Impact of Universities' Promotional Materials on College Choice

Jami J. Armstrong and D. Barry Lumsden

Journal of Marketing for Higher Education, 1998, vol. 9, issue 2, 83-91

Abstract: A major promotional tactic for higher education marketers is the use of printed promotional materials to recruit freshmen students. These promotional materials range from full color glossy brochures to simple letters on university letterhead. They are sent to students during their junior and senior years in high school. The research reported in this article attempted to provide in-depth information on the impact of these promotional materials through the use of student focus groups. Students from a large, southern metropolitan university were asked about the impact of these promotional materials on their college choice decision. The students provided detailed suggestions on the ways to improve the method of distribution, graphic design, and content of the materials.

Date: 1998
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DOI: 10.1300/J050v09n02_05

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