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Original Articles

A, B, CD, DVD: Marketing Higher Education to the Millennial Generation

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Pages 17-31 | Received 31 Mar 2003, Accepted 10 Apr 2003, Published online: 11 Aug 2010
 

ABSTRACT

Based on compelling financial and strategic reasons, Iowa State University replaced its paper viewbook with a CD-ROM digital viewbook following the Fall 1998 recruiting cycle. The first interactive DVD viewbook debuted for the Fall 2003 recruiting cycle, following a qualitative research study designed to gauge the effectiveness of the medium.

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