College’s Look At Advertising on Campus

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 A recent article by the Queen’s Journal, a student newspaper for Queen’s University in Ontario, recently explored the prevalence of advertising in the lives of college students.

At this day and age, an ad is never out of eyesight. They are everywhere from busses to billboards to phones. The list goes on and on. But how often do people actually notice the ads and acknowledge them? Jacob Brower, assistant professor of marketing at the Queen’s School of Business, talks about the relationship between students and advertisements on campus.

Campuses are an attractive space for advertisers to reach a fragmented student market. Brower says, “The big issue is just fragmentation of markets. So the groups you’re trying to talk to [as a marketer] are getting really fragmented in terms of their media usage, so gaining access to people is becoming more and more difficult.”

Can advertising on campus draw questions of ethics? How much advertising is too much advertising? The one thing that draws universities to advertising is the potential source of revenue. Advertisements on campus can also be a good thing because they are usually relevant and useful information that students will likely benefit from.

Our director of media operations at OnCampus Advertising, Brendon Basile was also quoted in the article. He believes that since we’re bombarded with so many ads a day, it’s best to be surrounded by ones that are tailored to students and might actually be useful.

“It’s the right message to the right audience,” he said. He noted the funds that ads bring often support student activities. Furthermore, it’s more efficient to hone in on an audience instead of putting out useless information towards a non-targeted group.

“The benefit for the advertisers is that they know where they need to be to reach students, the benefit for students is just that it’s more useful information for them,” Basile said.

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