Advertising to university students

Abstract

In this day and age, with the very strong impact of globalisation, digitalisation and the Web 2.0, advertising as we know it is changing. Companies and advertising role players are forced to implement new consumer and business models and apply innovative business strategies. The target audience of tomorrow is the unique generation Y that has developed a personal filtering system against the onslaught of traditional media. The current idea is to try and build customised relationships with future clients from a young age by developing a relationship that complies with their requirements. This study attempts to investigate the opportunities and to match study behaviours and preferences relating to academic media utilised by undergraduate students, with avenues for targeted advertising. A questionnaire was circulated to second-year students (n=129) at the Potchefstroom Campus of the North-West University. Their study habits and utilisation of media, as well as their interests in advertising were explored. Descriptive statistics and effect-size factors revealed that due to the stratification of the sample, very little differences were found among the students who were interviewed. No significant conclusions could be drawn from this study. Some trends of interest that were found were the fact that students predominantly use their prescribed books, a customised e-learning platform called eFundi and the internet for their studies. Although they are utilising the broader media such as television, radio, newspapers and cellular telephones, a slight preference towards electronic media seems to be emerging. Important factors to consider are the need for value-for-money, specials and bargains and future planning. This would require further investigation. In conclusion, despite a slight shift towards the electronic media, most of the behaviour and preferences of these students can probably be linked to generational behaviour rather than just a shift in media preferences. It is suggested that the questionnaire be reviewed and the study expanded to a less stratified and more multi-cultural and multi-campus environment.