Advertising campaign in the educational fieldJournal: Bulletin of Postgraduate education: collection of scientific papers. Series «Educational sciences» Category "B" (Vol.8, No. 37)
Publication Date: 2019-06-19
Authors : Hanna Vyshnevska;
Page : 43-57
Keywords : advertising; image; competition; educational services; educational institution.;
This article covers the concept of «advertising», discloses the specifics of advertising activities of educational institutions as one of the main components of the image of any institution of education, in particular, the need to study this issue is justified, due to its relevance and lack of workmanship. Advertising activity is considered as a necessary condition and factor of sustainability, the competitiveness of the educational institution and its success in the education market. It is indicated on the preconditions of reorientation of the priorities of educational activity and the sphere of improvement of the advertising process of the educational institution, as well as the tasks that should be performed in the field of educational services advertising. The functions of advertising educational services (information, value-oriented, communicative) are specified. In the field of education, the basic laws of the economy are now available. Namely: laws of demand and supply, value and competition. One of the effective mechanisms of competition in the market of educational services is advertising. Unfortunately, many educational institutions use the experience of advertising activities of general goods: electronic equipment, medical products, agricultural products, etc., not taking into account the specifics of the provision of educational services, that educational service is not a product, namely a service, a service specific. It is provided by a large team of highly skilled pedagogical staff. Therefore, advertising activity of an educational institution in a market economy should be on one high enough level with educational, methodological and educational work, especially given that it is an influence on the image of the institution.
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