Document Type

Article

Source Publication Title

Journal of Marketing for Higher Education (Routledge)

DOI

DOI 10.1080/08841241.2014.911790

Abstract

Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003-2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional architectural elements (e.g., clock towers, grounds), highlighting areas of institutional excellence (e.g. rankings), and connecting attendance to the achievement of grandiose goals (e.g., changing the world). In spite of these similarities, there were also areas of difference (e.g., unique topographies, alumni) to differentiate institutions from one another. In addition, even though consistency is a hallmark of successful brands, some institutions shifted their narratives from year to year. Future research should explore the effects of these differences on the development of the brand, the role these advertisements play in the larger marketing campaigns, and if these spots contribute to students' expectations of the institutions.

Disciplines

Education | Educational Leadership

Publication Date

6-1-2014

Language

English

Comments

Author's final darft after peer review, also known as a post print.

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Available for download on Wednesday, January 01, 3000

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