Is Higher Ed Print Advertising Effective?

Good evening, and I hope you have been well.

I would like to take a look at if print advertising is still relevant in higher education.  Another poignant thing to take a look at, my sources told me that the USA Education Guides are being eliminated, wow, so they must not think they are effective!

When we take a look at how effective print advertising is or isn’t, lets take a look at some things:

-does the ad immediately grab the reader?

-does the headline promise an important benefit?

-is the ad too short or too long?

Print advertising in itself does offer several benefits: good reach and frequency, can handle complicated propositions, and it certainly reaches a niche audience in a very targeted manner.

However, any advertising in higher education is a tricky animal, branding in itself is no longer going to cut it, and really who can afford to “throw money at a problem”.

Any sort of branding has to be combined with other lead-generation efforts (higheredgrowth.com or campustechnology.com, those are the two best, in my opinion). 

Now, back to our print advertising.  Print advertising (in an international student context) is very effective.  You have to remember that students in certain countries can find internet access cheap, scarce, or non-existent.  I can understand domestic print publications being eliminated, but ones that are international focused???   I don’t get it.

Certainly, online advertising is the current trend and wave of the future, but mixing in a little print advertising (combine with lead generation) can lead to a very effective campaign.

enjoy your night,

marketmpb

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