ECD-IMC: an integrated marketing communications model for selected Philippine higher education institutions

Jurnal Studi Komunikasi

article

ELOIDA DAGUMBOY¹ 

[1] University of the East-Caloocan

关键词: communication platforms;    integrated marketing communications (IMC);    higher education institutions (HEIs);   

DOI  :  10.25139/jsk.v6i3.4502

学科分类：社会科学、人文和艺术（综合）

来源: Faculty of Communications Science Dr Soetomo University

【 摘 要 】

3.736) are referrals/word-of-mouth marketing, free entrance examination, website, scholarships/discounts, and social media. In contrast, in the lower quartile (efficiency rating<3.262) are billboards, television/radio/print ads, souvenir items, sending direct messages to prospective students, and newspaper articles. To some extent, the HEIs implementation level of the various platforms is aligned with communication platforms' efficiency ratings. Further, the study ascertained differences in the preference and reached ratings according to respondents' profiles. Finally, an Efficient, Coherent, and Dynamic (ECD)-IMC model was crafted to help HEI administrators/marketers improve their enrolment with the least possible costs and to provide reference to future researchers.

【 授权许可】

CC BY-SA