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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description	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)
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identifier	ISSN: 0884-1241
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source	Taylor & Francis Journals Complete
subjects	Advertising Audience Awareness College Administration College Applicants Communication (Thought Transfer) Higher Education Marketing Student Recruitment
title	Developing Advertising and Promotion Strategies for Higher Education
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