Although college administrators may be committed to the concept and need for institutional marketing, even a well-developed marketing plan may not work if it is not clearly organized to address special needs. This article reviews management fads, how to make jargon operational, organizational dynamics, and monitoring fads. (MSE)

Lafayette College used the Nexis database to find out if their peer institutions were receiving more and "better" national press exposure. Four categories of exposure were identified: coincidental mentions, sports stories, stories placed by an institution's own public relations efforts, and stories based on general prestige and perceived…

The author of a survey of 254 college public relations officers (HE 531 785) describes briefly the underlying definitions, design, and results of the study, and makes comparisons between this and an earlier study of college presidents. Discussion of methodology focuses on respondent characteristics and consistency of definition. (MSE)

A 4-year study produced workable standards for capturing comparative costs useful to college administrators in fund raising, alumni administration, and public relations. The 51 institutions of higher education that completed the study reported their expenditures and gift income for the years 1985-86, 1986-87, and 1987-88. (MLW)

Techniques used at Tufts University to evaluate its achievement and goals for institutional development efforts before beginning a new program are outlined, including identifying and assessing competition, finding measures of support volume and importance to the institution, and comparing one's own institution with others in actual and potential…

A study that was the first systematic attempt to develop guidelines for comparing college fund-raising costs was conducted by the Council for Advancement and Support of Education and the National Association of College and University Business Officers. The figures in the study cover the period 1986-88. (MLW)

This report presents 213 tables detailing findings regarding types and costs of advertising within marketing programs at 68 colleges and universities. Highlights of this report include the following: these colleges print a mean number of 19,270 viewbooks and 16,380 catalogs; and advertise in newspapers (86.6 percent), in magazines (45.4 percent),…

Information about advancement programs at 190 small colleges is provided, with attention to recruitment/admissions, executive management, institutional relations, alumni, and fund raising. The 190 colleges, which responsed to a survey of members of the Council of Independent Colleges, are described according to enrollment size, geographic…

This report presents 203 tables detailing findings concerning the use of electronic advertising within marketing programs at 68 colleges and universities. Highlights of this report include: colleges in the sample enroll a mean of 5,450 students; 5.6 percent of the colleges produce a CD-ROM version of the viewbook; 39.7 percent enable applicants to…