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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
Villano, Matt – Campus Technology, 2007
Nowadays, college and university auxiliary services departments are turning to text messaging types of technologies to move a host of programs and offerings into the mobile environment. A July 2007 study by Youth Trends indicated that 95 percent of college freshmen come to school with a cell phone or other handheld device, and 78 percent of them…
Descriptors: Higher Education, College Students, Communication Strategies, College Administration
Dehne, George C. – Trusteeship, 1995
Many colleges address complex problems with a single "silver bullet" strategy. Because value shifts according to the consumer's situation or goal, private colleges should become more aware of their "situational value" and exploit it. This requires an understanding of how students choose colleges. In contrast, popular silver bullets target…
Descriptors: Advertising, Business Administration, College Administration, College Admission