Using their own experience as a jumping off point is the biggest mistake made by many marketers in aiming to connect with today's college crowd. So said author-consultant David Morrison, who advised that oft-overlooked college Web sites and school-based TV programs are among the best ways to strike a chord with college students. Programs like mtvU, specifically designed for colleges and not available to the general public, is one such example, he noted.

Another big misstep -- and one commonly made -- is a failure to reflect the diversity of collegians in marketing communications. "Whenever we test a campaign that only features white males, we always get questioned by the target audience about the lack of diversity," related Morrison, president of TWENTYSOMETHING Inc.

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