The head, the heart and how: How to use consumer decision-making and information-processing models to plan and develop search marketing campaigns

Chris Huebner
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Chris Huebner: Digital Strategist, USA

Journal of Education Advancement & Marketing, 2020, vol. 5, issue 3, 274-285

Abstract: Enrolment management marketers continue to face increasing demands as higher education institutes grapple with enrolment trends. To assist in creating more effective search marketing campaigns, the author draws on relevant consumer behaviour models and academic research to develop a messaging framework that enrolment management marketers can use to develop messaging strategies for search campaigns.

Keywords: enrolment management; marketing; advertising; integrated marketing communications; higher education (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2020
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