Developing Advertising and Promotion Strategies for Higher Education

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.