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Institutional branding: a content analysis of public service announcements from American universities

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  • Michael J. Clayton
  • Kevin V. Cavanagh
  • Matt Hettche

Abstract

American universities receive millions of dollars worth of media exposure every year via Public Service Announcements (PSAs) broadcast during their respective school's athletic competitions. This research explores the message strategies and executional devices used by NCAA FBS (National Collegiate Athletic Association Football Bowl Subdivision) classification schools during the 2010 football season. This study is the most comprehensive content analysis of this subject matter to date. 115 PSAs were examined, representing 111 of the 120 schools which comprise this tier of American higher education institutions. 51 variables were operationalised and are detailed in this article. These variables include messaging specific to institutional communications, as well as common creative approaches used within television advertising. Findings suggest that there is indeed a ‘sea of sameness’ across these communications and that few schools are creating unique messages. This article continues the theoretical work in this field by refining extant models for communication messages employed by higher education institutions.

Suggested Citation

  • Michael J. Clayton & Kevin V. Cavanagh & Matt Hettche, 2012. "Institutional branding: a content analysis of public service announcements from American universities," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 22(2), pages 182-205, December.
    • Handle: RePEc:taf:jmkthe:v:22:y:2012:i:2:p:182-205
    DOI: 10.1080/08841241.2012.737869
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    Cited by:

    1. Barbara F. Tobolowsky & John Wesley Lowery, 2014. "Selling college: a longitudinal study of American college football bowl game public service announcements," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 75-98, June.
    2. Ulrika Leijerholt & Chris Chapleo & Helen O’Sullivan, 2019. "A brand within a brand: an integrated understanding of internal brand management and brand architecture in the public sector," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 277-290, May.
    3. Ruby Roy Dholakia & Linda A. Acciardo, 2014. "Branding a state university: doing it right," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 144-163, June.
    4. Lili Gai & Chunhao Xu & Lou E. Pelton, 2016. "A netnographic analysis of prospective international students’ decision-making process: implications for institutional branding of American universities in the emerging markets," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 26(2), pages 181-198, July.
    5. Ravi K. Jillapalli & Regina Jillapalli, 2014. "Do professors have customer-based brand equity?," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 24(1), pages 22-40, June.

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