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50 Years of ERIC
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ERIC Number: EJ467269
Record Type: CIJE
Publication Date: 1993
Pages: N/A
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: ISSN-0884-1241
Educational Recruitment Ads: Does Prose Style Really Count for Much?
Hilton, Chadwick B.; And Others
Journal of Marketing for Higher Education, v4 n1-2 p361-77 1993
A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader measures (overall attitude, intent to respond). (Author/MSE)
Descriptors: Advertising, Business Administration Education, Comparative Analysis, Discourse Analysis, Graduate Study, Higher Education, Language Role, Language Styles, Marketing, Persuasive Discourse, Public Relations, Reader Response, Student Recruitment
Publication Type: Reports - Research; Journal Articles
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: N/A