This article builds on the results of a nationwide survey which found that advertising personnel at 200 colleges and universities gave direct marketing the highest ranking in achieving institutional advertising goals. The study extends and clarifies the literature on the use of direct marketing by institutions of higher education by applying the principles of responsive advertising. The nine components of MaxiMarketing as outlined by Rapp and Collins in their book MaxiMarketing are used as a conceptual framework in examining the use of direct marketing by colleges and universities.
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