Collaborating with Students to Develop an Advertising Campaign Academic Article

abstract

• The Texas A&M University Libraries undertook a collaborative project with the local American Advertising Federation (AAF) undergraduate student chapter to develop a marketing campaign to advertise the availability of 30, 000 netLibrary electronic books. The promotional campaign resulted in the creation of approximately 200 new user accounts and 3, 800 e-book circulations within the first two weeks. The campaign of screensaver ads and posters that were developed are still in use for ongoing promotion of the netLibrary e-books. The AAF students benefited from having an ad campaign to include in their personal portfolios and the Libraries gained a creative and undergraduate student-focused advertising campaign. 2005 by The Haworth Press, Inc. All rights reserved.

authors

• McGeachin, Robert
• Ramirez, Diana

published proceedings

• COLLEGE & UNDERGRADUATE LIBRARIES

author list (cited authors)

• McGeachin, R. B., & Ramirez, D.

citation count

• 7

complete list of authors

• McGeachin, Robert B||Ramirez, Diana

publication date

• January 2005

publisher

• Taylor & Francis  Publisher

published in

• College and Undergraduate Libraries  Journal

keywords

• Advertising Campaign
• Business Students
• Collaboration
• Electronic Books
• Marketing
• Netlibrary

Digital Object Identifier (DOI)

• 10.1300/J106v12n01_10

start page

• 139

end page

• 152

volume

• 12

issue

• 1-2

URL

• http://dx.doi.org/10.1300/j106v12n01_10