Campus Advertising:

							                                                                                           Chris Yeo
                                                                                       Jeff Almquist
                                                                                         Comm. 452


                                    Campus Advertising

 History

   Many innovative and unique alternative advertising efforts have become popular over the last

several years including extensive use of the internet, car wraps, and event promotions. Campus

advertising is another one of the many alternative medias that are gaining momentum in an effort

to cut through advertising clutter and reach a target demographic who is “willing to change”.

College students are often very impressionable and during these impressionable years, it is

important for companies to develop brand loyalty.


 Why College Students?

   By reaching college students during this suggestible period in their lives, a brand has a

greater likelihood of creating a “lifelong” customer. According to the National Center for

Education Statistics the 15 million United States College students have a tremendous amount of

spending power, somewhere around $90 billion annually. It appears that the days of the “poor

college student” is somewhat passé. Today’s college students have a much larger disposable

income and aren’t opposed to spending it. The are more inclined to try new products and often

are flip-flop users of brands.


 Problem

   College students are always changing. Their lifestyles and interests seem to vary from hour

to hour and they move around more than any other demographic segment in America. This
presents a problem in reaching college students through traditional media vehicles (direct mail,

newspapers, and other vehicles that require static residence).



   Along with the problem of college students moving around a lot, the fickle nature of college

students also presents a dilemma. Between their diverse attitudes, hobbies, and tastes, it seems

the only common denominator between the 15 million college students in the US is “the college

campus”.



                              Campus Media Vehicles


 Campus Newspapers & Magazines


   Reaching college students through campus newspapers & magazines is often an effective

route for a media planner. Frequently these periodicals have extremely high readership (nearly

98% in some cases) and reach a wide variety of student lifestyles. When purchasing campus

periodicals there are many options. Just like other newspapers and magazines you can purchase

advertising space by column inch, quarter-page, half-page, or full-page. Pre-printed media

inserts are another option a media planner may need to take into consideration when buying

campus advertising.


 Campus WebPages

   Campus web sites are a very important vehicle for colleges and/or universities. For example,

93% of college students are Internet users (CollegeMarketPlace.com, 2002). This statistic alone

shows the vital effect of campus web sites on college students. There are even some agencies

that design and deliver 30 second web commercials for college sites. Rather than your ordinary
banner ad, college web sites can have an interactive animated commercial. This can not only

attract an audience, but also establish brand awareness among the product or service. Use of the

Internet is usually more targeted than press advertising, however this needs to be balanced

against the need for a large audience for profiling purposes. This medium has the advantage of

longevity and can save you time. In addition, advertising online can successfully reach many

other goals. For example, a reach of possibly over 10 million college students can be done. You

can also increase traffic to your web site with precision ad targeting along with a great growth in

sales and leads. There are positive attributes in using web sites.


 On Campus Promotions and Sweepstakes

   Tables can be set up at colleges near student unions. This way additional posters, T-shirts,

postcards, fliers, product samples, and demonstrations can complete the branding process.

Agencies can cater to any type of college student and/or demographic such as freshman, women,

business majors, etc.

   There is also the use of sweepstakes and giveaways on campus. Sweepstakes can produce

new consumers and help increase sales of existing customers. Car companies, for example, have

been known to give away cars to students in certain sweepstake events.


 On Campus Event Sponsorships

   Event sponsorships are an excellent way for an advertiser to promote their brand. This form

of niche marketing has been proven to be very effective and allows a company to increase brand

recognition and recall in association with the event’s purpose. By sponsoring a successful or

established event and advertiser can enhance their positioning among consumers. The problem
with event sponsorship is the fact that they are often very expensive and the measurable returns

vs. expenditures are less than defined.




 Direct Mail


   Direct mail is an increasing vehicle in today's advertising world. Being able to have access

to student's names and addresses can help a campaign significantly. Some agencies can have up

to 5 million student's mailing addresses on-hand. Since college students of today are a popular

audience, this is a good way to reach them. When using direct mail in relationship to college

students there are many options available to a media planner. You can choose from: name,

school selection, gender selection, field of study, and may include telephone numbers for each

student.


 Poster Promotions


   Poster Promotions, including high quality posters can meet the creative requirements for any

number of campaigns. By placing posters in high traffic areas around campus the viewing

frequency needed for effective impressions is achieved. Most universities maintain bulletin

boards throughout campus in addition to the following high traffic areas:

      College Classrooms
      Student Union Halls
      Dormitories
      Cafeterias
      Gymnasiums
      On-Campus Kiosks
By placing posters in these areas, an advertiser will increase the number of opportunities to see

for their product, brand, and/or service. Additionally, a company can join resources with a

University’s Associated Students program in promoting and distributing posters around campus

to promote school related events. By co-branding with a University’s Associated Students

organization the advertiser receives the benefit from connecting themselves to an image already

accepted within the college community.


 Contact Information

       Every university has different contact persons in regards to participating in on-campus

advertising. In general a good place to start is the office to of the Dean of Student Affairs, the

Associated Students Organization, and/or the Student Life Office. For placing newspaper ads,

the campus newspaper often is a self-sustaining entity and no additional clearances must be

obtained. The same policies often apply for campus radio stations.

      Policies

    Every campus has a different policy for advertising on their campus. Some universities place

restrictions on the areas where advertising can be placed and some require the approval of each

ad by the Associated Students governing board. This makes it difficult for an advertiser to

penetrate each individual campus and that is why it is often beneficial for a media planner to

party with a group who already has influence on campus or a relationship with the school and is

knowledgeable of the policies. It would be a waste to produce a large quantity of poster ads only

to have them ripped down by the university. There are several organizations and/or companies

that specialize in campus advertising policies that can help a campaign succeed.
 Closing Dates & Special Requirements

    For each of the above listed vehicles closing dates vary. There are early closing dates for

campus magazines and pre printed media inserts, while newspapers often require submission by

noon, two days prior to publication. For information on closing dates a media planner should

refer to the rate card issued by the desired media vehicle. Special requirements a media planner

may need to take into consideration when participating in campus advertising is the fact that they

will often be dealing strict university policies regarding advertising. In the area of distribution,

an advertiser may be forced to adhere to the regulations outlined by the campus Student Life

guidelines, which may include many of the policies outlined above.



   Discounts

       Price breaks are given for purchasing larger quantities in the vehicles of newspapers,

FSI’s, and Posters. Student organizations are often given discounts in the area of 20%, giving

advertisers incentives to team with school organizations when advertising on campus.



   Current Users

    Current and the more successful users of on-campus advertising include heavy use by credit

card companies, student touring agencies, and automobile manufacturers. These companies have

a strong presence on campus due to their appeal to college students and the high responsiveness

by students to their brands. Often car manufactures sponsor large events while credit card

companies and student touring agencies hold more of a day-to-day presence on campus. These

companies make effective use of poster advertising campaigns and vendor booths.
 Measurements and Reports

           Measuring campus advertising is a difficult task and there isn’t any databases that one

why that you can measure the cost effectiveness of your advertising by is by providing a separate

reference number for each method in each deferent media. For example, your newspaper ad

could have one 800 number to contact for literature and other information, while your poster ads

could have another phone number to contact for the same information. When you have

concluded your campaign, you can divide the medias according to your reference numbers and

calculate their cost-effectiveness. This will assist you in devising your promotional strategy for

the following year.



   Other Considerations

           A media planner may want to take into consideration the time of semester for which they

are advertising on campus. If a planner decides that they want to appeal to the student

population, advertising during periods of midterms, finals, and/or summer and winter vacations

may not be the best proposition. Student mindsets during these periods may not be as receptive

to advertising as they would during other periods of the school year. A media planner must

research school schedules in order to make the most efficient media buy. Without taking these

time periods into consideration, the campaign may not be as successful as it could have been.




Poster Promotions
Quantity                            Cost Per Poster


Up to 2,500                                       $1.97
2,501 - 5,000                                     $1.80
5,001 - 15,000                                    $1.63
15,001 - 30,000                                          $1.45
over 30,000                                              $1.33


Postcard / Flyer Promotions
Quantity                                 Cost Per Postcard
Up to 5,000                                              $0.24
5,001 - 10,000                                           $0.23
10,001 - 25,000                                          $0.22
25,001 - 50,000                                          $0.20
over 50,000                                              $0.18


This rate includes shipping. This rate does not include printing.
Quantity is determined by schools selected and availability.


Website Commercials
$1500 + design per month for each animated 30 second spot.
We guarantee a minimum of 25 impression hours each month




College Newspaper Display Ads
1/4 page ads cost about $525 each
1/2 page ads cost about $1025 each
Full page ads cost about $1975 each



College Newspaper Inserts
Quantity                                 Single page Inserts (CPM)


Up to 10,000                                             $150
10,001 - 25,000                                          $140
25,001 - 50,000                                          $130
50,001 - 150,000                                         $120
over 150,000                                             $110



Event Sponsorship
This program is completely custom.


On-Campus Promotions
Packages start at $25,000 for a ten campus tour. Price depends on length of stay,
number, type and location of campuses, and number of laborers required.



Direct Mail Campaigns
Item                                     Direct Mail (CPM)
Name Rental Base Price                           $75
School Selection                                  n/c
State Selection                                   n/c
Gender Selection                                $7.50
Field of Study Selection                         $25
Include Telephone at School                      $95



Campus Newspapers

Rates & Contracts

All rates are net and not commissionable.

Advertisers without contract will be charged the open rate. A contract must be signed with the
Daily Titan to receive frequency, bulk or other special discounts. A bulk or frequency contract
shall become effective only upon the approval of the Business Manager. If an advertiser fails to
order instructions and furnish copy for space as agreed in the contract, the advertiser will be
billed a "short rate" equal to the difference between the contract rate and the appropriate earned
rate for the ads actually run.

Errors & Adjustments

The advertiser must notify the account executive of any error or omission within 7 working days
of the advertiser's ad publication to be eligible for a make-good. The newspapers liability, if any,
will not exceed the original cost of the incorrect advertisement. Credit will be given for the first
incorrect insertion only. The original copy and instructions must be clear and legible. The Daily
Titan is not responsible for incorrect copy submitted by the client. Adjustments will be based on
the percentage the error detracts from the effectiveness of the total advertising message, as
determined by the Advertising Sales Manager or Business Manager. Our liability does not extend
to advertisements, which do not appear, or for errors in ads submitted after deadline or after
proof has been approved.

Deadlines and Cancellations

Display/Classified Display: Ad insertion and payment must be completed by noon, three
working days prior to the publication date. All advertising cancelled after deadline for
publication is subject to a service charge up to 2/3 the cost of the ad.

Classified Line: Ad text, insertion and payment must be completed by noon two working days
prior to publication. All ad changes and cancellations must be made before the advertising
deadlines. No refunds will be offered after the first insertion deadline.

The newspaper is responsible for the first incorrect ad insertion only. It is the advertiser's
responsibility to proofread the ad on the first day of publication. If an error should appear in the
ad, the advertiser must notify the newspaper by noon of that day in order to receive a one-day ad
extension with the correction made. Minor typographical errors do not qualify for a refund.