Innovative Higher Education

, Volume 33, Issue 5, pp 285–296 | Cite as

Message in a Bottle: University Advertising During Bowl Games



Through this descriptive qualitative study of institutional advertisements aired on television during the 2006–2007 college football bowl season, I sought to understand the messages communicated by colleges and universities to external audiences. The findings demonstrate the focus on selling the private benefits of higher education and call into question the effectiveness of university marketing and branding efforts.

Key words

branding athletics marketing 


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Copyright information

© Springer Science+Business Media, LLC 2008

Authors and Affiliations

  1. 1.Higher Education Program, University of AlabamaTuscaloosaUSA

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