HIGHER EDUCATION INSTITUTES ADVERTISING CAMPAIGNS EFFICIENCY IN SENIOR PUPILS’ EVALUATION (BY MATERIALS OF EMPIRICAL STUDIES)
Makeeva Marina Evgen'evna Novokuznetsk Institute (Branch) of Kemerovo State University
Abstract. The article presents the results of sociological researches aimed at identifying the main directions of higher education institutes advertising campaigns implementation. By means of the focus group method the effectiveness of higher education institutes advertising campaigns is analyzed from the positions of potential entrants. The results of these studies show the contradiction of higher education institutes real and ideal advertising campaigns in senior pupils’ evaluation.
Key words and phrases: ðåêëàìà, ñèñòåìà âûñøåãî îáðàçîâàíèÿ, ñòàðøåêëàññíèêè, âûáîð âóçà, ýôôåêòèâíûå ðåêëàìíûå êàìïàíèè, advertising, higher education system, senior pupils, choice of higher education institute, effective advertising campaigns.
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