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September 17, 2012

TV Advertising Most Effective: Students

TV beats social media when it comes to advertising, according to American college students.

Students also prefer to receive e-mails over texts from marketers, a Barnes & Noble study has found.

Based on a survey of more than 7,500 college students from campuses across the country, the study was able to glean an understanding of today’s college student.

Findings from the 2012 College Marketing Report include:

• Although Internet and social media usage is high among college students, 42 percent believe TV ads are the most effective form of advertising.

• 65 percent of college students connect with brands via social media, mainly on Facebook, at least weekly. One-third do so at least three times a day. Fifty-five percent, however, do not think Facebook is a good place for brands to advertise to them.

• Students are most motivated by brand loyalty (26 percent), but also can’t resist a good coupon offer (26 percent) or fun contest (19 percent).

• 61 percent do not believe a text message.

• 59 percent say friends have the most influence on their purchasing decisions, both online and off.

• 70 percent of students say they’re more likely to buy from a brand that supports a charitable cause and 63 percent will spend more on products tied to a charity.