The Advertising Agency Game an Experiential Learning Exercise

Abstract

The ‘Advertising Agency game presented here was used with excellent results during two semesters in an undergraduate advertising course. The game pairs two groups of students competing to win the account of a “real’ client who has agreed to play the game. The students learn what advertising is and how it interrelates to the other variables of marketing. Happy clients spread the word of their positive experience with the students, thus enhancing the university’s reputation for preparing students.