Marketing Commons^™

Floating A University Website: If You're Going To Fish, Bring The Right Bait, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

Optimum Advertising Pulsation Strategies: A Dynamic Programming Approach, Hongkai Zhang

Doctoral Dissertations

This study, using the dynamic programming approach, has addressed the problem of optimally allocating a fixed advertising budget of a monopolistic firm over a planning horizon comprised of n equal periods to maximize two popular measures of advertising performance: (1) profits related to the advertising effort (discount factor r = 0), and (2) present value of profits related to the advertising effort (discount factor r > 0).

Two dynamic programming models that use the modified Vidale-Wolfe model to represent sales response to advertising are formulated with respect to whether the time value of money is considered. For a planning horizon comprised …

Advertising Slogans And University Marketing: An Exploratory Study Of Brand-Fit And Cognition In Higher Education, Oscar T. Mcknight, Ronald Paugh

Oscar T McKnight Ph.D.

It is not uncommon for universities to develop and market their advertising slogan. This study examines institutional advertising slogans, and empirically tests the cognitive component of brand-fit. Findings are indicative of a relationship between cognition and university advertising slogans. Implications for university communications are marketing strategies are discussed.