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)
% of Respondents
Source: Barnes & Noble College Marketing, September 2012
Significant findings from the 2012 College Marketing Report include:
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.