ERIC Number: ED268957
Record Type: Non-Journal
Publication Date: 1982-Nov
A Market Case Study of Telecourse Promotion.
Market Facts, Washington, DC.
A study was undertaken in 1981 to evaluate the telecourse campaign supported through the Corporation for Public Broadcasting (CPB) and the Public Broadcasting Service (PBS). This report contains a summary of promotional strategies used in six selected markets and an evaluation of the effectiveness of these strategies. The objectives of the study were to: identify successful promotional techniques; describe the end-user of telecourses by demographics, occupational role, or college profile; provide market planning advice and suggestions for future promotional efforts; and measure telecourse reach and penetration. Data were collected via: (1) interviews with participating public television stations; (2) interviews with participating schools; (3) interviews with non-participating schools; (4) surveys of students enrolled in telecourses; and (5) surveys of the general audience. Findings are summarized in the following areas: station and college experience; station recruiting; college attitudes and motivation; advertising and promotion; general audience awareness of telecourses and promotion; general audience telecourse viewing; general audience motivation; telecourse student profile; telecourse enrollment; students' awareness of telecourse advertising; student motivation for enrolling; student viewing habits; satisfaction; and future intentions. The executive summary includes an overview of the study, its purpose and objectives, a summary of the findings, and conclusions. The document also contains recommendations, findings, and a description of the survey methodology. (THC)
Publication Type: Reports - Research
Education Level: N/A
Sponsor: Corporation for Public Broadcasting, Washington, DC.
Authoring Institution: Market Facts, Washington, DC.