MANAGEMENT SLANT
- The heritage of a university (its stature from its history of sustained success and traditions; its symbols, and its sports legacy) can positively impact attitudes toward the university when used in advertising and branding.
- Students respond more favorably to advertising which features the university’s heritage than advertising which does not.
- Advertising which links and contextualizes a university’s past and present is most effective, particularly among parents, and increases intention to apply.
INTRODUCTION
Mike is the first in his family to graduate from college and has been successful in his career. He paid less than...