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)
Paper presented at the Annual Conference of the National University Continuing Education Association (69th, Atlanta, GA, April 16, 1984). Slides that accompanied the presentation are not included.