The Survey of College Marketing Programs, 2002 Edition (2 Volumes): Industry Report

The Survey of College Marketing Programs, 2002 Edition (2 Volumes)

Product Type: Market Research Report
Published by: Primary Research Group
Published: December 2001
Product Code: R180-82

Description

Volume 1: Electronic Marketing & Use of Consultants
Volume 2: Print Advertising and Management Practices

This special report on college marketing practices is based on interviews with 92 randomly selected colleges in the USA, including 11 major research universities, 21 masters-granting institutions, 25 community colleges, 5 doctoral-level colleges and 22 BA-level institutions, among others. The report gives detailed data about college marketing practices in the following areas: virtual tours, internet marketing, the electronic & print viewbook, billboard advertising, use of market research, advertising and public relations firms, radio & television advertising, direct mail, newspaper and magazine advertising, use of surveys by colleges, use of sponsored visits, trends in visits to guidance counselors, and other facets of college enrollment marketing. Data is broken out by size and type of college, as well as Carnegie Classification of the college.

Table of Contents

Volume I: Electronic Marketing And Use Of Consultants

Characteristics Of The Sample
Total Student Enrollments
Summary Of Some Main Findings
Chapter One: The College Web Site
Chapter Two: Virtual Campus Tour
Chapter Three: Marketing The College Over The Internet
Chapter Four: Network Or Spot Television Advertising
Chapter Five: Cable Television Advertising
Chapter Six: Radio Advertising
Chapter Seven: Electronic Version Of The Viewbook
Chapter Eight: Use Of PR Agencies
Chapter Nine: Use Of Advertising Agencies
Chapter Ten: Use Of Market Research Firms
Participating Colleges

Volume II: Print Marketing Materials and Management Practices

List Of Tables
Characteristics Of The Sample
Summary Of Main Findings
Chapter One: Newspaper Advertising
Chapter Two: Magazine Advertising
Chapter Three: Use Of Billboards In College Advertising
Chapter Four: The College Viewbook
Chapter Five: The College Catalog
Chapter Six: Direct Mail
Chapter Seven: Use Of Surveys
Chapter Eight: Visits To High School Guidance Counselors
Chapter Nine: Staff
Chapter Ten: Sponsored Campus Visits
Participating Colleges

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