Enhancing the Effectiveness of School Advertisement in Taiwan: Customer-Focused Message Persuasiveness, Exposure Frequency, and Peak Timing

  •  Hsuan-Fu Ho    


Marketing has become an essential function for schools in Taiwan given the steadily increasing competition in the educational market, and advertising media have been the most widely used promotion weapon adopted by educational institutions. However, since marketing has long been an unknown territory to educational institutions, many schools have bemoaned that they face tremendous difficulties in developing their marketing mix. This research aims to explore how students at different levels use what media to search for which information at what time. 1200 questionnaires were administered to students at different educational levels across Taiwan. Finally, we demonstrated how the research findings can be used to improve institutions’ marketing efforts.

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