Many Universities are missing an opportunity to focus student recruitment marketing efforts and budget at the program level, which can offer lower priced advertising opportunities with higher conversion rates than traditional University level marketing initiatives. At NC State University, we have begun to deploy a scalable, low-cost, program level…

The Advertising Division of the proceedings contains the following 20 papers: "Business and Communication Programs' Contribution in Advertising Education and Research: A Comparison" (Tien-tsung Lee); "Attributions of Advertising Influence Via Third-Person Perceptions: A Review and Synthesis" (Don Umphrey); "Advertising…

This paper discusses a new marketing strategy that could yield new revenue opportunities. Internet-based marketing is not for the faint of heart. Even colleges that embrace the strategies note that they are rife with complications. Nonprofit colleges increasingly rely on Internet advertising to recruit students, and the phenomenon has caught the…

The education system of our times has transformed greatly due to enormous developments in the IT field, ease in access to online resources by the individuals and the teachers adopting new technologies in their instructional strategies, be it for course design, development or delivery. The field of Distance and Online Education is experiencing…

This paper describes the experiences with marketing, a new concept at the Library at the University of South Africa (Unisa), which is the largest university in South Africa and one of the largest distance education institutions in the world. Following a discussion of marketing of the tertiary library and the service marketing triangle…

Demonstrates how colleges can use distance education to attract and retain a "critical mass" of learners for distance programs. Explores alternative ways to view distance education market opportunities and determine which avenues to pursue. Suggests how to be more effective in all aspects of distance education programs. (13 citations) (YKH)