ERIC Number: EJ541237
Record Type: CIJE
Publication Date: 1996
Reference Count: 0
Developing Advertising and Promotion Strategies for Higher Education.
Berger, Karen A.; Wallingford, Harlan P.
Journal of Marketing for Higher Education, v7 n4 p61-72 1996
Outlines an approach to college and university marketing that focuses on identification of buyer readiness state and selection of appropriate communication goals. This approach uses a hierarchy of communication goals (awareness, knowledge, liking, preference, conviction, purchase) widely used in consumer advertising. Argues that little has been done to tie advertising to the customer's state of mind or product/service understanding. (Author/MSE)
Publication Type: Guides - Non-Classroom; Reports - Evaluative; Journal Articles
Education Level: N/A
Authoring Institution: N/A