College Market

Published by: Packaged Facts

Published: Jun. 1, 1995 - 156 Pages

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Table of Contents


  1. Market Overview And Demographics
    • Population
    • Household Status and Living Arrangements
    • Political and Social Issues
  2. Market Size And Growth
    • Spending On Small Indulgences
    • Phone Services
  3. College Students As Consumers
    • Shopping Patterns
    • Spending on Consumer Products and Services
  4. College Students And Media
  5. Marketing To College Students
  6. Examples Of Campaigns And Strategies Targeted To College Students

Abstract

Although college students currently number over 14 million at 3,600 colleges and universities, the segment most aggressively pursued by marketers is the 7 million students at 1,792 4-year schools. With all that spending power, college students understandably are a hot target group for marketers running the gamut from apparel and automobiles to computers and credit cards. Highlighted in this study are major trends in marketing, such as marketers' heavy reliance on event sponsorship and on-campus promotions, the pros and pitfalls of direct-mail marketing, and the cost-effective use of wide-reach campus media. Also highlighted in the study are demographic profiling of college students, their shopping patterns in specific product categories and retail outlets, and the advertising and promotion strategies used to win and keep them.

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