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ERIC Number: ED407553
Record Type: Non-Journal
Publication Date: 1991-Sep
Pages: 24
Abstractor: N/A
Reference Count: N/A
Testing Home Study Advertising. NHSC Occasional Paper Number 4.
Thompson, Jack
This document, which is intended for individuals responsible for advertising at National Home Study Council (NHSC) schools, explains how to test home study advertising. Presented first are the success stories of four NHSC schools that experienced significant enrollment increases and/or cost savings by testing their advertisements. Discussed next are the following caveats that must be considered before beginning the testing process: ensure that the market for the school's course(s) is as strong/viable as possible; select the correct medium for testing; ensure that the school's overall proposition as a school is sound and has both genuine and perceived value; and delegate responsibility for advertising (and testing) to a single individual. The NHSC's business standards regarding tuition price/terms, advertising copy, and new course ideas are outlined. The processes of determining what to test and conducting split-run testing are explained along with the following rules for conducting tests: establish controls; test more than one medium; segment the audience; use proper codes; don't cheapen the school's proposition; and allow adequate time for the test. The questions of how many mailings to test and how often to test advertisements are explored, and the process of setting up a test is illustrated. (MN)
Distance Education and Training Council, 1601 18th Street, N.W., Washington, DC 20009-2529; ($5).
Publication Type: Guides - Non-Classroom
Education Level: N/A
Audience: Practitioners
Language: English
Sponsor: N/A
Authoring Institution: National Home Study Council, Washington, DC.