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SOURCE:    Almanac of Modern Science and Education. Tambov: Gramota, 2014. № 3. P. 114-117.
SCIENTIFIC AREA:    Sociological Sciences
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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: реклама, система высшего образования, старшеклассники, выбор вуза, эффективные рекламные кампании, advertising, higher education system, senior pupils, choice of higher education institute, effective advertising campaigns
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