In the higher education field marketers need to better understand how to keep abreast with the trends of their current and future audiences. With ever-evolving technologies, students’ have multiple methods in which to acquire campus related information. The aims of this study were to discover what communication methodologies students employ when learning about campus information and what methodologies they employ when actively searching. Based on a uses and gratifications framework, this study involved conducting an online survey to compare college students’ use and level of influence from traditional or digital media marketing. The findings of this study show that both past and present methods of marketing communications’ are utilized to search for information, with different intentions on each. This survey specifically explored the use of media among the student population at the Rochester Institute of Technology.

Library of Congress Subject Headings

Digital media--Public opinion; Advertising fliers--Public opinion; Radio advertising--Public opinion; Advertising, Newspaper--Public opinion; College publicity--Public opinion; College students--New York (State)--Rochester--Attitudes

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Andrea Hickerson

Advisor/Committee Member

Grant Cos

Advisor/Committee Member

Kelly Martin


RIT – Main Campus

Plan Codes