Attributes Used to Promote Adult Continuing Education Degree Programs in a Metropolitan Newspaper

Nature and Extent of Catholic Identity Communicated through Official Websites of U.S. Catholic Colleges and Universities

“…Recently, the college's home page has become an efficient and valuable tool in which to present the college's "difference" and illuminate for students why they should consider a particular college (Klein, 2005;Noel-Levitz, 2009;Stoner, 2004). Thus, one would expect that what is communicated via a college's website should authentically convey the character and identity of the college and give prospective students an idea of that college's experience for the student, or the initial promise (Solan & Gambescia, 2010).…”

“…The authors identified eight major attributes used by universities to market their online degree programs. Solan and Gambescia (2010) identified, categorized, and analyzed attributes used in print advertisements in a metropolitan daily newspaper to promote adult continuing education degree programs. Although this study was not assessing university websites, it did identify the range of attributes used by 4-year universities and colleges in their print advertising to attract prospective students to their programs.…”

Catholic Identity through the Lens of the School’s Official Website

“…This approach was selected because of the growing public nature of college websites in the Philippines versus traditional means of communicating a college's purpose and mission, (e.g., view books, pamphlets, newspaper advertisements). As websites become more popular, they can be considered the first promise (Solan & Gambescia, 2010) in the college experience.…”

“…A college's homepage will grow in its importance as colleges become more sophisticated in their use. One would hope that what is communicated via a college's website is authentically what students can expect of the college experience or its initial promise (Solan & Gambescia, 2010).…”

“…Therefore, a school's website serves as a primary means of communication where students can learn about the school (Klein, 2005;Stoner, 2004;Gambescia & Paolucci, 2011). Initial impressions and messages, regardless of channel is supported by Solan and Gambescia (2010) who considered student recruitment messaging a "first promise" to students for what they will receive from a particular school. For example, students will know that a Catholic school doesn't only educate the mind but also the heart (Petrusch, 2011).…”