Some Upstarts in NCAA Tournament Are Unconventional Advertisers as Well

Autor/in	Blumenstyk, Goldie
Titel	Some Upstarts in NCAA Tournament Are Unconventional Advertisers as Well
Quelle	In: Chronicle of Higher Education, 54 (2008) 29, (1 Seiten) PDF als Volltext Verfügbarkeit
Sprache	englisch
Dokumenttyp	gedruckt; online; Zeitschriftenaufsatz
ISSN	0009-5982
Schlagwörter	Advertising; Television Commercials; Higher Education; Student Recruitment; California; Iowa; Maryland; North Carolina + Suchen Sie Ihr Suchwort? Werbung; Hochschulbildung; Hochschulsystem; Hochschulwesen; Kalifornien
Abstract	This article reports how some colleges in the National Collegiate Athletic Association (NCAA) men's basketball tournament have produced unlikely commercials. One of them is Drake University, which has a TV ad that consists entirely of a series of numbers, words, phrases, and stylized drawings in two shades of blue instead of the usual pictures of students tossing a Frisbee or shots of a young freshman and a senior professor conferring over a microscope. Drake, like a handful of other upstart tournament teams, decided to eschew the traditional TV spot for that edgier approach because it was looking for something that would stand out. However, according to Miriam Tillman, assistant vice president for marketing and creative services at the University of Maryland-Baltimore County, standing out while not appearing amateurish can be a tricky balance for colleges. (ERIC).
Anmerkungen	Chronicle of Higher Education. 1255 23rd Street NW Suite 700, Washington, DC 20037. Tel: 800-728-2803; e-mail: circulation@chronicle.com; Web site: http://chronicle.com/
Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2017/4/10