Good

Lisa Farman

Journal of Advertising Education2026https://doi.org/10.1177/10980482261421138article
AJG 1ABDC C
Weight
0.50

What the paper says

This study explores the use of archived competition materials as experiential learning tools in an undergraduate media planning course. To broaden students’ understanding beyond product promotion, a midterm assignment was redesigned using a past Washington Media Scholars Foundation (WMSF) case brief focused on an environmental advocacy campaign. Guided by experiential learning theory, the project aimed to strengthen students’ confidence with media data, connect theoretical concepts to real-world contexts, and highlight the civic applications of strategic communication. Post-assignment survey results showed increased confidence in using data, applying theory to practice, and recognizing media planning as a skill relevant to social-good initiatives. Students also valued the assignment’s professional relevance and expressed interest in future competitions. Findings suggest that archived competition briefs offer a replicable, low-stakes, high-impact model for engaging students in data-driven, purpose-oriented learning.

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.1177/10980482261421138

Or copy a formatted citation

@article{lisa2026,
  title        = {{Practice With a Purpose: Using Archived Competition Materials to Bridge Theory, Build Confidence, and Promote Media Planning for Social Good}},
  author       = {Lisa Farman},
  journal      = {Journal of Advertising Education},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/10980482261421138},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Practice With a Purpose: Using Archived Competition Materials to Bridge Theory, Build Confidence, and Promote Media Planning for Social Good

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.