Institutional Advertising in Higher Education

Bart Kittle

32 citations0/0 files storedJournal of Marketing for HIGHER EDUCATION

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Marketing and Advertising Strategies Public Relations and Crisis Communication Corporate Identity and Reputation

Abstract

Based on an apparent lack of published research, an exploratory study was conducted to discover and describe current advertising practices in higher education. Results from fifty-nine colleges and universities who advertise in local, regional, and national media are reported regarding media usage, importance of communication objectives for institutional messages, and the importance of audiences targeted for advertising. All major media were used by most institutions sampled. Few colleges and universities reported using just one advertising medium. Traditional target audiences were noted. Communication objectives mentioned most often were general image enhancement and awareness of the institution.

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1995Strategic Marketing for Educational Institutions 1992Public relations: Strategies and tactics 1929The college and the university 1995University Image:1987Strategic Marketing for Educational Institutions Strategic Marketing for Educational Institutions KotlerPhilip and FoxKaren F. A. (1985). Prentice-Hall, Inc., Englewood Cliffs, NJ 07632. 396 pp.

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