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dc.contributor.authorSkoko, Hazboen
dc.contributor.authorWilliams Lesley, E.en
dc.date.accessioned2009-04-07T23:41:39Z
dc.date.issued1996-04en
dc.identifier.issn1173-0854en
dc.identifier.urihttps://hdl.handle.net/10182/978
dc.description.abstractThere is growing interest and evidence in the New Zealand education sector of the application of marketing principles and techniques. This has been brought about, in part, by a declining birth rate and a more market-driven economy. Faced by such changes educational institutions have increased their efforts to attract external funding and students. Advertising is one obvious way they have been doing this. This phenomenon, also reported in the UK, USA and Australia (Hayes, 1991; Pelletier, 1985; Stewart, 1991) in the past decade, is the focus of this paper. An initial investigation of New Zealand educational advertising research revealed little evidence of prior work in this field although overseas, institutional advertising appears to have attracted more research interest (McNamara,1985; Abernathy and Butler, 1992; Chamblee and Sandler, 1992). Given the limited budgets of many local educators, and their lack of marketing expertise, how are these managers promoting their services and how well are they doing this? The researchers examined these questions using educational advertisements collected over a five month period. Copy was then analysed using content analysis. Results indicated a heavy use of informative advertising, and a now ‘buy’ format. A high percent also list course components or subjects being offered, and provide contact names and numbers. These advertisements are, therefore, primarily akin to sales promotions.en
dc.language.isoenen
dc.publisherLincoln University. Commerce Division.en
dc.relationThe original publication is available from - Lincoln University. Commerce Division.en
dc.subjecteconomic analysisen
dc.subjectmarketingen
dc.subjectmarketing strategiesen
dc.subjectmarket trendsen
dc.subjecthuman behaviouren
dc.subjectdecision makingen
dc.subjectinformation sourcesen
dc.subjectCanterburyen
dc.subjecteducational advertisingen
dc.titleA content analysis of educational advertising in Canterburyen
dc.typeDiscussion Paper
dc.subject.marsdenFields of Research::350000 Commerce, Management, Tourism and Services::350200 Business and Managementen
dc.subject.marsdenFields of Research::340000 Economics::340200 Applied Economics::340202 Environment and resource economicsen
dc.subject.marsdenFields of Research::340000 Economics::340400 Econometrics::340401 Economic models and forecastingen
lu.contributor.unitLincoln Universityen
lu.contributor.unitFaculty of Agribusiness and Commerceen
lu.contributor.unit/LU/Faculty of Agribusiness and Commerce/UNK-COMMen
pubs.organisational-group/LU
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce
pubs.organisational-group/LU/Faculty of Agribusiness and Commerce/UNK-COMM
pubs.publication-statusPublisheden


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