Effective

Advertising

Methods:

Promoting

Rebecca Hudish

Jamie Lavin

Lauren Rossi

Devin Weakland

MyCollegeSublets.com a website service that matches a

temporary renter to an existing lease.

database includes every

college/university in the U.S.

Free of charge

http://mycollegesublets.com/

Management

Decision Problem: The developers of MyCollegeSublets.com

are lacking a marketing plan to spread

awareness of the website on college

campuses.

They need to create an effective

advertising campaign in order to promote

their site.

Market Research Problem:

To find the most effective advertising

methods that would attract Penn State

students to the site.

Purpose: To find the overall attitudes towards

college subletting within the Penn State

community

To find the most effective advertising

methods to promote

MyCollegeSubets.com at Penn State

Survey:

Administered a survey to a sample size of

75 Penn State students

Survey was divided into 2 sections:

Overall attitude towards subletting

Overall attitude towards on-campus

advertising

Reasons why students may leave Penn

State for an extended period of time:

Summer break/internship/study abroad

Fall co-op/study abroad

Spring co-op/ study abroad

93% of our respondents indicated they

would leave campus for one of these

reasons.

Only 2 respondents (2.7%)

indicated that they have sublet

their apartment to another

individual in the past.

Approximately 79% of respondents indicated that they read the daily collegian at least once per week.

Approximately 25% of respondents indicated that they read the daily collegian 4-5 times a week.

Bivariate: Correlation between respondents

who read the newspaper and read the ads in

the Daily Collegian

Correlations

Newspaper CollegianAds

Newspaper Pearson

Correlation

1 .250*

Sig. (2-tailed) .031

N 75 75

CollegianAds Pearson

Correlation

.250* 1

Sig. (2-tailed) .031

N 75 75

*. Correlation is significant at

the 0.05 level (2-tailed).

Ho: ρ=0

HA: ρ≠ 0

a=0.05

P=0.031

Reject null

hypothesis

r=.250

There is a slightly

positive correlation.

Bivariate: Who spends more time

on social media sites: men or

women?Ho: There is no difference between

the amount of time each gender

uses social media

HA: There is a difference between

the amount of time each gender

uses social media

a=0.05

x2= 5.119

p=0.163

Do NOT reject the null hypothesis.

There is no difference between the

genders in the population.

SocialMedia * Gender Crosstabulation

Count

Gender

TotalMale Female

SocialMedia 16-30 min 3 3 6

31-59 min 8 5 13

1-2 hours 10 26 36

3-4 hours 7 13 20

Total 28 47 75

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 5.119a 3 .163

Likelihood Ratio 5.026 3 .170

Linear-by-Linear Association 1.961 1 .161

N of Valid Cases 75

a. 3 cells (37.5%) have expected count less than 5. The minimum

expected count is 2.24.

Bivariate: Would people who are

considering subletting access the website?

Zdifference test= -0.877

Ho: µ1=µ2

HA: µ1≠ µ2

a=0.05

p= 0.380

Do NOT reject the null

hypothesis

There is no difference

between respondents

who are considering

subletting and those

who would access the

website.

Descriptive Statistics

N Minimum Maximum Mean Std. Deviation

Consider 75 1.00 11.00 1.8267 1.33936

Access 75 1.00 11.00 2.0133 1.24654

Valid N (listwise) 75

Limitations Non-probability sample

Convenience

Judgment Small sample size

Sample size: 75 Penn State students

63% of respondents were female

39% of the respondents were juniors

Spurious correlations

Lack of skip intervals for some questions

Recommendations 1. Social Media

Facebook

Gender-neutral advertising

Unlimited reach

2. Newspapers

The Daily Collegian

3. Free promotional merchandise

Brand awareness

4. New logo

Fit advertisement space

Draws attention

Represents target market

Current Logo

Questions/comments?