It is no secret the college market is highly important for marketers. Not only do students, as a collective unit, have an enormous spending potential while in college, they are more inclined to try new things. As a result, they are more likely to experiment with different brands for all kinds of products/services, rather than making initial purchasing decisions based on existing loyalties (Image 1).
Going to college is an important social rite of passage for many young adults. No longer living under their parents’ wings for usually the first time, college students are truly presented an opportunity to independently explore newfound interests and social interactions. As a result, they start understanding themselves and who they really are.
For centuries, big name companies across the world have relied on promotion through celebrities, politicians, and athletes to demonstrate the quality or effectiveness of their products and services. Even Uncle Sam, though fictional, acted as a sort of brand ambassador for the US army, visible on every storefront with his famous “I Want You” catchphrase. Similar fictional faces were put into place in the ‘60s, such as the Pillsbury Doughboy and Ronald McDonald, to promote brands that found steady client bases among parents and children.