Usage Of Positioning Messages In University Advertisements
AbstractThe positioning concept, which is a result of both the increase in population and the increasing diversity in the society in the second half of the 20th century, has been gradually becoming prominent in the services sector as well as the industrial sector. Known as the effort to position a product, whether an actual product or a service, to a specific zone in the consumers’ mind, positioning is also important for universities, which are considered to be important actors in the services sector. On the other hand, communication efforts and strategies developed by the universities for this purpose were lacking until now, with the dominant tool used by the universities being commercials. In this study, the relations between universities and the concept of positioning are discussed while 10 private universities in Ýstanbul are examined in terms of their use of positioning in their advertisements. Study was based on the poitioning ways developed by Aaker and Shansby (1982: 56-62). At the end of the study, it was seen that the universities don’t give a place to positioning messages or they adopt only positioning with quality approach in their advertisements.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Istanbul Commerce University in its journal Istanbul Commerce University Journal of Social Sciences.
Volume (Year): 23 (2013)
Issue (Month): 1 ()
Positioning; University Advertisements;
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Elcin Aykac Alp).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.