"Floating a University Website: If You're Going to Fish, Bring the Right Bait" by Oscar T McKnight

Selected Works of Oscar T McKnight Ph.D.

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Floating a University Website: If You're Going to Fish, Bring the Right Bait

Tenth Annual Symposium for the Marketing of Higher Education (1999)

Oscar T McKnight, Ashland University
Ronald Paugh, Ashland University

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Abstract

Visual and printed information desired by precollege students were examined using a cluster technique. Significant relationships between the ACT score and student preferences were found. Several recommendations are offered to assist college and university administrators integrate the research and interactivity of the Web into their overall marketing strategy.

Keywords

website; webpages; marketing

Disciplines

Advertising and Promotion Management,
Clinical Psychology,
Developmental Psychology,
Educational Assessment, Evaluation, and Research,
Educational Psychology,
Health Psychology,
Law and
Marketing

Publication Date

November 7, 1999

Citation Information

Oscar T McKnight and Ronald Paugh. "Floating a University Website: If You're Going to Fish, Bring the Right Bait" Tenth Annual Symposium for the Marketing of Higher Education (1999)
Available at: http://works.bepress.com/oscar_mcknight/21/