Date of Defense
Date of Graduation
Chemical and Paper Engineering
This research project’s objective was to determine whether print media such as brochures and booklets are more or less effective than electronic media such as e-mails and webpage advertisements in attracting consumers. A special interest was taken in higher education recruitment and the research was completed by advertising to high school students who are in the process of choosing a school for their higher education experience. The research featured an advertising campaign launched through both print and electronic platforms, directing the consumers to an online survey they were able to take to provide feedback about the experience. This project led to quantifiable data that gave insight as to which channel is more effective at attracting consumers; most specifically Millennials during their college search. Another survey of current college students was also completed to ascertain more in-depth knowledge of what types of advertising was most appealing to a slightly older age set and what affected their college decision a few years ago.
Dayton, Katherine, "The Comparison of Effectiveness between Print Media & Electronic Media in terms of Promotion and Recruitment" (2016). Honors Theses. 2692.
Honors Thesis-Open Access