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EJ837464 - Advertising's Effect on Community College Search and Choice

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ERIC #:EJ837464
Title:Advertising's Effect on Community College Search and Choice
Authors:Tucciarone, Kristy
Descriptors:Advertising; Community Colleges; College Choice; School Counselors; Student Recruitment; Qualitative Research; Parent Role; Friendship; Student Costs; Decision Making; Family Role; College Students; Focus Groups; Interviews
Source:Community College Enterprise, v14 n2 p73-91 Fall 2008
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Help Help Peer Reviewed: 		Yes
Publisher:Schoolcraft College. Community College Enterprise, 19600 Haggerty Road, Livonia, MI 48152. Fax: 734-462-4679; e-mail: cce@schoolcraft.edu; Web site: http://www.schoolcraft.edu/ccE
Publication Date:2008-00-00
Pages:19
Pub Types:Journal Articles; Reports - Research
Abstract:The purpose of this qualitative study is to analyze how advertising affects a student's search and community college choice among the plethora of community colleges, career/technical schools, universities, and other influencers. The results of the research indicate that parents, friends, high school counselors, economics (i.e., money), and location are more persuasive than advertising. However, if the community college identifies a key consumer insight, then advertising is just as persuasive because it serves as a reminder, and it perpetuates the dialogue about higher education options.
Abstractor:As Provided
Reference Count:53
Note:N/A
Identifiers:Missouri
Record Type:Journal
Level:N/A
Institutions:N/A
Sponsors:N/A
ISBN:N/A
ISSN:ISSN-1541-0935
Audiences:N/A
Languages:English
Education Level:Higher Education; Postsecondary Education; Two Year Colleges
Direct Link:http://www.schoolcraft.edu/cce/
 
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