ERIC Number: EJ776972
Record Type: Journal
Publication Date: 2007
Reference Count: 46
Vying for Attention: How Does Advertising Affect Search and College Choice?
College and University, v83 n1 p26-35 2007
The purpose of this qualitative study is to analyze how advertising affects search and college choice among the plethora of college choice influencers. The results of the research indicate that parents, older siblings, friends, career aspirations, personal funds, scholarships, institutional reputation, location, sports, high school counselors, and college visits are more persuasive than advertising. However, if the college or the university identifies a key consumer insight, then advertising has a greater effect on search and college choice.
Descriptors: Reputation, Advertising, Siblings, Scholarships, School Counselors, College Choice, Qualitative Research, Occupational Aspiration, Athletics, High Schools, Tuition, Interviews, Undergraduate Students, Student Attitudes
American Association of Collegiate Registrars and Admissions Officers (AACRAO). One Dupont Circle NW Suite 520, Washington, DC 20036. Tel: 202-293-9161; Fax: 202-872-8857; e-mail: firstname.lastname@example.org; Web site: http://www.aacrao.org/publications/candu/index.cfm
Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Authoring Institution: N/A