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Are There Whiter Shades Of Pale In Marketing The Ivory Tower? An Examination Of Differentiation In Institutional Public Service Announcements Through Content Analysis, Elizabeth Anne Wolfe

Theses, Dissertations and Capstones

This study explored the public service announcements (PSAs) produced by institutions of higher education that competed in the National Collegiate Athletic Association’s 2013-14 postseason football bowl games. Utilizing content analysis and survey results, the researcher examined the level of content distinction between and within institutional groups based on athletic conference, Carnegie classification, total student enrollment, and primary target audience. The researcher also investigated the role the PSAs played in marketing campaigns conducted by the institutions and the additional marketing strategies used in those campaigns. The analysis showed limited distinction between institutional groups and little to no distinction within groups. Further, …