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Companies Expand Campus Marketing, Hire Student Marketers

September 10, 2011: 03:55 AM EST
An increasing number of companies are employing college students as their representatives on campuses in the United States to tap the student market; college students spent some $36 billion on computers, mobile phones, and other consumer products in the 2010–2011 school year, according to Re:Fuel. Brands hire popular students as “brand ambassadors” or “campus evangelists” to give out freebies and promote their goods and services.  Some university officials, however,  are uneasy over the practice, especially cases that entail extensive on-campus presence such as Target’s sponsorship of several school-year opening events for students. The trend, however, is likely to continue, with companies aware that college students are potential lifelong customers.
NATASHA SINGER, "On Campus, It’s One Big Commercial", The New York Times, September 10, 2011, © The New York Times Company
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