生源市场的地域性特点与教育广告媒体的选择

Regional Market of Matriculate and the Media Choice of Education Advertisement

激烈的教育竞争强化了教育广告的功用。教育市场具有地域性。广告媒体具有其空间特点。教育广告媒体必须做到媒体的空间性和教育市场地域性的统一。不同层次的教育市场具有不同的地域特点,不同的地域特点决定了不同层次教育广告其优选媒体是不同的。在确定教育广告媒体选择的过程中,教育服务和广告受众的特点也发挥着不可忽视的作用。

Competition emphaiszes the use of advertisement in education. Matriculate market is regional, so is the educational advertisement, and the media choice of education advertising must match the matriculate market in re- gion. During the media choice of education advertisement, more attention should be payed to the character of educa- tion service and the media audience.