In spite of the enormous power that women wield in the marketplace, the role of women in advertisements is not commensurate with women as a powerful group. Studies demonstrate a gender bias in advertising, such that, despite their buying power, women are portrayed in stereotypical roles. This manuscript discusses ways that women are depicted in…

The changed dynamic between tertiary students and universities has resulted in much discussion about consumer rights and obligations. Whilst some consider the change from students to clients to be simply an accurate reflection of changing times, others believe the trend to be a covert blueprint for radical change imposed by forces external to the…

Purpose: Drawing from the instrumental and symbolic framework for employer branding, this study aims to explore the perception of the current and potential employees for the Indian armed forces' employer brand. Design/methodology/approach: The study is conducted as a mixed-method approach in the form of qualitative and quantitative phases. In the…

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…

Procyon LLC had re-launched and renamed their music discovery site, Electra, to Capella, in 2008. Its core strength had originated from Electra's proprietary technology, which used music libraries from real people, its members, to generating "automated word-of-mouth" recommendations, targeted advertising and editorial content. With the re-launch,…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

This work examines the interlocking strategies of scientific entrepreneurialism and academic capitalism in cutting-edge innovations in molecular biology, biomedicine, and other life sciences deployed in research and the development of high-end skin whitening and anti-aging cosmeceuticals. Skin whitening products and anti-aging cosmeceuticals are…

Introduction: There is a need to provide practicing physicians with training on the recognition and management of intimate partner violence (IPV). Online continuing medical education (CME) could help meet this need, but there is little information on the costs and effectiveness of promoting online CME to physicians. This lack of information may…

Objective: To describe food advertised on networks serving children and youth, and to compare ads on English-language networks with ads on Spanish networks. Design: Analysis of television food advertisements appearing on Saturday morning and weekday afternoons in 2005-2006. A random sample of 1,130 advertisements appearing on 12 networks catering…

The purpose of this paper is to compare and contrast the mission and scope of professional/baccalaureate advertising education with Marketing Education curriculum and instruction strategies to enhance advertising students' outcome. Sixty-five colleges and universities with advertising education departments, sequences, or areas of emphasis…

This study analyzes the potential of major financial aid initiatives to serve as key elements of an institutional branding strategy. Concepts of branding and marketing serve as guiding frameworks for the analysis and interpretation of the findings. Using a case study approach, data were collected through interviews and document analysis at the…

Describes characteristics of the online marketplace. Topics discussed include technology barriers; data ownership; markets for online services, including libraries and end users; marketing and promotion tactics, including exhibits and conferences, advertising, direct mail, and user groups; international marketing and service; strategic marketing…

Advertising is seen as an important part of any college marketing strategy. A well-planned advertising campaign can increase public awareness and reinforce the positive attitudes of current students toward the program. Objectives, reaching the right people, and marketing strategy are discussed. (MLW)

This module contains a teacher's guide, student materials for a seminar on "advertising for the 80's" conducted for small business representatives, a 35mm slide presentation, and an audiocassette. The instructor guide contains an outline of the course, time plan, end-of-course critique, a script for the slide-tape presentation (with content on the…

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…