The purpose of this study is to understand the reasons why Japanese higher education institutions show a lack of digital marketing activities. Specifically, we focused on the challenges faced by institutions with management and business faculties when implementing digital marketing. To achieve this purpose, the research invited 167 Japanese higher…

Many high school students first "visit" colleges and universities through digital means. For some students, institutional websites are the only exposure they have to the campus until fully admitted and enrolled. Thus, institutional websites are one of the most important media for potential students to secure information, and web presence…

This paper presents a class case study of an assignment that asked students to use a Twitter follower report to design a Twitter advertising campaign. The purpose of this case study is to immerse students in a real social media environment and help them become familiar with analyzing social media data to develop advertising campaigns. Students'…

The adoption of problem-based learning as a teaching method in the advertising and public relations programs offered by the Business TAFE (Technical and Further Education) School at RMIT University is explored in this paper. The effect of problem-based learning on student engagement, student learning and contextualised problem-solving was…

The advertising program at the University of Tennessee, Knoxville (UTK) has at least 12 measures of program assessment, which serve as a basis for discussion rather than as a prescription for an effective assessment program. The program assessment methods are accrediting, internal program review, teaching evaluations, a university survey of…

This study examined the existence and use of student-operated public relations/advertising agencies which operate outside the classroom as well as in conjunction with a class. Journalism programs in the United States which were listed as having a public relations sequence, major, emphasis, or concentration were surveyed; of these 110 responded for…

Describes a study of undergraduates that tested four hypotheses regarding the effects of viewing Web sites on Internet advertising. Highlights include attitudes toward ads in marketing communications and advertising research; recalling brand names seen on the Internet; perceived advantages and disadvantages of online advertising; and recalling ads…

Some preliminary findings on a study conducted by one retailer who was concerned about his advertising budget and the effects his advertising was having on his customers are presented. Results suggest that advertising must consist of a combination of different media. A customer questionnaire is included. (MLW)

Results of a national survey of two- and four-year colleges concerning their policies and procedures for nonfaculty personnel recruitment and advertising are reported. A list of participating institutions and the survey instrument and cover letter are included. (MSE)

A study examined the business and personal ethics of advertising students and advertising practitioners to determine whether important differences exist between the two groups. Data were gathered from 256 advertising professionals and from 178 students majoring in advertising at a Southwestern university. Subjects responded to twelve…

A survey involving professors at 14 universities that offer advertising programs was conducted to discover how advertising management courses were taught, what resources were utilized, what problems have been incurred, what trends have been observed, and what improvements were recommended. Responses indicated that cases were the most common kind…

This study examined whether faculty in advertising and public relations feel they are being treated fairly in their departments and in the Association for Education in Journalism and Mass Communication (AEJMC). A three-page questionnaire was mailed to 460 people belonging to either the Advertising Division or the Public Relations Division of the…

A study investigated the effects of U.S. mass media on three dimensions of Thai society: lifestyles, social problems, and value conflict. A total of 100 two-part questionnaires were distributed to Thai students at southwestern public universities in the United States. Forty males and 28 females, whose lengths of stay in the United States varied…

A study examined the relationship between social and material values and attitudes toward television advertising. Using the Rokeach Value Survey Form E, 157 Canadian college students ranked the 18 terminal and 18 instrumental values in order of their importance as guiding principles for life. The values were classified as either material, social,…

An instrument to help administrators assess the liability resulting from alcohol-related activities on the college campus is presented. The hazards and associated liability of these events can be reduced by developing an aggressive risk management strategy designed to inform, educate, and coordinate the actions of individuals and groups associated…