Colleges and universities generally advertise themselves poorly because of improper planning, resistance, inexperience, and lack of marketing plan. Components of effective advertising include an appropriate and strategic plan, correct choice of planner, coordination with other marketing efforts, contingency planning, and follow-up activities. (MSE)

Considerations in selecting quality novelty/variety entertainers to perform at colleges and universities are outlined. Advantages of this genre include newness, package marketing, affordability, ease of planning, great visual effects, ease of drop-by programming, custom tailoring, mass appeal. Concerns include limited individual interaction in…

College and university fund-raisers offer suggestions for successful direct-mail campaigns, telephone campaigns, and fund-raising auctions. Ideas include specific persuasive techniques for different types of donors, motivational and support mechanisms for volunteers, and appealing activities and rewards for campaign participation. (MSE)

College and university Web site managers are offered advice for creative funding and staffing, including how to determine actual human, equipment, and financial resource needs; six ways to break out of the conventional funding paradigm (using existing resources well, using others' money, advertising, priority shifts, shared resources, and in-kind…

A survey of 791 college admissions officers investigated the use and perceived effectiveness of 15 marketing techniques: publicity; target marketing; market segmentation; advertising; program development; market positioning; market research; access; marketing plan; pricing; marketing committee; advertising research; consultants; marketing audit;…

Outlines four major areas of legal compliance that college and university fund raisers should be aware of: registration of soliciting organizations (solicitation type and parameters); provision of documents on demand; telemarketing and direct mail regulations (disclosure statements, calling-time restrictions); and the trustees' relationship with…

Argues that creation of a World Wide Web site that makes good use of the available digital audio and visual technologies can be useful in campus activities planning and advertising. The design of a good Web site and the potential uses of digital video and compact discs are discussed. Costs of these technologies are also outlined. (MSE)

Looks at the resources available to college student programmers for selecting, booking, and publicizing campus events, including use of the Internet and World Wide Web, both for information about and images of performers, and for electronic mail-making arrangements. Coming technologies and their potential uses are also described. (MSE)

A collection of 12 essays and model program descriptions addresses issues in the marketing of university extension, outreach, and distance education programs. They include: (1) "Marketing and University Outreach: Parallel Processes" (William I. Sauser, Jr. and others); (2) "Segmenting and Targeting the Organizational Market"…