Presents the pros and cons concerning advertising for recruitment using three modes of analyses - economics, ethics, and law. The author concludes that advertising is an invaluable technique for information dispersal in higher education. (Author/PG)

The greatest needs for promoting student enrollment are for awareness of the situation, an attitudinal set that includes research into the thinking of the universities' publics, and the promotion of adjustment techniques to accommodate and inform the prospective market. (Author/PG)

This article provides the basic elements for constructing a comprehensive enrollment management plan. While enrollment professionals develop and implement plans, it is important to recognize that the campus climate and institutional leadership impact the enrollment plan's development and implementation. This article will focus on three components…

The construction of a market research questionnaire is recommended as one way a college can identify its applicant pool market. Included are an outline of information the applicant pool questionnaire might seek and basic criteria of question writing. (JT)

Describes the Open Campus program of the University of Rochester in which during a 10-day period in April applicants who have been offered admission but have not decided to enroll are invited to the campus for one to three days. They room with volunteer student hosts, sit in on classes, etc. (JT)

Perceptions of Yale and sixteen of its major competitors were obtained from high school students offered admission to Yale and from undergraduate students attending Yale. Ratings of similarity between colleges were obtained in one study, and the semantic differential technique was used in a second study to corroborate the findings. (SW)

A study to investigate whether admission personnel actually read letters received from prospective students and responded accordingly, or merely followed a set program--sending material they deemed essential regardless of specific requests for information--is discussed. (MLW)

While enrollment management bears a great resemblance to marketing, the interest in it is symbolic of a new step in the evolution of American colleges, acknowledging that higher education needs a more professional approach to self-management. (MSE)

A project to improve Pan American's recruitment efforts in student markets already being served, rather than seeking new markets, is described. The project had two target groups: students accepted but not enrolled, and students who had left the university in good academic standing before graduating. Favorable results were achieved at low cost.…

A survey of admissions deans and directors investigated the use and perceived effectiveness of 15 well-known marketing techniques: advertising, advertising research, a marketing plan, market positioning, market segmentation, marketing audit, marketing research, pricing, program and service accessibility, program development, publicity, target…

A survey of four-year undergraduate institutions concerning enrollment management looked at program prevalence and form, differences among institutions using and not using them, and obstacles to program development. Results suggest that while many institutions are pro-active, most do not believe projected enrollment declines will affect their…

A model of the national supply of freshmen students is applied to the admissions problems of Ohio Wesleyan University to estimate enrollments, verbal ability of enrolled classes, and financial aid funds needed. The information provided shows admissions planners future implications of fee policy based on past experience. (JT)

Admissions officers of 350 private colleges and universities were surveyed to ascertain their understanding of the term "marketing," current use of promotional (advertising and personal selling) activities, market segmentation approaches, and their product (i.e., academic programs) development and differentiation strategies. The mail questionnaire…

Results of a survey concerning the student recruiting practices of the 114 graduate academic units in one large public research university are presented. They concern recruiting activities before and after initial student expression of interest in the program. (MSE)

Effective procedures of selection, training, and evaluation of admissions personnel are similar to those of any efficiently run business, the primary difference being that students of the institution are served. Finding employees with necessary job skills as well as sensitivity and understanding presents special difficulties for admissions…