ADVERTISING AS A TOOL FOR FORMATION OF THE TARGET MARKET FOR INSTITUTIONS OF HIGHER EDUCATION
Journal Title: Інтелект ХХІ - Year 2018, Vol 4, Issue
Abstract
The content of the process of advertising educational services is disclosed in the article. The primary tasks, which should be solved by the institution of higher education in the course of realization of own, advertising activity, are determined. The methods and channels of distribution of advertising information about the institution of higher education are considered. The target audience of the higher education institution advertising has been identified. Schools, professional educational institutions and basic enterprises of the oblast as the locations of distribution of informative materials of the institution of higher education are determined. It is proved that the main fragments of the target audience of higher education institution advertising are purchasers of educational services and potential applicants for higher education. It has been revealed that in the formation of advertising communications, the needs and requirements of all participants in the technological chain of educational services (“school – professional educational institution of higher education – labor market”) should be taken into account. The priority of the use of electronic channels for the distribution of advertising by a higher education institution is substantiated.
Authors and Affiliations
I. Deineha
Keywords
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- EP ID EP576455
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