IDEAS home Printed from https://ideas.repec.org/a/taf/jmkthe/v7y1997i4p61-72.html
   My bibliography  Save this article

Developing Advertising and Promotion Strategies for Higher Education

Author

Listed:
  • Karen A. Berger
  • Harlan P. Wallingford

Abstract

This paper suggests an approach to advertising and promotion strategy which focuses on identification of the buyer readiness state and subsequent selection of the appropriate communication goal. While much has been done to identify image and positioning in the marketing of higher education, the authors contend that little has been done to tie the customer's state of mind or understanding of the product/service to the advertising and promotion strategy. The authors apply the hierarchy of communications goals approach which is widely used in consumer advertising to higher education, citing numerous examples from higher education advertising and promotion.

Suggested Citation

  • Karen A. Berger & Harlan P. Wallingford, 1997. "Developing Advertising and Promotion Strategies for Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 7(4), pages 61-72, February.
    • Handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:61-72
    DOI: 10.1300/J050v07n04_05
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1300/J050v07n04_05
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1300/J050v07n04_05?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jmkthe:v:7:y:1997:i:4:p:61-72. See general information about how to correct material in RePEc.

    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.

    We have no bibliographic references for this item. You can help adding them by using 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/WMHE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.