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ERIC Number: ED541291
Record Type: Non-Journal
Publication Date: 1919
Pages: 37
Abstractor: ERIC
Reference Count: 0
The Application of Commercial Advertising Methods to University Extension. Bulletin, 1919, No. 51
Orvis, Mary Burchard
Bureau of Education, Department of the Interior
For many years, colleges, universities, and State departments of education have become more and more conscious of the importance of extension education, and of the obligation resting upon them to promote it in every way practicable. This is especially true of the State university, which, in many States, is now making an honest effort to extend the limits of its campus to the boundaries of the State which supports it, and to render a measure of service to the thousands of men and women who desire to extend their knowledge and training, and who are unable, for one reason or another, to take up residence at the university and pursue a regular course of instruction within its walls. The war has greatly increased both the need and the demand for such extension work, and the institutions engaged in it are seeking help in making this work more effective. For the purpose of giving such help, and also for the purpose of promoting the cause of extension education generally, the Bureau of Education has arranged for the preparation of a series of monographs on this subject. This bulletin on the application of commercial advertising methods to university extension, the first of these to be completed, covers the following topics: (1) The obligation to advertise; (2) Purpose of the bulletin; (3) Nature of advertising and publicity; (4) Advertising and the psychology professor; (5) The duty of establishing contacts through publicity; (6) The publicity agent; (7) Use of advertising texts; (8) Announcements; (9) University catalogues; (10) General extension division announcements; (11) Class and correspondence study announcements; (12) Formalized descriptions; (13) Special announcements and folders; (14) Newspaper articles; (15) The news element; (16) Planning the campaign; (17) Release vs. Special copy; (18) Keeping the reader in mind; (19) The "lead"; (20) Concreteness; (21) Brevity and form; (22) Form letters; (23) Post cards; (24) Following up inquiries; (25) Letters to employers; (26) Street car posters; (27) The layout; (28) Newspaper advertising; (29) The field organizer; (30) Talks to groups; (31) The social side of extension activities; (32) Cooperation with labor; and (33) The necessity for greater effort now. [Best copy available has been provided.]
Bureau of Education, Department of the Interior.
Publication Type: Historical Materials; Reports - Descriptive
Education Level: Adult Education; Higher Education; Postsecondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: Department of the Interior, Bureau of Education (ED)