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50 Years of ERIC
50 Years of ERIC
The Education Resources Information Center (ERIC) is celebrating its 50th Birthday! First opened on May 15th, 1964 ERIC continues the long tradition of ongoing innovation and enhancement.

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ERIC Number: ED246187
Record Type: RIE
Publication Date: 1984-Apr-16
Pages: 18
Abstractor: N/A
Reference Count: 0
The Advantages and Disadvantages of Using a Centralized In-House Marketing Office.
Miller, Ronald H.
A centralized marketing and promotion office may or may not be a panacea for a continuing education program. Five major advantages to centralization of the marketing and promotion function are minimization of costs, a school-wide marketing strategy, maximization of the school image, enhanced quality control, and building of technical expertise of marketing and promotion. Three disadvantages are lengthened time for a program to occur, reduced time for marketing research efforts, and resistance to coordination of a centralized office. Centralization has enabled the Office of Marketing and Promotion at Indiana University to minimize costs by doing internal duplicating and being an in-house advertising agency. The centralized marketing office has also suggested that two units do a joint mailing where appropriate, has dealt effectively with a variety of people and publications to achieve continuity in communications, improved the quality of publications, tracked the responses to promotional literature and direct mail, and, in general, increased in-house capabilities. (A listing of slides is given.) (YLB)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Indiana University
Note: Paper presented at the Annual Conference of the Na