Developing Advertising and Promotion Strategies for Higher Education

Developing Advertising and Promotion Strategies for Higher Education

Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in con...

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Veröffentlicht in:Journal of marketing for higher education 1996, Vol.7 (4), p.61
Hauptverfasser: Berger, Karen A, Wallingford, Harlan P
Format: Artikel
Sprache:eng
Schlagworte:
Advertising
Audience Awareness
College Administration
College Applicants
Communication (Thought Transfer)
Higher Education
Marketing
Student Recruitment
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Beschreibung
Zusammenfassung:Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been done to tie advertising to the customer's state of mind or product/service understanding. (Author/MSE)
ISSN:0884-1241