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…

Educational institutions understand the importance of having a positive image among their target audiences, but the process of creating, enhancing, and managing that image remains challenging to many. Confusion over what branding is only adds to the challenge. Consultants define "brand" as promising an experience and delivering on that…

Points out that understanding the buyer's perspective is critical to developing effective marketing materials. Discusses how to determine the buying concerns that are relevant to customers and products and how to organize good marketing writing. (SR)

Considers how much entrepreneurship should be included in electronic learning (elearning) programs in higher education. Discusses planning; knowledge of the market; available resources in a usable form; considering new audiences; measuring ROI (return on investment); and alternative sources of revenue. (LRW)

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)

Describes the author's department goals with three main principles: to build departmental community, to harness rather than dissipate energy, and to address multiple audiences simultaneously. Discusses how she communicates to the college as a whole what the department does well and finds ways in which caring for the department's interests might…

Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been…