Advertising/media techniques. (1993). The Journal of School Health, 63(6), 280. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/215680499?accountid=7398

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This study provides information on various techniques that could be helpful while advertising for a product or event. While some information may seem outdated, the core ideas behind each technique can be utilized to boost advertisement outreach. Techniques such as showing people having fun at the event or with the product, status appeal, testimonial, or the hero endorsement tactic are presented. These techniques may be used to improve the way a consumer or targeted audience subconsciously views an advertisement so that they feel more motivated and become more likely to purchase the product or participate in the event.

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O'Connor, L., & Lundstrom, K. (2011). The impact of social marketing strategies on the information seeking behaviors of college students. Reference & User Services Quarterly, 50(4), 351-365. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/873029689?accountid=7398

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This review studies the behaviors that college students have surrounding the way they receive and comprehend information. It is mentioned that students tend to only take information from a few familiar resources and neglect to use all the resources that are offered online and in library databases. This study connects to the methods behind successful social marketing. The marketing components mentioned in this study are customer and competitor assessment, market segmentation, identifying market behaviors, and intervention design and delivery. Customer and competitor assessment involves recognizing the behaviors that competitors have that make it more marketable to customers. Market segmentation is identifying the target audience, while identifying market behaviors is understanding how that target audience receives the advertisement. The intervention design and delivery is the medium for analysis of the strategies of marketing.

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Papp-Váry, Á. (2015). What makes good advertising? 12 timeless principles based on the advice of famous advertising gurus. Journal of Media Research, 8(3), 35-56. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/1747594618?accountid=7398 

 

This study presents numerous tips for advertising from professionals in the field. In total, it is said that there are twelve main advertising principles, of which are fairly broad and can be applied and altered in ways to direct it toward a specific audience for any type of advertisement. It states that good advertising does many things; good advertising promises something, affects emotions, entertains and attracts attention, is simple, among other ideas, but above all else, good advertising sells the object or event it is advertising for. There is more than one way to advertise well and each principle can be combined with others to strengthen an individual advertisement. This is not to say that these advertisement rules cannot be broken, it is encouraged to be creative but the twelve principles mentioned in the study serve as a helpful starting point.

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Wang, S. (2017, February 7). Indiana women: 'No one's going to do it for us'. Indy Star. Retrieved from https://www.indystar.com/story/news/politics/2017/02/07/women4change-indiana-organizing-event-womens-rights/97552660/ 

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The news story  presents testimony from a 60 year old woman who decided to develop a stronger political voice after the election of current president, Donald Trump. Background on the Women4Change organization is briefly provided, including their overall mission to encourage women to find and build on their political and civic roles in society. The Women4Change mission is explained through their advocacy for LGBTQ+ rights, encouragement for women to take public office roles, promotion of inclusivity, and their support for voter education.  Information on various events that the Women4Change organization participates in that activates women politically in their community, such as their participation in the march for issues regarding women’s rights. 

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"Engage college students through event marketing." oncampusadvertising, 6 Nov. 2017, oncampusadvertising.com/attract-college-students-event-marketing/.

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Studies show that college students like buying experiences rather than buying tangible objects. Collecting memories and creating connections leaves a more memorable impression and will keep students coming back and engaging in more events. There are 5 ways listed to help promote an unforgettable experience: segment market through psychographics, focus on giving something to the consumer, hand out freebies, and take videos and photos. It is important to leave a positive impression on anyone who comes to the event. Giving the consumer something to focus on like an incentive such as a prize or free bee, or a good feeling can be more effective the actual advertisement. 

 

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Iconic strategies offer 4 event marketing strategies that will encourage brand loyalty. (2015, Mar 10). M2 Presswire Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/1661543039?accountid=7398

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There are 4 marketing strategies used by company “Iconic Strategies” to increase loyalty and success of a business. The 4 strategies include: select your audience, KISS (keep it short and simple), make it memorable, and take ownership. Using these 4 strategies the event marketing company a 45% growth in customer retention in 2014. These techniques led to the business becoming one of the market leaders in the Norwich area. When done correctly, event marketing can bring in sales, and attract new and existing customers which is something all businesses have goals of doing. 

 

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Lewison, D. M., & Hawes, J. M. (2007). Students target marketing strategies for universities. Journal of College Admission, (196), 14-19. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/219108288?accountid=7398

 

As colleges try to adapt marketing strategies to better connect with the new generations, there are important aspects to keep in mind when marketing on campus. With different types of marketing and first steps such as market selection approaches, mass marketing, target marketing, and selecting a strategy, there are many important components of taking the next step. There is an axis of different types of buyers and learners that go into how to market including the following: quality, value and economy buyers, and career, leisure, socio improvement, and ambivalent learners.

 

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Mercado, R. (2018, March 26). How to effectively advertise student events. In Presence. Retrieved February 19, 2020, from https://www.presence.io/blog/how-to-effectively-advertise-student-events/

 

Knowing your audience and being able to market to them effectively and efficiently are key to promoting events. Word of mouth and social media are two ways that help spread the world about event information. Apps like Twitter, Facebook, and Snapchat are widely used by all age groups and can quickly get information out to everyone and can be shared for more people to see. Learning new techniques may seem overwhelming but there are few things more satisfying than seeing your hard work paid off with increased attendance.

 

(2008, Dec 15). Research and Markets: Social Media Marketing: An Hour a Day Offers Practical, How-To Advice For Understanding Social Media, Developing a Social Media Marketing Strategy. M2 Presswire. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/docview/446162141?accountid=7398 

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This study provides advice on how to have successful social media marketing. The study addresses how to implement these innovations through case studies, step-by-step guides, checklists, quizzes, and hands-on tutorials. Youtube is also another platform that is addressed as being a media marketing technique. The article dives in to show how all of these metrics play into social media marketing and how taking a little time each day can drastically improve the desired business or organization. 

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Horvath-Plyman, M. (2018). Social Media and the College Student Journey: An Examination of How Social Media Use Impacts Social Capital and affects College Choice, Access, and Transition. ProQuest Dissertations Publishing. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/docview/2128010630?accountid=7398 

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This article dives into how popular and extensive social media is throughout not only the world, but college campuses. It explains how the younger generations have embraced social media more than others. Landoy states, “The demographic including 18-29 year olds, uses social media in the highest frequency and through the most platforms with an adoption rate of 89 percent.” (p. 3)  The article further explains what qualifies as a social media outlet and the amount of college access. Another interesting identification was the importance that the hashtag seems to carry in the role of social media. The hashtag is important to the audience so they can quickly identify other items, people, places associated with organization/business. 

 

 

Landoy, A. R.(2009). Marketing Research Using Online Surveys. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, V2. pp. 37-40. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/docview/209550536?accountid=7398 

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This study addresses the important difference between paper-based surveys and web-based or online surveys. It addresses how web-based surveys are verified and the responses are captured right away and polled in real-time. Another distinction is to list and present the questions in a logical and functional sense. This allows for organization and functionality.  The article also discusses different online survey platforms such as SurveyMonkey, Limerik, etc. An important factor that the article brings up is the complications. For example, poor internet connection, technological difficulties, etc.

 

 

Himmelspach, J. (2009, February 23). Social Media Marketing Goes to College Campuses. Grand Rapids Business Journal. V. 27, Iss. 8. Retrieved from http://ulib.iupui.edu/cgi-bin/proxy.pl?url=http://search.proquest.com/docview/216747965?accountid=7398 

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This review studies how the hiring of a social media ambassador has helped Davenport University reach multitudes of students, ensure that the University is providing enriching and engaging content, and measuring the initiatives of social media. This report stressed on the idea that they are not saying “Come to our college!”, but rather focusing on building a relationship with the audience and followers that the account is attracting. This creates trust with the University and potential students. The article then furthers by going into how your business, college or organization can have one’s own social networking site for their audience. This makes the connections even deeper and more relevant to the interested parties. 

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Carbone, B. (n.d.). Marketing to College Students. In Campus Solutions Inc.. Retrieved from 

https://campussolutionsinc.com/marketing-to-college-students/

 

Marketing campaigns have been proven to increase audience engagement. Advertising by sponsoring or reaching your audience digitally can increase organization participation. Students love free items so having giveaways could help, as well as working with other clubs on campus, visiting classes, offering discounts, video advertising, and visiting classes are unique ways to powerfully connect with students. Furthermore, a recent report from McKinsey & Company suggested that targeting generational needs and interests could better attract the target audience.  

 

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Himmelspach, J. (2009). Social media marketing goes to college campuses. Grand Rapids

Business Journal, 27(8), 20. Retrieved from http://ulib.iupui.edu/cgi-

bin/proxy.pl?url=http://search.proquest.com.proxy.ulib.uits.iu.edu/docview/216747965?accountid=7398

 

The study heavily focuses on Davenport University and how they connected students on campus using specifically social media efforts and traditional efforts. A study conducting a site launch in 2008 is being used by 10% of students and faculty with 100 businesses using the site in the community. It proves that traditional marketing doesn’t stand alone, but rather goes hand in hand with social networking. This source explores various possible ways that student personal relationships develop trust through social networking, and therefore increase marketing. 

 

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Sawyer, K. (2020, January 15). 20 ideas for how to advertise an event

Eventbrite. Retrieved from https://www.eventbrite.com/blog/how-to-advertise-an-     event-ds00/ 

 

Since statistically, technology is growing, using that platform can attract more attendees because most people nowadays use social media in their everyday lives. Discussing the right social media channels to use to get the job could directly affect the desired outcome or objective you want to achieve. Ultimately, online advertising is an effective way to attract more attendees. Focusing in on your target audience, taking advantage of event discovery sites, leveraging the right social media channels, creating hashtags, and minding your timing are all ways to increase advertisement.

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 Sorel, M. (n.d.). College Marketing 101: An Authoritative Guide to Unlocking the Elusive

College Market. In Youth Marketing Specialist Corporation. Retrieved from https://www.aaaa.org/index.php?checkfileaccess=/wp-content/uploads/legacy-pdfs/CollegeMarketing101.pdf

 

A campaign was conducted at 29 college campuses across the United States that consisted of social media marketing. 40% of full-time students live on campus, making marketing through hallways and on housing doors the ideal advertising area. 45% of students on these college campuses reported having received samples during the school year and were more likely to purchase the brand. Higher event marketing turnout can be increased by associating club with an event they’ll remember, and by tabling at sporting events and metro area events.