Institutional branding: a content analysis of public service announcements from American universities

Clayton, Michael J.; Cavanagh, Kevin V.; Hettche, Matt

doi:10.1080/08841241.2012.737869

Cited by 38 publications

(30 citation statements)

References 38 publications

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“…However, these possible effects went beyond the scope of the Harris study. Clayton et al (2012) conducted a content analysis of 115 PSAs that aired during the 2010 football season. They identified nine variables that were similar to those in Harris' study: 'Scenic Beauty,Individuals in Lab,NCAA Athletics,Performance Arts,International Reach,Students in Classroom,Graduation,Belonging,and History/Nostalgia' (p. 197).…”

Section: University Marketing and Bowl Games Researchmentioning

confidence: 99%

“…These advertisements 'provide a unique opportunity [for institutions] to create a scripted message to potentially differentiate the advertised university from the thousands of potential competitors' (Clayton et al, 2012, p. 183). Harris (2009aHarris ( , 2009b and Clayton et al (2012) studied American college bowl PSAs over a single year, and Tobolowsky and Lowery (2006) studied these commercials for two seasons. But successful brands are 'not built overnight' (Sevier, 2001, p. 86); they grow stronger over time.…”

Section: Introductionmentioning

confidence: 99%

“…Previous studies (Clayton, Cavanagh, & Hettche, 2012;Harris, 2009aHarris, , 2009bTobolowsky & Lowery, 2006) have examined the university-produced 30-second advertisements -or 'public service announcements' (PSAs) -that air during college bowl games to better understand how institutions market themselves to viewers and contribute to potential students' college expectations. These advertisements 'provide a unique opportunity [for institutions] to create a scripted message to potentially differentiate the advertised university from the thousands of potential competitors' (Clayton et al, 2012, p. 183).…”

Section: Introductionmentioning

confidence: 99%

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Selling college: a longitudinal study of American college football bowl game public service announcements

Tobolowsky

Lowery

2014

Journal of Marketing for Higher Education

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Using ideological analysis as a frame, researchers analyzed institutionally created commercials (PSAs) that appeared in 28 U.S. college football bowl games over a seven-year period (2003)(2004)(2005)(2006)(2007)(2008)(2009) to better understand the universities' brands as represented in these advertisements. They found many common elements such as showing traditional architectural elements (e.g., clock towers, grounds), highlighting areas of institutional excellence (e.g. rankings), and connecting attendance to the achievement of grandiose goals (e.g., "changing the world"). In spite of these similarities, there were also areas of difference (e.g., unique topographies, alumni) to differentiate institutions from one another. In addition, even though consistency is a hallmark of successful brands, some institutions shifted their narratives from year to year. Future research should explore the effects of these differences on the development of the brand, the role these advertisements play in the larger marketing campaigns, and if these spots contribute to students' expectations of the institutions.

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Section: University Marketing and Bowl Games Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Selling college: a longitudinal study of American college football bowl game public service announcements

Tobolowsky

Lowery

2014

Journal of Marketing for Higher Education

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“…İçerik analizi çok farklı çalışma alanlarında kullanılmaktadır (Chang, Jackson, & Grover, 2003;Kotabe & Scott Swan, 1995). Kamu spotlarına yönelik çalışmalarda da araştırmacıların, içerik analizinden yararlandığı görülmüştür (Clayton, Cavanagh, & Hettche, 2012;DeJong, Cameron Wolf, & Bryn Austin, 2001). BERJ (8) 3 2017 …”

Section: Araştırma Yöntemiunclassified

Türkiye de Yayınlanmış Olan Kamu Spotlarının İçerik Analizi Yöntemi İle İncelenmesi

Özbük¹,

Öz²

2017

berj

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“…As a result, schools are looking for any advantage they can gain. Often the recruiting teams seek to brand their school in an effort to make it seem unique 1,2,3 . An example of this branding is Boise State's signature blue turf 4 or Oregon State's flashy ever-changing uniforms 5 .…”

Section: Introductionmentioning

confidence: 99%

Game-day football visualization experience on dissimilar virtual reality platforms

et al. 2015

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College football recruiting is a competitive process. Athletic administrations attempt to gain an edge by bringing recruits to a home game, highlighting the atmosphere unique to campus. This is however not always possible since most recruiting efforts happen off-season. So, they relate the football game experience through video recordings and visits to football facilities. While these substitutes provide a general idea of a game, they cannot capture the feeling of playing while cheered on by a crowd of 55,000 people. To address this challenge and improve the recruitment process, the Iowa State University (ISU) athletic department and the Virtual Reality Applications Center (VRAC) teamed up to build an alternative to the game-day experience using the world's highest resolution six-sided virtual reality (VR) environment -the C6, and a portable low-cost headmounted display (HMD) system. This paper presents techniques used in the development of the immersive and portable VR environments followed by validation of the work through quantifying immersion and presence through a formal user study. Results from the user study indicate that both the HMD and C6 are an improvement over the standard practice of showing videos to convey the atmosphere of an ISU Cyclone football game. In addition, both the C6 and HMD were scored similar in immersion and presence categories. This indicates that the low-cost portable HMD version of the application produces minimal trade off in experience for a fraction of the cost. RightsCopyright 2015 SPIE-IS&T. One print of electronic copy may be made for personal use only. Systematic electronic or print reproduction and distribution, duplication of any material in this paper for a fee or for commercial purposes, or modification of the content of the paper are prohibited. ABSTRACTCollege football recruiting is a competitive process. Athletic administrations attempt to gain an edge by bringing recruits to a home game, highlighting the atmosphere unique to campus. This is however not always possible since most recruiting efforts happen off-season. So, they relate the football game experience through video recordings and visits to football facilities. While these substitutes provide a general idea of a game, they cannot capture the feeling of playing while cheered on by a crowd of 55,000 people. To address this challenge and improve the recruitment process, the Iowa State University (ISU) athletic department and the Virtual Reality Applications Center (VRAC) teamed up to build an alternative to the game-day experience using the world's highest resolution six-sided virtual reality (VR) environmentthe C6, and a portable low-cost head-mounted display (HMD) system. This paper presents techniques used in the development of the immersive and portable VR environments followed by validation of the work through quantifying immersion and presence through a formal user study. Results from the user study indicate that both the HMD and C6 are an improvement over the standard practice of showing videos...

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Institutional branding: a content analysis of public service announcements from American universities

Cited by 38 publications

References 38 publications

Selling college: a longitudinal study of American college football bowl game public service announcements

Selling college: a longitudinal study of American college football bowl game public service announcements

Türkiye de Yayınlanmış Olan Kamu Spotlarının İçerik Analizi Yöntemi İle İncelenmesi

Game-day football visualization experience on dissimilar virtual reality platforms

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