(71 ) [Many firms have found that attracting the college marker is not a simple task.] (72) [College students are somewhat of a paradox—students are easy to find but hard to reach.] For example, (73 ) [many college college students not be reached through traditional advertising media because they have little spare time.] One promotion executive recommends that firms seeking this because they have little space time. One promotion executive recommends that firms seeking this market utilize on-campus advertising, promotions, magazines targeted specially to college students, and sports sponsorships.(74) [Word-of-mouth communication among student s and displays in college stores also represent unique opportunities in this market.] Word-of-mouth is crucial due to the close social interaction among college students.
(75) [The college store represents an important opportunity due to the homogeneous nature of the college marker:]“The firm is guaranteed that walk-in traffic is the audience it wants to reach.”
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