Date of Award

12-1989

Document Type

Thesis

Degree Name

Master of Science in Mass Communications

Abstract

This study, "College Admission Videos and Viewbooks" by Dennis L. Weiser, explores the evolving role of promotional materials in the recruitment strategies of private colleges during the 1980s. As private institutions face increasing financial pressures and competition, admissions departments have adopted sophisticated marketing tactics to attract and retain students. The paper examines how viewbooks and admission videos are utilized to influence prospective students’ decisions, emphasizing the importance of reputation, presentation, and message clarity.

Weiser introduces the GET model—Gifts, Endowments, and Tuition—as the financial foundation of private colleges and underscores the critical function of admissions in sustaining institutional viability. The study analyzes marketing principles, particularly the four P’s—product, place, price, and promotion—and their application in higher education. Viewbooks and videos are dissected as key promotional tools that offer prospective students both information and emotional appeal. The study presents empirical data, including readability scores, design ratios, and content analysis of viewbooks from select institutions, and evaluates their impact on student perception.

Additionally, the study includes survey results from guidance counselors and student panels, providing qualitative insight into how these materials are received and what elements influence student choices. Video recruitment’s benefits and limitations are also discussed, particularly in rural versus urban school contexts.

Ultimately, the research concludes that while printed materials remain influential, video media holds growing importance, especially among media-savvy youth. However, ethical concerns about overstating college benefits through persuasive media are acknowledged. The findings advocate for a balanced, transparent approach to recruitment communication, emphasizing authenticity and alignment with institutional values.

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