優秀學生 誘致를 僞한 弘報戰略(Ⅰ) = A dvertising Strategies for Attracting Excellent Candidates to Gyeonsang National University

다국어 초록 (Multilingual Abstract)

The purpose of this study was to collect the basic data for building advertising strategies that induce the excellent cadidates to apply to Gyeongsang National University.
Following questions should be answerded in this study:
1. In terms of the factors and process to choice both college and major, whole subjects and excellent group's general attitude and behavior trends.
2. The whole subjects and the excellent group's sources, quality and quantity, and credit of information about colleges and majors.
3. The whole subjects and the excellent group's sources, quality and quantity, the credit of information, and general attitude about GNU.
Based the responses of these questions, we intented to prepare the following specific advertising strategies :
1. What's the critical factors that increase the excellent candidates' interest in GNU?
2. Which is the most efficient channel that trasfer informations about GNU to candidates?
3. To what extent the subjects' distorted knowledge about GNU, and How does correct these misunderstand?
468 subjects of this research were sampled based the distribution of high schools according to the ratio of candidates for the past years around West Kyeongsang Nam Do arear. For this study, after a pilot study, a questionnaire including 28items were constructed. The contents of the items were follow : factors that influence the choice process among the colleges and majors ; the college and major evaluating factors ; the sources, quality and quantity, and credit of information about GNU ; the contents that want to know about GNU ; and the reason that apply or not to GNU. Using SAS, frequency analysis and differencial test between sub-groups(sex, academic achievement level. and region) were performed.
The major results of this study are:
Both whole subjects responsed as follows :
1) The job opportunity was the most important reason of the entrance into college.
2) The choice of the major was prior to that of college.
3) Aptitude and job opportunity are more important factors than others in the choice of college and major.
4) They mostly depended on the professional institution for college entrance to obtain the informations about colleges and majors.
Subject' opinions and attitudes to GNU were as follows:
1) They wanted to know the job opportunity, majors, and cut-off score of entrance test of GNU.
2) While the most important factor to choice GNU is a moderate school expenses, low job opportunities is the one that subjects not to choice GNU.
3) The major information sources of GNU are class mates, teachers, and superiors and families in attenance at the college.
4) GNU was rated as positively in following factors : school expenses and scholarship; various majors; relationship between superiors and juniors; and campus facilities. But in the arear of experimental and practical equipments, job opportunity, aptitude development, excellent faculty was rated very poor.
By these results, specific strategies to attract excellent students to GNU were discussed. Future research tasks and limits of this study were suggested.