FRINK Linked Data Fragments server

Matches in SemOpenAlex for { <https://semopenalex.org/work/W2151374217> ?p ?o ?g. }

• W2151374217 startingPage "163" @default.
• W2151374217 abstract "All honors programs face the problem of making their institution's student body aware of the program's existence, its eligibility requirements, curriculum, and benefits. Directors who are already comfortable with the number of the program's members and applicants do not need to think much about awareness, publicity, and advertising. For example, the college's admissions department assists many honors programs in their recruitment. However, some directors must think hard and carefully about campus-wide awareness. These directors will naturally consider some type of advertising method. However, both before and after turning to advertising, directors need to address two important questions. Before embarking on an advertising campaign, they need to know why eligible students are not applying. After the campaign, they need to know how effective the advertising methods were. We will provide a template for other honors programs to use in answering both of these questions by describing a planned marketing research evaluation of a program's image among the student body and of our advertising efforts. Advertising is defined as the communication of persuasive information about products, services, or ideas by identified sponsors through the various media (Bovee & Thill 9). Typical examples of advertising seen on campuses include advertisements from external sources (soft drink and credit card companies) and advertisements from internal sources (the registrar's office), and they may take the form of fliers, posters, displays, informational tables at school events or in common areas, or announcements on campus closed-circuit television. Daniel Starch explained in 1923 that, regardless of the medium, advertisers historically have recognized that, to be effective, advertising must be seen, read, believed, remembered, and acted upon. Since Starch, researchers and practitioners in advertising have developed advanced methods to understand the target audience's attitudes about a product or brand and also the effects of exposure to advertising. These methods are called, respectively, brand equity research and advertisement tracking. Brand equity is a measure of the strength of a consumer's attachment to a brand (Feldwick 37) and includes measures of brand awareness, perceived quality and other consumer associations with the brand (Aaker 27). in the context of honors, brand awareness is an important marketing measure. We can ask students to recall the program name if prompted (What programs for academically gifted students exist at York?), and we can ask them to recognize the program name from a list (Which program, from this list, requires a thesis for graduation?). Measuring associations to an honors brand is another element of brand equity. A list can be developed of suspected selling points of the program (classes with only other honor students) and also a list of fears concerning student beliefs (only nerds are in the program). Students can then be asked to select all statements which they feel are advantages of the program and to select all statements which they feel are disadvantages of the program. Honors brand quality can be measured by statements regarding the benefits of the brand (The honors program improves the image of the college to the public and The honors program encouraged higher academic standards for the entire college) and by asking students to respond to Likert response scales (one-to-seven-point numerical scales). While brand equity methods generally examine pre-existing attitudes about a brand, ad tracking research determines the effectiveness of advertising by examining the consumer's response to advertising (McDonald 119). Useful ways of measuring consumers' responses vary and include recognition of advertising (McDonald 120), recall of advertising, awareness of brand, perceptions of brand, attitude toward brand, and reported consumer behavior (Feldwick 114). In the context of honors, ad tracking can be measured by asking students how often they heard their instructors talking about the program or whether they remember an honors student coming to their class to speak about the program. …" @default.
• W2151374217 created "2016-06-24" @default.
• W2151374217 creator A5006664033 @default.
• W2151374217 creator A5022449716 @default.
• W2151374217 creator A5030593161 @default.
• W2151374217 creator A5042659045 @default.
• W2151374217 date "2010-01-01" @default.
• W2151374217 modified "2023-09-24" @default.
• W2151374217 title "Ad Tracking, Brand Equity Research, and . . . Your Honors Program?" @default.
• W2151374217 cites W143324384 @default.
• W2151374217 cites W1556812521 @default.
• W2151374217 cites W2057023890 @default.
• W2151374217 hasPublicationYear "2010" @default.
• W2151374217 type Work @default.
• W2151374217 sameAs 2151374217 @default.
• W2151374217 citedByCount "0" @default.
• W2151374217 crossrefType "journal-article" @default.
• W2151374217 hasAuthorship W2151374217A5006664033 @default.
• W2151374217 hasAuthorship W2151374217A5022449716 @default.
• W2151374217 hasAuthorship W2151374217A5030593161 @default.
• W2151374217 hasAuthorship W2151374217A5042659045 @default.
• W2151374217 hasConcept C112698675 @default.
• W2151374217 hasConcept C144133560 @default.
• W2151374217 hasConcept C15744967 @default.
• W2151374217 hasConcept C162853370 @default.
• W2151374217 hasConcept C17744445 @default.
• W2151374217 hasConcept C19417346 @default.
• W2151374217 hasConcept C2776003135 @default.
• W2151374217 hasConcept C39549134 @default.
• W2151374217 hasConcept C47177190 @default.
• W2151374217 hasConceptScore W2151374217C112698675 @default.
• W2151374217 hasConceptScore W2151374217C144133560 @default.
• W2151374217 hasConceptScore W2151374217C15744967 @default.
• W2151374217 hasConceptScore W2151374217C162853370 @default.
• W2151374217 hasConceptScore W2151374217C17744445 @default.
• W2151374217 hasConceptScore W2151374217C19417346 @default.
• W2151374217 hasConceptScore W2151374217C2776003135 @default.
• W2151374217 hasConceptScore W2151374217C39549134 @default.
• W2151374217 hasConceptScore W2151374217C47177190 @default.
• W2151374217 hasLocation W21513742171 @default.
• W2151374217 hasOpenAccess W2151374217 @default.
• W2151374217 hasPrimaryLocation W21513742171 @default.
• W2151374217 hasRelatedWork W146802710 @default.
• W2151374217 hasRelatedWork W1519819441 @default.
• W2151374217 hasRelatedWork W1988812182 @default.
• W2151374217 hasRelatedWork W2042703676 @default.
• W2151374217 hasRelatedWork W2051426489 @default.
• W2151374217 hasRelatedWork W2137405988 @default.
• W2151374217 hasRelatedWork W2183748810 @default.
• W2151374217 hasRelatedWork W2502774062 @default.
• W2151374217 hasRelatedWork W2609507535 @default.
• W2151374217 hasRelatedWork W2626589063 @default.
• W2151374217 hasRelatedWork W2900671725 @default.
• W2151374217 hasRelatedWork W2932282227 @default.
• W2151374217 hasRelatedWork W2987228367 @default.
• W2151374217 hasRelatedWork W2994029707 @default.
• W2151374217 hasRelatedWork W3010966558 @default.
• W2151374217 hasRelatedWork W3088655819 @default.
• W2151374217 hasRelatedWork W3097391164 @default.
• W2151374217 hasRelatedWork W3120966693 @default.
• W2151374217 hasRelatedWork W3148976225 @default.
• W2151374217 hasRelatedWork W2181424133 @default.
• W2151374217 hasVolume "6" @default.
• W2151374217 isParatext "false" @default.
• W2151374217 isRetracted "false" @default.
• W2151374217 magId "2151374217" @default.
• W2151374217 workType "article" @default.