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ERIC Number: ED359586
Record Type: Non-Journal
Publication Date: 1993-Apr-15
Pages: 40
Abstractor: N/A
Reference Count: N/A
A Content Analysis and Survey Research Review To Determine the Effectiveness of College Image/Recruitment Videos: A Pilot Study.
Fielder, Christine; And Others
Faced with a smaller pool of qualified high school graduates, American colleges and universities have been forced to adopt aggressive marketing and recruitment processes. One of the most often applied communication techniques is the production and distribution of image or recruitment videotapes, or video brochures. A study applied a content analysis and survey research to three collegiate recruitment videos to determine the overriding visual content and structure of the videos and attempted to test for their overall effectiveness in visual rhetorical power and message retention. Results indicated that the videos tended to follow a similar content and sequential pattern. Results also indicated that the visual messages presented toward the beginning of the video have the highest level of student message retention and play the largest role in influencing a student's choice of college. (Three tables of data are included; 24 references, a list of videos available, categories for content analysis, a survey instrument, four graphs of data, and four tables of data are attached.) (RS)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A