Date of Award
2015
Degree Name
Educational Leadership
College
College of Education
Type of Degree
Ed.D.
Document Type
Dissertation
First Advisor
Teresa Eagle
Second Advisor
Eugenia Damron
Third Advisor
Corley Dennison, II
Fourth Advisor
Tammy Johnson
Abstract
This study explored the public service announcements (PSAs) produced by institutions of higher education that competed in the National Collegiate Athletic Association’s 2013-14 postseason football bowl games. Utilizing content analysis and survey results, the researcher examined the level of content distinction between and within institutional groups based on athletic conference, Carnegie classification, total student enrollment, and primary target audience. The researcher also investigated the role the PSAs played in marketing campaigns conducted by the institutions and the additional marketing strategies used in those campaigns. The analysis showed limited distinction between institutional groups and little to no distinction within groups. Further, the study revealed moderate use of marketing campaigns, with a wide range of marketing strategies utilized within them.
Subject(s)
Advertising, Public service.
Mass media and education.
Recommended Citation
Wolfe, Elizabeth Anne, "Are There Whiter Shades of Pale in Marketing the Ivory Tower? An Examination of Differentiation in Institutional Public Service Announcements through Content Analysis" (2015). Theses, Dissertations and Capstones. 919.
https://mds.marshall.edu/etd/919
