Two surveys on how students choose a college are reported. Reputation is often the most powerful of all influence factors. Sources of first information about colleges are identified: friends, parents, college recruitment publications, college guide books, etc. The declining role of the high school counselor was noted. (MLW)

Most successful yield strategies use a series of messages specifically designed to meet the informational and emotional needs of students in the final decision-making stages. Techniques to try include: brochures, videotapes, handwritten postscripts, posters, and phone campaigns. (MLW)