Now you might think that the best way to pitch your product to college student is via
celebrity endorsement, and you would be wrong, naturally. According to a new study Alloy Media and Harris Interactive, college students rank corporate social responsibility over celebrity endorsement in their choice of consumer brands. (Social responsibility is considered contributions to social and environment causes.) The online survey polled almost 1800 students aged 18-30 currently enrolled in college. 33% of respondents prefer brands known for their association with non-profit causes, community activism, or environmentally-friendly practices. Celebrity endorsements were considered by 2% of respondents in their purchase decisions. Brands deems socially responsible were identified as Ben & Jerry’s, Body Shop, and Yoplait.
Marketing Blurb is skeptical of these findings. Instead, we believe students were asked to choose from a force list for easily tabulated results. Qualitative techniques are better suited to this kind of information, folks. We learned about this from
Media Post Publications (free registration required.)
Ranking does matter it is the career of your children that are at stake here if you will let him enrolled on a non exclusive school.All kinds of people, especially parents, look out for the U.S. News and World Report college rankings, as a favorable number in U.S. News and World Report rankings means more prestige for colleges, and therefore, more students and more money. (That's the bottom line – and many claim it's a padded list.) Critics claim that the rankings are bogus and that Harvard, Yale, and Princeton get the top spots just on the virtue of reputation, rather than actual merits. Regardless, parents still want their kids in a high ranked U.S. News and World Report school – in the hopes that a degree from those schools will mean their child could potentially never need a payday loan – or maybe even auto financing.
Posted by: Gerlie | August 22, 2009 12:40 AM | Permalink to Comment