Clayton, Michael J.; Cavanagh, Kevin V.; Hettche, Matt - In: Journal of Marketing for Higher Education 23 (2013) 1, pp. 1-14
Public Service Announcements (PSAs) provide a rare opportunity for American universities to brand their university to a diverse audience of viewers. Research on branding has been in the corporate world for decades, but there is still work to be done with regard to branding higher education in...