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More than 47% of American colleges use web advertising of
some type to market the college including more than 59% of
private colleges, according to a new study from Primary
Research Group, The Survey of College Marketing Programs. The
170 page study presents more than 650 tables of data relating
to college marketing efforts, exploring television, radio,
newspaper and magazine advertising, direct mail, college
viewbook and magazine publishing, and use of web ads, blogs,
search engine placement enhancement, and other internet
related marketing. The study also presents data on the
percentage of distance learning programs that are managed and
marketed by the central administration of the college and the
percentage that are managed by separate administrative
entities.
The report also looks closely at spending by colleges on
marketing consultancies, market research firms, advertising
and public relations agencies. The data in the report is
broken out by enrollment size, type of college, public/private
status, and even by the extent to which colleges draw their
applicants from the local area. Fifty five colleges
completed an exhaustive questionnaire.
Available 2007