“The Secret”: Building Success in the National Student Advertising Competition
Dr. Justin J. Barnes, Dr. Rebecca J. Tallent

Abstract
The National Student Advertising Competition teaches many valuable tools and lessons to students, especially leadership. But, what is the best way to teach leadership while also teaching students ethical/moral behavior and responsibility in a national competition? Using a combination of servant leadership and the Maieutic Socratic Method, the experiences of one Ad Team adviser shows how students can learn “The Secret” to success.


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