高校广告资源开发略论

Research on Development of College Advertising Resource

高等教育大众化阶段的到来使高校广告资源成为学校与商家日益关注的话题,文章在对高校广告资源界定、开发必要性与可行性分析的基础上,通过文献及经验研究,提出开发高校"非主流"传媒资源、挖掘自身无形广告资源及成立校园传媒组织管理资源等策略,指明应注意的问题,供高校、广告主等借鉴参考。

With the era of the popularization of higher education, college advertising resources is a hot topic to colleges and enterprises. In this paper, by the definition on college advertising resources and its analysis of necessity and feasibility, we put forward the development of college＂non-mainstream＂advertising resources, discover their invisible advertising resources, and establish a campus media organization, etc. Also, we indicate some problems that should be paid attention to, and provide reference for the colleges and universities, advertisers and other reference.