Bibliographic Details
| Title: |
Percepción de los estudiantes sobre la publicidad universitaria en España: modelo híbrido. |
| Alternate Title: |
Student Perception of University Advertising in Spain: Hybrid Model. |
| Authors: |
Mamani Ramos, Olinda Julia1 omamani@ucm.es, de Tudela, Juan Báez y Pérez2 juanbaez@ccee.ucm.es |
| Source: |
Comunicar. ene2026, Vol. 34 Issue 84, p247-258. 12p. |
| Subject Terms: |
*Student recruitment, *Postsecondary education, *Psychology of students, *Emotions, Marketing strategy, Spaniards |
| Geographic Terms: |
Madrid (Spain), Spain |
| Abstract (English): |
The increase in the number of universities in Spain has intensified competition to attract student enrollments at local, national, and international levels. In this context, institutions have adopted various marketing strategies, with advertising being one of the most commonly used to recruit new students. This study analyzes university students’ perceptions of advertising from public and private universities, distinguishing between rational and emotional messages, and explores how these influence academic decision-making. A qualitative focus group method was employed (14 groups), involving 66 students from eleven universities in the Madrid region, complemented by a test of two promotional videos—one from a private university and one from a public institution. Findings reveal two distinct approaches: private universities appeal to emotions such as motivation, belonging, and aspiration, while public universities prioritize rational messages focused on reputation and academic information. Although both strategies have strengths, students value balanced approaches that combine clear information with emotional connection, tailored to their profiles. This study presents and validates an innovative approach: the Hybrid Strategy Model in University Advertising, which integrates rational and emotional components to enhance communication effectiveness and decision-making, based on student perceptions gathered in focus groups. The research is justified by the limited empirical literature on university advertising in Spain, within a context of growing institutional competition. [ABSTRACT FROM AUTHOR] |
| Abstract (Spanish): |
El incremento del número de universidades en España ha intensificado la competencia por atraer matrículas a nivel local, nacional e internacional. Ante este escenario, las instituciones han adoptado diversas estrategias de marketing, siendo la publicidad una de las más utilizadas para captar nuevos estudiantes. Esta investigación analiza la percepción que los estudiantes universitarios tienen de la publicidad de las universidades públicas y privadas, diferenciando entre mensajes racionales y emocionales, y explora cómo estos influyen en la elección académica. Para ello se empleó la técnica cualitativa de grupo focal (14 grupos), con 66 estudiantes de once universidades de la Comunidad de Madrid, y, además, se completó con un test de dos spots (de una universidad privada y de otra pública). Los resultados evidencian dos enfoques diferenciados: las universidades privadas apelan a emociones como motivación, pertenencia y aspiración, mientras que las públicas priorizan mensajes racionales centrados en reputación e información académica. Aunque ambos enfoques presentan fortalezas, los estudiantes valoran estrategias equilibradas que combinen claridad informativa con conexión emocional, ajustadas a sus perfiles. Este estudio presenta y valida un enfoque innovador: el Modelo de Estrategia Híbrida en Publicidad Universitaria, que integra componentes racionales y emocionales para mejorar la eficacia comunicativa y la toma de decisiones, construido a partir de las percepciones estudiantiles recogidas en grupos focales. La investigación se justifica por la escasa literatura empírica sobre publicidad universitaria en España, en un contexto de creciente competencia institucional. [ABSTRACT FROM AUTHOR] |
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| Database: |
Education Research Complete |
