The aim of this study is to explore the existence of different segments of future university students on the basis of their university selection criteria and to analyse the extent to which the segments identified differ as regards the students' perceptions of the reliability of university communication tools. This has been done using 605 usable…

Analyzes the rhetorical arguments of admission viewbooks to consider the brochures' effectiveness as communication vehicles. Offers advice to higher education institutions about the production, use, and student reaction to viewbooks. (Author/MKA)

In contrast to technological predecessors, the Internet affords a prospective student with unlimited and uncontrolled access to formal and informal information about any institution. Article provides four vignettes that illustrate what a prospective student can find on the Internet. Discusses the implications of the Internet on the college…

In an attempt to provide more accurate information for student choice among postsecondary institutions, a team of educators "audited" a new information prospectus under preparation at Barat College. The audit procedure, its accomplishments, limitations, and generalizability are discussed. (Author/LBH)

Information wanted by college catalog readers was determined from a questionnaire in which 232 respondents rated as "essential,""useful," or of "no interest" each of 121 items. Forty-four items rated essential by at least 60 percent of the respondents are listed along with a statistical summary of all responses. (LBH)

The importance of defining the college experience in specific terms in publications for prospective students is discussed. The academic area is the most vital to describe, since college work differs greatly from high school in the emphases on academic diversity, self-initiative, and study outside the classroom. Publications should describe…

The reading level difficulty of college recruitment literature and the ability of college-bound high school students to understand the terminology frequently used in college admissions were studied. The reading difficulty of passages from catalogs collected from 42 colleges and universities was computed using the Flesch Reading Ease Formula. A…

Students generally are not able to obtain quantitative information about the colleges to which they hope to apply. (IR)

For college admissions and publications officers, a focus group of college-bound high school students can offer quick, anecdotal information about the general effectiveness of recruitment materials as well as about specific messages, themes, or design approaches. The insights gained by one publications specialist through the use of focus groups…

Results of a national survey of college students concerning the relative usefulness or role of publications and individuals in choosing a college are presented and discussed. (MSE)

Ways in which institutions of higher education can provide more meaningful information to students, especially prospective students, were studied. The specific study objective was to investigate the meaningfulness/understandability and comparability of written formats and to explore possible differences associated with age, ethnicity,…

Student recruitment is explored in a compilation of articles originally published in "CASE Currents." Focus is on marketing, market research, student consumerism, advertising, publications, recruitment tools, and students and alumni. Included in the 46 papers are the following: "A Management Approach to the Buyer's Market" (William Ihlanfeldt);…

The 53 best articles from "Case Currents" on student recruitment marketing are presented. The importance of a marketing plan and ways to apply basic marketing principles to recruitment programs are explained. Eight sections cover: exploring the marketing concept; conducting market research and putting the data to work; reaching out to recruit…

This paper offers the personal reactions of a high school student and his parents to 27 preapplication college campus visits conducted from June through August 1994. The institutions included three public, six private religious, and 18 private nonsectarian institutions. Data were obtained through observations and interviews, and the study reports…

A guide for college-bound black students, which was researched and largely written by Brown University students, presents essays, book reviews, a glossary, and profiles of black colleges. The narrative section and authors are as follows: "A Collegiate Glossary" (Matthew Rose); "The Application Process" (Marvin Campbell); "Update: Federal Student…