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Clayton, Michael J.; Cavanagh, Kevin V.; Hettche, Matt – Journal of Marketing for Higher Education, 2012
American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision)…
Descriptors: Universities, Television Commercials, Marketing, College Athletics
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Berger, Karen A.; Wallingford, Harlan P. – Journal of Marketing for Higher Education, 1996
Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been…
Descriptors: Advertising, Audience Awareness, College Administration, College Applicants
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Klassen, Michael L. – Journal of Marketing for Higher Education, 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)
Descriptors: Advertising, Content Analysis, Higher Education, Public Relations
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Dholakia, Ruby Roy; Acciardo, Linda A. – Journal of Marketing for Higher Education, 2014
Shrinking financial support from governments and forecast declines in the college-going population have combined to exert tremendous pressure on institutions of higher learning. Branding as a strategy has become more popular as a way of differentiating an institution from its competition, but the complexity of higher education makes branding an…
Descriptors: State Universities, Institutional Advancement, Public Relations, Higher Education
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Goi, Mei Teh; Goi, Chai Lee; Wong, David – Journal of Marketing for Higher Education, 2014
Malaysia is a newly industrialized market economy and reliant upon foreign direct investment to increase its economic outlook. Being located in a strategic position between Asia, Australasia and Oceania has made it an attractive proposition for foreign higher education providers wanting to expand their international presence. Despite this, there…
Descriptors: Foreign Countries, Higher Education, College Students, Private Colleges