Social media has revolutionized communication and changed how society accesses and receives information. As social media has become more prevalent, companies' advertising and marketing strategies worldwide have changed. In order to reach their target audience, organizations, including universities, have shifted their marketing plans to include…

In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

For various, largely unknown reasons, decision makers do not have equal interest in all Extension and outreach topics pertinent to a particular concept. This situation hampers Extension's ability to effectively deliver information and efficiently allocate limited resources. Using survey data, we identified heterogeneous preference for various…

Much research shows that students do not transfer learning well from one class to the next. This study was designed to investigate if students were transferring rhetorical strategies from their disciplinary courses to advanced writing courses. The findings suggest that business majors not only transferred rhetorical knowledge from their other…

Branding is about delivering on desired outcomes. The importance of positioning program offerings on the basis of outcomes sought in the education market is illustrated in this study of choice of an MBA program by prospective students. MBA fair attendees were surveyed and multiple methods were employed to determine the importance of desired…

Uses a computerized style checker to analyze 14 direct-mail letters used to market books to a middle-class female audience. Outlines methods for correlating stylistic traits with sales success. Finds that letter effectiveness is enhanced by lowering readability levels, as well as by limiting the use of negative words and modifiers. (PRA)

Discusses nonfiction series for young adults; presents results of a survey of librarians who evaluated various series; presents criteria for evaluating nonfiction series, including readability, organization, format, timeliness, and length; and considers characteristics of the top 10 series, including marketing and audience. (LRW)