Literaturnachweis - Detailanzeige
| Autor/in | Paul, Sharon A. |
|---|---|
| Titel | Starting and Promoting a "First-Time" Association Seminar Series. TECHNIQUES. |
| Quelle | In: Lifelong Learning, 8 (1984) 3, S.29-30 (3 Seiten) |
| Sprache | englisch |
| Dokumenttyp | gedruckt; Zeitschriftenaufsatz |
| Schlagwörter | Leitfaden; Adult Education; Adult Students; Advertising; Continuing Education; Marketing; Persuasive Discourse; Postsecondary Education; Publicity; Seminars; Student Recruitment |
| Abstract | As the competition among providers in the continuing education market intensifies, universities starting new seminars will need to alter their marketing and recruitment procedures drastically. Telemarketing and a two-step marketing approach will undoubtedly become more widespread in the future. Individuals responsible for marketing continuing education seminars should consider the nine most common objections to registering and try to develop promotional copy that is specifically designed to overcome these objections. Among the strategies of writing successful promotional copy are the following: establish an image of quality and value, describe the program fully, focus on the benefits of the seminar, include testimonials and peer recommendations wherever possible, use words that emphasize immediacy and results, use different copy for different audiences, focus on how a 1- to 3-day investment of time can and will pay off, emphasize the unique aspects of the program, and promote the time and location of the seminar. (MN) |
| Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
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