This paper explores how perceived attractiveness of the social life at a college/university influences potential applicants' likelihood to request information from, visit and apply to (decision approach actions) that school. Results obtained from a study of high school juniors indicate that attractiveness of social life, defined in terms of…

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)

The principal objective of recruitment efforts should be to help students make the right college choice. Research can help decide what the college should--and can--say about itself in publications, and how the communication factors can be organized most effectively. (MSE)

Argues trend toward benign and homogeneous college promotional materials/presentations makes college selection process more difficult. Feels tactic of deemphasizing importance of college board scores to increase applicant pool and thereby enhance "college profile" is unethical and deprives college applicant of ability to make informed choices. (CM)

Three dissertations are discussed: "An Analysis of the Institutional Image of a Private University ..." (James William Klenke); "Factors that Affect a Student's Decision to Enroll at Francis Marion College" (Joseph Edward Heyward); and "An Analysis of College Choice Influence ....Freshmen at a Large Southeastern Urban…

Suggests the use of time-proven marketing methods to attract high school students to college music programs and keep them interested in the music program. Explores facets of the college and the program that draw students, including reputation, location, costs, and program content. (LS)

Notes that current surge in promotional activities has called into question the social responsibility of colleges and universities. Focuses specifically on admission and promotional practices. Begins by reviewing the current practice, then goes on to discuss self-regulation, counseling, and the role of marketing in the college admission process.…

Considers need for colleges and universities to develop effective marketing plan for recruitment of black students. Highlights advantages of designing marketing plan for recruitment of black alumni to assist in recruitment and retention of black students. Identifies key indicators that often hinder institutions in their recruitment of black…

A survey of 382 students in four-year automotive technology programs found that reputation of the program and the university were key enrollment influences. Other factors influencing choice included campus visits, parents/relatives, counselors/teachers, technology-based recruitment activities, and friends. (Contains 31 references.) (SK)

Investigated the criteria that Indonesian students consider when choosing a college or university. The most important factors identified were "course and career information" and "physical aspects and facilities." Other important factors were cost of education, degree (content and structure), and value of education. Results are…

This study seeks to identify factors influencing East Asian international students' choices of Canadian graduate schools, to assess the strengths and dynamics of the factors influencing enrolment decisions, and to describe possible implications both for the Canadian government and for Canadian universities offering graduate education. The research…

The national supply model, outlined here, provides a description of potentially recruitable students that explicitly interrelates growth of population, high school retention rates, parental ability to pay college expenses, growth of parental income, and students' verbal aptitude. (Author)

This article deals with observations regarding current admissions practices and procedures and provides specific suggestions for improving the admissions function in colleges and universities. (Author)

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)

Too many college presidents do not realize that interpreting and promoting the college program are as important as rethinking its content or structure, suggests one president. The academic program is part of the appeal of any college and should be explained to potential students. (LBH)