Examining the Factors within the print Advertisement that Attract Student Attention
Kallimani, Jyoti (2010) Examining the Factors within the print Advertisement that Attract Student Attention. [Dissertation (University of Nottingham only)] (Unpublished)
Advertisement is one of the many ways to reach the students community. Hence attracting the student community plays an important role for the Universities and Institutes. In this competitive edge much emphasis is required in selecting an advertising media, its content, and style and message in order to attract student attention before they decide to enroll in academic institution. The Malaysian Educational sector constitutes many foreign Universities, Institutes and along with local ones. Thus the educational organizations have to be on their toes to entice the students and provide a quality education. The problem is how to design an advertisement which is effective in message and attractive in the appropriate media to present the information that will attract students. The various media such as print media, television, radio and internet and bill board are involved in the process of advertising. This dissertation focuses on finding general perception towards the print advertisement and the attention factors in the advertisement. The case study is performed in one of the leading University colleges in Malaysia, which has various partnerships with foreign Universities and many popular undergraduate and postgraduate courses such as engineering, business, and nursing etc. The target student community segment is concentrated on various tertiary students from different faculties such as engineering, business, and nursing. The data of 200 students of various background are collected from the survey was analyzed using a statistical software tool SPSS. The results of the study showed that, there is positive perception towards print advertisements in general that the print media is a better media to reach the mass even in the remote areas against the electronic media. The factors that most attract student attention in the print advertisement are University brand, the list of courses offered by the University, partner Universities, and the accreditations approved by the ministry of higher education.
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