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di^e, the BBDO study points out the five general product groups which get the largest share of the student market. This could provide a guide for advertisers trying to reach the almost nine out of 10 students who have radios in their rooms. According to a sinvey taken at a large Western TMiiversity, students spend 26 percent of their funds for food, 22 percent for amusements, 21 percent on clothing, 19 percent on automobiles and 12 percent for drug products.
Size of Market
An indication of the size of the college market can be seen in the fact that the total amount spent by college students on merchandise was S653 million in 1956, according to a survey taken by the United States Department of Higher Education. Since the rate of growth of the general economy and the number of students attending colleges has been increasing steadily, it may be assumed that this figure has climbed steadily and substantially.
Popular Media
Probing the most popular media, in terms of reaching the college market, college publications, radio and certain consumer publications were found to be strong. Although, as mentioned previously, radios are almost standard equipment in a student's room, the study shows that "Television has a relatively sinall viewing percentage among students. The facts are that only one out of every 10 owns a television set, and 74 percent of the college students don't watch any program regularly."
Offering an example of successful use of a college advertising campaign, the BBDO report points to Lucky Strike Cigarettes. "Through radio advertising, newspaper ads and oncampus promotion, Lucky Strike is still one of the top selling cigarettes in the college market, despite the sudden rise in filter popularity."
In summarizing college the market report states:
"By 1970, the total college enrollment will be double what it is today. . . By 1965, 43 percent of the United States population between the ages of 18 to 21 will be enrolled in college.
Important Consumer
"The college student is an important consumer. The preferences he
College Market Characferistics*
• Student population made up of 66% males, 34% females
• 40% of college student population in the labor force
• Married students make up 24.4% of college population
• 61 % of college population is over 20 years old
• Average of income of students families is $9,947
*Material taken from BBDO study of "The College Market."
had before college must change, he family unit.
has a new way of life and his needs "These are some of the reasons
and tastes will be different. Often that the college market is important,
the tastes and preferences formed in and will continue to increase in im
college will continue long after col portance as part of the total Ameri
lege when the student will form a can consumer market." • • •
Sales ''Multiply"
with
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