Developing Advertising and Promotion Strategies for Higher Education

Karen A. Berger and Harlan P. Wallingford

Journal of Marketing for Higher Education, 1997, vol. 7, issue 4, 61-72

Abstract: This paper suggests an approach to advertising and promotion strategy which focuses on identification of the buyer readiness state and subsequent selection of the appropriate communication goal. While much has been done to identify image and positioning in the marketing of higher education, the authors contend that little has been done to tie the customer's state of mind or understanding of the product/service to the advertising and promotion strategy. The authors apply the hierarchy of communications goals approach which is widely used in consumer advertising to higher education, citing numerous examples from higher education advertising and promotion.

Date: 1997
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1300/J050v07n04_05 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmkthe:v:7:y:1997:i:4:p:61-72

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/WMHE20

DOI: 10.1300/J050v07n04_05

Access Statistics for this article

Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes

More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().