Keywords
Educational Marketing, University Advertising, Emotional and Rational Advertising, Qualitative Research, Student Decision making, Hybrid Strategy Model
Abstract
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.
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Received: 2025-07-23 | Reviewed: 2025-09-09 | Accepted: 2025-09-18 | Online First: 2026-01-02 | Published: 2026-01-04
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Olinda Julia Mamani Ramos., Juan Báez y Pérez de Tudela. (2026). Student Perception of University Advertising in Spain: Hybrid Model. Comunicar, 34(84). 10.5281/zenodo.18115920
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