Over the last couple of decades, the neoliberal educational agenda has affected educational practices and schooling purposes worldwide. As a result, all of the features of education have been profoundly affected by such a shift. While there has been work done on what neoliberal mindset is and how and why it affects all levels of educational…

The rapid growth of social media popularity and consequently social media marketing is creating a challenge in terms of the appropriate teaching strategy. Advances in technology are racing ahead of clear terminology. The definitions of Public Relations (PR) and Advertising are being widened to encompass more digital activities and this turf war is…

The present study aimed to examine the influence of advertising creativity on the effectiveness of commercial and noncommercial advertisements in a situation involving attention competitions. Consequently, a dual-task paradigm in which an additional task of time production was completed while viewing advertisements that were creative or common was…

Purpose: The present study has been carried out to study whether and how different aspects of brand management (brand identity, brand image and brand meaning) are instrumental in maintaining and enhancing attachment strength of students with higher education institutes (HEIs). Further, to understand what brand management aspect channels the impact…

Purpose: The purpose of this study is to compare and contrast Internet marketing communication tools used to accomplish key marketing goals between European Union higher education institutions (HEIs) and non-EU HEIs, such as in the case of Poland and Ukraine. Design/methodology/approach: In the article, the authors used the literature review…

Audience analysis is essential for creating successful messages across communication fields. The audience persona is an effective tool for understanding the characteristics and needs of a target audience. Through this unit activity, students experience the process of persona development, build skills in data collection and analysis, and gain…

In the highly dynamic, competitive and uncertain environment of tertiary education, universities nowadays have to intensify marketing communication to address potential applicants. This study seeks to explore the advertising scheduling of university advertisements in selected media, to analyse the differences in the advertising strategies of…

The topic of this academic review is settler slogans that mandate colonial school policy in North America. Also discussed is Indigenous futurity as a strategy for transforming education and countering the educational harm that comes from weaponized language. Beginning in 1887, the US federal government authorized colonial schooling, using the…

Public Internet Data Mining methods enable studying educational institutions' public-facing communication. Multiple online data sources can illuminate differences in how different audiences are addressed online, opening the door for critical inquiry into emerging issues of representation and targeted advertising. The present study presents a case…

Social reality is refined and redefined through media. This article explores the representation of discourse of multilingualism in a series of Hong Kong government public service advertisements called "Faces of Hong Kong." Given the role of advertisements in social reproduction and the construction of identities and subjectivities, there…

In this study, we conducted in-depth interviews with 29 parents of prospective college students, a target public of university marketing efforts. We explored how university communication influenced parents' attitudes, and reputation perception. The research findings are significant in understanding parents' views on responding to prevalent…

Courses: Introduction to advanced classes in Media Studies, Women's Studies, Gender Studies, Race, Communication, and Advertising. Objectives: In this unit activity, students critically assess advertisements that co-opt female empowerment and then identify ways they can resist such strategies.

With the development of economy and the change of social culture, advertisements have penetrated our life slowly and done a lot to the commercial markets. Advertisements have often been analyzed in a stylistic way for its unique language style. But language is an important part, as well as a carrier, of culture. Advertising language, as other…

Mental health (MH) stigma affects help seeking behaviors of youth, particularly youth of color. This article reports the impact of Look Around (LA), a social media campaign designed to reduce MH stigma and increase help seeking in 6th- to 12th-grade youth in one Midwestern county. The campaign utilized movie theater advertising, social media,…

Courses: Strategic Campaigns, Advertising/Public Relations Campaigns. Objectives: The purpose of this semester-long project is student application of research-based strategic communication strategies and techniques used in executing a professional strategic communication campaign for a client.