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Wilkes University’s decision two years ago to put prospective students in ads for the college sounds a little weird and invasive, but apparently it’s working. And it’s easy to see why. Marketing firm 160over90 conducts in-depth interviews with the prospects, their friends and families—then appeals to them in ads that mention “their hobbies and accomplishments, hopes and dreams, likes and dislikes, even their nicknames.” That last nugget of info explains ad copy like “Hey Kristen Pecka.
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