Press Room

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Press Release
- Classroom collides with real world - Oct.22, 2001
- Special Event for Playing Hard'n Rough - Oct. 31, 2001

Interview
- Interview with Professor Ray Roschmann - Oct. 31, 2001

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CLASSROOM COLLIDES WITH REAL WORLD
CSUF Students Partner with General Motors Marketing Internship

FULLERON, CALIFORINA: General Motors returns to California State University Fullerton after a successful event in Spring 2001.Hardin Buick/Pontiac/GMC of Anaheim rejoins with CSUF for a General Motors Internship (GMMI), where students get the opportunity to research, plan, advertise, and implement a successful marketing event.

This year, student group selected the name California State University Fullerton Advertising Agency, as their agency name. Our agency consists of two coordinators, Research, Advertising/ Public Relations, Event Planning, and Editors. Different from a standard class project that focuses on the planning of a marketing project, GMMI focus is on the development and execution of an intergraded marketing communications program. As seniors, this program gives invaluable experience before tackling the job market.

The event, which will take place on November 6,2001 on campus, will feature three GM vehicles, the Buick Rendezvous, Pontiac Aztek and GMC Sierra.? There will also be games such as a football toss and basketball shooting contest, plus free food and lots of fun. A large array of companies have generously provided donations that will be given away during the event.

The GMMI program is part of a national program sponsored by GM, and administered by EdVenture Partners, which act as a liaison with General Motors. CSUF has participated in the GMMI program since 1995. At the end of the fall and spring semesters, awards are given by EdVenture Partners to the three best programs in the nation. After the success of spring semesters event we look forward to maintaining the standards set by past CSUF GMMI students, Helen Sugich, Advertising and Public Relations Head said.

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Contact:
Helen Sugich (Advertising/Public Relations Head)
(626) 367-5344
[email protected]

Interview with Professor Ray Roschmann

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This interview was conducted by Nam-Chun Hur on Oct. 29, 2001 via email.
The professor is teaching MKTG 405 Integrated Marketing Communications and advising the General Motors Marketing Internship program this semester.

1.Why integrated marketing communication (IMC) is important?

IMC recognizes the importance of speaking in one voice to a company's customers through all available promotion mix elements: Advertising, public relations, sales promotion, personal selling, and direct marketing. This assures that a company is generating the best value for it's communication investment and that customer's are not confused as a result of different messages. IMC recognizes the value of synergism.

2. What's the difference between IMC and other communication effort?

IMC recognizes that a relationship should be built between a company's customers and itself. The relationship begins with a thorough knowledge of the customer (current and prospective), a means to connect and stay connected with a customer (through data base marketing, and finally speaking to the customer in a consistent manner. Marketing communications tends to view communication as a process in and of itself. IMC views communication as a continuous process.

3. What's the different aspect of this General Motors Marketing internship (GMMI) from other group project?

The group has the ability to execute the project. The group can actually spend money to bring the event to life. This takes the project beyond the usual objective, strategy, plan scenario of most class projects.


4. What can students learn from this General Motors Marketing internship?

Students gain experience in executing the principles learned in the classroom. They see how important the client is in a service relationship and that in the final analysis the client' objectives must be met.They also learn that the devil is in the details. Students gain an appreciation of doing the little things and how much they can mean in terms of potential. This is as close to a "real" life experience as one can get.

5. Any comment for this event?

This event will be successful because students understand the objective and the target audience. They have started in the correct place. The students did not "leap" into executional ideas. The IMC process was maintained.

6. Any suggestions to the students who are interested in IMC?

IMC adds icing to the marketing and business major's cake. It is a skill or discipline that will aid them in all aspects of business communications.

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SPECIAL EVENT FOR PLAYING HARD'N ROUGH
Cars, Games, Music, and Food on Nov. 6 at Quad, CSUF Campus

FULLERON, CALIFORINA: Cal State Fullerton Advertising Agency plans a special event for students on November 6, 2001. Cal State Fullerton Advertising Agency, an internship program organized and run by marketing students, is holding an event to promote Hardin Buick/Pontiac/GMC of Anaheim. As a General Motors Internship (GMMI), the agency will display three GM cars, giving participants a chance to look at closely at the cars, as well as learn more about them.

The theme, Come Play Hard'N Rough with Hardin Buick/Pontiac/GMC, is the main attraction of the event. In addition to the main event, students can enjoy several raffled games for a chance to win prizes. These include prizes such as lift tickets provided by Mountain High, a snowboard by Liberty Board Shop, and gift certificates provided by Spaghettini Italian Grill, BJ, TGIF, Islands, Fisherman's Restaurant, Edwards Theater, Titan Student Union, Hurley International, and Wells Fargo. Participants will enjoy the alternative and rock music provided by radio station KROQ, as well as free fat tests conducted by LA Fitness.

During the event, participants will get free food provided by Ben & Jerry's Ice Cream and Papa John's pizza. The event team will also provide free digital pictures so that students can download their pictures from the Hardin's Web site (http://www.hardinbuick.com). They will be available for use, whether it may be for their own purpose, such as web site developing, or everyday use, such as email.

Hardin Buick/Pontiac/GMC of Anaheim also will have a special promotion campaign, which acknowledges that during a regular week, students can get a free oil change. To participate, students need to bring their cars to the Hardin dealership, about 10 minutes from the campus, and say they are CSUF students, this enables them to be a candidate for a free oil change.

Professor Ray Roschmann, a Marketing professor, said, "Students gain experience in executing the principles learned in the classroom. They see how important the client is in a service relationship and that in the final analysis the client' objectives must be met. They also learn that the devil is in the details. Students gain an appreciation of doing the little things and how much they can mean in terms of potential. This is as close to a "real" life experience as one can get."

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Contact:
Helen Sugich (Advertising/Public Relations Head)
(626) 367-5344
[email protected]