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Textbook publisher Campus Media Group publishes books online and lets marketers subsidize the cost through advertisements.
This helps advertisers generate student goodwill while reinforcing their brands with those students at a time when they are forming their brand preferences, writes Media Life. Customized ads are placed in downloadable college textbooks at natural breaks within the book such as at chapter beginnings and endings, in the index, in answer guides at the end of the book, or in homework sections. An advertiser can purchase single ads - generally full-page ones - or sponsor the entire book.
The ads can last for a few weeks or as long as an advertiser wishes, and they can be swapped out so advertisers can change their messaging to students depending upon the season. Ads automatically refresh when the students log into the book.
Colleges must opt into the e-textbook program, but students at nonparticipating schools can also download the books. Participating colleges include the University of Michigan, Georgia Tech, Fordham, Clemson and Carnegie Mellon. The books will be available on 150 campuses, with the potential to reach 250,000 students.
Kinko’s advertised in the e-textbook pilot program.
More stories on marketing to college students:
College Students Spend on Socially Responsible Brands
Most Students Don’t Mind Cell Phone Ads
Advertisers ‘Lust’ after Students, Campus Papers Deliver
Yahoo Search: Students Rate Search Best Source of Info
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