Admissions officers of 350 private colleges and universities were surveyed to ascertain their understanding of the term "marketing," current use of promotional (advertising and personal selling) activities, market segmentation approaches, and their product (i.e., academic programs) development and differentiation strategies. The mail questionnaire…

Advice to college admissions officers is provided including recognition of individuals and responding to names, faces, interests, and personalities. Alert, personalized care and feeding will encourage the student's interest and can lead to an application and perhaps enrollment. (MLW)

Presents keynote address from 43rd National Conference of the National Association of College Admission Counselors. Urges educators and counselors to become conscious futurists and to work toward cross-cultural living. Asserts that counseling and admission decisions of counselors have lifelong ramifications for students. (NB)

Presents an address given at the National Conference of the National Association of College Admission Counselors concerning the ongoing process of redefining American education. Offers propositions for affecting change in those undesired trends which are reversible. (ABB)

Attitudes about college marketing have hindered its progress. It is an informative process with strong feedback, including such elements as information gathering, travel, development of a marketing or public relations plan, organizational communication, institutional adaptation to the current market, and administrator input. (MSE)

Analyzed the policy statements of various university admission testing programs for accommodation to handicapped test takers. Results indicated that for all tests except the Pharmacy College Admission Test and the Dental Admissions Test requests for nonstandard testing are made at registration. Implications for admissions officers are given. (BL)

Effective procedures of selection, training, and evaluation of admissions personnel are similar to those of any efficiently run business, the primary difference being that students of the institution are served. Finding employees with necessary job skills as well as sensitivity and understanding presents special difficulties for admissions…

The dissemination activities through which college admissions officers heard about Project CHOICE, a three-year project to help colleges improve the information they provided to prospective students, were investigated. The study involved determining how well various dissemination methods (newsletter, journal articles, conference presentations,…

The American Association of Collegiate Registrars and Admissions Officers is richer for the leadership contributions women have made to it. Its already good record of having one woman president per decade since the 1930s can even be bettered, since there are plenty of competent women to continue in the leadership. (MSE)

Describes some tenets of organizing and managing business territory, learned as a salesperson, which can be successfully applied to admission recruiting. Outlines the guiding set of principles and details their practice in business and their relevancy to higher education. (FC)

Admissions professionals can upgrade their computing capabilities in recruitment by using their nonscientific skills and abilities and working with the university's computing center staff. Practical guidelines are provided. (MSE)

Two differing opinions about the value of the Scholastic Aptitude Test (SAT) in college admissions address these topics: over-reliance on the test as a predictor of student success; omission of some students' scores from institutional profiles; effects of abolition of the test; and admissions officer understanding of psychometrics. (Author/MSE)

Admissions and financial aid offices are the initial point of interaction for many parents of college students. Highlights several recent trends in higher education, including the expanding use of technology and a growing consumerism, and how these forces reshape the work of admissions and financial aid professionals. (Contains 21 references.)…

Although they work toward the same goal, high school counselors and admission officers often overlook one another as essential resources in the transition to postsecondary education. When addressing the best ways to utilize high school visits, education professionals must remember that while student academic preparation, family support and…

The 19 chapters of this book on college admissions are divided into six sections on: (1) perspectives and history, (2) the admissions officer, (3) understanding enrollment management, (4) admissions tools, (5) admissions programs, and (6) perspectives on the twenty-first century. The papers are: "Perspectives on Educational Reform" (Donald…