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ERIC Number: EJ837464
Record Type: Journal
Publication Date: 2008
Pages: 19
Abstractor: As Provided
ISBN: N/A
ISSN: ISSN-1541-0935
Advertising's Effect on Community College Search and Choice
Tucciarone, Kristy
Community College Enterprise, v14 n2 p73-91 Fall 2008
The purpose of this qualitative study is to analyze how advertising affects a student's search and community college choice among the plethora of community colleges, career/technical schools, universities, and other influencers. The results of the research indicate that parents, friends, high school counselors, economics (i.e., money), and location are more persuasive than advertising. However, if the community college identifies a key consumer insight, then advertising is just as persuasive because it serves as a reminder, and it perpetuates the dialogue about higher education options.
Schoolcraft College. Community College Enterprise, 19600 Haggerty Road, Livonia, MI 48152. Fax: 734-462-4679; e-mail: cce@schoolcraft.edu; Web site: http://www.schoolcraft.edu/ccE
Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education; Postsecondary Education; Two Year Colleges
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Missouri