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ERIC Number: EJ798789
Record Type: Journal
Publication Date: 2008-Mar-28
Pages: 1
Abstractor: ERIC
Reference Count: N/A
ISBN: N/A
ISSN: ISSN-0009-5982
Some Upstarts in NCAA Tournament Are Unconventional Advertisers as Well
Blumenstyk, Goldie
Chronicle of Higher Education, v54 n29 pA20 Mar 2008
This article reports how some colleges in the National Collegiate Athletic Association (NCAA) men's basketball tournament have produced unlikely commercials. One of them is Drake University, which has a TV ad that consists entirely of a series of numbers, words, phrases, and stylized drawings in two shades of blue instead of the usual pictures of students tossing a Frisbee or shots of a young freshman and a senior professor conferring over a microscope. Drake, like a handful of other upstart tournament teams, decided to eschew the traditional TV spot for that edgier approach because it was looking for something that would stand out. However, according to Miriam Tillman, assistant vice president for marketing and creative services at the University of Maryland-Baltimore County, standing out while not appearing amateurish can be a tricky balance for colleges.
Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail: circulation@chronicle.com; Web site: http://chronicle.com/
Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: California; Iowa; Maryland; North Carolina