Advertising Can Be an Effective Integrated Marketing Tool

Larry D. Lauer

Journal of Marketing for Higher Education, 2006, vol. 17, issue 1, 13-15

Abstract: Advertising will not undermine the critical thinking of consumers when it is combined with other communication media, and when it is truthful. In fact, it can provide clarity about the competitive advantage of individual institutions and aid an individual's ability to choose wisely. Advertising is just one of the tools in the integrated marketing communication toolbox. When used wisely it can help establish institutional presence in locations which are remote to the campus, and it can also help “attract attention” and “clarify identity” when used as a part of a strategic campaign with other media.

Date: 2006
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DOI: 10.1300/J050v17n01_03

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