The Survey of College Marketing Programs, 2013 EditionPrimary Research Group Primary Research Group Inc, 2012 - Broj stranica: 158 This 157-page study looks closely at the marketing efforts and advertising spending policies of a sample of 42 North American colleges. The study presents detailed data on spending on Google, YouTube, Facebook, Vimeo, Yahoo and Bing, as well as spending on radio, television, billboards, direct mail, ezines, website sponsorships, SEO strategies, opt-in email, viewbooks, magazine and newspaper space ads and other marketing vehicles. In addition, the report looks at the use of marketing, advertising, public relations and video development firms and consultant, presenting detailed information on current and planned use, and expenditure levels. Data in the report is broken out by size and type of college and by the extent that students are drawn from the local area. |
Sadržaj
| 4 | |
The Questionnaire | 27 |
Survey Participants | 32 |
Characteristics of the Sample | 33 |
Summary of Main Findings | 34 |
1 The College Marketing Effort | 54 |
2 Marketing Vehicles | 63 |
3 Printed Promotional Material | 84 |
5 College Website | 91 |
6 Online Marketing | 94 |
7 Use of Consultants | 116 |
8 Newspaper and Magazine Ads | 135 |
9 Sponsored Campus Visits | 145 |
10 Radio Advertising | 147 |
11 Television Advertising | 150 |
12 Billboards | 155 |
4 Direct Mail | 87 |
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75 Miles Yes advertising agency attending college attract new students attracting students Broken campus before attending college 4-year college college advertised College Community college plan college spend college used keyword college/Research university Table college/Research university Yes community and junior Community or junior department handle marketing Enrollment Less Entire sample Yes equivalent student enrollment Facebook full-time equivalent student junior college 4-year keyword advertising keyword purchases Less than 20 LinkedIn lived within 75 market research firm marketing consultancy Mean Median Minimum Median Minimum Maximum miles of campus newspapers online advertising opt-in email past percentage of students Percentage Within 75 PhD-granting college/Research university PhD-granting colleges printed viewbook private schools Private Status Public projects related promotional vehicle public or private Public Private Yes purpose of attracting purposes related recruitment or retention related to student spend on keyword Status Public Private student recruitment students that lived survey participants type of college Vimeo Yes No Less YouTube