Back to Search
Start Over
Educational Recruitment Ads: Does Prose Style Really Count for Much?
- Source :
-
Journal of Marketing for Higher Education . 1993 4(1-2):361-377. - Publication Year :
- 1993
-
Abstract
- A study tested responses of 201 upper division business students to 8 graduate business school recruitment ads with similar content but written in different styles. Results suggest that certain styles, independently and in combination, do affect perceptions on lower-order dimensions (ad interest, appeal, believability, clarity) but not broader measures (overall attitude, intent to respond). (Author/MSE)
Details
- Language :
- English
- ISSN :
- 0884-1241
- Volume :
- 4
- Issue :
- 1-2
- Database :
- ERIC
- Journal :
- Journal of Marketing for Higher Education
- Publication Type :
- Report
- Accession number :
- EJ467269
- Document Type :
- Reports - Research<br />Journal Articles