Outdoor Advertising as an Element Strengthening the Recruitment Campaigns of Universities

Rachwał Helena ()
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Rachwał Helena: Adam Mickiewicz University in Poznań, Faculty of Political Sciences and Journalism

Marketing of Scientific and Research Organizations, 2019, vol. 32, issue 2, 27-50

Abstract: The article puts forward the thesis that outdoor advertising is an important element that enriches college recruitment campaigns if it meets certain conditions. The basic factors determining the effectiveness of outdoor is the conciseness and simplicity of the message, the creation taking into account the proper character of the advertisement and referring to the emotions of the recipient, the composition based on the appropriate arrangement of elements, intriguing advertising text forcing the recipient to think, integrate outdoor communication with the internet transmission and the correct location of the advertising medium. The subject of outdoor advertising and its impact on candidates for studies is omitted in the literature on marketing activities of tertiare education institutions. Therefore, it was attempted to fill the cognitive gap by referring to foreign scientific research and examples of outdoor applications by universities in the United States of America and Great Britain. Also described are outdoor campaigns of the SWPS University, which cooperates with the Cityboard Media Institute in the field of external advertising research. In order to analyze outdoor polish universities, the article uses part of the photographic material collected by the author, and reflects on the basis of their own observations and in-depth interviews with employees of Marketing Departments of selected universities.

Keywords: outdoor advertising; outdoor university; recruitment campaign; creation; composition (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:mosaro:v:32:y:2019:i:2:p:27-50:n:2

DOI: 10.2478/minib-2019-0029

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