University Co-op Pledges $100,000 for Interactive Lab

The University Co-operative Society has made a $100,000 pledge to the UT Department of Advertising for creation of a University Co-op TexasInteractive Advertising Lab. The University Co-op is a college bookstore operator and long-time supporter of various UT programs. Its pledge will outfit the lab with state-of-the-art technology including a server, an LCD projector, a color laser printer, and 10 computer workstations with scanners. Also included are funds for software and furnishings, as well as technical support and lab personnel. The lab will be located on the 6th floor of Jesse H. Jones Communications Building A (CMA), and setup is scheduled to begin in summer 2001.

"[The TexasInteractive lab] will keep us at the forefront of interactive advertising," says Gene Kincaid, Lecturer in the UT Department of Advertising. Mr. Kincaid further stresses that the new lab is a direct result of achievements made by students in interactive advertising courses.

The $100,000 pledge came after the Co-op had acted as a voluntary client for interactive advertising classes that evaluated and updated the Co-op's e-commerce web site. On the recommendation of Co-op President George Mitchell, students also performed similar projects for three other university bookstores from around the nation and presented their work at the National Association of College Bookstores' annual conference in Austin in February 2001. Mr. Mitchell commented, "[The students'] session was fabulous! Everyone in attendance was enthralled with the presentation. The 15 students and Gene [Kincaid] received a thunderous ovation." Based on such positive experiences with UT advertising students, Mr. Mitchell invited a proposal for the TexasInteractive lab.

The lab will be primarily a technology base for advertising students in the TexasInteractive sequence, which was formalized in fall 2000. Through internships and courses in digital media, digital creative methods and interactive advertising, the sequence aims to provide a solid background in interactive applications. "We're exposing the students to things that are happening in business today, and giving them hands-on experience. That's really what the [advertising] industry is looking for," explains Mr. Kincaid.

From a student perspective, the lab will definitely provide an added boost to an already successful curriculum in interactive advertising. According to advertising senior and TexasInteractive student Fred Sodergren, "Everything I have learned so far has been of value. ... I've spoken with employees at large agencies and small boutiques, and they all follow the same processes we learn. We could, in fact, sit down at any one of these companies and fit in seamlessly. I think the lab will give the sequence credibility, and most importantly, tangibility."

More information about the TexasInteractive sequence is available in the programs section of the advertising department web site. The web site also has online applications for students who are interested in applying for the sequence. Admission is open to current UT graduate and undergraduate students in advertising, and the application deadline is April 14th for admission in summer or fall 2001.

4/17/2001