ERIC Number: ED435296
Record Type: RIE
Publication Date: 1998
Reference Count: N/A
The Survey of College Marketing Programs. Volume 2: Print Advertising and Marketing.
Primary Research Group, Inc., New York, NY.
This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent), on outdoor signs and billboards (47 percent), through cardpacks (7.1 percent), and by direct mail (71 percent). Mean cost of printing viewbooks was $23,060; mean costs for printing catalogs was $21,830; mean spending for newspaper advertising was $22,300 and for magazine advertising was $7,080; and mean cost of direct mail promotional materials was $23,950. The tables are grouped in chapters which present data on: (1) characteristics of the sample; (2) viewbooks; (3) catalogs; (4) newspaper advertising; (5) magazine advertising; (6) outdoor signs and billboards; (7) cardpacks; and (8) direct mail. An appendix lists other reports available from the Primary Research Group. (DB)
Descriptors: Advertising, College Administration, Comparative Analysis, Costs, Higher Education, Institutional Advancement, Marketing, Mass Media, National Surveys, Program Administration, Public Relations, Publicity, Statistical Analysis, Student Recruitment, Tables (Data)
Primary Research Group, Inc., 68 West 38th St., Suite 202, New York, NY 10018 ($85). Tel: 212-764-1579; Fax: 212-302-6530.
Publication Type: Numerical/Quantitative Data
Education Level: N/A
Authoring Institution: Primary Research Group, Inc., New York, NY.
Note: For Volumes 1 and 3, see HE 032 513 and 515.