ERIC Number: ED435297
Record Type: RIE
Publication Date: 1998
The Survey of College Marketing Programs. Volume III: Electronic Advertising and Marketing.
Primary Research Group, Inc., New York, NY.
This report presents 203 tables detailing findings concerning the use of electronic advertising within marketing programs at 68 colleges and universities. Highlights of this report include: colleges in the sample enroll a mean of 5,450 students; 5.6 percent of the colleges produce a CD-ROM version of the viewbook; 39.7 percent enable applicants to apply through the college Web site; 30.8 percent have a full-time webmaster; 39.3 percent produce videos about the college to send to prospective students; 75 percent advertise on the radio; and 36.4 percent advertise on cable television stations. The tables are grouped in chapters which present data on: (1) general information; (2) CD-ROM viewbooks; (3) Internet; (4) video; (5) radio advertising; (6) cable advertising; and (7) broadcast television advertising. Appended is a list of other reports available from the Primary Research Group. (DB)
Descriptors: Advertising, College Administration, Comparative Analysis, Costs, Electronic Publishing, Higher Education, Institutional Advancement, Internet, Marketing, Mass Media, National Surveys, Program Administration, Public Relations, Publicity, Statistical Analysis, Student Recruitment, Tables (Data), World Wide Web
Primary Research Group, Inc., 68 West 38th St., Suite 202, New York, NY 10018 ($80). 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 2, see HE 032 513-514.