ERIC Number: EJ652408
Record Type: Journal
Publication Date: 2000
Reference Count: N/A
Lots of Fun, Not Much Work, and No Hassles: Marketing Images of Higher Education.
Klassen, Michael L.
Journal of Marketing for Higher Education, v10 n2 p11-26 2000
Content analyzed the visual material of college viewbooks from top- and lower-ranked U.S. colleges and universities. Drawing on advertising message strategy, the results are interpreted in four parts: the "face" of the organization, the package, the promise, and the "Big Idea." (EV)
Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A