Usage Of Positioning Messages In University Advertisements
The 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.
Volume (Year): 23 (2013)
Issue (Month): 1 ()
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