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| Audience Awareness | 1 |
| College Administration | 1 |
| College Applicants | 1 |
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Peer reviewedBerger, Karen A.; Wallingford, Harlan P. – Journal of Marketing for Higher Education, 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…
Descriptors: Advertising, Audience Awareness, College Administration, College Applicants
