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TV Advertising To Students Most Effective; Email Best Reach
by Jack Loechner, Tuesday, September 11, 2012 1:25 PM
According to a proprietary 2012 College Marketing Report from the Barnes & Noble College Marketing Division, despite the prevalence of social media and Internet usage, college students still
consider TV ads the most effective form of advertising. They prefer to receive emails over texts from marketers; their engagement with brands on Facebook tops all other social networks; and most are
very open to direct brand engagement, including supporting on-campus ambassador programs, says the report. Based on a survey of more than 7,500 college students from campuses across the
nation, the study was able to glean an understanding of today's college student that marketers might utilize to connect students with brands, products and services that enhance their social and
academic experience. Best Way To Reach College Students by Company or
Brand (% of Respondents) Medium% of
Respondents Email 20% TV
commercial 19 Coupon 14
Facebook ad 9 On-campus WOM 9 Social coupon 8
Print ad 8 Website ad 5
Radio commercial 4 Texting campaign 3 Source: Barnes & Noble College Marketing, September 2012
Significant findings from the 2012 College Marketing Report include:
- Although Internet and social media usage is strong among college students, 42% still
say TV ads are the most effective form of advertising
- 65% of college students engage with brands via social media at least weekly, primarily on Facebook, and a third do so at least three
times a day. However, 55% do not think Facebook is a good place for brands to advertise to them
- Students are most motivated by brand loyalty as a key driver of social engagement (26%), but
also love a good coupon offer (26%) or fun contest (19%)
- 61percent do not believe a text message campaign is a good way for a brand to connect with them. Further, 58% of students view the
majority of their emails on their laptops
- 59% of respondents say friends have the biggest influence on their purchasing decisions, both online and off
- 63% of students never scan QR
codes located on ads
- 68% of college students would be interested in becoming an on-campus student brand ambassador, while half of students would like brand ambassadors to help during
move-in
- 70% of students say they're more likely to buy from a brand that supports a charitable cause and 63% are willing to spend more on products tied to a charity
Lisa
Malat, Barnes & Noble College's VP, Marketing & Operations, concludes that "... understanding student attitudes and preferences is paramount to... delivering a shopping experience that
enhances their overall college experience... "
For additional information about the study
and BNCM, please visit here.