The campaign chosen for evaluation is a promotion of Stanford’ s Master Degree Program. Stanford uses various media channels to publish and promote its graduate and post-graduate programs. Nonetheless, a majority of promotions is done with the help of brochure distribution, as it is still the best method to reach millions of students across the globe. The master degree program is one of the leadership degrees provided by the international university. The master’ s program provides majors in subjects, such as policies, organizations and leadership studies. It is a joint MBA or MA program for management as well as arts and science students so that the program can be pursued by students from various educational backgrounds.
Even though this master’ s program is well-known and liked by various student categories, the university still needs to revive its communications strategy and implement a more effective one for enhancing the volume of enrolments from current as well as potential students. With proper research, an effective marketing campaign was launched. The dominating communication channel for this campaign is brochure as well as online media marketing.
Success or failure of any advertisement depends on its overall communication pattern, perceived message by target consumers, a frequency of message as well as placement. Nonetheless, there are numerous obscure and overlooked factors, which influence overall effectiveness and ROI of an advertisement campaign. Sometimes, a complicated or difficult situation can occur in advertising. This situation is termed as advertising’ s imbroglio. With an objective of gaining a greater and stronger foothold in the global student market, the master’ s program chose to revive its marketing communication campaign. After an exhaustive market research, the management decided on a strategic objective, which was to create a tangible difference.
This means every message delivered by different communication channels will be supported by a tangible offering, thereby making it more lucrative. In order to make the campaign successful, the degree program was launched with various effective strategies.
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