The USC Annenberg MA in Public Relations and Advertising comprehensive exam (Comp Exam) is a capstone requirement for students not electing the thesis option. It tests overall program knowledge, focusing on applied strategic communication, research methods, and ethical reasoning in PR/advertising. The exam covers core competencies including multi-platform content creation and campaign strategies.
The case chosen by Yanlin Zhu is Alphabet Inc..
Case: Alphabet is launching Gemini AI labs in all 73 Los Angeles Public Libraries (LAPL). These 10-computer station labs will give free access to the public to use Gemini. These labs will launch the firstday of summer break for LAUSD public schools and are accessible to all LA Public Library cardholders. This is targeted towards Gen A and young Gen Z to learn how to use AI and encourage library use.
Campaign Element Selections:
Paid: Creative Brief & Storytelling I
Earned: Thought-leadership Piece
Shared: Infographic
Owned: SWOT Analysis