대학홍보대상의 세분화 가능성에 관한 탐색적 연구 -홍보활동과 이미지를 기준으로-

Relative importance of university promotion activities and images

The objectives of this study are to examine what are the important promotion activities and images when students choose the university. In order to this research, 277 students drawn from university in pusan area are utilized and 5 hypotheses are analyzed by t-test, anova and regression analysis. The principal findings of empirical study are as follows (1) the most important promotion activities are ranked as follows 1) advice from other peoples(family and teacher are ranked highly) 2) publicity 3) university brochure 4) guide magazine for university 5) university homepage etc. Against our expectation, TV (radio) ad. transit ad. newspaper ad. are ranked lowly among the factors. (2) this study reveals that the most important university images are possibility of good job employment and future growth, confidence, ability of research and lecture, specialization of major etc. but history and tradition, scale of uni. are ranked lowly among the factors. (3) this study reveals that seven universities those are analyzed have different images. In order to achieve the more effective promotion strategy, universities may strengthen their good images and make better their weak images. I have a conviction that the findings above can be applicable for university promotion strategy.