ERIC Number: EJ827954
Record Type: Journal
Publication Date: 2009-Mar
Abstractor: As Provided
Reference Count: 0
Message in a Bottle: University Advertising during Bowl Games
Harris, Michael S.
Innovative Higher Education, v33 n5 p285-296 Mar 2009
Through this descriptive qualitative study of institutional advertisements aired on television during the 2006-2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into question the effectiveness of university marketing and branding efforts.
Descriptors: College Athletics, Audiences, Team Sports, Advertising, Student Recruitment, Television Commercials, Universities, Educational Benefits, Qualitative Research
Springer. 233 Spring Street, New York, NY 10013. Tel: 800-777-4643; Tel: 212-460-1500; Fax: 212-348-4505; e-mail: email@example.com; Web site: http://www.springerlink.com
Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education; Postsecondary Education
Authoring Institution: N/A