In AMCAAM, a microcomputer advertising game, students compete to determine the best advertising strategy for a consumer goods product. Players are required to make decisions about the product's advertising budget, creative execution, price, and media plan. In addition, the players must supply probabilistic "guesses" of the possible strategies of competitors. AMCAAM analyzes these inputs, provides a comprehensive analysis of competing advertising plans, and declares a winner. This article discusses the structure of the AMCAAM game and its educational objectives and examines student reactions to the competitive approach.
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