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Building a buzz on campus: "In an age when the col...

Building a buzz on campus: "In an age when the college demographic is no longer easily reached via television, radio, or newspapers -- as TiVo, satellite radio, iPods, and the Internet crowd out the traditional advertising venues -- a microindustry of campus marketing has emerged. Niche firms have sprung to act as recruiters of students, who then market products on campus for companies such as Microsoft, JetBlue Airways, The Cartoon Network, and Victoria's Secret.

By the estimate of leading youth marketing firms, tens of thousands of students work as campus ambassadors nationwide, with many in the college-rich Boston region. The students selected tend to be campus leaders with large social networks that can be tapped for marketing. Good looks and charm tend to follow. Many are specially trained, sometimes at corporate headquarters, Gossett said, as in the case with Microsoft. They are expected to devote about 10 to 15 hours a week talking up the products to friends, securing corporate sponsorship of campus events, and lobbying student newspaper reporters to mention products in articles. (THE BOSTON GLOBE)"

(Via Agenda Inc. Live Feed.)


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